Marketing Analytics and Retail Business Management

Retail analytics using MS Excel - Covering Forecasting, Market Basket, RFM, Customer Valuation & Price Bundling

4.48 (1040 reviews)
Udemy
platform
English
language
Analytics & Automation
category
96,243
students
11 hours
content
Jan 2022
last update
$29.99
regular price

What you will learn

Become proficient in using powerful tools such as excel solver to create forecasting models

Learn how to estimate the trend and seasonal aspects of sales

Perform market basket analysis and calculate lift to derive a store layout that maximizes sales from complementary products

Understand how to interpret the result of Linear Regression model and translate them into actionable insight

Learn practical concepts of how to get revenue/profit optimized price point in case of Bundle products.

Learn why cable companies bundle landlines, cell phone service, TV service, and Internet service (Bundling)

Perform RFM (Recency, frequency, and monetary value) analysis to help you maximize profit from promotional mail campaigns.

Learn to calculate customer’s lifetime value under different scenarios and use it to increase the company’s profitability.

Incorporate the impact of discount rate and retention rate to calculate customer value

Description

You're looking for a complete course on understanding Marketing Analytics and Retail Business Management to drive business decisions involving production schedules, inventory management, promotional mail optimization, store layouting, estimating right bundle price, customer valuation and many other parts of the business., right?

You've found the right Marketing Analytics & Retail Business Management course! This course teaches you everything you need to know about different forecasting models, Market Basket analysis, conducting market research, marketing analytics, RFM (recency, frequency, monetary) analysis, Customer Valuation methods & Price Bundling analysis and how to implement these models in Excel using advanced excel tool.

After completing this course you will be able to:

  • Implement forecasting models such as simple linear, simple multiple regression, Additive and multiplicative trend and seasonality model and many more, required for devising marketing analytics strategies effectively.

  • Perform marketing analytics and market basket analysis and calculate lift to derive a store layout that maximizes sales from complementary products.

  • Do RFM (Recency, frequency, and monetary value) analysis to help you maximize profit from promotional mail campaigns.

  • Increase revenue/profit of your firm by implementing revenue / profit maximizing bundle price point using marketing analytics tool like Excel solver Add-in

  • Understand the value of your customers to make intelligent decisions based on recommendations of marketing analytics and marketing research on how to spend money acquiring them

  • Confidently practice, discuss and understand different marketing analytics models used by organizations

How this course will help you?

A Verifiable Certificate of Completion is presented to all students who undertake this Marketing Analytics & Retail Business Management course.

If you are a business manager or an executive, or a student who wants to learn and apply forecasting models, marketing analytics techniques based on marketing research in real world problems of business, this course will give you a solid base for that by teaching you the most popular forecasting models and marketing analytics strategies and how to implement them.

Why should you choose this course?

We believe in teaching by example. This course is no exception. Every Section’s primary focus is to teach you the concepts of marketing analytics, marketing research through how-to examples. Each section has the following components:

  • Theoretical concepts and cases of different forecasting models and marketing analytics techniques

  • Step-by-step instructions on implementing forecasting models and marketing analytics in excel

  • Downloadable Excel file containing data and solutions used in each lecture on marketing analytics and retail business management

  • Class notes and assignments to revise and practice the concepts on marketing analytics and retail business management

The practical classes where we create the model for each of these strategies is something which differentiates this course from any other course available online.

What makes us qualified to teach you?

The course is taught by Abhishek and Pukhraj. As managers in Global Analytics Consulting firm, we have helped businesses solve their business problem using Analytics and we have used our experience to include the practical aspects of Marketing analytics, marketing research, forecasting techniques and data analytics in this course.

We are also the creators of some of the most popular online courses - with over 170,000 enrollments and thousands of 5-star reviews like these ones:

This is very good, i love the fact the all explanation given can be understood by a layman - Joshua

Thank you Author for this wonderful course. You are the best and this course is worth any price. - Daisy

Our Promise

Teaching our students is our job and we are committed to it. If you have any questions about the course content, marketing analytics, marketing research, practice sheet or anything related to any topic, you can always post a question in the course or send us a direct message.

