Marketing Analytics Using Excel is the essential introduction to data-driven marketing, which simplifies complex concepts and offers practical, real-world applications. This comprehensive yet accessible guide encourages an in-depth understanding of marketing analytics, from fundamental topics and basic Excel functions to more advanced topics such as AI and predictive analytics.
Packed with practical examples and easy-to-follow, fully worked problems which demonstrate how theoretical concepts are applied in real-world situations, this book also includes:
• Industry case studies from leading companies like Zappos, Amazon, Netflix, and Spotify, providing insights into how marketing analytics is applied in various industries.
• Exercises, activities and discussion questions to reinforce learning.
• A focus on open access tools and career prospects which encourages readers to develop further.
This no-nonsense guide minimises the intimidation factor of complex formulas and instead focuses on practical, real-world applications, making it essential reading for Marketing students and anyone looking to upskill.
Dr Rahul Pratap Singh Kaurav is Associate Professor at FORE School of Management, New Delhi, India.
Dr Asha Thomas is an Assistant Professor at Wroclaw University of Science and Technology (WUST), Poland.
Spis treści
1. Introduction to Marketing Analytics
2. Basics of Excel in Marketing Analytics
3. Data in Marketing
4. Understanding the Market
5. Metrics and Key Performance Indicators
6. Customer Analytics
7. Analysing Marketing Mix
8. Marketing Mix Modelling
9. Forecasting for Sales
10. Artificial Intelligence in Marketing Analytics
11. Perspective Analytics in Marketing
12. Digital Marketing Analytics
13. Reporting and Visualization
14. Free and Open Access Tools
15. Market of Marketing Analytics
O autorze
Dr. Kaurav is an Associate Professor at FORE School of Management (FSM), New Delhi. Here he is responsible for teaching, training, research, and consultancy. His teaching and research interests include Marketing Management, Services Marketing, Research Methodology, Marketing Research, and Marketing Analytics. He is a professionally acquired trainer for quantitative and qualitative research software and into the training of SPSS, Jamovi, MAXQDA, NVIVO, and Bibliometric Analysis. He has been associated with the University of Liverpool, UK, BITS-Pilani, and Taylor’s University, Malaysia as an adjunct faculty.
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