Business Analysis Marketing Tool Formulas for Excel

MM4XL©Marketing Manager for Excel_______________________

Copyright ofMarketingStat GmbH

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04/19/2023MM4XL - Business Formulas_______________________

MM4XL - Business Formulas MM4XL© - Marketing Manager for Excel

www.MM4XL.com

Select a formula category or view them all.

Select a formula category or view them all.

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Select a formula and read what it does.

Select a formula and read what it does.

Learn what variables the selected formula requires.

Learn what variables the selected formula requires.

Read the help file and learn how to use the MM4XL Business Formulas.

Read the help file and learn how to use the MM4XL Business Formulas.

http://www.mm4xl.com/



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04/19/2023Index

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Click a function's name to go to the example sheet

Function Name Category Description Notes:

Forecast Bass Diffusion Model

Reporting > Market Models Market Opportunity Index 1. Sheet functions are in the yellow shaded cells of the example sheets.

Reporting > Metrics Brand Equity Index

Reporting > Finance Break-Even Point

Reporting > Finance Break-Even Point with Fixed Return - select the whole range where to enter it, for instance, E12:E14

Market Research & Statistics Purchase Rate Model - write the formula as usual

Reporting > Metrics Compound Annual Growth Rate - press CTRL+SHIFT+ENTER

Market Research & Statistics Chi Squared Test

Market Research & Statistics Coding of variables 3. a

Market Research & Statistics Customer Satisfaction Index with Importance Weight

Market Research & Statistics Customer Satisfaction Index Weighted

Database Analysis Database Functions

Utility Number to Time

Reporting > Metrics Evolution Index

Market Research & Statistics Expected values

Reporting > Finance Index Prices and Index Quantities

Forecast Forecast Errors

Reporting > Metrics Growth

Reporting > Metrics Find previous value

Advertising Gross Rating Points

Reporting > Ranking Herfindahl Index

Utility Linear Interpolation

Project Management Learning Curve

Queuing Basic Queuing Model

Queuing Queuing Model with Queue Length

Queuing Queuing Model with Finite Population

Queuing Queuing Model

Queuing Queuing Model with Finite Population

Reporting > Metrics Market Share to Advertising Ratio

Reporting > Ranking Overall Performance Rank

Project Management Project Management

Reporting > Finance Price Premium

Reporting > Metrics Product Performance Index

Market Research & Statistics Compute the range

Market Research & Statistics Repeat Purchase Rate

Market Research & Statistics Estimated Number of Re-Purchases

Reporting > Metrics Compute relative proportions

Market Research & Statistics Sample Size

Market Research & Statistics Minimum Sample for Significant Values

Forecast Seasonality Indexes

Reporting > Metrics Compute Share of Values

Market Research & Statistics Significance Test

Forecast Coefficient of Variation

Go to main sheet

mmBASS

mmBDI-mmCDI-mmMOI

mmBEI

mmBEP 2. Functions written in curly brackets { } are array functions. To enter an array function:

mmBEPR

mmBUYRATE

mmCAGR

mmCHIp

mmCODING

mmCSII

mmCSIW

mmDBAVG-mmDBCOUNT-mmDBSUM

mmDHMS

mmEI

mmEXPECT

Index Prices

Forecast Errors

mmGROWTH

mmGROWTHBACK

mmGRP

mmHERF

mmINTERPOLE

mmLEARN

mmMMS

mmMMSQ

mmMMSP

mmMG1

mmMD1

mmMSAR

Performance Ranks

Project Management

mmPREMIUM

mmPRESS

mmRANGE

mmREBUY

mmREBUYS

mmRELATIVE

mmSAMPLE

mmSAMPLEMIN

mmSEASON

mmSHARE

mmSIGNIF

mmVARc



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File: document.xls.xlsSheet: mmBASS

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Bass Forecast Model MM4XL© - Marketing Manager for Excel

Saturation Sales 8000

Innovation index 0.018

Imitation index 0.37

Period Forecast Cumulative

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Goto index sheet www.MM4XL.com

The Bass diffusion model is a growth model for the timing of initial purchase of new products. The underlining assumption is that the timing of initial purchase of a consumer relates to the number of previous buyers. Using coefficients of innovative and imitative behavior, the model yields good predictions of consumer durable goods but not only.

