Marketing Analytics: Data-Driven Techniques with Microsoft Excel (Paperback)

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.

幫助精通科技的營銷人員和數據分析師使用Excel解決現實世界的業務問題

理論上使用數據驅動的業務分析來了解客戶並改善結果是一個很好的想法，但在如今繁忙的辦公室中，營銷人員和分析師需要簡單、低成本的方式來處理和充分利用所有數據。這本專家書籍提供了完美的解決方案。由數據分析專家Wayne L. Winston撰寫，這本實用資源向您展示如何利用一個簡單且成本效益高的工具Microsoft Excel，使用強大的分析技術來解決特定的業務問題，並取得最佳結果。

每章的實際練習幫助您在學習的過程中應用和鞏固技巧。

本書向您展示如何使用成本效益高且廣泛可用的Microsoft Excel執行複雜的業務分析，而不是昂貴的專有分析工具；揭示如何定位和保留有利可圖的客戶並避免高風險客戶；幫助您預測銷售並提高營銷活動的回應率；探討如何優化產品和服務的價格點、優化店鋪佈局並改善網絡廣告；涵蓋社交媒體、病毒式營銷以及如何有效利用兩者。

通過Microsoft Excel和《市場分析：基於Microsoft Excel的數據驅動技術》中寶貴的技巧和思想，提升您的營銷成果。