Microsoft Excel Data Analysis Sales & Marketing Management

Apply Excel In Marketing Management knowledge of Segmenting, Targeting and Positioning of Products etc

Utilizing Microsoft Excel in Sales & Marketing for Data Analysis


MS Excel In Sales & Marketing:

Intermediate to Advanced Level

Target Audience: Anyone involved in areas of sales and marketing and wanting to put theory into practice by identifying the marketing management process data and analyzing it using Excel’s built-in tools and techniques.

Learning Outcome: Equipping participants with the necessary knowledge and skills of doing the jobs of marketing management.

Pre-requisite: Understanding of what Excel offers and is capable of doing with some understanding of simple commonly used functions like SUM, AVERAGE, MAX, MIN, COUNT.

Synopsis: To be a successful marketer, one needs to have vital information and how to put together this information in a creative manner, in order to achieve the set objectives. Marketers need to be resourceful and understand the tools that are at their disposal. One such tool is Microsoft Excel. As marketers, the primary objective is to continuously keep existing customers while trying to build new ones. This is where Excel can be used in each step of the marketing process by segmenting, targeting and positioning the products.

Participants will be taught how Excel can help them in the areas of Marketing Management, Product Management, and Marketing Communications. Some of the areas included are forecasting and calculating average growth rates using Goal Seek; calculating the difference of given dates; analyzing databases with Databases functions; finding specific results using Lookup functions; scanning a segmented list with specific characters; calculating growth rates; and finally segmenting, targeting, and positioning with Pivot Tables.

Sales & Marketing

Training / Course Outline:

1. Formatting Data and Numbers

Customizing display of numbers
Creating drop down lists using Data Validation
Filling up a Series
Adding Subtotals
Using Fixed values in calculations (i.e. using the $ sign in formulas)
Adding data within Data Lists
Customizing Excel Options

2. Compiling & Analyzing Survey Data

Creating a random list
Cleaning up the database using Filter and Advanced Filter options
Finding specific records using Custom Filter options
Extracting filtered records

3. Product Life Cycle Analysis

Targeting profit margins from data list
Highlighting specific data using Conditional Formatting
Applying formulas within Conditional Formatting

4. Segmenting and Targeting the Market

Using Excel wildcards to filter details
Usage of SUMIF, AVERAGEIF and COUNTIF functions in single condition scenarios
Application of SUMIFS, AVERAGEIFS, and COUNTIFS functions in multiple conditions scenarios

5. Disciplining Data

Importing a text file
Looking up specific values within imported text file
When to use VLOOKUP and HLOOKUP functions
Dealing with missing values
Using Error function to insert user defined error message
Combining MATCH and INDEX functions to retrieve intersection point of row and column
Dealing with Dates
Combining data from multiple cells
Extracting specific characters from a data cell using Text functions

6. Competitive Analysis – Moving from Data to Information

Summarizing data using Pivot Table
Changing the look of Pivot Table
Applying different functions within Pivot Table
Using Pivot Table to generate unique Customer List

7. Presenting and Reporting the Data

Understanding the numerous charts used
Creating the following charts:
Gantt Chart
Histogram Chart
Combining multiple charts within single Chart area
Using Bar chart for comparison purposes

8. The Marketing Mix

Applying decision making functions e.g. IF, AND, OR, NOT
Predicting future values based on past records of sales figures
Comparing preset objectives and goals using Scenario Manager
Performing “What-If” analysis using Goal Seek
One and Two Input Data Tables