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1mmBASS(8000; 0.018; 0.37)

Fo

rec

as

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mu

lativ

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File: document.xls.xlsSheet: mmBASS

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1mmBASS(8000; 0.018; 0.37)

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File: document.xls.xlsSheet: mmBDI-mmCDI-mmMOI

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Market Opportunity Index MM4XL© - Marketing Manager for Excel

Example 1: Total = Sum of input data

Area

A 461.0 94.7 215.7 Err:511 Err:511 Err:511

B 1,306.0 126.3 482.2 Err:511 Err:511 Err:511

C 2,151.1 157.9 50.8 Err:511 Err:511 Err:511

D 2,612.1 189.4 145.9

E 1,267.6 83.2 310.9

Total 7,797.8 651.5 1,205.6

Example 2: Total = User input value

Area

A 461.0 94.7 215.7 Err:511 Err:511 Err:511

B 1,306.0 126.3 482.2 Err:511 Err:511 Err:511

C 2,151.1 157.9 50.8 Err:511 Err:511 Err:511

D 2,612.1 189.4 145.9

E 1,267.6 83.2 310.9

Total 7,797.8 651.5 1,205.6 Err:511 Err:511 Err:511

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The Market Opportunity Index (MOI) is an opportunity-evaluation technique useful to assess where your marketing resources may be best invested. The greater the MOI for a geographical area the greater your chance of success.

Area size (Population

'000)

Brand value(USD Mio.)

Area value(USD Mio.)

BDIBrand

Development Index

CDICategory

Development Index

MOIMarket

Opportunity Index

Area size (Population

'000)

Brand value(USD Mio.)

Area value(USD Mio.)

BDIBrand

Development Index

CDICategory

Development Index

MOIMarket

Opportunity Index




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File: document.xls.xlsSheet: mmBEI

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Brand Equity Index MM4XL© - Marketing Manager for Excel

Brand 1 Brand 2 Brand 3 Brand 4

MktShr 38% 12% 100% 1%

Relative Price 1.25 0.875 1 0.1

- Avg market price 2 2 2 2

- Brand price 2.5 1.75 2 0.2Loyalty Index (Durability) 50% 25% 100% 1%

Brand profit 1200 7600 500 200

BEI Err:511 Err:511 Err:511 Err:511

Brand Equity Profit Err:511 Err:511 Err:511 Err:511

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The Brand Equity Index (BEI) is used to assess a brand’s value. It is easy to compute and it is a straightforward method to evaluate a brand portfolio as well as to compare competing brands.


A17

Note Loyalty values can be estimated with the Brand Switch tool of MM4XL software.



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File: document.xls.xlsSheet: mmBEP

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Break-Even Point MM4XL© - Marketing Manager for Excel

USD

Fix Cost 1,000,000.00

Price 3.00

Variable Cost 0.50

BEP volume Err:511

BEP value Err:511

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The Break-Even Point (BEP) for any business activity is defined as the level of sales at which neither a profit nor a loss is made on that activity, that is, where Total Revenues equal Total Costs.




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File: document.xls.xlsSheet: mmBEPR

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Break-Even Point with Fixed Return MM4XL© - Marketing Manager for Excel

Fix Cost 1,000,000.00

Price 3.00

Variable Cost 0.50

Minimum return 25%

Err:511

Err:511

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The simplest kind of break-even analysis does not explicitly incorporate the organization’s profit motive. The Break-Even Point for minimum acceptable return (BEPR) is reached when a sufficient quantity is sold so that the gross profit minus the minimum acceptable return is sufficient to recoup the fixed costs.

BEPR in Volume

BEPR in Value




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File: document.xls.xlsSheet: mmBUYRATE

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Purchase Rate Model MM4XL© - Marketing Manager for Excel

MaxBuyers 100%

Buyers 1.0%

Time period BuyRate

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A natural use of the product life cycle concept is the prediction of the performance of a new product. The BUYRATE diffusion model is a good example of product-life-cycle-based new product forecasting models. This model fits well durables and frequently purchased products.

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600%

800%

1000%

1200%BuyRate


A13

Note: MaxBuyers = Maximum percentage of buyers or saturation level (this is determined by the researcher).

A14

Note: Buyers = Percent of MaxBuyers that buy the product (this, too, can initially be determined by the researcher and adjusted as data are generated).



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File: document.xls.xlsSheet: mmCAGR

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Compound Annual Growth Rate MM4XL© - Marketing Manager for Excel

The Compound Annual Growth Rate (CAGR) is a constant year-on-year growth rate applied over a period of time.

