Marketing Analytics

Marketing Analytics:  Data-Driven Techniques with Microsoft Excel shows business managers and data analysts how to use a relatively simple tool--Excel---to analyze useful business information using powerful analytic techniques.    This comprehensive book shows how to use each technique to solve a practical businenss problem and achieve optimum marketing results.   Topics include: How PivotTables, charts, Excel statistical functions and array formulas can be used to describe and summarize marketing data. How to quantify customer value. Allocate the marketing budget between acquiring and retaining high-value customers Analyzing market segments to identify high-value customers Forecasting sales of existing and of new products Estimating trends and seasonality Market basket analysis for optimizing retail sales Optimizing direct mail and online campaigns Selecting media targets for advertising Optimizing product price points Price bundling and discounting Determining which new products to recommend to existing customers Viral marketing models for social media And more The author will demonstrate how to implement more than 85% of these techniques using Excel.  The other techniques require a more powerful BI tool;  for those examples, the author will use Palisades Software---readers will be able download a trial version of that software to recreate the examples for those chapters.  The book will include exercises (for each chapter), plus instructor materials.