Winston Marketing Analytics

Data-Driven Techniques with Microsoft Excel
1. Auflage 2014
ISBN: 978-1-118-43935-7
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 720 Seiten, E-Book

Helping tech-savvy marketers and data analysts solvereal-world business problems with Excel
Using data-driven business analytics to understand customers andimprove results is a great idea in theory, but in today's busyoffices, marketers and analysts need simple, low-cost ways toprocess and make the most of all that data. This expert book offersthe perfect solution. Written by data analysis expert Wayne L.Winston, this practical resource shows you how to tap a simple andcost-effective tool, Microsoft Excel, to solve specific businessproblems using powerful analytic techniques--and achieveoptimum results.
Practical exercises in each chapter help you apply and reinforcetechniques as you learn.
* Shows you how to perform sophisticated business analyses usingthe cost-effective and widely available Microsoft Excel instead ofexpensive, proprietary analytical tools
* Reveals how to target and retain profitable customers and avoidhigh-risk customers
* Helps you forecast sales and improve response rates formarketing campaigns
* Explores how to optimize price points for products andservices, optimize store layouts, and improve onlineadvertising
* Covers social media, viral marketing, and how to exploit botheffectively
Improve your marketing results with Microsoft Excel and theinvaluable techniques and ideas in Marketing Analytics:Data-Driven Techniques with Microsoft Excel.

Autoren/Hrsg.

Winston, Wayne L.

Über Autor(innen)

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.