Example 1

Time period Value Growth CAGR Value CAGR Growth

1 120 12%

2 130 13% Err:511 Err:511

3 140 14% Err:511 Err:511

Example 2

Revenue T1 Revenue T2

Store 1 10 9

Store 2 19 20

Store 3 20 15

Store 4 9 11

TOT 58 55

CAGR Err:511

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File: document.xls.xlsSheet: mmCHIp

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Chi Squared Test MM4XL© - Marketing Manager for Excel

Observed data Middle Upper Tot

High 8 15 23

Low 14 10 24

Medium 17 11 28

Total 39 36 75

Example 1: No CHI2 report

Chi2 Probability Err:511

Example 2: With CHI2 report

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The Chi2 test can be used to test the independence of two criteria of classification. The assumption of independence is typically tested in cross tables, also called contingency tables, in order to verify whether an association exists between the tabulated variables.




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File: document.xls.xlsSheet: mmCODING

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Coding of variables MM4XL© - Marketing Manager for Excel

Code Frame1 Tall

2 Short

3 Fat

Input code Output code

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1 Err:511

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The mmCODING function assigns a code value to a cell content according to a coding frame. This function is of great help to analyse survey data, purchase orders, and any other kind of data sets that includes categorical as well as continuous variables.




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File: document.xls.xlsSheet: mmCSII

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Customer Satisfaction Index with Importance Weight MM4XL© - Marketing Manager for Excel

Satisfaction with Service

Score Weight Level CSII when both Score and Importance = Level

Man 8 5 1 0.00

Woman 3 6 2 0.22

Man 4 8 3 0.67

Woman 7 9 4 1.33

Man 8 6 5 2.22

Woman 9 4 6 3.33

Man 3 6 7 4.67

Woman 6 8 8 6.22

Man 5 7 9 8.00

Woman 9 3 10 10.00

Man 1 5

Woman 4 6

Man 6 8

Woman 7 9

Man 4 5

Woman 8 6

Man 9 7

Woman 5 8

Man 7 2

TOT Man Woman

Max score 10

CSII Err:511 Err:511 Err:511

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The mmCSII formula produces a Customer Satisfaction Index by weighting the satisfaction scores by the importance weight, both as expressed by interviewees during a market research survey.

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CSII, Customer Satisfaction Index

Importance Weight

Sa

tis

fac

tio

n S

co

re




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File: document.xls.xlsSheet: mmCSIW

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Customer Satisfaction Index Weighted MM4XL© - Marketing Manager for Excel

Class Variable 1 Variable 2 Variable 3 Variable 4 Variable 5Very Satisfied 20% 100% 0% 0% 32%

Satisfied 20% 0% 0% 0% 43%

Neither Nor 20% 0% 0% 100% 12%

Unsatisfied 20% 0% 0% 0% 8%

Very Unsatisfied 20% 0% 100% 0% 5%

CSIW Err:511 Err:511 Err:511 Err:511 Err:511

Class Weight Weight Weight Weight WeightVery Satisfied 2 4 1 2 10

Satisfied 1 3 1 2 8

Neither Nor 0 2 0 2 6

Unsatisfied -1 1 -1 1 4

Very Unsatisfied -2 0 -1 1 1

CSIW Err:511 Err:511 Err:511 Err:511 Err:511

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The mmCSIW formula produces a Customer Satisfaction Index by weighting the satisfaction scores, expressed as proportions in a contingency table, by a satisfaction class weight defined by the researcher.




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File: document.xls.xlsSheet: mmDBAVG-mmDBCOUNT-mmDBSUM

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Database Functions MM4XL© - Marketing Manager for Excel

1 2 3 4 5 6

Date Month Operation Code Currency Value

1/10/2003 Jan Repair Cash CHF -704.25

1/16/2003 Jan Telephone Cash CHF -500.00

1/17/2003 Jan Insurance Cheque CHF 3563.30

1/29/2003 Jan Others Bank CHF -43.90

1/29/2003 Feb Telephone Cash CHF -2000.00

1/29/2003 Feb Insurance Cheque USD -210.00

1/31/2003 Feb Newspaper Bank CHF -5.00

1/31/2003 Feb Others Post € -148.50

mmDBAVG mmDBCOUNT mmDBSUM

Jan Feb Jan Feb Jan Feb

Cash Err:511 Err:511 Err:511 Err:511 Err:511 Err:511

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These 3 Database Functions (mmDBAVG, mmDBCOUNT, and mmDBSUM) are used to make bivariate tables using up to 3 different variables. They work like the Pivot Table tool of Excel, yet they make the construction of custom tables more flexible.




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File: document.xls.xlsSheet: mmDHMS

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Number to Time MM4XL© - Marketing Manager for Excel

Number mmDHMS

0.10 Err:511 = 6 minutes

0.25 Err:511

0.50 Err:511

1.00 Err:511 = 1 hour

24.00 Err:511 = 1 DAY

96.50 Err:511 = 4 days and 30 minutes

Go to main sheet


The mmDHMS function transforms a number in a text string indicating the time gone from the zero starting point in Days, Hours, Minutes, and Seconds. It is used by the MM4XL queuing functions, and it can be very useful to compute the time between events, such as the time elapsed between the entry of two visitors in a website, just to mention one case.




