Marketing Analytics: Data-Driven Techniques with Microsoft Excel 1st Edition

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 completeSecond Review: after contacting the Wiley Support, the problem was quickly solved and i could get the files. 5 stars

It was a great price for the semester text book, great condition semi well written book.

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.

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.

How to perform really well at marketing analytics position, while not spending a kidney on softwares: only based on excel (from basics to machine learning!)

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.

After purchasing this book and downloading the Excel files, I was informed that the Slicer functionality (which is the topic of the first chapter) is not available on Excel for Mac 2011, and that I could only open these files as "read only". So if you are a Mac user be aware that certain portions of this book may be unusable for you.