市場(chǎng)營(yíng)銷(xiāo)中的數(shù)據(jù)分析

1、市場(chǎng)營(yíng)銷(xiāo)中的數(shù)據(jù)分析北京商翱科技2007年12月市場(chǎng)宣傳和進(jìn)入階段市場(chǎng)拓展階段基于會(huì)員積分的忠實(shí)度營(yíng)銷(xiāo)階段數(shù)據(jù)運(yùn)用原那么及OR數(shù)據(jù)分析實(shí)例市場(chǎng)宣傳階段客戶對(duì)業(yè)務(wù)的認(rèn)知現(xiàn)有溝通效果和問(wèn)題分析經(jīng)過(guò)客戶對(duì)業(yè)務(wù)的認(rèn)知，診斷和發(fā)現(xiàn)市場(chǎng)溝通環(huán)節(jié)的問(wèn)題市場(chǎng)溝通宣傳 找到經(jīng)過(guò)添加宣傳力度可以提升市場(chǎng)的產(chǎn)品0%20%40%60%80%100%0%10%20%30%40%50%60%70%80%90%運(yùn)用率認(rèn)知度100%ABCDE業(yè)務(wù)ABC的運(yùn)用率低和認(rèn)知度低存在相關(guān)，因此應(yīng)該添加其宣傳的力度，業(yè)務(wù)DE那么更要尋覓其他方面的緣由來(lái)提高運(yùn)用率評(píng)價(jià)和診斷溝通的效果和問(wèn)題到達(dá)率信息傳達(dá)度呼應(yīng)率短信EDMDM，能否到達(dá)目

2、的受眾DMEDM短信呼應(yīng)人群的特征分析用戶反響對(duì)溝通的評(píng)價(jià)經(jīng)過(guò)分析，我們可以：針對(duì)特定人群采用不同的溝通方式，并根據(jù)用戶對(duì)溝通的評(píng)價(jià)進(jìn)展最有效的溝通方式謀劃市場(chǎng)拓展階段從目的市場(chǎng)、產(chǎn)品定位、促銷(xiāo)活動(dòng)和影響要素出發(fā)-拓展市場(chǎng)市場(chǎng)的拓展是在多個(gè)環(huán)節(jié)相互作用的過(guò)程中完成的。因此，我們要經(jīng)過(guò)對(duì)已有數(shù)據(jù)的分析，尋覓目的市場(chǎng)，支持有效的促銷(xiāo)活動(dòng)。市場(chǎng)細(xì)分尋覓目的消費(fèi)人群現(xiàn)有用戶的根本特征性別、年齡、職業(yè)、消費(fèi)程度經(jīng)過(guò)這樣的分析我們可以找到，對(duì)于不同的業(yè)務(wù)，目的人群的年齡、職業(yè)和消費(fèi)程度分布，從而為下一步有針對(duì)性的促銷(xiāo)推行，提供有力根據(jù)。尋覓目的人群的另一常用方法聚類(lèi)分析當(dāng)變量比較多時(shí)，我們很希望能找到一類(lèi)

3、人群的綜合特征，這時(shí)候可以用聚類(lèi)分析，但聚類(lèi)分析的結(jié)果，要仔細(xì)驗(yàn)證，需求嚴(yán)厲把關(guān)人群分類(lèi)-聚類(lèi)分析經(jīng)過(guò)業(yè)務(wù)和運(yùn)用人群之間的相關(guān)性及重疊進(jìn)展交叉銷(xiāo)售第一步經(jīng)過(guò)客戶運(yùn)用各種業(yè)務(wù)的情況尋覓業(yè)務(wù)之間的相關(guān)性第二步經(jīng)過(guò)用戶的根本特征和業(yè)務(wù)相關(guān)性尋覓潛在人群第三步進(jìn)展交叉銷(xiāo)售的謀劃和實(shí)施多種方法可以實(shí)現(xiàn)上面的需求交叉銷(xiāo)售相關(guān)分析業(yè)務(wù)分類(lèi)聚類(lèi)分析對(duì)目的消費(fèi)人群進(jìn)展喜好、影響要素分析謀劃有針對(duì)性的促銷(xiāo)活動(dòng)也許是MMS業(yè)務(wù)的價(jià)值定位和價(jià)值溝通存在問(wèn)題沒(méi)有觸及和調(diào)動(dòng)真正的用戶需求也沒(méi)有將這種運(yùn)用帶來(lái)的實(shí)踐體驗(yàn)溝通到位，因此在促銷(xiāo)活動(dòng)中要注重這方面的調(diào)整用戶喜歡的促銷(xiāo)活動(dòng)方式對(duì)不同促銷(xiāo)活動(dòng)的呼應(yīng)不運(yùn)用業(yè)務(wù)的妨礙要素