Download Practice files, take Quizzes, and complete Assignments

With each lecture, there are class notes attached for you to follow along. You can also take quizzes to check your understanding of concepts on Marketing analytics, marketing research, forecasting techniques. Each section contains a practice assignment for you to practically implement your learning on Marketing analytics, marketing research, forecasting techniques.

What is covered in this course?

Understanding how future sales will change is one of the key information needed by manager to take data driven decisions. In this course, we will explore how one can use marketing analytics tools and forecasting models to

  • See patterns in time series data

  • Make forecasts based on models

Let me give you a brief overview of the course

  • Section 1 - Introduction

    In this section we will learn about the course structure containing Marketing analytics, marketing research, forecasting techniques.

  • Section 2 - Basics of Forecasting

    In this section, we will discuss about the basic of forecasting and we will also learn the easiest way to create simple linear regression model in Excel

  • Section 3 - Getting Data Ready for Regression Model

    In this section you will learn what actions you need to take step by step to get the data and then prepare it for the marketing analytics purpose. These steps are very important.

    We start with understanding the importance of business knowledge then we will see how to do data exploration. We learn how to do uni-variate analysis and bi-variate analysis then we cover topics like outlier treatment and missing value imputation. These are the building blocks of implementing marketing analytics techniques effectively.

  • Section 4 - Forecasting using Regression Model

    This section starts with simple linear regression and then covers multiple linear regression. We have covered the basic theory behind each concept without getting too mathematical about it so that you understand where the concept is coming from and how it is important. But even if you don't understand it, it will be okay as long as you learn how to run and interpret the result as taught in the practical lectures.

    We also look at how to quantify models accuracy, what is the meaning of F statistic, how categorical variables in the independent variables data set are interpreted in the results.

  • Section 5 - Handling Special events like Holiday sales

    In this section we will learn how to incorporate effects of Day of Week Effect, Month Effect or any special event such Holidays, pay day etc.

  • Section 6 - Identifying Seasonality & Trend for Forecasting

    In this section we will learn about trends and seasonality and how to use the Solver to develop an additive or multiplicative model to estimate trends and seasonality. We will also learn how to use moving averages to eliminate seasonality to easily see trends in sales.

  • Section 7 - Market Basket Analysis and Lift

    In this section we will learn about Marketing analytics, marketing research, market basket analysis and learn how to calculate lift to derive a store layout that maximizes sales from complementary products.

  • Section 8 - Recency, frequency, and monetary value analysis

    In this section we will learn techniques to perform RFM (Recency, frequency, and monetary value) analysis to help you maximize profit from promotional mail campaigns.

  • Section 9 - Recency, frequency, and monetary value analysis

    In this section we will learn price bundling techniques and learn how to increase revenue/profit of your firm by implementing revenue / profit maximizing price point using Excel solver Add-in

  • Section 10 - Recency, frequency, and monetary value analysis

    In this section, we will discuss about the basic of concepts of Customer Lifetime value and learn how to create excel model to find lifetime customer value and perform sensitivity analysis to capture variations in lifetime value under different scenarios.

  • Section 11 - Excel crash course

    If you're new to Excel, or you've played around with it but want to get more comfortable with Excel's advanced features required for this course. Either way, this section will be great for you to revise your rusty excel skills .

Some of the examples in this course are from the book Marketing Analytics: Data-Driven Techniques with Microsoft Excel [Winston, Wayne L.]. We suggest this book as reading material for anyone aspiring to be a marketing analyst and gaining knowledge on Marketing analytics, marketing research, forecasting techniques and data analytics.

I am pretty confident that the course will give you the necessary knowledge and skills related to Marketing analytics, marketing research, forecasting techniques, to immediately see practical benefits in your workplace.

