Wayne L. Winston - Marketing Analytics: Data-Driven Techniques with Microsoft Excel

Chapter 1: Slicing and Dicing Marketing Data with PivotTables

Chapter 2: Using Excel Charts to Summarize Marketing Data

Chapter 3: Using Excel Functions to Summarize Marketing Data

In many marketing situations you need to analyze, or slice and dice, your data to gain important marketing insights. Excel PivotTables enable you to quickly summarize and describe your data in many different ways. In this chapter you learn how to use PivotTables to perform the following:

• Examine sales volume and percentage by store, month and product type.
• Analyze the influence of weekday, seasonality, and the overall trend on sales at your favorite bakery.
• Investigate the effect of marketing promotions on sales at your favorite bakery.
• Determine the influence that demographics such as age, income, gender and geographic location have on the likelihood that a person will subscribe to ESPN: The Magazine.

To start analyzing sales you first need some data to work with. The data worksheet from the PARETO.xlsx file (available for download on the companion website) contains sales data from two local hardware stores (uptown store owned by Billy Joel and downtown store owned by Petula Clark). Each store sells 10 types of tape, 10 types of adhesive, and 10 types of safety equipment. shows a sample of this data.

Hardware store data

Throughout this section you will learn to analyze this data using Excel PivotTables to answer the following questions:

• What percentage of sales occurs at each store?
• What percentage of sales occurs during each month?
• How much revenue does each product generate?
• Which products generate 80 percent of the revenue?

The first step in creating a PivotTable is ensuring you have headings in the first row of your data. Notice that Row 7 of the example data in the data worksheet has the headings Product, Month, Store, and Price. Because these are in place, you can begin creating your PivotTable. To do so, perform the following steps:

Place your cursor anywhere in the data cells on the data worksheet, and then click PivotTable in the Tables group on the Insert tab. Excel opens the Create PivotTable dialog box, as shown in , and correctly guesses that the data is included in the range Y7:AB1333.

PivotTable Dialog Box

PivotTable Field List

• Row Labels: Fields dragged here are listed on the left side of the table in the order in which they are added to the box. In the current example, the Store field should be dragged to the Row Labels box so that data can be summarized by store.
• Column Labels: Fields dragged here have their values listed across the top row of the PivotTable. In the current example no fields exist in the Column Labels zone.
• Values: Fields dragged here are summarized mathematically in the PivotTable. The Price field should be dragged to this zone. Excel tries to guess the type of calculation you want to perform on a field. In this example Excel guesses that you want all Prices to be summed. Because you want to compute total revenue, this is correct. If you want to change the method of calculation for a data field to an average, a count, or something else, simply double-click the data field or choose Value Field Settings. You learn how to use the Value Fields Setting command later in this section.
• Report Filter: Beginning in Excel 2007, Report Filter is the new name for the Page Field area. For fields dragged to the Report Filter zone, you can easily pick any subset of the field values so that the PivotTable shows calculations based only on that subset. In Excel 2010 or Excel 2013 you can use the exciting Slicers to select the subset of fields used in PivotTable calculations. The use of the Report Filter and Slicers is shown in the Report Filter and Slicers section of this chapter.

as well as on the FirstorePT worksheet.

Completed PivotTable Field List

Completed PivotTable

shows the downtown store sold $4,985.50 worth of goods, and the uptown store sold $4,606.50 of goods. The total sales are $9592.

If you want a percentage breakdown of the sales by store, you need to change the way Excel displays data in the Values zone. To do this, perform these steps:

Obtaining percentage breakdown by Store

shows the resulting PivotTable with the new percentage breakdown by Store with 52 percent of the sales in the downtown store and 48 percent in the uptown store. You can also see this in the revenue by store worksheet of the PARETO.xlsx file.

Percentage breakdown by Store