Marketing Analytics: Data-Driven Techniques with Microsoft Excel

by Wayne L. Winston

"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 customersAnalyzing market segments to identify high-value customersForecasting sales of existing and of new productsEstimating trends and seasonalityMarket basket analysis for optimizing retail salesOptimizing direct mail and online campaignsSelecting media targets for advertisingOptimizing product price pointsPrice bundling and discountingDetermining which new products to recommend to existing customersViral marketing models for social mediaAnd moreThe 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.

Genres: Business, Nonfiction, Textbooks

720 pages, Kindle Edition

First published December 9, 2013

Reviews

[Enrique · Rating 5 out of 5]

What a book.

Really difficult methods (like Monte Carlo simulation) made on a simple spreadsheet.

It is not perfect, and have a lot of limitations (neural networks in excel requieres a lot of computational power). But it’s like an episode of McGiver on statistics.

Excellent is not enough!

[Stephanie · Rating 1 out of 5]

hard to follow. hard to understand. Excel errors throughout the book

[Kaliper]

"Marketing Analytics" by Mike Grigsby highlights how data can transform marketing strategies through predictive modeling and actionable insights. It’s a solid read for anyone exploring how analytics drives business growth. Tools like this bring these concepts to life by offering real-world applications in marketing analytics, AI forecasting, and strategic decision-making.

[Daria Gan · Rating 4 out of 5]

I bought this book when I started an analytics job in marketing. It provides a good overviews of topics and methods, though I would highly recommend not to fix on excel and go straight to a stat software or even better to a programming language such as R or Python. This might be a "Marketing analytics for dummies" for marketers and business owners (since it covers also revenues forecasting).

[Prem Sagar · Rating 5 out of 5]

𝚃𝚑𝚎 𝚋𝚘𝚘𝚔 𝚒𝚜 𝚊𝚗 𝚎𝚡𝚌𝚎𝚕𝚕𝚎𝚗𝚝 𝚛𝚎𝚜𝚘𝚞𝚛𝚌𝚎 𝚏𝚘𝚛 𝚊𝚗𝚢𝚋𝚘𝚍𝚢 𝚕𝚘𝚘𝚔𝚒𝚗𝚐 𝚝𝚘 𝚕𝚎𝚊𝚛𝚗 𝚑𝚘𝚠 𝚝𝚘 𝚞𝚜𝚎 𝙴𝚡𝚌𝚎𝚕 𝚏𝚘𝚛 𝚖𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 𝚍𝚊𝚝𝚊 𝚊𝚗𝚊𝚕𝚢𝚜𝚒𝚜. 𝙰𝚜 𝚊𝚗 𝚎𝚡𝚙𝚎𝚛𝚒𝚎𝚗𝚌𝚎𝚍 𝚊𝚗𝚊𝚕𝚢𝚜𝚝, 𝙸 𝚏𝚘𝚞𝚗𝚍 𝚝𝚑𝚎 𝚋𝚘𝚘𝚔’𝚜 𝚌𝚕𝚎𝚊𝚛, 𝚜𝚝𝚎𝚙-𝚋𝚢-𝚜𝚝𝚎𝚙 𝚎𝚡𝚙𝚕𝚊𝚗𝚊𝚝𝚒𝚘𝚗𝚜 𝚘𝚏 𝚝𝚎𝚌𝚑𝚗𝚒𝚚𝚞𝚎𝚜 𝚕𝚒𝚔𝚎 𝚛𝚎𝚐𝚛𝚎𝚜𝚜𝚒𝚘𝚗 𝚊𝚗𝚊𝚕𝚢𝚜𝚒𝚜, 𝚏𝚘𝚛𝚎𝚌𝚊𝚜𝚝𝚒𝚗𝚐, 𝚊𝚗𝚍 𝚌𝚞𝚜𝚝𝚘𝚖𝚎𝚛 𝚜𝚎𝚐𝚖𝚎𝚗𝚝𝚊𝚝𝚒𝚘𝚗 𝚎𝚜𝚙𝚎𝚌𝚒𝚊𝚕𝚕𝚢 𝚞𝚜𝚎𝚏𝚞𝚕.

