Introduction:

I n the last 20 years, the use of analytic techniques in marketing has greatly increased. In April 2013, Forbes magazine reported a 67-percent growth in marketing-related analytics hires during the previous year and an amazing 136-percent growth during the previous 3 years. Given this growth of interest in marketing analytics and my love of Excel modeling, I decided in 2004 to create a 7-week MBA elective in marketing analytics (K509) at the Indiana University Kelley School of Business. Although there are several excellent advanced marketing analytics books. (I am partial to Database Marketing by Robert Blattberg, Byung-Do Kim, and Scott Neslin (Springer, 2008).) I could not fi nd an Excel-based book that provided a how-to-do-it approach suitable for an MBA elective or an advanced undergraduate course. With no suitable book in hand, I wrote up course notes that I used in classes for 10 years. The course has been wildly successful with nearly 65 percent of all MBA’s at the Kelley School taking the class. In May 2013, I was honored to receive the Eli Lilly MBA teaching award as the best teacher in the MBA program, primarily for teaching K509. In November 2011, Robert Elliott of Wiley Publishing approached me about turning my notes into a book, and this book is the result. In addition to being utilized in K509, portions of the book have been used to teach marketing analytics to senior managers at Deloitte consulting, Booz Allen Hamilton consulting, and 3M marketing analysts.