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File: document.xls.xlsSheet: mmEI

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Evolution Index MM4XL© - Marketing Manager for Excel

Example 1 Example 2

Sales t0 Sales t1 GrowthPkt A 100 120 20.0% Err:511 Err:511 Err:511 Err:511Pkt B 78 66 -15.4% Err:511 Err:511 Err:511 Err:511Pkt C 34 37 8.8% Err:511 Err:511 Err:511 Err:511

Market 890 900 1.1%

Example 3

Sales t0 Sales t1 GrowthPkt A 100 120 20% Err:511 Err:511 Err:511Pkt B 78 66 -15% Err:511 Err:511 Err:511Pkt C 34 37 9% Err:511 Err:511 Err:511

Sales t0 Sales t1 GrowthMkt A 890 900 1.1%Mkt B 450 448 -0.4%Mkt C 136 148 8.8%

Example 4

Sales t0 Sales t1 GrowthPkt A 100 120 20.0% Err:511Pkt B 78 66 -15.4% Err:511Pkt C 34 37 8.8% Err:511

Market 212 223 5.2%

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The Evolution Index (mmEI) compares the growth of a brand to that of the market where the brand competes in. It ranges between -100 and a positive value, and it is used to compare the performance of competing brands.

Evolution Index

Evolution Index

Product Growth%

Market Growth%

Evolution Index

Product Growth%

Market Growth%

Evolution Index




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File: document.xls.xlsSheet: mmEXPECT

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Expected values MM4XL© - Marketing Manager for Excel

Observed data Middle Upper Tot

High 8 15 23

Low 14 10 24

Medium 17 11 28

Total 39 36 75

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Example 2: Table with labels

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Example 4: Do % values

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The function mmEXPECT returns expected values. In marketing such values can be very useful to compare, for instance, the results of a promotional action to a base level of expected results.

Example 1:Sample size <> total table

Example 3:Sample size = total table




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File: document.xls.xlsSheet: Index Prices

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Index Prices and Index Quantities MM4XL© - Marketing Manager for Excel

Price T0 Price T1 Quantity T0 Quantity T1

1.00 1.21 50 40

1.40 1.54 100 90

0.88 0.88 400 450

1.80 1.71 50 60

1.50 2.01 100 90

0.93 0.93 300 600

Price indexes

Laspeyres Price Index Err:511

Paasche Price Index Err:511

Edgeworth Price Index Err:511

Fisher's Ideal Price Index Err:511

Quantity indexes

Laspeyres Quantity Index Err:511

Paasche Quantity Index Err:511

Edgeworth Quantity Index Err:511

Fisher's Ideal Quantity Index Err:511

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A price index computes a sum of quantity-weighted prices for the current period and relates that sum to a similar sum for the base period.




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File: document.xls.xlsSheet: Forecast Errors

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Forecast Errors MM4XL© - Marketing Manager for Excel

Index computed using:

Time Period Actual Sales Forecast Error Errors1 27 $22.0 -5.0 5.0 MSE Err:511 Err:5112 28 $26.4 -1.6 1.6 MAD (=MAE) Err:511 Err:511 Err:5113 35 $39.0 4.0 4.0 RMSE Err:511 Err:5114 31 $32.2 1.2 1.2 Durbin-Watson Err:511 Err:5115 35 $31.9 -3.1 3.1 Theil's U Err:5116 37 $31.9 -5.1 5.1 MAPE Err:5117 34 $38.6 4.6 4.6 ME Err:511 Err:5118 34 $34.4 0.4 0.49 32 $34.7 2.7 2.7

10 38 $35.3 -2.7 2.711 34 $36.3 2.3 2.312 39 $36.4 -2.6 2.613 35 $35.3 0.3 0.314 35 $37.7 2.7 2.715 41 $38.7 -2.3 2.316 38 $38.8 0.8 0.8

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Examination of the error in forecasting permits the forecaster to evaluate whether the technique accurately mirrors the pattern exhibited in the sample observations. An evaluation of the reliability of any technique requires the specification of criteria; however, there is no generally acceptable best measure. In fact, there are a number of measures for assessing forecast accuracy.

