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# Excel for Marketers - Why do you hate Excel (#Measurefest 2013)

A deck of actionable Excel tips and tricks for Marketers - Presented by Russell McAthy @therustybear at #measurefest in October 2013

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### Excel for Marketers - Why do you hate Excel (#Measurefest 2013)

1. Why do you hate Excel? Russell McAthy MeasureFest Oct 2013
2. Is it? • Most people are self taught / taught by someone self taught • Its made by Microsoft and its “cool to hate them” • It’s a “work” application • You don’t know what you don’t know • What version do you use? • There are 8+ ways to sum two cells together!
3. YES – 8+ • A1 + B1 • SUM(A1,B1) • SUM(A1:B1) • SUBTOTAL(A1:B1) • SUMIF… • SUMIFS… • SUM(OFFSET… • SUMPRODUCT And these are the ones that I could remember..
4. Errors are no fun DIV/0 N/A #REF !
5. The Issue: Spreadsheets are only useful in context… How do I give you takeaways that will be actionable when you go back to your office.. So here is 32+ Tips for Excel for Marketers! I’ve snuck in some extra tips at the end of the deck so check it out on slideshare – links will be tweeted out after the event!
6. My Goal: Save everyone 5 mins a week… ~800 of you That’s 67 hours a week That’s 3.5k hours a year At £500 an hour… That’s £1.7 MILLION You’re welcome!
7. In no particular order…
8. Stop Merging Cells Use Center Across Selection
9. Calculating Growth Simple formula to remember growth % calculation NEW / OLD - 1 Then format the cell as a % (percentage) Eg. 546 Sales This year vs 410 sales last year 546 / 410 – 1 =
10. Calculating Growth Simple formula to remember growth % calculation NEW / OLD - 1 Then format the cell as a % (percentage) Eg. 546 Sales This year vs 410 sales last year 546 / 410 – 1 =
11. Remove Gridlines Don’t Select all cells and change to white!
12. Text to Columns Great for breaking out URL’s into folders
13. Text to Columns Great for breaking out URL’s into folders
14. Text to Columns Great for breaking out URL’s into folders
15. Shortcut Keys Shortcut Action CTRL + X Cut CTRL + C Copy CTRL + V Paste CTRL+arrow direction Moves curser to end of data Holding SHIFT Highlights Holding SHIFT + CTRL + arrow direction Highlights to end of data CTRL + A Highlights full section F2 Edits current cell
16. Shortcut Keys (more) Shortcut Action (hold) ALT then press E then S… Paste Special (as above) then V then Enter Paste Special - Values (as above) then T then Enter Paste Special - Formats (as above) then F then Enter Paste Special - Formulas CTRL + 1 Format Cell CTRL + ; (semi colon) Inserts todays date ALT + = Inserts SUM for column
17. Use Tables If you’re using basic data – use tables
18. Pivot Tables are MAGIC If you don’t use them already – learn! Its easy and makes data manipulative
19. Pivot Tables are MAGIC If you don’t use them already – learn! Its easy and makes data manipulative
20. Pivot: Calculated Fields Don’t do averages of averages! – Perfect for CVR
21. Pivot: Calculated Fields Don’t do averages of averages! – Perfect for CVR
22. Formula Transposing When you want to change the direction of a formula!
23. Formula Transposing When you want to change the direction of a formula!
24. Lets look at some formulas that might be useful
25. Vlookup “I have a table of data that I want to look up a value in” = VLOOKUP ( A10 , D1:E10 , 2 , FALSE ) “The thing I want to look up” “the list of things I’m looking it up against” “in the lookup table – what column do we want to bring back” “I don’t want excel to give me the closest answer – but the accurate answer”
26. Vlookup “I have a table of data that I want to look up a value in” = VLOOKUP ( A10 , D1:E10 , 2 , FALSE ) “The thing I want to look up” “the list of things I’m looking it up against” “in the lookup table – what column do we want to bring back” “I don’t want excel to give me the closest answer – but the accurate answer”
27. Vlookup “I have a table of data that I want to look up a value in” = VLOOKUP ( A10 , D1:E10 , 2 , FALSE ) “The thing I want to look up” “the list of things I’m looking it up against” “in the lookup table – what column do we want to bring back” “I don’t want excel to give me the closest answer – but the accurate answer”
28. …you can also do =HLOOKUP if the data is formatted Horizontally rather than Vertically
29. IF “If something is true, then do this…otherwise do that” = IF ( C3=“PPC” , “Paid Media” , “Other” ) “Is this true?” “If its true – do this” “If its false – do this”
30. IF “If something is true, then do this…otherwise do that” = IF ( C3=“PPC” , “Paid Media” , “Other” ) “Is this true?” “If its true – do this” “If its false – do this”