Go ahead and click the enroll button, and I'll see you in lesson 1 of this Marketing Analytics course!

Cheers

Start-Tech Academy

Screenshots

Marketing Analytics and Retail Business Management - Screenshot_01Marketing Analytics and Retail Business Management - Screenshot_02Marketing Analytics and Retail Business Management - Screenshot_03Marketing Analytics and Retail Business Management - Screenshot_04

Content

Course Introduction

Introduction

Part 1: Forecasting

Basics of Forecasting
Course resources
Creating Linear Model with Trendlines
Quiz

1.1 Getting Data ready for Regression Model

Gathering Business Knowledge
Data Exploration
The Data and the Data Dictionary
Univariate analysis and EDD
Discriptive Data Analytics in Excel
Outlier Treatment
Identifying and Treating Outliers in Excel
Missing Value Imputation
Identifying and Treating missing values in Excel
Variable Transformation in Excel
Dummy variable creation: Handling qualitative data
Dummy Variable Creation in Excel
Correlation Analysis
Creating Correlation Matrix in Excel

1.2 Forecasting using Regression Model

The Problem Statement
Basic Equations and Ordinary Least Squares (OLS) method
Assessing accuracy of predicted coefficients
Assessing Model Accuracy: RSE and R squared
Creating Simple Linear Regression model
Multiple Linear Regression
The F - statistic
Interpreting results of Categorical variables
Creating Multiple Linear Regression model

1.3 Handling Special events like Holiday sales

Forecasting in presence of special events
Excel: Running Linear Regression using Solver
Excel: Including the impact of Special Events

1.4 Identifying Seasonality & Trend for Forecasting

Models to identify Trend & Seasonality
Excel: Additive model to identify Trend & Seasonality
Excel: Multiplicative model to identify Trend & Seasonality

Market Basket Analysis

Market Basket and Lift - Introduction
Named Ranges - Excel
Indirect Function - Excel
2-way lift calculation in Excel
2-way lift calculation - Dynamic
2-way lift data table creation
3-way lift calculation
Store Layout optimization using Lift values

RFM (recency, frequency, monetary) Analysis

RFM (recency, frequency, monetary) Analysis
RFM Analysis in Excel- Part 1
RFM Analysis in Excel- Part 2

Part 2: Pricing

Steps of setting a Pricing policy
Different Pricing Objectives
Course Resources

2.3 Evaluating Pricing Strategies

Price Bundling
Types of Bundling
The Bundling Problem
Excel: Solving Bundling problem Part 1
Excel: Solving Bundling problem Part 2
Excel: Solving Bundling problem (Price Reversal)
Non-Linear Pricing Strategies

3.1 Lifetime Customer Value

Lifetime Customer Value - Key concepts
Lifetime Customer Value - Excel model

3.2 Variations and Sensitivity Analysis

Sensitivity Analysis in Excel
Variations in finding customer value

Appendix 1: Excel crash course

Basics
Worksheet Basics
Entering values and Formulas
Data Formats
Data Handling Basics - Cut, Copy and Paste
Saving and Printing - Basics
Basic Formula Operations
Mathematical Formulas
Textual Formulas
Logical Formulas
Date-Time Formulas
Lookup Formulas ( V Lookup, Hlookup, Index-Match )
Data Tools
Formatting data and tables
Pivot Tables
Advance Excel- Solver, Data tables