AbsoluteError

Sale &Forecasts

AbsoluteErrors




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File: document.xls.xlsSheet: mmGROWTH

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Growth MM4XL© - Marketing Manager for Excel

RangeT1: RangeT2: RangeT1a: RangeT1b: RangeT2a: RangeT2b:

Product 1 120 180 120 180 111 65

Product 2 320 200 320 200 342 54

Product 3 0.20 0.25 0.20 0.25 5 45

Example 1 Example 2

Product 1 Err:511 Pkt 1 Err:511 Err:511



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The mmGROWTH function finds the percent difference of a value versus the same value at the previous time period.




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File: document.xls.xlsSheet: mmGROWTHBACK

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Growthback MM4XL© - Marketing Manager for Excel

Value %-Growth

Product 1 120.0 3.40%

Previous value Err:511

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The mmGROWTHBACK function returns the value at the previous time period of a value and its percent growth.




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File: document.xls.xlsSheet: mmGRP

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Gross Rating Points MM4XL© - Marketing Manager for Excel

Reach GRP

70% 3.2 Err:511

30% 9.2 Err:511

65% 4.6 Err:511

TOT Err:511

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The Gross Rating Point is the sum of all rating points delivered by a media vehicle carrying an advertisement campaign.

AverageFrequency




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File: document.xls.xlsSheet: mmHERF

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Herfindahl Index MM4XL© - Marketing Manager for Excel

Market Share Volume

Market 1 Market 2 Market 3

Competitor 1 15% 80% 25%



Competitor 4 5% 25%

TOTAL 100% 100% 100%

HERF Err:511 Err:511 Err:511

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The Herfindahl Index (mmHERF) is a market concentration metric derived by adding the squares of all market shares of products competing in a market. The index rises in markets dominated by large players.




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File: document.xls.xlsSheet: mmINTERPOLE

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Linear Interpolation MM4XL© - Marketing Manager for Excel

Min Max

Min 10 Err:511 Err:511 Err:511 Err:511 Err:511 Err:511 50

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Max 20

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The Linear Interpolation function (mmINTERPOLE) finds values at equal interval spaces between a minimum and a maximum value.

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File: document.xls.xlsSheet: mmLEARN

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Learning Curve MM4XL© - Marketing Manager for Excel

Time for First Unit: 100

Learning Rate: 75% Time to produce a unit every time the production doubles.

Units

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The learning curve theory states that the time needed produce a successive unit should be smaller than the time needed to produce the previous unit. Comparing learning curves for different productions may highlight economical implications impacting on the cost of production, the effectiveness of production processes, and ultimately on the profit of organizations.

LearningCurve

Uni

ts 10

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Units

Lea

rnin

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ate




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File: document.xls.xlsSheet: mmMMS

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MMS, Queuing Model MM4XL© - Marketing Manager for Excel

Arrival rate 5 Service rate 7 Number of servers 1 Short Labels 1 (Optional)Show Time 1 (Optional)boundary (for chart) 0.00001 (Optional)Do chart 1 (Optional)

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The MMS Queuing Model (mmMMS) assumes there are S servers and the total service capacity of the system must be greater than the rate at which arrivals occur.

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Units


A12

MM4XL.com: avg number of arrivals per time period

A13

MM4XL.com: number of jobs or customers that can be served per time period



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File: document.xls.xlsSheet: mmMMSQ

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MMSQ, Queuing Model with Queue Length MM4XL© - Marketing Manager for Excel

Arrival rate 5

Service rate 7

Number of servers 1

Maximum queue length 5

Short Labels 0 (Optional)

Show Time 1 (Optional)

boundary (for chart) 0.00001 (Optional)

Do chart 1 (Optional)

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The MMSQ Queuing Model with Queue Length (mmMMSQ) assumes that the size or capacity of the waiting area is infinite so that all arrivals to the system join the queue and wait for service.

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400%

600%

800%

1000%

1200% Probability to bulk

Pro

ba

bil

ity


A12

MM4XL.com: Average number of arrivals per time period

A13

MM4XL.com: Number of jobs or customers that can be served per time period



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File: document.xls.xlsSheet: mmMMSP

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MMSP, Queuing Model with Finite Population MM4XL© - Marketing Manager for Excel

The MMSP Queuing Model with Finite Population (mmMMSP) assumes that the number of arriving customers is finite.

Arrival rate 0.01

Service rate 0.125

Number of servers 1

Population size 10



boundary (for chart) 0.00001 (Optional)

Do chart 1 (Optional)

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1 2 3 4 5 6 7 8 9 10 11

0%

200%

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1000%

1200% Probability

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A13




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File: document.xls.xlsSheet: mmMG1

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MG1 Queuing Model MM4XL© - Marketing Manager for Excel

Arrival rate 3.5

Average service time 0.2

Standard dev. of service time 0.033



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The MG1 Queuing Model (mmMG1) is used to analyze queuing problems in which service time cannot be modeled accurately using an exponential distribution.


