數(shù)據(jù)分析與運(yùn)營(yíng)策略調(diào)整 Data analysis and

數(shù)據(jù)分析與運(yùn)營(yíng)策略調(diào)整Dataanalysisandoperationstrategyadjustment主講人：Lecturer：認(rèn)識(shí)電子商務(wù)數(shù)據(jù)與數(shù)據(jù)分析Recognitionof

e-commercedataanddataanalysis數(shù)據(jù)分析與運(yùn)營(yíng)策略Dataanalysisandoperatingstrategies運(yùn)營(yíng)策略調(diào)整的維度Adjustmentstooperatingstrategies運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Generalprocessforadjustingandoptimizingoperatingstrategies

Contents目錄數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Applicationfordataanalysisandrelevantoperatingstrategies認(rèn)識(shí)電子商務(wù)與數(shù)據(jù)分析

Recognitionofe-commercedataand

dataanalysis011.數(shù)據(jù)的含義/Themeaningofthedata數(shù)據(jù)是通過(guò)科學(xué)實(shí)驗(yàn)、檢驗(yàn)、統(tǒng)計(jì)等方式所獲得的，用于科學(xué)研究、技術(shù)設(shè)計(jì)、查證、決策等的數(shù)值，其表現(xiàn)形式可以是符號(hào)、文字、數(shù)字、語(yǔ)音、圖像、視頻等。Dataisobtainedthroughscientificexperiments,inspectionsandstatisticsforscientificresearch,technicaldesign,verification,anddecision-making.Itcanbesymbols,texts,numbers,voice,images,videos,etc.電子商務(wù)數(shù)據(jù)是企業(yè)進(jìn)行電子商務(wù)活動(dòng)時(shí)產(chǎn)生的行為數(shù)據(jù)和商業(yè)數(shù)據(jù)。行為數(shù)據(jù)能夠反映客戶行為，如客戶訪問(wèn)情況、客戶瀏覽情況等；商務(wù)數(shù)據(jù)能夠反映企業(yè)運(yùn)營(yíng)狀況，如企業(yè)產(chǎn)品交易量、企業(yè)投資回報(bào)率等。E-commercedataisbehavioralandbusinessdatageneratedwhenenterprisescarryoute-commerceactivities.Behavioraldatacanreflectcustomerbehaviors,suchascustomervisits,customerbrowsingandsoon,whilebusinessdatacanindicate

