The field of marketing has undergone immense changes over the past decade, and those changes are driving an increasing need for data analysis. Marketing today combines both art and science: Managers must combine creative thinking with rigorous analysis when making decisions. Increasing financial pressures demand that managers deliver ROI from their marketing investments; therefore, quantifying the effects of marketing decisions is imperative.
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At the same time, customer relationship management (CRM) software and emerging Web 2.0 applications are providing managers with reams of data about their customers.
The marketing analysis toolkits are a suite of analytical tools that managers can use to inform decision-making in marketing. Each toolkit includes a technical note that outlines the analysis technique, provides examples of how it is used in marketing, and shows mathematical formulas used in the technique.
Also included in each toolkit is a spreadsheet supplement that contains sample problems; interactive graphs and tables that illuminate the concept visually; and a prebuilt Excel model that guides users in conducting quantitative analysis.
The toolkits are designed to be self-study tools that students can complete on their own outside the classroom or that managers can use on the job.
