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Excel营销数据分析宝典:大数据时代下易用、超值的数据分析技术/大数据应用与技术丛书

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Excel营销数据分析宝典:大数据时代下易用、超值的数据分析技术/大数据应用与技术丛书

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大多数企业都充斥着数据。为使数据有助于业务开展,需要一个简单的、具有成本效益的工具——最好是已经有所了解的一个工具。Excel就是这样一个工具。
《Excel营销数据分析宝典——大数据时代下易用、超值的数据分析技术》中的每个示例都具有分步指导、可下载的包含数据与解决方案的Excel文件,以及大量截图。想要提高自己的市场营销分析技术,这本指南和Excel是必不可少的。
《Excel营销数据分析宝典:大数据时代下易用、超值的数据分析技术 大数据应用与技术丛书》有助于掌握许多重要的市场营销分析概念:
◆ 使用Excel图表和函数来汇总市场营销数据
◆ 评估需求曲线并使用规划求解来判定使利润最大化的定价策略
◆ 将聚类分析用于市场细分
◆ 开发自定义的预测模型,以说明市场营销组合如何影响销量
◆ 衡量广告计划的效应
◆ 理解社交网络与病毒式营销背后的分析
Catalogue

第Ⅰ部分 使用Excel汇总市场营销数据
第1章 使用PivotTable对市场营销数据进行交叉分析
第2章 使用Excel图表汇总市场营销数据
第3章 使用Excel函数汇总市场营销数据

第Ⅱ部分 定价策略
第4章 评估需求曲线并使用规划求解来最优化定价
第5章 捆绑定价
第6章 非线性定价策略
第7章 撇脂定价策略与销售
第8章 收益管理

第Ⅲ部分 预测
第9章 简单线性回归及相关系数
第10章 使用多元回归分析预测销售情况
第11章 在特殊事件发生时进行预测
第12章 对趋势和季节性因素建模
第13章 移动平均比率预测法
第14章 温特方法
第15章 使用类神经网络预测销售情况

第Ⅳ部分 客户需求
第16章 联合分析法
第17章 逻辑回归分析
第18章 离散选择分析

第Ⅴ部分 客户价值
第19章 计算客户的生命周期价值
第20章 使用客户价值对业务估值
第21章 客户价值、蒙特卡罗模拟法与市场营销决策
第22章 在获取客户和留存客户之间分配市场营销资源

第Ⅵ部分 市场细分
第23章 聚类分析
第24章 协同过滤
第25章 将分类树用于细分市场

第Ⅶ部分 预测新产品的销售情况
第26章 用S曲线预测新产品的销售情况
第27章 巴斯扩散模型
第28章 使用哥白尼原则预测未来的销售时长

第Ⅷ部分 零售业
第29章 购物篮分析和电梯理论
第30章 RFM分析和直邮广告活动优化
第31章 使用SCAN*PRO模型及其变体
第32章 分配零售空间及销售资源
第33章 通过几个数据点来预测销售数据

第Ⅸ部分 广告
第34章 衡量广告效益
第35章 媒体选择模型
第36章 点击付费(PPC)在线广告

第Ⅹ部分 市场营销研究工具
第37章 主成分分析(PCA)
第38章 多维尺度分析(MDS)
第39章 分类演算法:朴素贝叶斯分类器和判别分析
第40章 方差分析:单因素方差分析
第41章 方差分析:双因素方差分析

第Ⅺ部分 互联网和社会化营销
第42章 网络
第43章 The Tipping Point背后的数学原理
第44章 病毒式营销
第45章 文本挖掘
Book Abstract