A12


A13




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File: document.xls.xlsSheet: mmMD1

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MD1, Queuing Model with Finite Population MM4XL© - Marketing Manager for Excel

The MD1 Queuing Model (mmMD1) replaces the MG1 model when the service times are deterministic (not random).

Arrival rate 3.5

Average service TIME 0.2



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A12


A13




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File: document.xls.xlsSheet: mmMSAR

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mmMSAR, Ratio Market Share to Advertising MM4XL© - Marketing Manager for Excel

Market Share MSAR

Product 1 25% 500 1500 Err:511

Product 2 34% 30 190 Err:511

Product 3 23% 20 200 Err:511

Product 4 16% 50 90 Err:511

Product 5 45% 60 130 Err:511

Product 6 25% 5 15 Err:511

Market Share MSAR

Product 1 25% 33.3% Err:511

Product 2 34% 15.8% Err:511

Product 3 23% 10.0% Err:511

Product 4 16% 55.6% Err:511

Product 5 45% 46.2% Err:511

Product 6 25% 33.3% Err:511

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The Ratio Market Share to Advertising (mmMSAR) is used to compare the achieved and expected gain of brands. A value greater than 1 indicates that proportionately more is being garnered from the market than is being invested in promoting the brand. A value less than 1 indicates that proportionately less is being gained than expected.

Advertising Investment

Total Advertising

Share of Voice




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File: document.xls.xlsSheet: Performance Ranks

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Overall Performance Rank MM4XL© - Marketing Manager for Excel

Brand

A B C DPrice 12.50 11.75 13.20 12.00

Price deal 2.50 2.80 1.70 2.00

Premium 0.10 0.10 0.10 0.10

Pack 250 250 250 250

Quality 0.40 0.33 0.27 0.30

Shelf space 0.20 0.50 0.30 0.40

Adv 12000 7500 8000 6000

Store display 0.33 0.33 0.33 0.33

Brand Rank

A B C DPrice Err:511 Err:511 Err:511 Err:511

Price deal Err:511 Err:511 Err:511 Err:511

Premium Err:511 Err:511 Err:511 Err:511

Pack Err:511 Err:511 Err:511 Err:511

Quality Err:511 Err:511 Err:511 Err:511

Shelf space Err:511 Err:511 Err:511 Err:511

Adv Err:511 Err:511 Err:511 Err:511

Store display Err:511 Err:511 Err:511 Err:511

Overall Performance Err:511 Err:511 Err:511 Err:511

Relative Performance Err:511 Err:511 Err:511 Err:511

Relative Price Err:511 Err:511 Err:511 Err:511

Customer Value Err:511 Err:511 Err:511 Err:511

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The performance rank indices (mmRANK, mmPERFO, mmPERFR, and mmPERFCV) are return values useful to evaluate performance and characteristics of competing and comparable brands.

=mmRANK(B14;$B14:$E14;1;1)

=mmRANK(B18;$B18:$E18;1)

=mmRELATIVE(B14;$B$14:$E$14)*100


B25

=mmRANK(B14;$B14:$E14;1;1)

B29

=mmRANK(B18;$B18:$E18;1)

B35

=mmRELATIVE(B14;$B$14:$E$14)*100



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File: document.xls.xlsSheet: Project Management

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Project Management MM4XL© - Marketing Manager for Excel

Days

Optimistic 8

Most likely 9

Pessimistic 10

mmPERTT Err:511 Expected time to complete a project

mmPERTSD Err:511 Standard deviation time to complete a project

mmPERTVAR Err:511 Variance time to complete a project

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The PERT Project Management functions (mmPERTT, mmPERTSD, and mmPERTVAR) assume the time required to perform the project activities are not known with certainty. Using estimate duration the PERT formulas return estimate completion time.




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File: document.xls.xlsSheet: mmPREMIUM

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Price Premium MM4XL© - Marketing Manager for Excel

Brand 1 Brand 2 Brand 3

Price 1 10 20

Benchmark price 2 10 10

mmPREMIUM Err:511 Err:511 Err:511

Brand 1 Brand 2 Brand 3

Market Share Value 10% 10% 20%

Market Share Volume 20% 10% 10%

mmPREMIUM Err:511 Err:511 Err:511

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The Price Premium function (mmPREMIUM) returns the percentage by which the selling price of a product exceeds or falls short of a benchmark price.




