Excel for Marketers

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