runningsituations,suchastransactionvolume,investmentreturnrate,etc.數(shù)據(jù)的含義與分類Meaningandclassificationofdata數(shù)據(jù)的含義與分類Meaningandclassificationofdata2.電子商務(wù)數(shù)據(jù)的分類/Classificationofe-commercedata電子商務(wù)數(shù)據(jù)按來(lái)源與性質(zhì)不同，大致可以分為三大類：市場(chǎng)數(shù)據(jù)、運(yùn)營(yíng)數(shù)據(jù)、產(chǎn)品數(shù)據(jù)。Roughly,e-commercedatacanbedividedintothreecategoriesbasedonitssourceandproperty:marketdata,operatingdata,andproductdata.1市場(chǎng)數(shù)據(jù)Marketdata市場(chǎng)數(shù)據(jù)包括行業(yè)數(shù)據(jù)和競(jìng)爭(zhēng)數(shù)據(jù)兩個(gè)部分Therearetwoparts-industrydataandcompetitiondata2運(yùn)營(yíng)數(shù)據(jù)Operatingdata運(yùn)營(yíng)數(shù)據(jù)是企業(yè)在運(yùn)營(yíng)過(guò)程中產(chǎn)生的客戶數(shù)據(jù)、推廣數(shù)據(jù)、服務(wù)數(shù)據(jù)、供應(yīng)鏈數(shù)據(jù)Operatingdataincludescustomerdata,promotiondata,servicedata,andsupplydataproducedduringtheoperationofthecompany3產(chǎn)品數(shù)據(jù)Productdata產(chǎn)品數(shù)據(jù)是圍繞企業(yè)產(chǎn)品產(chǎn)生的相關(guān)數(shù)據(jù)，包括行業(yè)產(chǎn)品數(shù)據(jù)和企業(yè)產(chǎn)品數(shù)據(jù)兩部分Productdataisrelevantdataderivedfromproducts,includingproductdatafromthewholeindustryandthecompanyitself1.數(shù)據(jù)分析的含義/Themeaningofdataanalysis數(shù)據(jù)分析指通過(guò)建立分析模型對(duì)數(shù)據(jù)進(jìn)行核對(duì)、檢查、復(fù)算、判斷等操作，將數(shù)據(jù)的現(xiàn)實(shí)狀態(tài)與理想狀態(tài)進(jìn)行比較，從而發(fā)現(xiàn)規(guī)律，得到分析結(jié)果的過(guò)程。Dataanalysisreferstotheprocessofverifying,checking,recalculating,andjudgingdatabyestablishingananalysismodel,comparingtheactualstateofthedatawiththeidealstate,soastofindouttheruleandobtainthefinalresults.電子商務(wù)數(shù)據(jù)分析指運(yùn)用有效的方法和工具收集、處理數(shù)據(jù)并獲取信息的過(guò)程。目的是從雜亂無(wú)章的數(shù)據(jù)中提煉出有用數(shù)據(jù)，用于研究指標(biāo)的內(nèi)在規(guī)律和特點(diǎn)，指導(dǎo)企業(yè)調(diào)整和優(yōu)化運(yùn)營(yíng)策略。E-commercedataanalysisistheprocessofcollectingandhandlingdataandobtaininginformationbytakingadvantageofeffectivemethodsandtools.Itaimsatextractingusefuldatafromthedisorganizeddata,whichcanbethematerialstostudytheinternalrulesandcharacteristicsofindicatorsandguidenceonadaptingandoptimizingoperatingstrategiesforenterprises.數(shù)據(jù)分析的含義與作用Meaningandroleofdataanalysis2.數(shù)據(jù)分析的作用/Theroleofdataanalysis數(shù)據(jù)分析的含義與作用Theconcepttheroleofdataanalysis作用1Functionone作用2Functiontow作用3Functionthree輔助企業(yè)運(yùn)營(yíng)策略調(diào)整與優(yōu)化Assistanceintheadjustmentandoptimizationofoperatingstrategiesofcorporate降低企業(yè)運(yùn)營(yíng)成本Reductioninbusinessoperatingcosts加強(qiáng)企業(yè)市場(chǎng)競(jìng)爭(zhēng)力Strengthofmarketcompetitivenessforcorporate數(shù)據(jù)分析與運(yùn)營(yíng)策略Dataanalysisandoperatingstrategies021.策略的含義/Themeaningofstrategy策略，指計(jì)策、謀略。一般是指:1.可以實(shí)現(xiàn)目標(biāo)的方案集合;2.根據(jù)形勢(shì)發(fā)展而制定的行動(dòng)方針和斗爭(zhēng)方法;3.有斗爭(zhēng)藝術(shù)，能注意方式方法。Strategies,ortactics,generallyrefertothreedifferentsignificance.First,

theyarethecollectionofplanstoachievegoals;second,theyarepoliciesandmethodsbasedonthedevelopmentofthecurrentsituation;Third,theypayattentiontomethods.2.運(yùn)營(yíng)策略的定義/Definitionofoperatingstrategy從大的運(yùn)營(yíng)視角來(lái)看，運(yùn)營(yíng)策略是企業(yè)經(jīng)營(yíng)戰(zhàn)略的一個(gè)部分，屬于運(yùn)營(yíng)管理層面，它指的是在企業(yè)經(jīng)營(yíng)戰(zhàn)略的總體框架下，用來(lái)支持和完成企業(yè)總體戰(zhàn)略目標(biāo)以及運(yùn)營(yíng)層面所有方案的集合。從小的運(yùn)營(yíng)視角來(lái)看，運(yùn)營(yíng)策略是可以實(shí)現(xiàn)運(yùn)營(yíng)目標(biāo)的所有方案的集合。Fromalargeperspective,theoperatingstrategies