4、產(chǎn)品方面的常用分析模型基于會(huì)員積分的忠實(shí)度營(yíng)銷(xiāo)階段明晰的追蹤、有效的管理、針對(duì)性的謀劃 平衡記分卡 招募會(huì)員人數(shù) 活潑的會(huì)員人數(shù) ARPU值或用量 積分情況 兌獎(jiǎng)紀(jì)錄 活動(dòng)追蹤添加用戶忠實(shí)度提高銷(xiāo)量會(huì)員分級(jí)會(huì)員流失獎(jiǎng)品兌換會(huì)員行為分析會(huì)員特征分析 為了到達(dá)平衡記分卡上的目的，需求有數(shù)據(jù)支持的活動(dòng)謀劃會(huì)員分級(jí)會(huì)員分級(jí)的目的ARPU值活潑度積分兌換確定臨界值 經(jīng)過(guò)對(duì)分級(jí)目的的值分布分析，可以確定會(huì)員分級(jí)的臨界值，進(jìn)展合理分級(jí)流失率及流失預(yù)測(cè)根據(jù)客戶繼續(xù)的消費(fèi)紀(jì)錄，可以看到客戶流失率，并把客戶劃分出類(lèi)別，進(jìn)展追蹤活動(dòng)謀劃不同趨勢(shì)的客戶類(lèi)別劃分客戶總量堅(jiān)持活潑的客戶消費(fèi)增長(zhǎng)中的客戶消費(fèi)下降中的客戶獎(jiǎng)品

5、兌換追蹤及分析會(huì)員兌獎(jiǎng)根本情況兌換總?cè)藬?shù)/分級(jí)他人數(shù)獎(jiǎng)品兌換數(shù)量/分級(jí)別數(shù)量獎(jiǎng)品兌換類(lèi)型/分級(jí)別類(lèi)型會(huì)員兌獎(jiǎng)情況趨勢(shì)分析哪些獎(jiǎng)品受歡迎獎(jiǎng)品預(yù)期需求量ARPU值、兌換值和兌換趨勢(shì)分析$0$1,000$2,000$3,000$4,000$5,000$6,000$7,000$8,000$9,000Aug.Sep.Otc.Nov.2.4%2.5%2.6%2.7%2.8%2.9%3.0%3.1%ARPU ($k)兌換值 ($k)兌換率活動(dòng)效果分析經(jīng)過(guò)轉(zhuǎn)換率來(lái)衡量市場(chǎng)活動(dòng)效果活潑客戶添加了還是減少了？有多少客戶的消費(fèi)額減少了？這樣的客戶數(shù)量添加了還是減少了？數(shù)據(jù)運(yùn)用原那么及實(shí)例渣滓進(jìn)渣滓出-認(rèn)識(shí)我們的數(shù)據(jù)

6、數(shù)據(jù)構(gòu)造數(shù)據(jù)庫(kù)架構(gòu)數(shù)據(jù)庫(kù)架構(gòu)系統(tǒng)，數(shù)據(jù)抽取原那么數(shù)據(jù)構(gòu)造數(shù)據(jù)來(lái)源，字段，字段類(lèi)型，存儲(chǔ)地點(diǎn)數(shù)據(jù)質(zhì)量一致性、一致性比如字段名能否一致，值能否一致，不同數(shù)據(jù)之間有沒(méi)有結(jié)合性等有效性比如更新時(shí)間完好性數(shù)據(jù)缺失情況準(zhǔn)確性數(shù)據(jù)得準(zhǔn)確程度Do not let garbage data impact analytic results.Extreme (low or high) groups should be excluded.No. of Inkjet printers3748.00600.00175.00130.00100.0070.0062.0046.0040.0034.0030.0026.0022.

7、0016.0013.0010.007.004.001.00Members1601401201008060402000Extreme groupsResult Before coming to analyze, we need to make sure the DB is qualified & saying facts所以對(duì)于整個(gè)數(shù)據(jù)來(lái)講，做到心中有數(shù)是很重要的，我們可以拿到什么數(shù)據(jù)，格式如何，這些數(shù)據(jù)的完好性如何需求分字段，準(zhǔn)確性如何，有多少可以利用，能利用到什么程度平衡記分卡等目的性或描畫(huà)性數(shù)字OR 平衡記分卡鏈接學(xué)習(xí)開(kāi)展類(lèi)目的撰寫(xiě)新著作1本博客總流量超越50萬(wàn)閱讀書(shū)籍100本認(rèn)識(shí)新朋友3

