The product life cycle template for Excel – available for free download Often students want to graph multiple products onto the product life cycle using an Excel spreadsheet or some other charting approach. Perhaps surprisingly, this is sometimes awkward to produce easily, given the focus on the Excel spreadsheet to Read full article…

Market share can be decomposed into three components, namely: Penetration Share Share of Customer Usage Index The following video explains how these three components work together to calculate overall market share.

There are five CLV videos available here: Using the free Excel CLV template (available for download on this site) A step-by-step guide to the CLV formula and calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An overview of financial metrics for marketing

In these two videos, learn how to make a BCG matrix on Excel from start to finish. Alternatively there is a free Excel template available for download on another of my sites that automates the process for you.

Customer lifetime value is often called marketing’s golden metric. Certainly in most service industries, customer lifetime value would be a very important marketing metric. Customer lifetime value can be calculated quite simply at times, with a ballpark estimate. This may be appropriate for quick calculations and for general comments within Read full article…

Why create a perceptual map from scratch? Perceptual maps are often quite difficult to format, so take advantage of the free perceptual map template that I have built for Microsoft Excel. It is quick and easy to use – ideal if you need to analyze multiple perceptual maps the Read full article…

Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky. Either a bubble chart for a scatter chart is the most appropriate Read full article…

Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning. There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”. Alternatively, I have set up a free Excel template that Read full article…