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Marketing analytics : data-driven techniques with Microsoft Excel / by Wayne L. Winston
Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Verlag: Hoboken : John Wiley & Sons, 2014Auflage: Online-AusgBeschreibung: Online-Ressource (1 online resource (1 online resource.))ISBN:- 9781306451864
- HF5548.4.M523
- HF5415.1265
Inhalte:
Zusammenfassung: 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.Zusammenfassung: Cover -- Title Page -- Copyright -- Contents -- Introduction -- Part I Using Excel to Summarize Marketing Data -- Chapter 1 Slicing and Dicing Marketing Data with PivotTables -- Analyzing Sales at True Colors Hardware -- Analyzing Sales at La Petit Bakery -- Analyzing How Demographics Affect Sales -- Pulling Data from a PivotTable with the GETPIVOTDATA Function -- Summary -- Exercises -- Chapter 2 Using Excel Charts to Summarize Marketing Data -- Combination Charts -- Using a PivotChart to Summarize Market Research Surveys -- Ensuring Charts Update Automatically When New Data is Added -- Making Chart Labels Dynamic -- Summarizing Monthly Sales-Force Rankings -- Using Check Boxes to Control Data in a Chart -- Using Sparklines to Summarize Multiple Data Series -- Using GETPIVOTDATA to Create the End-of-Week Sales Report -- Summary -- Exercises -- Chapter 3 Using Excel Functions to Summarize Marketing Data -- Summarizing Data with a Histogram -- Using Statistical Functions to Summarize Marketing Data -- Summary -- Exercises -- Part II Pricing -- Chapter 4 Estimating Demand Curves and Using Solver to Optimize Price -- Estimating Linear and Power Demand Curves -- Using the Excel Solver to Optimize Price -- Pricing Using Subjectively Estimated Demand Curves -- Using SolverTable to Price Multiple Products -- Summary -- Exercises -- Chapter 5 Price Bundling -- Why Bundle? -- Using Evolutionary Solver to Find Optimal Bundle Prices -- Summary -- Exercises -- Chapter 6 Nonlinear Pricing -- Demand Curves and Willingness to Pay -- Profit Maximizing with Nonlinear Pricing Strategies -- Summary -- Exercises -- Chapter 7 Price Skimming and Sales -- Dropping Prices Over Time -- Why Have Sales? -- Summary -- Exercises -- Chapter 8 Revenue Management -- Estimating Demand for the Bates Motel and Segmenting Customers -- Handling Uncertainty -- Markdown Pricing.PPN: PPN: 1657672972Package identifier: Produktsigel: ZDB-26-MYL | ZDB-30-PAD | ZDB-30-PBE | ZDB-30-PQE | BSZ-30-PQE-K1DLR
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