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    Excel for Marketing Managers
    Excel for Marketing Managers
    Excel for Marketing Managers
    Ebook312 pages2 hours

    Excel for Marketing Managers

    By Ivana Taylor and Bill Jelen

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    About this ebook

    The most powerful Microsoft Excel features that can be used to sort through data to produce meaningful marketing analyses are outlined in this manual. Marketing managers will learn the math functions to produce budgets and forecasts, and how to use survey analysis to quickly spot trends using pivot tables and other analysis tools. Ideas for launch schedules, life cycle management, and other date-related information are also presented.
    LanguageEnglish
    PublisherIndependent Publishers Group
    Release dateJan 1, 2006
    ISBN9781615473120
    Excel for Marketing Managers

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      Book preview

      Excel for Marketing Managers - Ivana Taylor

      function.

      How to Use Excel to Become a Marketing Genius

      This might be a slight exaggeration, but then again, it may not be. I’ve heard it said that genius is the ability to spot the obvious. And that is exactly what Excel helps you to do. The problem most of us have when looking at data is seeing the information that’s hidden within.

      Successful marketing people know what information is important and how to pull that information together in order to get what they want from all of their constituencies: their customers, their CEO’s, their service providers and the members of their teams. Don’t be fooled, these people aren’t any bigger, better or brighter than you are, they’re just very resourceful and they know and understand the tools that are at their disposal.

      One such tool is Microsoft Excel. Excel is an amazingly powerful tool and it isn’t just for accounting or financial professionals. Marketing people can use it too.

      As marketers, our primary job is to get and keep customers for our organizations. To do this, we follow a fairly simple process that looks something like this:

      Figure 1 Marketing process

      Table 1 This table describes the marketing process in more detail.

      Excel can help you at each stage of the marketing process. But can it help you do your job?

      Excel Makes Your Job Easy

      Excel can absolutely make your job easier. Here is a short list I’ve compiled of marketing positions and the responsibilities and tasks that Excel can help you to do.

      Marketing Management

      Marketing Audit – Map a process

      Budgeting

      Competitive Analysis

      Marketing Plan

      Pricing Analysis and Strategy

      Research

      Find New Customers

      Identify new markets

      Monitor trends

      Provide Justification for Strategies and Plans

      Customer Satisfaction tracking and analysis

      Opportunity Analysis

      Product Management

      Pricing and Margins

      Sales Estimates

      Forecasting

      Launch a product

      Progress against Plan Report

      Track and monitor product introductions

      Sales Reports

      Scheduling

      Marketing Communications

      Lists (customer, prospect, purchased)

      Campaign Analysis

      Lead Tracking

      Trade Shows

      Media Choice and Management

      Supplier choice and management (printers, designers, research firms)

      Depending on which area of marketing you’re in, you may have any or all of these on your job descriptions on your plate. Isn’t it nice to know that you have a little extra help in doing them?

      Get Wise Before You Analyze: Cool Things Excel Can Do So You Won’t Have to

      I don’t know about you, but I’m one of those marketing people that want to see results yesterday. That means that I’ll often jump right into doing some crazy analysis the long and hard way simply because I don’t want to read an Excel book. Then sometime after I’ve literally wasted hours on a project, I’ll learn about a function or tool that would have saved me a day of work and frustration.

      Here are a few things that Excel can do that you won’t have to:

      Forecast and calculate average growth rates with Goal Seek

      Calculate and format days, dates, and times

      Excel can do a launch countdown for product launch or days until a trade show.

      Copy your formula to the end of the database

      You’ll love this if you’ve been scrolling down and end up over-scrolling hundreds of rows beyond your data.

      Quickly sort your whole database by clicking just clicking on one column

      Sort data in YOUR order, not just alphabetically

      See the sum by just highlighting an area

      Find a segment of your list with specific characteristics

      Examples: Find all companies in Texas; find all records with Goodyear in the field

      Calculate Sales over Plan

      Manage and customize mailing lists

      Segment, target, and position with Pivot Tables

      Calculate compound growth rates

      Join text and a date to create a customized message

      Excel-lent Beginnings

      If you use an Excel spreadsheet at least a couple of times a month, these are the basics.

      Customizing Excel

      Here’s the Situation

      Out of the box, Excel has some annoying features. First, Excel hides many powerful menu items and toolbar icons in order to make Excel seem less intimidating. This might be fine for beginners, but it is not fine for you.

      Here’s What to Do

      From the menu, select Tools – Customize.

      If the Customize option is not initially visible, choose the double-down arrow at the bottom of the menu to completely expand the menu.

      Figure 2

      Using the double-down arrow at the bottom to expand a menu

      The Customize dialog contains three tabs.

      Choose the third tab, which is the Options tab.

      Choose the checkbox for Show Standard and Formatting toolbars on two rows.

      Also, choose the checkbox for Always show full menus.

      Figure 3

      Displaying toolbars on two rows and showing all menu choices

      Adding More Buttons to Your Toolbars

      Now that the toolbars are displayed on two rows, you can drag more icons to the toolbars. Go back to Tools – Customize, but go to the center tab – the Command tab. When the Customize dialog is displayed, you can drag icons off of toolbars, rearrange icons, or drag new icons to the toolbars. There are hundreds of useful icons in seventeen categories. Any of these can be dragged to a visible toolbar.

      For example, choose the File category. The fifth icon is the Close icon.

      Figure 4

      Selecting a desired command icon to drag to a toolbar

      Drag the Close icon from the dialog box and drop it on the Standard toolbar, near the Save icon. You will now be able to close a workbook at the click of a button.

      Figure 5

      Selecting a command icon to drag to the Standard toolbar

      Tweaks in the Options Dialog

      From the menu, select Tools – Options.

      The Options dialog is one of Excel’s busiest, with 13 different tabs. On the General tab, there is a spin button next to Recently Used File List. This is initially set to 4.

      2. Adjust the Spin button up to the maximum of 9.

      Figure 6

      Changing number of files in the recently used file list

      Below the line on the same tab, there is a setting that causes every new workbook to have three worksheets. One old version of Excel started with this setting at 16. However, you can always add new sheets with Insert – Worksheet.

      3. Dial this value down to 1.

      Changing Tab Color

      In Excel 2002 or newer, you can change the tab color of an individual worksheet.

      Right-click the tab and choose tab color.

      Ironically, the tab color shows up really well on the non-active worksheets, but once you select a worksheet with a tab color, the color is relegated to a tiny band at the bottom of the sheet tab.

      Figure 7 Color of selected tab shows as a band at the bottom

      Keeping Headings Visible

      To always see the headings in row 1, place the cell pointer in A2 and choose Window – Freeze Panes. Everything visible above and to the left of the active cell is frozen.

      To freeze column A on the left side of your spreadsheet, place the cell pointer in B2 before using Window – Freeze Panes.

      Printing Headings

      Note that the previous technique will not cause the headings to print at the top of each printed page.

      To print headings, use File – Page Setup. On the Sheet tab, enter 1:1 in the Rows to repeat at top textbox.

      Figure 8

      Selecting rows to print

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