From the course: Excel for Marketers
Unlock the full course today
Join today to access over 23,400 courses taught by industry experts.
Building a marketing mix model - Microsoft Excel Tutorial
From the course: Excel for Marketers
Building a marketing mix model
- [Instructor] Your sales aren't just driven by one factor like how much you spend on ads. You have to account for multiple variables in order to accurately measure the impact of each marketing channel on sales. To do this we need to build a marketing mix model. We can actually build a simple model right here in Excel using the LINEST function. No need to learn how to code. Here's an example from an ice cream store. Once we have a model we can use it to understand what the key drivers of sales are and forecast forward to plan our marketing budgets. So let's see how to build this marketing mix model. First thing we're going to do is going to right click and go to move a copy and create a copy. So that way you'll have this final version to look at in the exercise file. Going to delete this. So we don't have the model. And we're going to delete the chart. And then we're going to kind of work all this stuff out from…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Contents
-
-
-
-
(Locked)
Mapping out your marketing funnel4m 41s
-
(Locked)
Building a top-down marketing plan4m 35s
-
(Locked)
Building a bottom-up marketing plan5m 2s
-
(Locked)
Plotting the volume vs. cost tradeoff4m 30s
-
(Locked)
Forecasting user retention over time5m 48s
-
(Locked)
Calculating how long to run an A/B test3m 34s
-
(Locked)
Building a marketing mix model10m
-
(Locked)
-
-
-