Helping tech-savvy marketers and data analysts solve real-world business problems with Excel
Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results.
Practical exercises in each chapter help you apply and reinforce techniques as you learn.
Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools
Reveals how to target and retain profitable customers and avoid high-risk customers
Helps you forecast sales and improve response rates for marketing campaigns
Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising
Covers social media, viral marketing, and how to exploit both effectively
Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
From the Back Cover
Powerful techniques for analyzing business data with Excel
Most businesses are awash in data. To make that data work for your business, you need a simple, cost-effective tool — ideally, one you already know something about. Excel is that tool.
Every example in this book features step-by-step instructions, a downloadable Excel file containing data and solutions, and plenty of screenshots. To sharpen your marketing analytics, you just need this guide and Excel.
This book will help you master many important marketing analytic concepts, including:
Using Excel charts and functions to summarize marketing data
Estimating demand curves and using Solver to determine profit-maximizing pricing strategies
Using cluster analysis for market segmentation
Developing customized forecasting models that show you how your marketing mix impacts sales
Measuring the effectiveness of your advertising program
Understanding the analytics underlying social networks and viral marketing
At the companion website, www.wiley.com/go/marketinganalytics, you can download all the Excel files used in this book, find answers to all the exercises at the ends of the chapters, and be advised of any errors discovered.
About the Author
Wayne L. Winston is John and Esther Reese chaired Professor of Decision Sciences at the Indiana University Kelley School of Business and will be a Visiting Professor at the Bauer College of Business at the University of Houston. He has won more than 45 teaching awards at Indiana University. He has also written numerous journal articles and a dozen books, and has developed two online courses for Harvard Business School.