6 Excel Functions to Use in Marketing Analysis

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Most of the Excel spreadsheet was created for accounting, but it has many uses beyond this. Marketing analysis is one of them. If you’re working in marketing, you’ll find out that several Excel functions will come in handy when analyzing data or performing any other tasks related to this field. This article will discuss some of the most important functions and how they can help you with your marketing analysis tasks.


1. VLOOKUP Function

VLOOKUP is a function that looks for data in another table. In this case, you are going to look for data on your marketing report and return the values from that table.


First, look at how the VLOOKUP works with one table: In Cell A1, enter the column number you want to search for in your data set (e.g., C). In Cell B1, enter an array formula with this formula: =VLOOKUP(C3,$A$2:$B$7,, FALSE). This tells Excel to search column C of your data set using the value in cell C3 as an index (the first argument), and then return a specific value from column B of our data set by returning FALSE because you want the numerical value rather than text information back (the third argument). The second argument ($A$2:$B$7) specifies which sheet contains both tables where you have your data; make sure it matches up correctly if you have multiple sheets with multiple tables.


2. Data Processing and Transformation

In this process, you can use c# to create excel files which will help you in data processing quickly. Then you can also use pivot tables to summarize and reorganize data. For example, if you want to get a quick view of the number of people who bought products A or B, you can create a pivot table that summarizes each customer by product type.


  • You can add filters to your pivot tables so they only show the rows that are important for your analysis.
  • You can also use multiple levels in the same column to see summaries at different levels (for example Product Type > Brand > Product).


Pivot tables are great for summarizing large amounts of data into something more manageable, filtering out unnecessary information and organizing it into useful formats such as pie charts or bar graphs.


3. Calculate Moving Average

A moving average is a weighted average of a given set of values that smoothens out fluctuations, identifies trends, and predicts the future. The latest value is given the greatest weight, and as you go back in time and add more values to the calculation, their weight values. To calculate a moving average in Excel, you use the AVERAGE function with the argument “A6:B10”. This formula returns the average based on the data range A6:B10. For example, if you want to calculate the third-quarter sales figure as a moving average of all sales figures in column B (from row 5 through row 10), you would enter this formula into cell C10:


  • [AVERAGE](B5:B10)


4. Create a Cumulative Count

So if you want to find out how many sales you made in 2017, but only for customers whose names start with A-F. To do this, enter the following formula in cell B2:




This formula counts the number of cells that contain “abcdefghijkl” within A1:A10. Note that you’re using absolute references because you need to refer to specific cells on the spreadsheet (otherwise your formula will be relative). In this case, you want to count every cell where there is a match so you use the COUNTIF function and specify “abcdefghijkl” which means any combination of those letters will count as a match.


So you want to add up all those sales and determine their total value based on what was sold to these customers. You could just add up all your rows manually or use an array formula that adds up all your sales using SUMPRODUCT().


5. Create an Automatic Timeline for Customer Activity

You can create an automatic timeline of customer activity by using the AUTOFILL function. You can use the SUMIFS function to count how many times a particular condition has been met, such as how many customers have bought more than one product. You can also use the COUNTIFS and COUNTIFS functions to count across multiple criteria and ranges at once, which makes it easy to get totals for different attributes that might otherwise require multiple formulas or tables.


6. Monitoring Performance

Excel PivotTables are the perfect way to monitor performance over time. You can create a PivotTable for each of your sales regions, for each product line within a region, and so on. You can then examine trends in sales volume and margin by region or product line. You can also use PivotTables to compare results against goals or competitors’ results; for example, by comparing actual sales volumes with projected sales volumes at the regional level.



The functions in this article give you a solid foundation to work with Excel and make it much easier to analyze data. They also offer a good starting point for creating your functions or modifying existing ones. So, feel free to mix and match the available functions with other Excel functions that will suit your needs better in analysis.

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