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Marketing Analytics: Data-Driven Techniques with Microsoft Excel

Marketing Analytics: Data-Driven Techniques with Microsoft Excel [Kindle Edition]

Wayne L. Winston

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Product Description

Product Description

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 Companion website At the companion website,, 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.

Product details

  • Format: Kindle Edition
  • File Size: 65480 KB
  • Print Length: 720 pages
  • Publisher: Wiley; 1 edition (8 Jan 2014)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Amazon Bestsellers Rank: #452,362 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews on (beta) 4.3 out of 5 stars  3 reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Analytics guru 5 Feb 2014
By K. Forrest - Published on
Format:Paperback|Verified Purchase
Wayne Winston is a brilliant guy, but somehow still a fantastic teacher. I was always able to benefit from his books nearly as much as I benefited from his class. If you can find a class online, take it! He makes complex topics in marketing analytics simple and approachable.
5.0 out of 5 stars Not just another Excel analytics book, this one is well worth the price.... 18 Aug 2014
By David L. Parnell - Published on
Format:Paperback|Verified Purchase
My masters degree has moss growing on it and I am just a nuts and bolts operations I have seen many books titled as "analytics" texts when in fact they were mere rewrites of applied statistics or just "also ran" Excel recaps. Some Excel analytics books are really VBA biased programming books or discussions built around SQL Server topics, and they certainly have their place. But "Marketing Analytics" has maintained its focus as a synthesis of Excel based analysis chapter by chapter, from the first page to the last page. Because analytics and "BI" are hot topics these days, analytics texts of this caliber usually have unusually high prices but "Marketing Analytics" has a modest price given its focused content of current Excel applications to perform an array of analyses. Wayne Winston and Wiley & Sons Publishing have produced a text which is indeed an asset to the practitioner and the student of Excel based analytics.
3 of 6 people found the following review helpful
3.0 out of 5 stars Certain components not usable with Excel for Mac 26 May 2014
By FutureDoc - Published on
Format:Paperback|Verified Purchase
After purchasing this book and downloading the Excel files, I was informed that the Slicer functionality (which is the topic of the first chapter) is not available on Excel for Mac 2011, and that I could only open these files as "read only". So if you are a Mac user be aware that certain portions of this book may be unusable for you.
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