Marketing analytics : data-driven techniques with Microsoft Excel

Summary: 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 analytics underlying social networks and viral marketing.

Record details

ISBN: 9781118373439
Physical Description: xxx, 690 pages ; ill.: 24 cm.
Publisher: Indianapolis, IN: John Wiley & Sons, 2014.

Content descriptions

Formatted Contents Note:

Part I: Using Excel to summarize marketing data: 1. Slicing and dicing marketing data with PivotTables -- 2. Using Excel charts to summarize marketing data -- 3. Using Excel functions to summarize marketing data -- Part II: Pricing: 4. Estimating demand curves and using solver to optimize price -- 5. Price bundling -- 6. Nonlinear pricing -- 7. Price skimming and sales -- 8. Revenue management -- Part III: Forecasting: 9. Simple linear regression and correlation -- 10. Using multiple regression to forecast sales -- 11. Forecasting in the presence of special events -- 12. Modeling trend and seasonality -- 13. Ratio to moving average forecasting method -- 14. Winter's method -- 15. Using neural networks to forecast sales -- Part IV: What do customers want?: 16. Conjoint analysis -- 17. Logistic regression -- 18. Discrete choice analysis -- 19. Customer value: Calculating lifetime customer value -- 20. Using customer value to value a business -- 21. Customer value, Monte Carlo simulation, and marketing decision making -- 22. Allocating marketing resources between customer acquisition and retention -- Part VI: Market segmentation: 23. Cluster analysis -- 24. Collaborative filtering -- 25. Using classification trees for segmentation -- Part VII: Forecasting new product sales: 26. Using S curves to forecast sales of a new product -- 27. The bass diffusion model -- 28. Using the Copernican principle to predict duration of future sales -- Part VII: Retailing: 29. Market basket analysis and lift -- 30. RFM analysis and optimizing direct mail campaigns -- 31. Using the SCAN*PRO model and its variants -- 32. Allocating retail space and sales resources -- 33. Forecasting sales from few data points -- Part IX: Advertising: 34. Measuring the effectiveness of advertising -- 35. Media selection models -- 36. Pay per click (PPC) online advertising -- Part X: Marketing research tools: 37. Principal components analysis (PCA) -- 38. Multidimensional scaling (MDS) -- 39. Classification algorithms: Naive Bayes classifier and discriminant analysis -- 40. Analysis of variance: One-way ANOVA -- 41. Analysis of variance: Two-way ANOVA -- 42. Internet and social marketing: Networks -- 43. The mathematics behind the tipping point -- 44. Viral marketing -- 45. Text mining -- Index.

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Subject:

Microsoft Excel (Computer file) -- Microsoft Excel (Computer file)
Internet marketing
Marketing research -- Data processing
Marketing Management

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2 of 2 copies available at University College of the North Libraries.

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Location	Call Number / Copy Notes	Barcode	Shelving Location	Holdable?	Status	Due Date
The Pas Campus Library	HF 5415.2 .W45 2014 (Text)	58500000835264	Stacks	Volume hold	Available	-
Thompson Campus Library	HF 5145.2 .W45 2014 (Text)	58500000539825	Stacks	Volume hold	Available	-

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The Pas Campus Library

HF 5415.2 .W45 2014 (Text)

58500000835264

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