Wayne L. Winston 
Marketing Analytics [PDF ebook] 
Data-Driven Techniques with Microsoft Excel

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.

A propos de l’auteur

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.