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Excel for Marketers

via LinkedIn Learning

Overview

Learn the most important and powerful features of Excel for marketing. Put formulas, PivotTables, charts, and macros to work for your campaigns.

Excel is a tremendously powerful tool for analyzing marketing data and trends. Yet it's easy to be scared off by its hundreds of different formulas and functions. Most marketers are barely scratching the surface of what Excel can really do. In this course, veteran marketer and Excel power user Michael Taylor walks you through all the key features that can speed up your work and help you make smarter marketing decisions. 

Michael begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign's performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros.

Syllabus

Introduction
  • Welcome
  • Exercise files
1. Excel Basics for Marketers
  • Sources of marketing data
  • Fixing data formatting issues
  • Navigating large data sheets
  • How to use formulas for analysis
  • Common marketing metrics
2. Build a Data-Driven Marketing Plan
  • Mapping out your marketing funnel
  • Building a top-down marketing plan
  • Building a bottom-up marketing plan
  • Plotting the volume vs. cost tradeoff
  • Forecasting user retention over time
  • Calculating how long to run an A/B test
3. Analyze Your Campaign Performance
  • Analysis with tables, totals, and filters
  • Joining multiple data sets together
  • Segmenting your data with PivotTables
  • Plotting your data visually with charts
  • Finding daily, weekly, and monthly trends
  • Building a weekly report template
  • Building a performance dashboard
  • Cell extraction for further segmentation
  • The "long tail" and the 80/20 rule
  • Calculating statistical significance
4. Build Marketing Campaigns in Bulk
  • Bulksheets for AdWords and Facebook
  • Concatenating multiple URL parameters
  • Text manipulation for ad copy generation
  • Building complex formulas the easy way
  • Intro to task automation with macros
Conclusion
  • Next steps

Taught by

Michael Taylor

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