areapartofthecorporatebusinessstrategies,whichbelongtotheoperationalmanagement.Theyindicatethecollectionofplanstosupportandcompletetheoverallstrategicgoalsandoperatingmanagementofthecompanyconsideringoverallbusinessstrategies.Fromasmallperspective,operatingstrategies

areacollectionofallsolutionsthatcanachievegoals.運(yùn)營(yíng)策略的含義Themeaningofoperatingstrategy電子商務(wù)企業(yè)制定策略的要素Elementsfore-commercecompaniestoconductstrategies切合運(yùn)營(yíng)實(shí)際需求practicalandrealneeds科學(xué)、合理的方法論scientificandrationalmethods合適的策略推行時(shí)機(jī)appropriatetimetoadvancingstrategies企業(yè)領(lǐng)導(dǎo)層的支持supportfromtheleadership運(yùn)營(yíng)策略制定需要從實(shí)際需求出發(fā)，否則再好的策略沒(méi)有針對(duì)性都無(wú)法取得好的運(yùn)營(yíng)效果。Theformulationofoperatingstrategies

dependson

reality.

Otherwise,

evenaperfectstrategycannotsatisfyingoperationalresults.要掌握策略優(yōu)化/執(zhí)行的具體方法，然后從這些方法論中篩選出最優(yōu)的方法作為策略執(zhí)行的辦法。Specificoptimizing

orexecuting

methodsofstrategies

shouldbegraspedandthenthebestcanbeselected

toimplement.再好的策略，都需要選取合適的時(shí)機(jī)來(lái)推進(jìn)。好的時(shí)機(jī)，能夠帶來(lái)事半功倍的效果。Therighttimetoenforcecanbeahelpforagoodstrategy,whichleadstoadesirableoutcome.運(yùn)營(yíng)策略執(zhí)行需要一定的支持，因此需要領(lǐng)導(dǎo)層的資金支持（在同同意策略執(zhí)行的基礎(chǔ)上）。Theimplementationoftheoperationalstrategyrequiresacertainamountofsupport,andthereforethefinancialsupportoftheleadershipisneeded(onthebasisofagreementontheimplementationofthestrategy).數(shù)據(jù)分析對(duì)運(yùn)營(yíng)策略調(diào)整與優(yōu)化的意義/Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis數(shù)據(jù)分析對(duì)運(yùn)營(yíng)策略調(diào)整之所以重要，是因?yàn)橥ㄟ^(guò)數(shù)據(jù)分析，能夠?qū)⑵髽I(yè)經(jīng)營(yíng)數(shù)據(jù)處理成便于觀察、分析、推斷的形式，幫助企業(yè)推導(dǎo)出有價(jià)值的信息、找到運(yùn)營(yíng)的規(guī)律、存在的問(wèn)題，從而針對(duì)問(wèn)題解決問(wèn)題，幫助調(diào)整和優(yōu)化運(yùn)營(yíng)策略。比如結(jié)合數(shù)據(jù)分析結(jié)果，企業(yè)可以調(diào)整和優(yōu)化其市場(chǎng)運(yùn)營(yíng)策略、常規(guī)內(nèi)部運(yùn)營(yíng)策略和產(chǎn)品運(yùn)營(yíng)策略。Thereasonwhydataanalysisisimportanttotheadjustmentofoperatingstrategyisthatdataanalysiscanbebeneficialforbusinessestoobserve,analyzeanddeducedata,thushelpingthem

togetvaluableinformationandfindoperatingrulesandexistingproblems.Inordertosolvetheproblem,helpadjustandoptimizetheoperationstrategy.Forexample,combiningwiththeresultsofdataanalysis,companiescanadjustandoptimizetheirmarketoperationstrategies,regularinternaloperationstrategiesandproductoperationstrategies.數(shù)據(jù)分析對(duì)運(yùn)營(yíng)策略調(diào)整與優(yōu)化的意義Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis25%50%75%100%運(yùn)營(yíng)策略調(diào)整的維度

