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.
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.