Marketing Analytics: Data-Driven Techniques with Microsoft Excel shows business managers and data analysts how to use a relatively simple tool--Excel---to analyze useful business information using powerful analytic techniques. This comprehensive book shows how to use each technique to solve a practical business problem and achieve optimum marketing results.

About the Author

Wayne L. Winston is the John and Esther Reese chaired Professor of Decision Sciences at the Kelley School of Business at Indiana University. He has also taught data modeling at major organizations such as 3M, Cisco, US Army, Eli Lilly, Deloitte Consulting and Microsoft.

Table of Contents:
• Introduction • 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