《Excel营销数据分析宝典:大数据时代下易用、超值的数据分析技术/大数据应用与技术丛书》:
在许多市场营销情况下,都需要对数据进行分析,或者说交叉分析,以获取重要的市场见解。Excel PivotTable (数据透视表)使你能够以许多不同的方式快速汇总数据并对其进行描述。在这一章中,你将了解如何使用PivotTable实现以下功能:
每月对各家商店按照产品类别检查销量和百分比对照信息。
分析工作日、季节性和整体趋势因素对你最喜欢的面包店的销售影响。
调查你最喜欢的面包店的促销效果。
确定人口结构,如年龄、收入、性别和地理位置等对人们订阅ESPN: The Magazine的可能性的影响。
1.1 分析True Colors Hardware (本色五金商店)的销售情况
要分析销售情况,首先需要一些数据。PARETO.xlsx文件(可以从本书的支持网站上下载)中的data工作表包含两个当地五金商店(Billy Joel拥有的住宅区商店和Petula Clark拥有的市中心商店)的销售数据。每个商店都销售10种类型的磁带、10种类型的胶粘剂和10种类型的安全设备。图1-1显示了该数据样本。
在这一节中你将学习如何使用Excel PivotTable来分析该数据,以回答下面的问题:
两家商店各自的销售百分比是多少?
每个月的销售百分比是多少?
每个产品产生的收益是多少?
哪些产品产生的收益占80%以上?
图1-1 五金商店数据
1.1.1 计算两个商店的销售百分比
创建PivotTable首先需要确保数据的第1行有标题。请注意data工作表中示例数据的第7行有4个标题:产品(Product)、月份(Month)、商店(Store)和价格(Price)。因为它们已经就位,所以可以开始创建PivotTable了。为此,请执行以下步骤:
(1) 将光标置于data工作表上的单元格的任意位置,在Insert选项卡的Tables组中单击PivotTable。这时Excel将打开Create PivotTable对话框,如图1-2所示,并正确地推测出数据包含在Y7:AB1333区域中。
图1-2 Create PivotTable对话框
注意:
如果你在这里选择Use an external data source,那么也可以将一个数据库作为PivotTable的数据源。在本章末尾的第14道练习题中,你可以练习从不同工作表甚至不同工作簿的数据中创建PivotTable。
(2) 单击OK按钮,你将看到PivotTable字段列表,如图1-3所示。
(3) 通过将PivotTable的标题或字段拖入方框或区域中,填充该PivotTable字段列表。可以从以下4个区域进行选择:
行区域(Row Labels):拖到这里的字段会以将它们添加到方框中的顺序排列在该表的左侧。在当前示例中,应该将Store字段拖到行区域中,这样数据就可以按商店进行汇总。
列区域(Column Labels):拖到这里的字段会在PivotTable的最顶行列出它们的值。当前示例中不存在需要拖到列区域的字段。
值区域(Values):拖到这里的字段会在PivotTable中进行算术汇总。本例中应该将Price字段拖到该区域。Excel会推测需要对字段执行的计算类型。在本例中,Excel推测你希望对所有的价格进行求和。因为你需要计算总收益,这便是正确的。如果你想要把数据字段的计算方法更改为求平均数和计数等,只需双击该数据字段或选择Value Field Settings。稍后会教你如何使用Value Field Settings命令。
报表筛选器区域(Report Filter):从Excel 2007开始,报表筛选器就是页字段区域的新名称。对于拖入到报表筛选器区域的字段,你可以轻松选取字段值的任何子集,以便PivotTable可以显示仅基于该子集的计算结果。在Excel 2010或Excel 2013中,你可以使用极具效用的切片器选择PivotTable计算中所使用的字段的子集。报表筛选器和切片器的使用将在1.1.5小节中展示。
注意:
要查看字段列表,必须选中PivotTable中的一个字段。如果看不到字段列表,可以右击PivotTable的任意单元格,并选择Show Field List。
图1-4显示了完成后的PivotTable字段列表,而生成的PivotTable显示在图1-5中,同时会显示在FirstStorePT工作表上。
图1-3 PivotTable字段列表 图1-4 完成后的PivotTable字段列表
图1-5显示市中心商店售出了价值4 985.5美元的货物,而住宅区商店售出了价值4 606.5美元的货物。总的销售额是9 592美元。
图1-5 完成后的PivotTable
如果需要各商店的销售额百分比,则需在值区域中更改Excel的数据显示方式。为此,需要执行以下步骤:
(1) 在FirstStorePT工作表的汇总数据中右击并选择Value Field Settings。
(2) 选择Show Values As,并单击该对话框右侧的下拉箭头。
(3) 选择% of Column Total选项,如图1-6中所示。
……

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