31. SUMIF “Can I add up all values that match certain criteria” = SUMIF ( A1:A40 , D4 , B1:B40 ) “The list of thinks I’m looking up against” “the thing I’m looking up” “the list of things to add when it matches”
32. SUMIF “Can I add up all values that match certain criteria” = SUMIF ( A1:A40 , D4 , B1:B40 ) “The list of thinks I’m looking up against” “the thing I’m looking up” “the list of things to add when it matches”
33. SUMIF “Can I add up all values that match certain criteria” = SUMIF ( A1:A40 , D4 , B1:B40 ) “The list of thinks I’m looking up against” “the thing I’m looking up” “the list of things to add when it matches”
34. …you can also do a COUNTIF – which counts the number of values that match a criteria
35. SUMIFS “Can I add up all values that match certain MULTIPLE criteria” = SUMIFS ( A1:A40 , B1:B40 , D1, C1:C40 , E1 ) “The things I want to add up” “the ranges of data to look up against” “the things I’m looking up”
36. Yes… that’s right it’s the other fubbing way round from SUMIF…
37. Ok…there might be a few occasions that excel is annoying…
38. SUMIFS “Can I add up all values that match certain MULTIPLE criteria” = SUMIFS ( A1:A40 , B1:B40 , D1, C1:C40 , E1 ) “The list of thinks I’m looking up against” “the ranges of data to look up against” “the things I’m looking up”
39. SUMIFS “Can I add up all values that match certain MULTIPLE criteria” = SUMIFS ( A1:A40 , B1:B40 , D1, C1:C40 , E1 ) “The list of thinks I’m looking up against” “the ranges of data to look up against” “the things I’m looking up”
40. MATCH “How far down my data can I find this..” = MATCH ( “A1005” , B3:38 , 0) “The thing I’m looking for” “the range of data to look up in” “I want it to be an exact match”
41. MATCH “How far down my data can I find this..” = MATCH ( “A1005” , B3:38 , 0) 1 2 3 4 5 “The thing I’m looking for” “the range of data to look up in” “I want it to be an exact match”
42. OFFSET “I want the value that is 30 rows down, 40 columns across” = OFFSET ( A1 , 30 , 40 ) “Where do I want to start” “how many rows” “how many columns”
43. So…. how do we use this?
44. …you combine a MATCH and an OFFSET
45. MATCH + OFFSET “I want to see the number of sales when sales code is A1005” = OFFSET ( Reference , MATCH() , MATCH() )
46. MATCH + OFFSET “I want to see the number of sales when sales code is A1005” = OFFSET ( Reference , MATCH() , MATCH() )
47. …its flexible too…
48. Thanks for listening If you have any questions please contact me below @therustybear @stream20 www.russellmcathy.com www.stream20.com
49. …the stuff I probably didn’t have time to go through
50. Conditional Formatting Visually represent trends / Highlight variances
51. Conditional Formatting Visually represent trends / Highlight variances
52. Calculation Options When working in a complex excel document – control when it calculates!
53. Calculation Options When working in a complex excel document – control when it calculates!
54. Addons to Excel Sometimes Excel is not enough! • Powerpivot (if you’re using not using excel 2013) • SEO Tools • Excellent Analytics • Adobe Report Builder • Geoflow – looks exciting • ExTweets – pulls tweets in • SEOGadget for Excel
55. AND or/and OR “I want both things to match” , “I want one of these things to match” = AND ( C3=“PPC” , c4=“PPC” ) = OR ( C3=“Social” , c4=“PPC” )
56. Using AND or OR in a IF allows you to match multiple criteria…
57. String Functions Function What it looks like What it does LEFT =LEFT(A1,3) Returns the first 3 characters RIGHT =RIGHT(A1,3) Returns the last 3 characters =MID(A1,3,3) Returns 3 characters starting at 3 characters in TRIM =TRIM(A1) Removes blank characters (spaces) from cell values LEN =LEN(A1) How long is the string CONCAT or & =CONCAT(“fish”,”cake”) or “fish”&”cake” Joins two things together MID
58. Handy Date Functions If A1 is todays date…. What you want Formula Show the day of the week in 3 characters eg. Mon/Tue =TEXT(A1,”ddd”) First date of the week =A1-WEEKDAY(A1)+1 First date of the year =DATE(1,MONTH(A1),YEAR(A1)) Taking into consideration working days =WORKDAY(A1,7,0) Translates date value into week day number =WEEKDAY(A1,2) *be careful with weekdays – the number after the comma refers to the day the week starts with (2 is Monday to Sunday)
59. Other Functions Function What it looks like What it does IFERROR =IFERROR(A1/B1,0) Instead of error message returns a 0 UPPER =UPPER(A1) Changes the text value in A1 to uppercase LOWER =LOWER(A1) Changes the text value in A1 to lowercase PROPER =PROPER(A1) Changes the text value in A1 to capitalisation at the start of each word. MAX =MAX(A1:A10) Provides the maximum value in the range =AVERAGE(A1:A10) Calculates the mean average of the range of cells AVERAGE
60. Excel does a lot more… If you have any questions please contact me below @therustybear @stream20 www.russellmcathy.com www.stream20.com