Marketing analytics : data-driven techniques with Microsoft Excel / Wayne L. Winston.
By: Winston, Wayne L [author]
.
Material type: 
BookPublisher: Indianapolis, IN : John Wiley & Sons, [2014]Copyright date: ©2014Description: xxx, 690 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781118373439 (paperback); 111837343X (paperback); 9781118439357 (e-book).Subject(s): Microsoft Excel (Computer file) | Marketing research -- Data processing | Electronic spreadsheetsAdditional physical formats: Electronic version:.: Marketing analytics : data-driven techniques with Microsoft Excel.DDC classification: 658.80072 Also available in electronic form.| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.80072 (Browse shelf(Opens below)) | 1 | Available | 00134315 | ||
| General Lending | MTU Bishopstown Library Lending | 658.80072 (Browse shelf(Opens below)) | 1 | Available | 00134317 | ||
| General Lending | MTU Bishopstown Library Lending | 658.80072 (Browse shelf(Opens below)) | 1 | Checked out | 11/01/2023 | 00134314 |
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Enhanced descriptions from Syndetics:
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 effectivelyImprove your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
Includes index.
Using Excel to summarize marketing data -- Pricing -- Forecasting -- What do customers want? -- Customer value -- Market segmentation -- Forecasting new product sales -- Retailing -- Advertising -- Marketing research tools -- Internet and social marketing.
CIT Module MGMT 8044 - Core reading
Also available in electronic form.
Author notes provided by Syndetics
Wayne L. Winston is John and Esther Reese chaired Professor of Decision Sciences at the Indiana University Kelley School of Business and will be a Visiting Professor at the Bauer College of Business at the University of Houston. He has won more than 45 teaching awards at Indiana University. He has also written numerous journal articles and a dozen books, and has developed two online courses for Harvard Business School.