Business Maths for Marketers

This workshop is designed to give you the ability and confidence to utilise basic mathematical and statistical procedures so you can contribute more fully to defining and delivering organisational objectives. It’s designed to help you collect, process, analyse and utilise quantitative data and derived information more efficiently and effectively. With increasing pressure on budgets, it will help you to better justify plans and quantify results.

You will learn the key financial, mathematical and statistical techniques that will enable you to not only better understand your marketing environment but also produce more quantitatively oriented plans, strategies and tactics. The workshop should also boost your confidence in liaising with more quantitatively oriented colleagues.

Many marketers are not fluent in the language of business, ie the numbers. This workshop is designed to help the organisation’s marketers become more focused, analytical and credible in an increasingly numbers-oriented world.

This workshop has been specifically designed for marketers and those in related functions who know deep down that their quantitative skills ‘leave a lot to be desired’ and want to do something about it. It will also appeal to people wanting to better utilise Excel® and in particular its ‘Data Analysis Toolpak’ add-in.

Please note that a basic understanding of Excel® is required for this course.

• Back to basics – business maths refresher.
• ‘Quick maths’ – useful tricks of the trade for getting quick answers.
• The use of information technology in quantitative marketing (especially Excel®).
• Installing the Data Analysis Toolpak add-in and Excel® fundamentals.
• Marketing research fundamentals within context of quantitative marketing.
• Key financial statistics/metrics, eg gross profit, margin, mark-up etc.
• Profitable customers, products, services (the Pareto or 80:20 Law).
• Basic ‘descriptive statistics’ (measures of central tendency and dispersion).
• Basic inferential statistics (making inferences about a population based on a representative sample).
• Key marketing metrics eg CLTV and ROI/ROMI.
• Communicating the numbers – tips and tricks, traps to avoid.

A mixture of slides, demos and discussion, with lots of hands-on exercises and mini workshops primarily using Excel®.