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File: document.xls.xlsSheet: mmPRESS

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Product Performance Index MM4XL© - Marketing Manager for Excel

Fix costs PRESS DIR PRESS SIN

Product 1 30% 12% Err:511 Err:511

Product 2 25% 23% Err:511 Err:511

Product 3 45% 5% Err:511 Err:511



Product 6 43% 21% Err:511 Err:511

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The Product Performance Index function (mmPRESS) is a basic ROI (Return on Investment) model based on the relationship between product contribution and resource used. PRESS was first developed by Hamelman and Mazze (1972) under the name Selection Index (SIN). Armstrong (1973) refined the index, and called it Direct Index (DIR), to handle the case of negative contribution margins, which the Hamelman and Mazze index fails to do.

Contribution Margin

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2

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3

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PRESS SIN PRESS DIR

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E13

=mmPRESS(B13:B18;C13:C18;WAHR)



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File: document.xls.xlsSheet: mmRANGE

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mmRANGE MM4XL© - Marketing Manager for Excel

Sales

$22.0

$26.4

$39.0

$32.2

$31.9

$31.9

$38.6

$34.4

RANGE Err:511

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The mmRANGE function returns the difference between the largest and the smallest value in a range.




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File: document.xls.xlsSheet: mmREBUY

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Repeat Purchase Rate MM4XL© - Marketing Manager for Excel

Probability to buy the new brand 30%

Probability to re-buy the new brand 60%

mmREBUY Err:511

Note: The probability of repurchase can be estimated using the MM4XL tool Brand Switch Analyst.

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The Repeat Purchase Rate function (mmREBUY) estimates the probability that a customer re-buys a brand after the first trial use.




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File: document.xls.xlsSheet: mmREBUYS

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Estimated Number of Re-Purchases MM4XL© - Marketing Manager for Excel

Prob of purchase 50%

Purchases after the 1st Err:511

Re-purchases

1% Err:511

5% Err:511

10% Err:511

20% Err:511

30% Err:511

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90% Err:511

95% Err:511

96% Err:511

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The Repeat Purchase Rate function (mmREBUY) estimates the number of re-purchases a customer makes of a brand after the first trial use.




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File: document.xls.xlsSheet: mmRELATIVE

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mmRELATIVE MM4XL© - Marketing Manager for Excel

Input data


Price 12.50 11.75 13.20 12.00

Price deal 2.50 2.80 1.70 2.00

Premium 0.10 0.10 0.10 0.10

Pack 250.00 250.00 250.00 250.00

Quality 0.40 0.33 0.27 0.30

Shelf space 0.20 0.50 0.30 0.40

Adv 12000.00 7500.00 8000.00 6000.00

Store display 0.33 0.33 0.33 0.33

Relative vs Average


Price Err:511 Err:511 Err:511 Err:511








Relative vs Max


Price Err:511 Err:511 Err:511 Err:511








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The mmRELATIVE function divides an input value by the largest value in a range or by the average of all values in a range. The first instance can be used, for instance, to compute the relative market share of a brand.


B36

=mmRELATIVE(B14; $B14:$E14)



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File: document.xls.xlsSheet: mmSAMPLE

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Sample Size MM4XL© - Marketing Manager for Excel

User Input:

Population size: 1000000

Confidence level: 95%

Error level: 5.0%

Hypothesis: 50%

Sample size Err:511

Sample Size

2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0%

90% Err:511 Err:511 Err:511 Err:511 Err:511 Err:511 Err:511










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Go to index sheet www.MM4XL.com

The Sample Size function (mmSAMPLE) returns the sample size according to probabilistic assumptions, rather than ‘gut feeling’. It is mainly useful when planning survey studies, yet it can be applied to the design of experiments and other instances like, for instance, the planning of promotional activities.




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File: document.xls.xlsSheet: mmMINSAMPLE

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Minimum Sample for Significant Values MM4XL© - Marketing Manager for Excel

Prefer Product A: 29%

Prefer Product B: 45%

Confidence: 95%

Sample size: Err:511

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The Minimum Sample for Significant Values function (mmMINSAMPLE) returns the minimum sample size required to establish if the difference between two proportions is statistically different. For instance, we test 2 product concepts with 2 different samples of 150 units each. 29% of the intrerviewees in sample 1 prefer Product A and 45% of the intrerviewees in sample 2 prefer Product B. At the 95% confidence level, mmSAMPLEMIN returns that at least 68 interviews are required. Our samples have 150, so we can state that Product B is preferred to Product A.