Adjustmentstooperatingstrategies03運(yùn)營(yíng)策略調(diào)整的維度Adjustmentstooperatingstrategies產(chǎn)品運(yùn)營(yíng)策略調(diào)整與優(yōu)化Adjustmentandoptimizationofoperatingstrategiesonproducts常規(guī)內(nèi)部運(yùn)營(yíng)策略調(diào)整與優(yōu)化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies市場(chǎng)運(yùn)營(yíng)策略調(diào)整與優(yōu)化Adjustmentandoptimizationofoperatingstrategiesonmarkets運(yùn)營(yíng)策略調(diào)整的維度Adjustmentstooperatingstrategies市場(chǎng)運(yùn)營(yíng)策略調(diào)整與優(yōu)化Adjustmentandoptimizationofoperatingstrategiesonmarkets通過(guò)對(duì)市場(chǎng)的規(guī)模、市場(chǎng)趨勢(shì)、市場(chǎng)需求、目標(biāo)客戶、競(jìng)爭(zhēng)態(tài)勢(shì)等相關(guān)數(shù)據(jù)進(jìn)行分析，使得眾多分散的市場(chǎng)信息相互融合，互為補(bǔ)充，輔助電商企業(yè)進(jìn)行市場(chǎng)運(yùn)營(yíng)策略制定、調(diào)整和優(yōu)化，比如是否應(yīng)進(jìn)入該行業(yè)、制定怎樣的銷售目標(biāo)、營(yíng)銷活動(dòng)該如何安排等。Throughtheanalysisofmarketsize,markettrends,marketdemand,targetcustomers,competitivesituationandotherrelevantdata,anamountof

isolatedmarketinformationisintegratedandsupplementedwitheachother,whichencouragese-commercecompaniestoformulate,adaptandoptimizemarketoperationstrategies,suchaswhethertoentertheindustry,whatkindofsalesgoals,howtoarrangemarketingactivities,etc.運(yùn)營(yíng)策略調(diào)整的維度Adjustmentstooperatingstrategies常規(guī)內(nèi)部運(yùn)營(yíng)策略調(diào)整與優(yōu)化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies常規(guī)內(nèi)容運(yùn)營(yíng)策略是運(yùn)營(yíng)策略調(diào)整的主體部分，包括客戶運(yùn)營(yíng)策略調(diào)整與優(yōu)化、推廣運(yùn)營(yíng)策略調(diào)整與優(yōu)化、銷售運(yùn)營(yíng)策略調(diào)整與優(yōu)化、供應(yīng)鏈運(yùn)營(yíng)策略調(diào)整與優(yōu)化。其中，客戶運(yùn)營(yíng)策略調(diào)整與優(yōu)化是匯總各種客戶相關(guān)信息和數(shù)據(jù)來(lái)了解客戶需求，分析客戶特征，評(píng)估客戶價(jià)值，從而為企業(yè)客戶管理策略的制定、調(diào)整與優(yōu)化提供參考。推廣運(yùn)營(yíng)策略調(diào)整與優(yōu)化是匯總活動(dòng)、推廣等相關(guān)數(shù)據(jù)來(lái)分析推廣效果，為推廣渠道的選擇、配置等策略制定提供參考依據(jù)。銷售運(yùn)營(yíng)策略調(diào)整與優(yōu)化是對(duì)企業(yè)日常銷售過(guò)程中產(chǎn)生的大量銷售數(shù)據(jù)進(jìn)行分析，幫助企業(yè)根據(jù)前期的銷售數(shù)據(jù)和市場(chǎng)變化情況及時(shí)調(diào)整自己的銷售策略，實(shí)現(xiàn)銷售目標(biāo)。供應(yīng)鏈運(yùn)營(yíng)策略調(diào)整與優(yōu)化是對(duì)企業(yè)采購(gòu)數(shù)據(jù)、物流數(shù)據(jù)和倉(cāng)儲(chǔ)數(shù)據(jù)進(jìn)行分析，以幫助企業(yè)調(diào)整和優(yōu)化相應(yīng)供應(yīng)鏈運(yùn)營(yíng)策略。Regularoperationstrategiesisthemainpartofadjustmentofoperationstrategies,includingadjustmentandoptimizationofcustomers,promotion,salesandsupplychain.Amongthem,theadjustmentandoptimizationofoperationstrategiesof

