Assessfy Business Functions Lab Advanced 6 milestones 100 marks

Optimising Influencer Marketing ROI and Channel Mix for Indian Retail Brands

Function: Marketing Industry: Retail Function: Marketing Type: Business-function applied project Team: up to 4 Assessment: 6 milestones (100 marks)

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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About this project

Objective: To determine the most effective influencer marketing channels and measure their ROI for maximising brand engagement and sales in the Indian retail sector.

Indian retail brands increasingly invest in influencer marketing across platforms like Instagram, YouTube, and regional apps, yet struggle to accurately measure ROI and optimise channel allocation. Rapid digital adoption and diverse consumer behaviour complicate channel-mix decisions and budget allocation.

The project team will analyse influencer campaign data from a retail brand, combine it with sales and CRM information, and apply marketing analytics frameworks. Comparative assessment of channels, influencer tiers, engagement rates, and conversion metrics will be conducted using statistical and visual analytics tools.

Deliverables include a detailed analysis of influencer ROI per channel, recommended channel-mix strategy, budget optimisation model, and a framework for ongoing ROI tracking. Presentation and report will highlight actionable insights for marketing managers.

This project informs critical decisions about influencer marketing investment, guiding brands to maximise return, improve campaign effectiveness, and allocate resources efficiently in the Indian retail landscape.

Milestones

1. Problem Definition & Business Case

10 marks 14d

Prepare a project brief outlining the influencer marketing challenge, business impact, and scope for an Indian retail brand. Reviewed by faculty and industry mentor for clarity and relevance.

2. Domain Research & Data Gathering

15 marks 21d

Collect campaign, engagement, sales, and CRM data; conduct stakeholder interviews and secondary research on influencer marketing trends. Submit data inventory and research summary for review.

3. Solution Design / Methodology

10 marks 18d

Develop analytical approach, channel-mix models, and ROI measurement framework. Submit methodology plan and receive feedback from faculty and external expert.

4. Build / Analysis & Implementation

30 marks 35d

Execute data analysis, channel comparison, influencer tier assessment, and ROI calculation; build visual dashboards. Faculty and industry mentor review code, dashboards, and interim findings.

5. Validation & Results

25 marks 28d

Validate findings with sales data, compare model predictions against actuals, and test recommended channel-mix. Submit results and receive cross-functional feedback.

6. Final Report & Presentation

10 marks 14d

Submit final report, channel-mix recommendations, and present to panel of faculty and industry stakeholders. Evaluation based on clarity, business impact, and actionable solutions.

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Upcoming sessions

Session	Window	Enrolled
Optimising Influencer Marketing ROI and Channel Mix for I...	11 Jun 2026 to 10 Jun 2028	0

Skills you'll learn

RetailMarketingMarketing analytics and ROI measurementData cleaning and statistical analysisChannel-mix modelling and optimisationCRM and sales data integrationVisualisation and dashboard creationBusiness case writing and presentationStakeholder interviewing and secondary researchTeam project management

Tools used

Microsoft ExcelPower BI or TableauPython (pandasmatplotlib)Google AnalyticsBrand CRM data exportsInfluencer marketing platforms (e.g.WinklInfluencer.in)Marketing ROI frameworks (e.g.ROMIchannel attribution models)Public datasets (e.g.StatistaIAMAI reports)

Prerequisites

Principles of MarketingBasic Statistics and Data AnalysisExcel or spreadsheet proficiencyDigital Marketing FundamentalsBusiness Communication

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AICTE-aligned Project Completion Certificate

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