Marketing Analytics: Data-Driven Techniques with Microsoft Excel

My masters degree has moss growing on it and I am just a nuts and bolts operations analyst....so I have seen many books titled as "analytics" texts when in fact they were mere rewrites of applied statistics or just "also ran" Excel recaps. Some Excel analytics books are really VBA biased programming books or discussions built around SQL Server topics, and they certainly have their place. But "Marketing Analytics" has maintained its focus as a synthesis of Excel based analysis chapter by chapter, from the first page to the last page. Because analytics and "BI" are hot topics these days, analytics texts of this caliber usually have unusually high prices but "Marketing Analytics" has a modest price given its focused content of current Excel applications to perform an array of analyses. Wayne Winston and Wiley & Sons Publishing have produced a text which is indeed an asset to the practitioner and the student of Excel based analytics.

This book was a revelation to me. The fact that the worksheets are on the website as well as the solutions to the problems - I don't know if it was intentional but it was great. I used this book for a Marketing Research Methods class in my MBA program and rusty in statistics. I sincerely enjoyed this class because the Excel that was used was extremely useful as well as very well detailed so that it was very easy to follow. There are some errors in the book which made me glad that I had a professor to confirm them rather than me going along thinking I'm crazy. I think this book may be a challenge for someone who is completely new to Excel, but if you've been using Excel formulas and what-not for a while you'll have no problem. I will keep this textbook as I'm sure I'll be using it for a long time.

The book is impressive and a good mix of excel and marketing, but my main concern is that, to work all the exercises you need the raw excel files databases, This are not included in the kindle edition. After reading the book there is reference to a website (wiley) where you can download them, but they are password protected and to get access you have to register as an instructor(?) Customer Support seems absent . So beware if you buy through Kindle i guess it is better to buy directly to Wiley, in these case at least they will give you the toolset complete Second Review: after contacting the Wiley Support, the problem was quickly solved and i could get the files. 5 stars

This guys knows his stuff. It's a BIG book of ideas on how to use Excel to forecast or model. Treat it like a reference although you could read it end to end for entertainment value.

Wayne Winston is a brilliant guy, but somehow still a fantastic teacher. I was always able to benefit from his books nearly as much as I benefited from his class. If you can find a class online, take it! He makes complex topics in marketing analytics simple and approachable.

It's not easy wading through the concepts, but its definitely worth it. The exercises are interesting and challenging, and if you do it right you'll internalize the material. I have some of his other Excel manuals and as a marketer, this one is easily my favorite. The only downside is the author skipping past some procedural details that I have now become prepared for; basically, if you look at the exercise, think about how you will do it before you read the instructions because you'll know when there is a minor omission. I still give it 5 stars because of the quality of the supplemental materials and applicability to the marketing field.

Wayne Winston is the guy that teaches Microsoft employees how to use excel, he knows his stuff. The book is concise and the exercises ensure that you understand each chapter fully. Dont assume that this is a light read, this is a step by step tutorial on how to use excel to perform marketing analytics.

It is a good mix of Excel capabilities and Marketing/Economic concepts, however Wayne has a tendency to dive directly into equations of how to calculate a concept without fully providing additional information that is needed. This makes it a bit hard to conceptualize what he is trying to say unless you have pre existing knowledge of the subject. It is a very good tactical book and I would recommend it as a very strong supplement to Analyst and Marketing managers who are trying to expand their knowledge base.

A very nice book. A person having a little knowledge about excel can learn analytical tools easily. The tools in excel are explained in an easy manner.

Un livre pour ne pas parler de marketing mais pour en faire...ça change des livres habituels aux jolies photos mais qui sont infoutus d'expliquer par exemple: comment se servir des différents types de variables pour segmenter comment sont obtenues les cartes perceptuelles qui semblent tomber du ciel. Un must pour déniaisé son marketing.

Ottimo libro che riesce a spiegare concetti di statistica applicata al marketing in maniera non superficiale . Consiglio a tutti quelli che vogliono approfondire argomenti di analisi di marketing sopratutto legate al forecasting, serie temporali e funzioni tra variabili di marketing. Tutti gli esercizi e esempi sono su excel rendendo questo strumento accessibile a tutti.

So far one of the best and more useful books I have ever read on the subject. Will update this review once I finish the book.

Very well organised. Real life scenario based practical book. Highly Recommended