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Marketing Analytics: Data-Driven Techniques with Microsoft Excel Paperback – 3 January 2014

by Wayne L. Winston (Author)
4.5 out of 5 stars 213
Edition: 1st
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  1. ISBN-10
    111837343X
  2. ISBN-13
    978-1118373439
  3. Edition
    1st
  4. Publisher
    Wiley
  5. Publication date
    3 January 2014
  6. Language
    English
  7. Dimensions
    18.54 x 4.32 x 23.37 cm
  8. Print length
    720 pages
  9. See all details
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From the Publisher

Product description

From the Publisher

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.

From the Inside Flap

Powerful techniques for analyzing business data with Excel

Most businesses are awash in data. To make that data work for your business, you need a simple, cost-effective tool ideally, one you already know something about. Excel is that tool.

Every example in this book features step-by-step instructions, a downloadable Excel file containing data and solutions, and plenty of screenshots. To sharpen your marketing analytics, you just need this guide and Excel.

This book will help you master many important marketing analytic concepts, including:

  • Using Excel charts and functions to summarize marketing data
  • Estimating demand curves and using Solver to determine profit-maximizing pricing strategies
  • Using cluster analysis for market segmentation
  • Developing customized forecasting models that show you how your marketing mix impacts sales
  • Measuring the effectiveness of your advertising program
  • Understanding the analytics underlying social networks and viral marketing

Companion website

At the companion website, www.wiley.com/go/marketinganalytics, you can download all the Excel files used in this book, find answers to all the exercises at the ends of the chapters, and be advised of any errors discovered.

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (3 January 2014)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 720 pages
  • ISBN-10 ‏ : ‎ 111837343X
  • ISBN-13 ‏ : ‎ 978-1118373439
  • Dimensions ‏ : ‎ 18.54 x 4.32 x 23.37 cm
  • Customer Reviews:
    4.5 out of 5 stars 213

About the author

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Wayne Winston

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Rui Nunes-Costa
5.0 out of 5 stars Essential book for marketing analytics!
Reviewed in the United States on 14 January 2023
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2 people found this helpful
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Pritesh Pandya
5.0 out of 5 stars A Must have book for Marketing Analytics
Reviewed in India on 8 October 2021
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Edgardo Di Meo
5.0 out of 5 stars Finalmente quello che cercavo! chiaro ma non superficiale!
Reviewed in Italy on 31 December 2019
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One person found this helpful
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MISS VIOLETA DIAMANTI
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on 31 March 2018
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Client d'Amazon
5.0 out of 5 stars Excellent livre
Reviewed in France on 4 October 2017
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