Marketing Analytics: Data-Driven Techniques with Microsoft Excel

by Wayne L. Winston

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 Data-Driven Techniques with Microsoft Excel.

Genres: Business, Nonfiction, Textbooks

722 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.