## How to Make Cross-tabs in Excel

Why Build Your Own Excel Cross-tab Template? The real question is why not? There are so many advantages of a tailored cross-tab tool, as opposed to the standard pivot table approach.

## Non-Compensatory Decision Rules

Non-compensatory decision rules are used by consumers when evaluating products. Find out about conjunctive, disjunctive and other rules.

## Compensatory Decision Rules

Find out how compensatory decision models work. In short, they look at the overall product offering considering all product attributes.

## Make the PLC: A Free Excel Template

The product life cycle template for Excel – available for free downloadOften 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 produce graphs rather than images.Therefore, in

## How to decompose market share: VIDEO

Market share can be decomposed into three components, namely:Penetration ShareShare of CustomerUsage IndexThe following video explains how these three components work together to calculate overall market share.

## Videos on CLV

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 calculationUsing Excel to calculate CLV (without the above template)A guide to understanding discount ratesAn overview of financial metrics for marketing

## How to create a BCG Matrix in Excel (video)

Here are two videos where you will learn how to make a BCG matrix on Excel from start to finish. The first video covers Excel 365, and the other video is for older versions of Excel.Alternatively, if you are new to Excel, please note that there is a free Excel template available for download on

## Calculating customer lifetime value on a step-by-step basis

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 a meeting, but is not suitable

## A perceptual map maker

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 same time.Here is the link to the download

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