customers

istosummarizevariouscustomer-relatedinformationanddatatounderstandcustomerneeds,analyzecustomercharacteristics,andevaluatecustomervalue,soastoprovidereferencefortheformulation,adjustmentandoptimizationofcustomermanagementstrategies.Theadjustmentandoptimizationofoperationstrategiesofthepromotionistosummarizetherelevantdataofactivitiesandpromotiontoanalyzetheeffect,andthusprovidingareferencefortheselectionandconfigurationofpromotionchannels.Theadjustmentandoptimizationofoperationstrategiesof

salesistoanalyzethelargeamountofsalesdatageneratedinthedailysalesprocessofthecompany,andhelpthecompanyadjustitssalesstrategyintimeaccordingtotheprevioussalesdataandmarketchangestoachievesalesgoals.Theadjustmentandoptimizationofoperationstrategiesofsupplychainistoanalyzeenterpriseprocurementdata,logisticsdataandwarehousedatatohelpcompaniesworkoutthecorrespondingstrategies.運(yùn)營(yíng)策略調(diào)整的維度Adjustmentstooperatingstrategies產(chǎn)品運(yùn)營(yíng)策略調(diào)整與優(yōu)化Adjustmentandoptimizationofoperatingstrategiesonproducts產(chǎn)品運(yùn)營(yíng)策略調(diào)整與優(yōu)化是通過(guò)產(chǎn)品在其生命周期中各個(gè)階段的數(shù)據(jù)變化來(lái)判斷產(chǎn)品所在階段，指導(dǎo)產(chǎn)品的結(jié)構(gòu)調(diào)整、價(jià)格升降，決定產(chǎn)品的庫(kù)存系數(shù)以及引進(jìn)和淘汰：在產(chǎn)品探索階段通過(guò)數(shù)據(jù)分析指導(dǎo)決策產(chǎn)品的定位；在產(chǎn)品需求階段通過(guò)數(shù)據(jù)分析對(duì)用戶的需求去偽存真；在產(chǎn)品運(yùn)營(yíng)階段通過(guò)數(shù)據(jù)驗(yàn)證產(chǎn)品的功能價(jià)值并尋求產(chǎn)品的迭代方向。Theadjustmentandoptimizationofproductoperationstrategyistojudgethestageoftheproductthroughthedatachangesateachstageoftheproductlifecycle,guidethestructuraladjustmentoftheproduct,priceriseandfall,determinetheinventorycoefficientoftheproduct,andintroduceandeliminate:throughthedataintheproductexplorationstageAnalysisguidesdecision-makingproductpositioning;intheproductdemandstage,dataanalysisisusedtode-authenticateuserneeds;intheproductoperationstage,dataisusedtoverifythefunctionalvalueoftheproductandseekthedirectionofproductiteration.Generalprocessforadjustingandoptimizingoperatingstrategies運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization010203041明確目標(biāo)cleargoals歷史數(shù)據(jù)分析Historicaldataanalysis提出運(yùn)營(yíng)策略優(yōu)化與調(diào)整辦法Proposalof

