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Dr. Partha Saha

Assistant Professor (Sr.Gd.), School of Business, Bengaluru

Qualification: Ph.D
Research Interest: Customer Experience, Healthcare Analytics, Marketing Analytics, Marketing Communications, Personalization

Bio Publications Area of Research Conference Attended 
Bio

Dr. Partha Saha is an Assistant Professor (Sr.Gd.) at Amrita School of Business, Bengaluru campus. He completed his doctorate from the Indian Institute of Technology (IIT), Kharagpur in 2019. Before joining Amrita Viswa Vidyapeetham, he also worked with Symbiosis International University and BITS, Pilani as a teaching faculty. He is very keen to apply Artificial Intelligence (AI) and Machine Learning (ML) Techniques in different business and social infrastructure domains to develop suitable and sustainable solutions. As his research thesis, he developed an AI-powered Decision Support System to understand the relationships among different elements associated with Indian Maternal and Child healthcare. His work has also been facilitated as the best paper award under the theme of maternal and child healthcare at the Indian Public Health Association conference organized by AIMS Jodhpur. He has published his papers in several reputed journals related to healthcare and marketing.

Dr. Partha Saha is also having experience working in the construction and related industries. He did his Civil Engineering from Jadavpur University and MBA from ICFAI Business School. After his MBA, he worked in mid-managerial positions for around half a decade in the construction-related industry where he lead and supervised dealers and salespersons in different regions of India.

His research interest includes Marketing Analytics, Marketing Communications, Personalization, Customer Experience, and Healthcare Analytics.

Publications

Journal Article

Year : 2024

Influence Of Personality Traits On Generation Z Consumers’ Click-through Intentions Towards Personalized Advertisements: A Mixed-methods Study

Cite this Research Publication : Partha Saha, Angan Sengupta, Priya Gupta, Influence of personality traits on generation Z consumers' click-through intentions towards personalized advertisements: A mixed-methods study, Heliyon, Elsevier BV, 2024, https://doi.org/10.1016/j.heliyon.2024.e34559

Publisher : Elsevier BV

Year : 2022

Understanding Differences in Behaviour Patterns of Healthcare Service Elements Among Regions Applying Data Mining

Cite this Research Publication : Partha Saha, Understanding Differences in Behaviour Patterns of Healthcare Service Elements Among Regions Applying Data Mining, Journal of Health Management, SAGE Publications, 2022, https://doi.org/10.1177/09720634221105331

Publisher : SAGE Publications

Year : 2021

Design Of Decision Support System Incorporating Data Mining Algorithms For Strengthening Maternal And Child Health Systems: Inclusion Of Systems-thinking Approach

Cite this Research Publication : P. Saha, Design of decision support system incorporating data mining algorithms for strengthening maternal and child health systems: Inclusion of systems-thinking approach, CARDIOMETRY, RosNOU, 2021, https://doi.org/10.18137/cardiometry.2021.20.100109

Publisher : RosNOU

Year : 2019

Decision Support System to Develop Evidence-based Policies for Inequity Reduction in Maternal and Child Health Care

Cite this Research Publication : Partha Saha, Decision Support System to Develop Evidence-based Policies for Inequity Reduction in Maternal and Child Health Care, Journal of Health Management, SAGE Publications, 2019, https://doi.org/10.1177/0972063418821812

Publisher : SAGE Publications

Year : 2019

Healthcare Performance Benchmarking applying Decision Support System: the case of Maternal and Child Health of India

Cite this Research Publication : Partha Saha, Healthcare Performance Benchmarking applying Decision Support System: the case of Maternal and Child Health of India, International Journal of Engineering, Applied and Management Sciences Paradigms (IJEAM), Vol. 54 Issue 1, pp. 63-69, April 2019

Year : 2016

Finding influential healthcare interventions of different socio-economically and educationally segmented regions by using data mining techniques: case study on nine high focus states of India

Cite this Research Publication : Partha Saha, Uttam Kumar Banerjee, , Finding influential healthcare interventions of different socio-economically and educationally segmented regions by using data mining techniques: case study on nine high focus states of India, International Journal of Data Mining Techniques and Applications, Integrated Intelligent Research, 2016, https://doi.org/10.20894/ijdmta.102.005.002.013

Publisher : Integrated Intelligent Research

Area of Research
  • Influencer marketing
  • AI adoption in Marketing
  • Applications of ML in Marketing
  • Immersive technology in Marketing
  • Personalized marketing communications
  • Customer Relationship Value
  • Environmental
  • Social, and Governance
Conference Attended 
  • Partha Saha, “The Effectiveness of Personalized Advertising: A Systematic Review Paper”, MICA’s 8th International Communication Management Conference (ICMC) 2022, MICA Ahmedabad, 5-7 January, 2022.
  • Partha Saha & Nilesh Gokhale, “Awareness of Marketing Analytics and its Adoption Challenges among SMEs in India”, International Conference on Rigor, Relevance, & Resilience in Business and Management Research (SICBM-2021), SIBM Hyderabad, India, 12-14 February, 2021.
  • Partha Saha, “Knowledge discovery based decision support system for application of systems thinking concepts in maternal and child health system strengthening”, 6th IIMA International Conference on Advanced Data Analysis, Business Analytics, and Intelligence, Ahmedabad, India, 06-07 April, 2019.
  • Partha Saha, “Healthcare Performance Benchmarking applying Decision Support System: the case of Maternal and Child Health of India”, 3rd International Conference on Recent Multidisciplinary Research, Goa, India, 24-25 January, 2019.
  • Partha Saha, “Knowledge discovery based interactive decision support system for identifying associations among childhood healthcare interventions and health system building blocks”, Proceedings of 12th World Congress of the RSAI (ISBN: 978-989-54216-0-2), Goa, India, June, 2018.
  • Partha Saha and Uttam Kumar Banerjee, “Comparative study of coverage, quality, and equity of reproductive and adolescent healthcare interventions at districts of West Bengal”, Proceeding of the 1st International Conference on Public Health, Sri Lanka, Vol. 1, 2015, pp. 60-75.
  • Partha Saha: “Inequity impact analysis on healthcare indicators: case study on nine high focus states of India”, Conference Proceeding 2015 IMRA IIMB International Conference: Inclusive Growth & Profits with Purpose: New Management Paradigm (ISBN: 978-0-9573841-3-2), Bangalore, India, December 2015.
  • Partha Saha: “Maternal mortality in high focus states in India: a district level adolescent and reproductive healthcare interventions analysis and relationship building”, Conference Proceeding 2015 IMRA IIMB International Conference: Inclusive Growth & Profits with Purpose: New Management Paradigm (ISBN: 978-0-9573841-3-2), Bangalore, India, December 2015.
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