Dr. Sivaguru M

About

Dr. Sivaguru M is working as an Assistant Professor at Faculty of Management Studies (FMS), University of Delhi, India. He has obtained PhD from National Institute of Technology, Tiruchirappalli. He has a passion for Research and has published research papers in the SCI and Scopus journals. His expertise lies in the areas of Marketing and Information Systems. Particularly, he has been concentrating on marketing analytics where machine learning techniques are applied to solve management problems.

Research

• 1. Munusamy, S., Murugesan, P. Modified dynamic fuzzy c-means clustering algorithm – Application in dynamic customer segmentation. Appl Intell 50, 1922–1942 (2020)
• 2. Sivaguru, M., Punniyamoorthy, M. Performance-enhanced rough k-means clustering algorithm. Soft Comput 25, 1595–1616 (2021).
• 3. Sivaguru, M. Dynamic customer segmentation: a case study using the modified dynamic fuzzy c-means clustering algorithm. Granul. Comput. 8, 345–360 (2023)

Conferences

• 1. Sivaguru M & Arul PG, Making indian SME’s globally competitive through information and communication technology (ICT) adoption, Vels University, Chennai, Tamilnadu, India.
• 2. Sivaguru M & Arul PG, Impact of globalization in the performance of micro and small enterprises in India, Scott Christian College, Nagercoil, Tamilnadu, India.
• 3. Sivaguru M & Arul PG, Indian companies act 2013 and its impact on CSR spending by companies, Sun Institution, Thiruvannamalai, Tamilnadu, India.
• 4. Sivaguru M & Arul PG, Identifying areas where SME’s can adapt sustainable business practices to discharge CSR by evaluating the present case scenarios, SITAMS, Chittoor, Andhra pradesh, India

Research Interests

• 1. Marketing Analytics
• 2. Information Technology Management

Academic experience

• 1. GITAM University, Bangalore (2021-2023)
• 2. National Institute of Technology, Tiruchirappalli (2015-2021)
• 3. Pondicherry University (2014-2015)