Excel for Marketers (2023)

Course details

Excel is a powerful tool for analyzing marketing data and trends. But it’s easy to be scared off by its hundreds of different formulas and functions—and most marketers barely scratch the surface of what Excel can really do. In this course, veteran marketer and Excel power user Michael Taylor walks you through all the key features that can speed up your work and help you make smarter marketing decisions. Michael shares helpful formulas for marketers to know, shows how to build data-driven marketing plans, how to analyze campaign performance, takes you through the process of building marketing campaigns in bulk, and more.

Concepts

0. Introduction

01 - Leveraging the power of Excel for marketing
02 - Using the exercise files

1. Excel Basics for Marketers

03 - Sources of marketing data
04 - Fixing data formatting issues
05 - Navigating large data sheets
06 - How to use formulas for analysis
07 - Common marketing metrics

2. Build a Data-Driven Marketing Plan

08 - Mapping out your marketing funnel
09 - Building a top-down marketing plan
10 - Building a bottom-up marketing plan
11 - Plotting the volume vs. cost tradeoff
12 - Forecasting user retention over time
13 - Calculating how long to run an A B test
14 - Building a marketing mix model

3. Analyze Your Campaign Performance

15 - Analysis with tables, totals, and filters
16 - Joining multiple data sets together
17 - Segmenting your data with PivotTables
18 - Plotting your data visually with charts
19 - Finding daily, weekly, and monthly trends
20 - Building a weekly report template
21 - Building a performance dashboard
22 - Cell extraction for further segmentation
23 - The long tail and the 80 20 rule
24 - Calculating statistical significance

4. Build Marketing Campaigns in Bulk

25 - Bulksheets for Google and Meta Ads
26 - Concatenating multiple URL parameters
27 - Text manipulation for ad copy generation
28 - Building complex formulas the easy way
29 - Introduction to task automation with macros

Conclusion

30 - Continuing with Excel as a marketer