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In this course, you will :
- how to work with marketing data sources and explain basic analysis formulas
- walks you through the steps of creating a data-driven marketing plan, including mapping out your marketing funnel and comparing volume vs.
- shows how to use PivotTables, charts, and dashboards to analyse the performance of a campaign.
- demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and using macros to automate the most tedious, repetitive tasks.
Syllabus :
1. Excel Basics for Marketers
- Sources of marketing data
- Fixing data formatting issues
- Navigating large data sheets
- How to use formulas for analysis
- Common marketing metrics
2. Build a Data-Driven Marketing Plan
- Mapping out your marketing funnel
- Building a top-down marketing plan
- Building a bottom-up marketing plan
- Plotting the volume vs. cost tradeoff
- Forecasting user retention over time
- Calculating how long to run an A/B test
3. Analyze Your Campaign Performance
- Analysis with tables, totals, and filters
- Joining multiple data sets together
- Segmenting your data with PivotTables
- Plotting your data visually with charts
- Finding daily, weekly, and monthly trends
- Building a weekly report template
- Building a performance dashboard
- Cell extraction for further segmentation
- The "long tail" and the 80/20 rule
- Calculating statistical significance
4. Build Marketing Campaigns in Bulk
- Bulksheets for AdWords and Facebook
- Concatenating multiple URL parameters
- Text manipulation for ad copy generation
- Building complex formulas the easy way
- Intro to task automation with macros
