Excel for Marketers
By: Michael Taylor
Skill Level: Beginner Intermediate
Duration: 1h 42m
Released: Oct 4, 2017
Description:
Excel is a tremendously powerful tool for analyzing marketing data and trends. Yet it’s easy to be scared off by its hundreds of different formulas and functions. Most marketers are barely scratching 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 begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign’s performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros.
Topics include:
- Cleaning up data formatting
- Using formulas for analysis
- Building a data-driven marketing plan
- Top-down vs. bottom-up marketing plans
- Running A/B tests
- Analyzing campaign performance
- Plotting data visually
- Building report templates and dashboards
- Building bulksheets for bulk campaigns on AdWords and
Contents:
- Introduction
- 1. Excel Basics for Marketers
- 2. Build a Data Driven Marketing Plan
- 3. Analyze Your Campaign Performance
- 4. Build Marketing Campaigns in Bulk
- Conclusion
Author:
Michael Taylor iis cofounder and COO of Ladder.io, a growth marketing agency in New York and London.
Michael started as a technical marketer. He grew to manage over $25 million cross-channel campaigns. He experienced an ad tech exit to Adobe, acquired one million emails at Travelzoo, survived two Google algorithm updates at Shopstyle, and scaled paid ads over 30 times at SumoMe. Since cofounding Ladder.io, he has worked with 100 companies, ranging from Y Combinator, 500 Startups, and Techstars ventures, to the Fortune 500. Michael also teaches marketing at General Assembly and the Startup Institute.
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