Optimizationandadjustmentmethodsofoperatingstrategies數(shù)據(jù)持續(xù)跟蹤與分析ContinuousdataTrackingandanalysis運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization（1）明確要解決的問(wèn)題明確運(yùn)營(yíng)策略制定的具體原因，比如當(dāng)網(wǎng)店P(guān)C端支付轉(zhuǎn)化率降低時(shí)，運(yùn)營(yíng)策略制定要解決的問(wèn)題就是：PC端支付轉(zhuǎn)化率低的問(wèn)題。IdentifytheproblemtobesolvedSpecificreasonsfortheformulationoftheoperatingstrategiesshouldbeidentified.Forexample,whenthereisadecreasingconversionrateofPC-sidepaymentforanonlineshop,theproblemtobesolvedshouldbethelowconversionrate.（2）明確要達(dá)成的效果在調(diào)整和優(yōu)化運(yùn)營(yíng)策略之前，要結(jié)合需要解決的問(wèn)題，預(yù)估達(dá)成的效果，以指導(dǎo)運(yùn)營(yíng)策略調(diào)整/優(yōu)化的幅度和力度。CleartheeffecttobeachievedBeforeadjustingandoptimizingtheoperationstrategies,itisnecessarytocombinetheproblemstobesolvedandestimatetheachievedeffecttoguidetheextentandintensityoftheadjustmentandoptimizationoftheoperationstrategies.運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization歷史數(shù)據(jù)采集/Historicaldatacollection01數(shù)據(jù)處理/Dataprocessing02數(shù)據(jù)分析/Dataanalysis03運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization提出運(yùn)營(yíng)策略優(yōu)化與調(diào)整辦法，需要依據(jù)數(shù)據(jù)分析結(jié)果進(jìn)行，數(shù)據(jù)分析結(jié)果代表了過(guò)往數(shù)據(jù)的表現(xiàn)情況，具有極大的參考價(jià)值，比如在選擇推廣渠道時(shí)，就可以選擇歷史引流數(shù)據(jù)表現(xiàn)好的渠道作為新的引流方式。Proposingmethodsforoptimizingandadjustingoperatingstrategiesneedstorelyontheresultsofdataanalysis.Theresultsrepresenttheperformanceofpreviousdataandcanbegreatlyvaluableasreference.Forexample,channelswithgoodhistoricaldatacanbeselectedasapracticalwaytopromote.運(yùn)營(yíng)策略調(diào)整與優(yōu)化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization數(shù)據(jù)持續(xù)跟蹤與分析是對(duì)優(yōu)化/調(diào)整后的運(yùn)營(yíng)策略執(zhí)行過(guò)程進(jìn)行監(jiān)督和控制，了解運(yùn)營(yíng)策略的執(zhí)行情況和結(jié)果，及時(shí)發(fā)現(xiàn)執(zhí)行過(guò)程中的數(shù)據(jù)異常，并展開(kāi)數(shù)據(jù)分析，發(fā)現(xiàn)和解決問(wèn)題。Continuousdatatrackingandanalysisistosuperviseandcontroltheexecutionprocessoftheoptimizedandadjustedoperationstrategies,understandtheexecutionprocessandresultsoftheoperationstrategies,discoverdataabnormalitiestimely,andcarryoutdataanalysisinordertoidentifyandsolveproblems.Applicationfordataanalysisandrelevantoperatingstrategies－Adjustmentandoptimizationofallocationstrategiesonpromotionchannels1.確定分析所需指標(biāo)/Determinetherequiredindicatorsforanalysis根據(jù)不同的分析目標(biāo)需要搭建有效的數(shù)據(jù)指標(biāo)體系，幫助業(yè)務(wù)人員快速的發(fā)現(xiàn)并定位問(wèn)題。因?yàn)槲覀円呀?jīng)知道要進(jìn)行“推廣渠道配置策略調(diào)整與優(yōu)化”，因此需要圍繞該目標(biāo)進(jìn)行指標(biāo)確定，可以確定指標(biāo)體系為：流量來(lái)源、來(lái)源明細(xì)和訪客數(shù)。Accordingtodifferentanalysisgoals,aneffectivedataindicatorsystemcanbebuilttohelpemployeesquicklyfindandlocateproblems.Becauseofknownadjustmentandoptimizationof

operatingstrategiesthepromotionchannelallocation,indicatorsshouldbedeterminedwithinthosefactors,likeflowsource,sourcedetailsandnumberofvisitors.數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Dataanalysistoadjusttheapplicationofoperatingstrategies數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Dataanalysistoadjusttheapplicationofoperatingstrategies2.數(shù)據(jù)采集/Datacollection數(shù)據(jù)采集需要在數(shù)據(jù)采集工具中進(jìn)行和實(shí)現(xiàn)，數(shù)據(jù)采集工具是使用數(shù)據(jù)采集技術(shù)，通過(guò)識(shí)別數(shù)據(jù)渠道中所需數(shù)據(jù)指標(biāo)，并將數(shù)據(jù)進(jìn)行摘錄整理形成數(shù)據(jù)文檔的工具，常用的數(shù)據(jù)采集工具有生意參謀、京東商智、淘數(shù)據(jù)、店偵探等，企業(yè)可以結(jié)合自身實(shí)際情況選擇合適的工具進(jìn)行數(shù)據(jù)采集。比如如果是淘寶賣家，要采集流量來(lái)源、來(lái)源明細(xì)和訪客數(shù)數(shù)據(jù)，就可以通過(guò)生意參謀實(shí)現(xiàn)。Datacollectionneedstobecarriedoutandimplementedindatacollectiontools.Thosecanidentifydataindicatorsrequiredindatachannelsandextractittoformdatafilesbycollectiontechnology.Commontoolsare

