Marketing Analytics

Author: Wayne L. Winston
Publisher: John Wiley & Sons
ISBN: 1118417305
Category : Computers
Languages : en
Pages : 727

Book 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.

Data-Driven Marketing

Author: Mark Jeffery
Publisher: John Wiley & Sons
ISBN: 0470504544
Category : Business & Economics
Languages : en
Pages : 325

Book Description
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Marketing Analytics

Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749482176
Category : Business & Economics
Languages : en
Pages : 241

Book Description
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Marketing Analytics

Author: Rajkumar Venkatesan
Publisher: University of Virginia Press
ISBN: 081394516X
Category : Business & Economics
Languages : en
Pages : 278

Book Description
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Data Analysis Using SQL and Excel

Author: Gordon S. Linoff
Publisher: John Wiley & Sons
ISBN: 0470952520
Category : Computers
Languages : en
Pages : 698

Book Description
Useful business analysis requires you to effectively transform data into actionable information. This book helps you use SQL and Excel to extract business information from relational databases and use that data to define business dimensions, store transactions about customers, produce results, and more. Each chapter explains when and why to perform a particular type of business analysis in order to obtain useful results, how to design and perform the analysis using SQL and Excel, and what the results should look like.

Microsoft Excel Data Analysis and Business Modeling (Office 2021 and Microsoft 365)

Author: Wayne Winston
Publisher: Microsoft Press
ISBN: 0137613679
Category : Computers
Languages : en
Pages : 1788

Book Description
Master business modeling and analysis techniques with Microsoft Excel and transform data into bottom-line results. Award-winning educator Wayne Winston's hands-on, scenario-focused guide helps you use today's Excel to ask the right questions and get accurate, actionable answers. More extensively updated than any previous edition, new coverage ranges from one-click data analysis to STOCKHISTORY, dynamic arrays to Power Query, and includes six new chapters. Practice with over 900 problems, many based on real challenges faced by working analysts. Solve real problems with Microsoft Excel—and build your competitive advantage Quickly transition from Excel basics to sophisticated analytics Use recent Power Query enhancements to connect, combine, and transform data sources more effectively Use the LAMBDA and LAMBDA helper functions to create Custom Functions without VBA Use New Data Types to import data including stock prices, weather, information on geographic areas, universities, movies, and music Build more sophisticated and compelling charts Use the new XLOOKUP function to revolutionize your lookup formulas Master new Dynamic Array formulas that allow you to sort and filter data with formulas and find all UNIQUE entries Illuminate insights from geographic and temporal data with 3D Maps Improve decision-making with probability, Bayes' theorem, and Monte Carlo simulation and scenarios Use Excel trend curves, multiple regression, and exponential smoothing for predictive analytics Use Data Model and Power Pivot to effectively build and use relational data sources inside an Excel workbook

Data Smart

Author: John W. Foreman
Publisher: John Wiley & Sons
ISBN: 1118839862
Category : Business & Economics
Languages : en
Pages : 432

Book Description
Data Science gets thrown around in the press like it'smagic. Major retailers are predicting everything from when theircustomers are pregnant to when they want a new pair of ChuckTaylors. It's a brave new world where seemingly meaningless datacan be transformed into valuable insight to drive smart businessdecisions. But how does one exactly do data science? Do you have to hireone of these priests of the dark arts, the "data scientist," toextract this gold from your data? Nope. Data science is little more than using straight-forward steps toprocess raw data into actionable insight. And in DataSmart, author and data scientist John Foreman will show you howthat's done within the familiar environment of aspreadsheet. Why a spreadsheet? It's comfortable! You get to look at the dataevery step of the way, building confidence as you learn the tricksof the trade. Plus, spreadsheets are a vendor-neutral place tolearn data science without the hype. But don't let the Excel sheets fool you. This is a book forthose serious about learning the analytic techniques, the math andthe magic, behind big data. Each chapter will cover a different technique in aspreadsheet so you can follow along: Mathematical optimization, including non-linear programming andgenetic algorithms Clustering via k-means, spherical k-means, and graphmodularity Data mining in graphs, such as outlier detection Supervised AI through logistic regression, ensemble models, andbag-of-words models Forecasting, seasonal adjustments, and prediction intervalsthrough monte carlo simulation Moving from spreadsheets into the R programming language You get your hands dirty as you work alongside John through eachtechnique. But never fear, the topics are readily applicable andthe author laces humor throughout. You'll even learnwhat a dead squirrel has to do with optimization modeling, whichyou no doubt are dying to know.

Excel 2019 for Marketing Statistics

Author: Thomas J. Quirk
Publisher: Springer Nature
ISBN: 3030627810
Category : Mathematics
Languages : en
Pages : 251

Book Description
This book shows the capabilities of Microsoft Excel in teaching marketing statistics effectively. It is a step-by-step, exercise-driven guide for students and practitioners who need to master Excel to solve practical marketing problems. If understanding statistics isn’t your strongest suit, you are not especially mathematically inclined, or if you are wary of computers, this is the right book for you. Excel, a widely available computer program for students and managers, is also an effective teaching and learning tool for quantitative analyses in marketing courses. Its powerful computational ability and graphical functions make learning statistics much easier than in years past. Excel 2019 for Marketing Statistics: A Guide to Solving Practical Problems capitalizes on these improvements by teaching students and managers how to apply Excel to statistical techniques necessary in their courses and work. In this new edition, each chapter explains statistical formulas and directs the reader to use Excel commands to solve specific, easy-to-understand marketing problems. Practice problems are provided at the end of each chapter with their solutions in an appendix. Separately, there is a full practice test (with answers in an appendix) that allows readers to test what they have learned.

Microsoft Excel 2019 Data Analysis and Business Modeling

Author: Wayne Winston
Publisher: Microsoft Press
ISBN: 1509306080
Category : Computers
Languages : en
Pages : 1490

Book Description
Master business modeling and analysis techniques with Microsoft Excel 2019 and Office 365 and transform data into bottom-line results. Written by award-winning educator Wayne Winston, this hands-on, scenario-focused guide helps you use Excel to ask the right questions and get accurate, actionable answers. New coverage ranges from Power Query/Get & Transform to Office 365 Geography and Stock data types. Practice with more than 800 problems, many based on actual challenges faced by working analysts. Solve real business problems with Excel—and build your competitive advantage: Quickly transition from Excel basics to sophisticated analytics Use PowerQuery or Get & Transform to connect, combine, and refine data sources Leverage Office 365’s new Geography and Stock data types and six new functions Illuminate insights from geographic and temporal data with 3D Maps Summarize data with pivot tables, descriptive statistics, histograms, and Pareto charts Use Excel trend curves, multiple regression, and exponential smoothing Delve into key financial, statistical, and time functions Master all of Excel’s great charts Quickly create forecasts from historical time-based data Use Solver to optimize product mix, logistics, work schedules, and investments—and even rate sports teams Run Monte Carlo simulations on stock prices and bidding models Learn about basic probability and Bayes’ Theorem Use the Data Model and Power Pivot to effectively build and use relational data sources inside an Excel workbook Automate repetitive analytics tasks by using macros

R for Marketing Research and Analytics

Author: Chris Chapman
Publisher: Springer
ISBN: 9783319144351
Category : Business & Economics
Languages : en
Pages : 0

Book Description
This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.