Marketing Analytics Using Excel

A Beginner's Guide

AvRahul Pratap Singh Kaurav,Asha Thomas

Inbunden, Engelska, 2025

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2025-04-07
Mått:189 x 246 x 29 mm
Vikt:1 020 g
Format:Inbunden
Språk:Engelska
Antal sidor:448
Upplaga:1
Förlag:SAGE Publications
ISBN:9781529681901

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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.

Recensioner i media

I am very impressed by this book, giving grounded recent examples for each chapter. Excel is daunting even when engaged on beginners courses, as they still require prior knowledge of how excel functions, so provided you have a basic grasp of Excel this book will advance your knowledge and skill.The chapters are well laid out and explained and the online teaching materials are first class as they practically represent the materials needed for a course or module. I would not hesitate in recommending this book.

Innehållsförteckning

1. Introduction to Marketing Analytics2. Basics of Excel in Marketing Analytics3. Data in Marketing4. Understanding the Market5. Metrics and Key Performance Indicators6. Customer Analytics7. Analysing Marketing Mix8. Marketing Mix Modelling9. Forecasting for Sales10. Artificial Intelligence in Marketing Analytics11. Perspective Analytics in Marketing12. Digital Marketing Analytics13. Reporting and Visualization14. Free and Open Access Tools15. Market of Marketing Analytics