Marketing Engineering for Excel

Operating System Requirements: Microsoft Windows XP, Vista, 7

Additional Software Requirements: Microsoft Excel (XP, 2003, 2007, 2010), Adobe Acrobat (for access to tutorials)

Intended Audience: Undergraduate or Graduate level business school students with minimal background or technical training.

Retail Price: $500.00 (12 month license), $1,500.00 (permanent license)

Academic Student Price: $40.00 (6 month license) / $50.00 (12 month license) / $75.00 (24 month license)

Note: Universities may purchase volume licenses at a significant discount below Academic Student Pricing. See "Student Access" tab for more details.

To allow your students to download the academic software, you must provide them with a "Student Access Code". See the Student Access section below for more details.

About the Software
Analytical Models
Resources
Student Access
Download and Activate Evaluation

About the Software

The Marketing Engineering for Excel software package enables students to gain hands-on experience in applying the analytical marketing concepts discussed in the Principles of Marketing Engineering book and a majority of the topics covered in the Marketing Engineering, Revised 2nd Edition book. When used with our business cases, students apply the concepts learned in the books to real world situations by running analysis on case data and interpreting output to answer business specific questions.

Lilien and Rangaswamy relish marketing students with dirty fingernails, soiled by hands-on application of modern marketing methods. Their book and software open up a marketing toolkit so that students can learn information-based marketing the old-fashioned way: by building practical models.

James D. Hess, University of Illinois at Urbana-Champaign

When taken beyond the classroom, our software package provides tools to help address most of the common marketing problems: Segmentation, Targeting and Positioning (STP); New Product Decisions; Sales Forecasting; Advertising and Communication Decisions; Salesforce and Channel Decisions; Pricing; and Sales Promotion Decisions.

The software is built as an Excel Add-In to simplify use while increasing flexibility.

Simplified Use

Access software through familiar Excel interface
Tutorials and sample data sets to learn basic software operations
Built-in context-sensitive help
Automatic cell selection during analysis when using our cases or templates

Increased Flexibility

Instructors are not limited to our business cases and data sets
"Create a Template" option enables students to specify the features of the data set and have a table created with data entry indicators
Instructors may provide their own data or have students gather real world data to complete an analysis

Analytical Models

Our software package provides tools to help address most of the common marketing problems:

Segmentation, Targeting and Positioning (STP)
New Product Decisions
Sales Forecasting
Advertising and Communication Decisions
Salesforce and Channel Decisions;
Pricing
Sales Promotion Decisions

The academic version of Marketing Engineering for Excel contains the following marketing models:

Bass
Conjoint
Customer Choice
CLV
GE
Positioning
Resource Allocation
Segmentation

Bass Forecasting Model

What you put in...	What you get out...
Market potential for new products Historical sales data OR selection of analogous products Advertising and pricing plan	Sales/adoption rate forecast for new product Sensitivity of sales forecast to marketing activities Ability to link to revenue and profit projections

Conjoint Analysis Model

What you put in...	What you get out...
Customer ratings of a set of real or potential product offerings, defined by their key attributes Market share of existing products New product profiles	Customers' preferences and responses to new products Relative worth of product attributes Optimal product design Market share estimates for alternative products Drivers for purchase choices Customers' willingness to pay for product attributes Potential incremental revenue from new offerings/features

Customer Choice (Logit) Model

What you put in...	What you get out...
Customer's choice data for alternative offerings Customer ratings of alternative offerings on their key attributes	Purchase probabilities, predicted and observed choices of customers Factors influencing customer choice, including brand as well as performance attributes

Customer Lifetime Value

What you put in...	What you get out...
Observed churn rates Customer acquisition cost Number of customers/segments Gross margins by segment Customer transition probabilities across segments	Value of current customer base Time required to recoup customer investments ROI on customer/segment investments Size and profitability of customer segments over time; sensitivity to marketing investment plan

GE/McKinsey Portfolio Matrix Model

What you put in...	What you get out...
SBU, product, or segment ratings on key attributes Importance of these attributes to the firm	Visual representation of relative attractiveness of SBUs, products, or market segments on a 2-dimensional map Sensitivity of map to attribute importance scores