BusinessforStaff,JD.com,Taodata,shopdetectives,etc.,andcompaniescanselectappropriatetoolsforcollectingbasedontheirimmediateconditions.Forexample,aselleronTaobaocancollectdataonflowsource,sourcedetails,andthenumberofvisitorsthroughBusinessforStaff.數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Dataanalysistoadjusttheapplicationofoperatingstrategies3.1數(shù)據(jù)分析/Dataanalysis數(shù)據(jù)分析是用適當(dāng)?shù)姆治龇椒肮ぞ?，?duì)處理過(guò)的數(shù)據(jù)進(jìn)行分析，提取有價(jià)值的信息，形成有效結(jié)論的過(guò)程。在進(jìn)行數(shù)據(jù)分析前一方面要熟悉常用的數(shù)據(jù)分析方法，如描述性統(tǒng)計(jì)分析、趨勢(shì)分析、對(duì)比分析、頻數(shù)分析、分組分析、平均分析、結(jié)構(gòu)分析、交叉分析等；另一方面要熟練掌握數(shù)據(jù)分析工具，便于進(jìn)行一些專業(yè)的統(tǒng)計(jì)分析、數(shù)據(jù)建模等，常用的數(shù)據(jù)分析工具包括Ecxel、SPSS、SAS、Python、R語(yǔ)言等。Dataanalysisistheprocessofanalyzingtheprocesseddatawithappropriateanalysismethodsandtools,extractingvaluableinformation,andformingeffectiveconclusionswiththehelpofsuitablemethodsandtools.Beforeconductingdataanalysis,onemustbefamiliarwithcommonlyuseddataanalysismethods,suchasdescriptivestatisticalanalysis,trendanalysis,comparativeanalysis,frequencyanalysis,groupanalysis,averageanalysis,structureanalysis,cross-analysis,etc.;besides,onemustbeproficientindataanalysistoolstolaunchprofessionalstatisticalanalysis,datamodeling,etc.CommonlyusedtoolsincludeEcxel,SPSS,SAS,Python,Rlanguage,etc.數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Dataanalysistoadjusttheapplicationofoperatingstrategies3.2數(shù)據(jù)分析-執(zhí)行Dataanalysisandexecution如圖所示，是運(yùn)用表格工具圖表功能對(duì)采集到的流量來(lái)源、來(lái)源明細(xì)和訪客數(shù)數(shù)據(jù)進(jìn)行分析操作后，得到的分析圖。通過(guò)圖片，能夠很直觀的看到各個(gè)引流渠道帶來(lái)的訪客數(shù)比例，從而為后續(xù)“流量渠道選擇、配置策略”的制定提供數(shù)據(jù)性參考。Asshowninthediagram,itistheanalysischartobtainedafteranalyzingthecollectedflowsource,sourcedetailsandvisitordatausingthetable.Throughthepictures,theproportionofvisitorsbroughtbyeachchannelcanbewitnesseddirectly,whichprovidesareferenceforthesubsequentformulationofoperatingstrategiesofselectionandconfiguration

onflowchannels.數(shù)據(jù)分析調(diào)整運(yùn)營(yíng)策略的應(yīng)用Dataanalysistoadjusttheapplicationofoperatingstrategies4.推廣渠道配置策略調(diào)整與優(yōu)化/Adjustmentandoptimizationofallocationstrategiesofpromotionchannel2）企業(yè)整體流量主要來(lái)源于免費(fèi)流量，占比為76%。其中免費(fèi)流量中的淘寶搜索為企業(yè)引