Excel: Market Research Strategies

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