Asha Thomas, Rahul Pratap Singh Kaurav

Marketing Analytics Using Excel

A Beginner's Guide

• Gebundenes Buch

Produktbeschreibung

This introductory guide to marketing analytics using Microsoft Excel provides a broad and easy-to-understand overview of marketing analytics for those who are new to the subject.

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Produktdetails

• Verlag: Sage Publications Ltd
• Seitenzahl: 368
• Erscheinungstermin: 12. April 2025
• Englisch
• Abmessung: 246mm x 189mm
• ISBN-13: 9781529681901
• ISBN-10: 1529681901
• Artikelnr.: 71855501

Autorenporträt

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. 

Inhaltsangabe

1. Introduction to Marketing Analytics
2. Basics of Excel in Marketing Analytics
3. Data in Marketing
4. Understanding the Market
5. Metrics and Key Performance Indicators
6. Customer Analytics
7. Analysing Marketing Mix
8. Marketing Mix Modelling
9. Forecasting for Sales
10. Artificial Intelligence in Marketing Analytics
11. Perspective Analytics in Marketing
12. Digital Marketing Analytics
13. Reporting and Visualization
14. Free and Open Access Tools
15. Market of Marketing Analytics