Positioning Analysis and Perceptual Mapping Model

What you put in...	What you get out...
Customers' rating of focal brand and key competitors on dimensions of merit Individual customer preference ratings of all competitors	Perceptual map, showing which brands are closest to one another Attributes that differentiate brands Locations of individual customer preferences Projected market share associated with current and new positions on the map

Resource Allocation Model

What you put in...	What you get out...
Number of market segments, products, geographies or other basis for resource allocation Current level of spending and associated sales Profit margins Response functions - how sales would change if spending were higher or lower than current spending Constraints (minimum / maximum) for each basis unit	Optimal level of total spending Optimal allocation of spending across units Profit associated with optimal plan versus current plan Incremental gain or loss associated with changes from current or optimal plan

Segmentation/Targeting Model (Classification)

What you put in...	What you get out...
Customers' importance ratings for each measure of value for offerings in a product class Customer descriptors (demographic or firmographic variables)	Number, size, and profile of needs-based market segments Identification of factors that differentiate segments, both in terms of needs and descriptors Classification tool to allocate any potential customer to a segment based on customer descriptors

Resources

DecisionPro has the following resources available to assist in teaching with the Marketing Engineering for Excel software. The Student Resources provide additional background material for understanding output as well as resources for learning the software. The Instructor Resources have been developed by Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn to provide classroom proven teaching suggestions.

Student Resources:

Textbooks

The Principles of Marketing Engineering textbook gives an overview of the marketing models used in Marketing Engineering for Excel software. In addition to giving a basic introduction to the models, students will also learn how to interpret the output provided by the software. Visit the textbook page for more details.

Technical Notes

The Technical Notes series provides an in-depth look at the analytics used in the Marketing Engineering for Excel software. The Technical Notes are designed for the more advanced student who wants to learn how the software goes from input to output. Visit the Technical Notes page for more details.

Business Cases

DecisionPro has developed several business cases which work in conjunction with our software. These business cases allow the student to analyze real world problems with the software to gain a fuller understanding of the concepts as well as understand how the software can be applied in their future careers. Visit the business cases page for more details.

Instructor Resources:

Webinars

Professors Gary Lilien, Arvind Rangaswamy, and Arnaud De Bruyn conduct regular webinars directed towards instructors teaching the Marketing Engineering for Excel software package. These free webinars cover the theory and software implementation of each model. Visit our webinar page to view our current schedule and register for an upcoming webinar or view our archived recordings of past webinars.

Case Solutions

Case solutions are available for each of the DecisionPro business cases. The solutions provide classroom discussion points as well as example software output. Visit the case solutions download page for more details.

Student Access

DecisionPro provides academic licenses to its software at a more than 90% discount from the regular professional license. If you would like to give your students hands-on experience with the Marketing Engineering for Excel software, they may access it in one of two standard methods:

University Software Purchase

Universities may purchase multiple copies of the software at an even greater discount over the individual student license price. Discounts begin at 10 licenses. Options include purchasing software for students to install on their personal machines or purchasing software for installation in a university computer lab. Visit the university license page for more details.

Student Purchase

Students may download and purchase an individual academic license to the Marketing Engineering software. The student software will include all DecisionPro business cases and data sets and will operate for a set length of time. At the end of the license, the students may upgrade to a commercial license at a significant discount. The following license lengths are available for our student purchased licenses:

Six Months - $40
One Year - $50
Two Years - $75

The student will have the option to select the license length during the purchase process.

To ensure that only students are accessing the academically-priced software, the instructor will need to provide the students with a Student Access Code for the student to confirm his/her academic status on our website. Please read our FAQ for more information on the Student Access Code.

Login to your instructor account to obtain the Student Access Code to provide to your class. With the Student Access Code, your class will be able to download and purchase the academically priced software.

Download and Activate Evaluation

Confirmed instructors on our website may obtain a complimentary evaluation copy of Marketing Engineering for Excel. This license is valid for one year (may be renewed each year) and is for evaluation and personal use only.

To receive a complimentary evaluation copy of the software, you must be a confirmed instructor on our website. If your instructor status has already been approved, please login and revisit this page to obtain the instructions to receive your software. If you have not yet registered as an instructor on our website, please do so on our Instructor Registration page.

DecisionPro, Inc - Marketing Engineering & Analytics