Overview
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Learn the most important and powerful features of Excel for marketing. Put formulas, PivotTables, charts, and macros to work for your campaigns.
Syllabus
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Introduction
- Welcome
- Exercise files
- Sources of marketing data
- Fixing data formatting issues
- Navigating large data sheets
- How to use formulas for analysis
- Common marketing metrics
- 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
- 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
- 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
- Next steps
