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Marketing Analytics Data driven Techniques with Microsoft Excel Included Lessons Files

Author : Wayne L. Winston
Publisher : Wiley
1st Edition
Date : January 13, 2014
Language : English
Included Lessons Files
PDF Format
Pages : 720
Size : 45,12 Mb

Helping tech-savvy marketers and data analysts solvereal-world business problems with Excel

Using data-driven business analytics to understand customers andimprove results is a great idea in theory, but in today's busyoffices, marketers and analysts need simple, low-cost ways toprocess and make the most of all that data. This expert book offersthe perfect solution. Written by data analysis expert Wayne L.Winston, this practical resource shows you how to tap a simple andcost-effective tool, Microsoft Excel, to solve specific businessproblems using powerful analytic techniques—and achieveoptimum results.

Practical exercises in each chapter help you apply and reinforcetechniques as you learn.

Shows you how to perform sophisticated business analyses usingthe cost-effective and widely available Microsoft Excel instead ofexpensive, proprietary analytical tools
Reveals how to target and retain profitable customers and avoidhigh-risk customers
Helps you forecast sales and improve response rates formarketing campaigns
Explores how to optimize price points for products andservices, optimize store layouts, and improve onlineadvertising
Covers social media, viral marketing, and how to exploit botheffectively

Improve your marketing results with Microsoft Excel and theinvaluable techniques and ideas in Marketing Analytics:Data-Driven Techniques with Microsoft Excel.

Powerful techniques for analyzing business data with Excel

Most businesses are awash in data. To make that data work foryour business, you need a simple, cost-effective tool —ideally, one you already know something about. Excel is thattool.

Every example in this book features step-by-step instructions, adownloadable Excel file containing data and solutions, and plentyof screenshots. To sharpen your marketing analytics, you just needthis guide and Excel.

This book will help you master many important marketing analyticconcepts, including:

Using Excel charts and functions to summarize marketingdata
Estimating demand curves and using Solver to determineprofit-maximizing pricing strategies
Using cluster analysis for market segmentation
Developing customized forecasting models that show you how yourmarketing mix impacts sales
Measuring the effectiveness of your advertising program
Understanding the analytics underlying social networks andviral marketing

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