Title: Marketing Analytics: Data-Driven Techniques with Microsoft Excel, 1st Edition
Author: Wayne L. Winston
Publisher: Wiley
Description:
“Marketing Analytics: Data-Driven Techniques with Microsoft Excel” by Wayne L. Winston offers a comprehensive guide to leveraging data analytics for strategic marketing decision-making. In its 1st edition, this book equips marketers with the tools and techniques necessary to analyze customer data, measure marketing effectiveness, and optimize marketing strategies using Microsoft Excel.
Written by a leading expert in analytics and business intelligence, the book provides a practical and accessible introduction to marketing analytics concepts and methods. Through step-by-step tutorials and real-world examples, readers learn how to apply data-driven approaches to various aspects of marketing, including segmentation, targeting, positioning, pricing, and promotion.
Key topics covered in the book include data preparation, descriptive analytics, predictive modeling, and optimization techniques. Using Excel’s built-in features and add-ins, readers gain hands-on experience with data analysis, visualization, and interpretation, enabling them to extract actionable insights from marketing data.
The 1st edition of “Marketing Analytics” emphasizes the importance of evidence-based decision-making and continuous improvement in marketing strategies. By integrating analytics into the marketing process, organizations can better understand customer behavior, identify opportunities for growth, and enhance marketing ROI.
Whether used as a textbook for marketing analytics courses or as a reference for marketing professionals, this edition serves as a valuable resource for harnessing the power of data to drive marketing success. With its practical approach and emphasis on real-world applications, “Marketing Analytics” empowers readers to make informed decisions and achieve measurable results in today’s data-driven business environment.