Leverage the power of Excel to become a more effective marketer. Learn how to use Excel to tackle product pricing, focus group response analysis, and more.
Overview
Syllabus
Introduction
- Performing marketing analytics in Excel
- What is product demand?
- Measuring product demand
- Organizing sales data
- Seasonality in product demand
- Moving averages and product demand
- Price elasticity and product demand
- Predicting demand for a new product
- Regressions for forecasting
- Using Excel for regressions
- Demand forecasting caveats
- Product pricing basics
- Products with pricing power
- Products without pricing power
- Price or volume? The big trade-off
- Price differentiation and wholesaling
- Advertising attribution and identity
- Hedonic shoppers and price
- A/B testing and Excel
- Online survey marketing research
- Interpreting survey results
- Forecasting propensity to buy
- Statistics with survey groups
- Regressions and survey data
- Purchase intent and price
- Cost-per-click and customer value
- Lifetime customer value
- Customer churn calculations
- Customer acquisition cost
- Waterfall charts and marketing variance
- Interpreting variance walk charts
- Applying Excel to market research
Taught by
Michael McDonald