Reviews

Siddesh
April 19, 2022
some of the excel files shown in the lecture videos are not uploaded in the course resources please look into it and resolve the problem.
Mujaheed
December 20, 2021
It's a nice course so far, I like the outlined course contents, which is exactly what am looking for to upskill myself.
Saurabh
October 30, 2021
Its a very good course, good explanation with separate theory and excel lectures. Bonus section in the end is a good addition.
Azriel
August 26, 2021
The contents looks great but due to the strong Indian accent, its very hard to listened on increased video speed (1.75). I wouldn't mind that if I can still read the caption, but the English caption is auto generated, which I notice have some wrong words. Accent is hard to change, I get it. So, it will be great if you provide the English (not auto) caption. Thanks!
Deepak
August 25, 2021
he approach and examples were good and helped me learn a few new things both about the course and excel
Sachin
August 11, 2021
Excellent course. Course be much better if the course was more engaging. I felt the course was slow paced and examples related to local market would be much appreciated.
Siddikur
July 29, 2021
Excellent course. I have enjoy a lot and lecture style is so nice as well as course outline. Thanks to the Instructors for launching awesome course to understand marketing analytics.
Shraddha
July 15, 2021
very well taught and explained every concept with examples so tht we get practical application idea of each concept. thankyou for such a wonderful course filled with knowledge .
Samadrita
July 6, 2021
It was an amazing course, everything is covered in detail and even the difficult concepts are taught in a very easy and smooth manner. Everyone seeking a career in marketing analytics should do this course as it gives a overall view of the field!
Sarah
June 9, 2021
I have learnt about how he retail business is managed as the steps taken to bring the customers into the store and purchase the goods and also i have learnt about marketing analytics as it explains how marketers evaluate the success of marketing initiatives. I recommend others also to take this course.
Shabir
January 24, 2021
Course was decent , but the use of excel is very out-dated , maybe the course has been published a long time ago , other than that it's a good way to learn marketing analytics with simple excel and then implement it to python or any other language , a good job on explanation and understandability . Thanks!
Venkata
January 10, 2021
during the lecture the screens go blur and we can't see what's happening exactly in the excel. Please make sure you capture the video with clarity and good resolution
Smriti
December 23, 2020
I really liked this taking this course because it covers real life problems. Every marketing terminology is explained very well. However, some video sound quality is poor which was disturbing.
Arijit
November 19, 2020
Retail Marketing Analytics course using excel is very relevant and helpful. The examples and hands-on exercises provided good insights. The pace was good and explanations lucid.
Sameer
April 25, 2020
The teaching technique is surely great. The teaching pattern made the subject easy and simple to understand with theory first and then the live examples.

Charts

Price

Marketing Analytics and Retail Business Management - Price chart

Rating

Marketing Analytics and Retail Business Management - Ratings chart

Enrollment distribution

Marketing Analytics and Retail Business Management - Distribution chart

Coupons

DateDiscountStatus
3/28/202095% OFF
expired
4/21/2020100% OFF
expired
4/28/2020100% OFF
expired
5/6/2020100% OFF
expired
5/24/2020100% OFF
expired
5/29/2020100% OFF
expired
6/5/2020100% OFF
expired
6/22/2020100% OFF
expired
6/25/2020100% OFF
expired
7/14/2020100% OFF
expired
7/19/2020100% OFF
expired
8/1/2020100% OFF
expired
8/16/2020100% OFF
expired
8/22/2020100% OFF
expired
9/28/2020100% OFF
expired
10/11/2020100% OFF
expired
10/21/202095% OFF
expired
10/30/2020100% OFF
expired
5/1/2021100% OFF
expired
5/28/2021100% OFF
expired
6/30/2021100% OFF
expired
8/1/2021100% OFF
expired
8/19/2021100% OFF
expired
8/30/2021100% OFF
expired
10/7/2021100% OFF
expired
11/1/2021100% OFF
expired
2/2/2022100% OFF
expired
2/14/2022100% OFF
expired
3/9/2022100% OFF
expired
3/25/2022100% OFF
expired
4/8/2022100% OFF
expired
4/19/2022100% OFF
expired
5/8/2022100% OFF
expired
5/18/202263% OFF
expired
5/19/2022100% OFF
expired
6/11/2022100% OFF
expired
6/17/2022100% OFF
expired
7/13/2022100% OFF
expired
7/21/2022100% OFF
expired
7/30/2022100% OFF
expired
8/3/2022100% OFF
expired
2670218
udemy ID
11/24/2019
course created date
11/27/2019
course indexed date
Bot
course submited by