𝚃𝚑𝚎 𝚋𝚘𝚘𝚔 𝚜𝚞𝚌𝚌𝚎𝚎𝚍𝚜 𝚊𝚝 𝚜𝚑𝚘𝚠𝚒𝚗𝚐 𝚑𝚘𝚠 𝚝𝚘 𝚞𝚝𝚒𝚕𝚒𝚣𝚎 𝙴𝚡𝚌𝚎𝚕 𝚏𝚘𝚛 𝚜𝚘𝚙𝚑𝚒𝚜𝚝𝚒𝚌𝚊𝚝𝚎𝚍 𝚖𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 𝚊𝚗𝚊𝚕𝚢𝚝𝚒𝚌𝚜, 𝚠𝚑𝚒𝚌𝚑 𝚒𝚜 𝚊 𝚝𝚎𝚌𝚑𝚗𝚘𝚕𝚘𝚐𝚢 𝙸 𝚊𝚖 𝚊𝚕𝚛𝚎𝚊𝚍𝚢 𝚊𝚌𝚚𝚞𝚊𝚒𝚗𝚝𝚎𝚍 𝚠𝚒𝚝𝚑. 𝙸𝚝 𝚑𝚎𝚕𝚙𝚎𝚍 𝚖𝚎 𝚞𝚗𝚍𝚎𝚛𝚜𝚝𝚊𝚗𝚍 𝚊𝚗𝚍 𝚊𝚙𝚙𝚕𝚢 𝚌𝚘𝚖𝚙𝚕𝚒𝚌𝚊𝚝𝚎𝚍 𝚒𝚍𝚎𝚊𝚜 𝚝𝚘 𝚖𝚢 𝚛𝚎𝚐𝚞𝚕𝚊𝚛 𝚠𝚘𝚛𝚔.

𝙸𝚏 𝚢𝚘𝚞'𝚛𝚎 𝚊 𝚙𝚛𝚘𝚏𝚎𝚜𝚜𝚒𝚘𝚗𝚊𝚕 𝚠𝚊𝚗𝚝𝚒𝚗𝚐 𝚊 𝚙𝚛𝚊𝚌𝚝𝚒𝚌𝚊𝚕, 𝚑𝚊𝚗𝚍𝚜-𝚘𝚗 𝚊𝚙𝚙𝚛𝚘𝚊𝚌𝚑 𝚝𝚘 𝚍𝚊𝚝𝚊-𝚍𝚛𝚒𝚟𝚎𝚗 𝚍𝚎𝚌𝚒𝚜𝚒𝚘𝚗-𝚖𝚊𝚔𝚒𝚗𝚐, 𝚝𝚑𝚒𝚜 𝚋𝚘𝚘𝚔 𝚒𝚜 𝚊 𝚖𝚞𝚜𝚝-𝚛𝚎𝚊𝚍. 𝙸𝚝 𝚐𝚒𝚟𝚎𝚜 𝚏𝚊𝚗𝚝𝚊𝚜𝚝𝚒𝚌 𝚟𝚊𝚕𝚞𝚎 𝚏𝚘𝚛 𝚊𝚗𝚢𝚋𝚘𝚍𝚢 𝚝𝚛𝚢𝚒𝚗𝚐 𝚝𝚘 𝚒𝚗𝚌𝚛𝚎𝚊𝚜𝚎 𝚝𝚑𝚎𝚒𝚛 𝚖𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 𝚊𝚗𝚊𝚕𝚢𝚝𝚒𝚌𝚜 𝚊𝚋𝚒𝚕𝚒𝚝𝚒𝚎𝚜 𝚞𝚜𝚒𝚗𝚐 𝙴𝚡𝚌𝚎𝚕.