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Excel: Market Research Strategies

Offered By: LinkedIn Learning

Tags

Microsoft Excel Courses Market Research Courses A/B Testing Courses Demand Forecasting Courses Marketing Analytics Courses

Course Description

Overview

Leverage the power of Excel to become a more effective marketer. Learn how to use Excel to tackle product pricing, focus group response analysis, and more.

Syllabus

Introduction
  • Performing marketing analytics in Excel
1. Demand Forecasting with Excel
  • What is product demand?
  • Measuring product demand
  • Organizing sales data
  • Seasonality in product demand
  • Moving averages and product demand
  • Price elasticity and product demand
  • Predicting demand for a new product
  • Regressions for forecasting
  • Using Excel for regressions
  • Demand forecasting caveats
2. Optimizing Product Pricing with Excel
  • Product pricing basics
  • Products with pricing power
  • Products without pricing power
  • Price or volume? The big trade-off
  • Price differentiation and wholesaling
  • Advertising attribution and identity
  • Hedonic shoppers and price
  • A/B testing and Excel
3. Focus Group Response Analysis with Excel
  • Online survey marketing research
  • Interpreting survey results
  • Forecasting propensity to buy
  • Statistics with survey groups
  • Regressions and survey data
  • Purchase intent and price
4. Customer Value and Excel
  • Cost-per-click and customer value
  • Lifetime customer value
  • Customer churn calculations
  • Customer acquisition cost
  • Waterfall charts and marketing variance
  • Interpreting variance walk charts
Conclusion
  • Applying Excel to market research

Taught by

Michael McDonald

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