8、0位個(gè)人愿景家庭責(zé)任職業(yè)規(guī)劃任務(wù)類(lèi)目的發(fā)表論文三篇建立網(wǎng)絡(luò)營(yíng)銷(xiāo)實(shí)施才干完成企業(yè)內(nèi)訓(xùn)40小時(shí)寫(xiě)博客日記400篇理財(cái)類(lèi)目的個(gè)人稅后總收入：7萬(wàn)家庭稅后總收入：15萬(wàn)家庭總支出：10萬(wàn)家庭存款：5萬(wàn)家庭生活類(lèi)目的陪家人一同吃飯200次和父母在一同10天帶小孩出去玩十二次和愛(ài)人單獨(dú)旅游一次個(gè)人職業(yè)人生平衡計(jì)分卡應(yīng)該是從個(gè)人愿景，家庭責(zé)任等目的出發(fā)，兼顧任務(wù)與生活，從四個(gè)方面分別設(shè)定有助于到達(dá)職業(yè)規(guī)劃夢(mèng)想的個(gè)人績(jī)效管理目的體系白領(lǐng)職業(yè)人生年度平衡計(jì)分卡目的性的詳細(xì)分析找到和活潑度最相關(guān)的要素Variables in the Equation-.007.033.0411.839.993-.206.0462

9、0.1331.000.814.180.016124.8951.0001.198-.067.01520.6491.000.935.018.00331.7811.0001.018-.311.1683.4331.064.733REGIONCITYCSIZECTYPEPRINTERConstantStep1aBS.E.WalddfSig.Exp(B)Variable(s) entered on step 1: REGION, CITY, CSIZE, CTYPE, PRINTER.a. The main factors of active are company size, city level, p

10、rinter number, company type, job titleSo if we select data for telemarketing, these are key criteria and the correlations between factors can help us when one key factor can not be supplied By comparing active & inactive members profile, we found company size is the most relevant factor.Benchmark be

11、tween OR & supplies biz revenue distribution-OR/HP suppliesLevel 1Level 2Level 3Level 4TotalNorth35%31%33%447%35%East26%21%122%318%29%South77%36%51%2704%54%West0%29%22%620%33%Total35%27%53%562%35%Market saturation analysis to find the region gap between HP supplies and OR memberSo our recruit should

12、 focus on east and north and especially in level 2city Member segmentation- draw your efforts on the focus groupSettle objective: increase revenue contributionRecency (the last registration behavior)Monetary (revenue or volume)Frequency (register times and time interval)Silver revenue distributionId

13、entify target audience in consideration of: Example: increase revenue contribution by motivate potential members.Member segmentation- draw your efforts on the focus groupActivation RevenueRevenue : less than15Frequency: more than half yearLast register time: 5-6 months ago Company size : below 50Rev

14、enue : 31-60Frequency: 3-4monthsLast register time: 3 months ago Company size : 100-500Revenue : more than 60Frequency: 1-2monthsLast register time:1- 2 months ago Company size : above 500Revenue : 15-30Frequency: 1-2monthsLast register time:1- 2 months ago Company size :50-100High end revenue targe

15、tCore business Risky activationLow end revenue target Members were segmented into 4 groups, and promotions were offered only to those who have potential to contribute more revenue.活動(dòng)效果評(píng)價(jià)活動(dòng)能否勝利主要的目的能否到達(dá)：activation enhancement ，stickiness on OR website enhancement勝利或不勝利的緣由溝通途徑和效果目的人群選擇鼓勵(lì)機(jī)制DM delivery

16、and gameplay statusFailed toreceive66%DM non play12%DM play88%Successfullyreceived34% 下周講解內(nèi)容安排Access 簡(jiǎn)單運(yùn)用 40分鐘到1個(gè)小時(shí)，主要針對(duì)6000以上數(shù)據(jù)，excel裝不下的。簡(jiǎn)單的查詢(xún)，交叉表操作常用的統(tǒng)計(jì)概念和數(shù)據(jù)分布分析和操作，30分鐘Spss 相關(guān)分析Spss 聚類(lèi)分析Spss 回歸分析Spss 多維表格的運(yùn)用和制造謝謝！This document was prepared by SurfGold Pte. Ltd. for 中國(guó)挪動(dòng)通訊集團(tuán)內(nèi)蒙古 and contains propr

17、ietary and confidential information. The information and solution offering contained herein is the intellectual property of SurfGold Pte. Ltd. registered in the republic of Singapore and its affiliates and subsidiary companies in any country forming part of the SurfGold group of companies (individua

18、lly or collectively) herein mentioned as SurfGold.The document should be shared with only those employees of 中國(guó)挪動(dòng)通訊集團(tuán)內(nèi)蒙古 who have a need to know the information herein for purposes of evaluating this proposal. No part of this document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means; electronic, mechanical, photocopying, recording or otherwise without the prior written authorization of SurfGold.If SurfGold is not chosen to partner with 中國(guó)挪動(dòng)通訊集團(tuán)內(nèi)蒙古 in the development and implementation of the progra