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File: document.xls.xlsSheet: mmSEASON

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Seasonality Indexes MM4XL© - Marketing Manager for Excel

Seasonality Index for:

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Year Qtr Time^2

1995 Q1 1 1 $1.1 $4.3 26%

Q2 2 4 $6.6 $7.5 88%

Q3 3 9 $9.1 $10.8 84%

Q4 4 16 $11.7 $14.2 82%

1996 Q1 5 25 $13.6 $17.7 77%

Q2 6 36 $22.8 $21.3 107%

Q3 7 49 $32.1 $25.0 128%

Q4 8 64 $34.6 $28.8 120%

1997 Q1 9 81 $32.2 $32.7 98%

Q2 10 100 $39.2 $36.7 107%

Q3 11 121 $41.9 $40.9 102%

Q4 12 144 $45.5 $45.1 101%

1998 Q1 13 169 $48.8 $49.4 99%

Q2 14 196 $56.5 $53.9 105%

Q3 15 225 $61.8 $58.4 106%

Q4 16 256 $64.0 $63.1 101%

1999 Q1 17 289 $65.9 $67.8 97%

Q2 18 324 $73.4 $72.7 101%

Q3 19 361 $77.5 $77.6 100%

Q4 20 400 $80.2 $82.7 97%

1999 Q1 21 441 $82.3 $87.9 94%

Q2 22 484 $91.1 $93.1 98%

Q3 23 529 $96.4 $98.5 98%

Q4 24 576 $102.3 $104.0 98%

1999 Q1 25 625 $103.7 $109.6 95%

Q2 26 676 $121.5 $115.3 105%

Q3 27 729 $119.5 $121.1 99%

Q4 28 784 $128.3 $127.0 101%

1999 Q1 29 841 $131.1 $133.0 99%

Q2 30 900 $148.5 $139.1 107%

Q3 31 961 $142.0 $145.3 98%

Q4 32 1024 $147.4 $151.7 97%

1999 Q1 33 1089 $151.3 $158.1 96%

Q2 34 1156 $175.4 $164.6 107%

Go to main sheet


The Seasonality Indexes function (mmSEASON) returns seasonal indexes of time series. The knowledge of seasonal movements is typically applied to analyze past performance and change the pattern of production and distribution. The function mmSEASON can be applied to actual and forecasted sales (or other kind of time series) as well as to sales as a percentage of the sales trend.

Actual Sales

Quadratic Trend

Actual as a % of Trend

Time Period

Actual Sales

Quadratic Trend

Actual as a % of Trend




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File: document.xls.xlsSheet: mmSHARE

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mmSHARE MM4XL© - Marketing Manager for Excel

Date set A

12 3

23 4

45 5

34 6

79 7

Date set B

12 23 45 34 79

3 4 5 6 7

Examples Data Set A: The sum of the items is always = 1.

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Sum

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Examples Data Set B: The sum of the items is always = 1.

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Example: The sum of the items is <> 1. This is a relative share.

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The mmSHARE function returns the proportion of a value computed on a second value. It can be used to compute the market share and the relative market share.




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File: document.xls.xlsSheet: mmSIGNIF

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Significance Test MM4XL© - Marketing Manager for Excel

Why using Swiffer?

Language Curiosity Others Sum

English 60 94 54 19 18 245

% 24.5% 38.4% 22.0% 7.8% 7.3% 100.0%

Signif Err:511 Err:511 Err:511 Err:511 Err:511

Spanish 25 42 18 6 11 102

% 24.5% 41.2% 17.6% 5.9% 10.8% 100.0%


French 10 25 21 9 7 72

% 13.9% 34.7% 29.2% 12.5% 9.7% 100.0%


Sum 95 161 93 34 36 419

% 22.7% 38.4% 22.2% 8.1% 8.6% 100.0%


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The Significance Test function (mmSIGNIF) applies the Z test for homogeneity of two proportions to test the statistical significance of the difference between two proportions. It is often used to test the results of a contingency table as obtained from the cross tabulation of two variables measured during a survey study.

Remove dust

Quick job

Friend tip




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File: document.xls.xlsSheet: mmVARc

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Coefficient of Variation MM4XL© - Marketing Manager for Excel

height weight

1.75 91

1.82 79

1.87 81

1.77 102

1.72 94

mmVARc Err:511 Err:511

mmVARc Err:511 Err:511

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The Coefficient of Variation function (mmVARc) can be used to compare the relative dispersion of two or more distributions that are expressed in different units. For example, if the employees of a firm have a mean height of 1.79 mt with a standard deviation of 6 cm, but a mean weight of 89.4 kg with a standard deviation of 9.5 kg, we can say that heights are less varied than weights because the coefficients of variation are, respectively, 0.029 and 0.095.


B20

=mmVARc(B13:B17)

Business Analysis Marketing Tool Formulas for Excel

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