跨境电商英语-课件 Unit 9 Data Analytics

跨境电商英语Cross-BorderE-CommerceEnglish浙江省中高职一体化贯通系列教材Unit9DataAnalyticsUnitOverviewAfterstudyingthisunit,youwillbeableto…learnbasicknowledgeofdataanalytics;understandtheimportanceofdataanalyticsinCBEC;introducedifferentdataanalyticstools;raiseawarenessofdataapplicationinCBECContents目录Warming-up01Listening02Reading03Speaking04Writing05Workshop0601Warming-upTask1Dataanalyticsexamineslargeamountsofdatatouncoverhiddenpatterns,correlations,andotherinsights.Itallowsbusinessownerstoderivevaluefromdata

andmakeinformeddecisions.ThefollowingaretermsindataanalyticsinCBEC.TranslatethemintoChineseandtalkaboutwhatyouknowaboutthem.产品规格datacollectiondataprocessingdatacleaningdataanalysis数据收集数据处理数据清洗数据分析Datacollection

istheprocessofgatheringand

measuring

information

ontargetedvariablesinanestablishedsystem,whichthenenablesonetoanswerrelevantquestionsandevaluateoutcomes.

Dataprocessing

is,generally,"the

collection

andmanipulationofitemsofdatatoproducemeaningfulinformation."Datacleansing

or

datacleaning

istheprocessofdetectingandcorrecting(orremoving)corruptorinaccurate

records

fromarecordset,

table,or

database

andreferstoidentifyingincomplete,incorrect,inaccurateorirrelevantpartsofthedataandthenreplacing,modifying,ordeletingthe

dirtyorcoarsedata.Dataanalysis

isaprocessofinspecting,

cleansing,

transforming,and

modelling

data

withthegoalofdiscoveringusefulinformation,informingconclusions,andsupportingdecision-making.Task2Thekeydriversofsuccessinglobale-commerceoverthenextdecadewillbecenteredonbuildingadeepunderstandingofandconnectiontotheempowered

consumer,andtheonlywaytounderstandconsumer

behavioristomeasureandanalyze.Howdoyouthinkdataanalyticswillhelpyouinyouronlinebusiness?ContentsMakingbetterbusinessdecisions,takingkeystrategicinitiatives,improvingrelationshipswithbothcustomersandbusinesspartners,managinginventorybetter.02ListeningTask1Listentothefollowingpassagesandchoosetherightanswers.ScriptsTask21.Howmanyimportante-commercemetricswillbetalked?A.6B.5C.42.WhatdemographicinformationcanyoufindaboutyourvisitorsinGoogleAnalytics?A.Age.B.Gender.C.Both.3.Areyousupposedtomeasurethenumberofconsumersthatvisitedyourstoreafterdiscoveryphase?A.Yes.B.No.C.Notmentioned.4.Allthetimeandmoneyyouinvestinthediscoveryphaseisworthwhileif_________.A.theseinsightscanhelpyoucreateuserpersonasB.visitorsactuallygettoyouronlinestoreC.opportunities5.Whatdoyouthinktheauthorwilltalkaboutinthefollowingstep?A.Discovery.B.Acquisition.C.Conversion.BCABCTask1Listentothefollowingpassagesandchoosetherightanswer.Scripts:Tomakethingssimpleandclear,we’llseparatethemostimportante-commercemetricsin5pillarsthatcoverthewholecustomerlifecycle.

Discoverycomesthefirst.Youhavetogatherinformationforyouraudienceandcreateawarenessthatwillleadthemtoyouronlinestore.In

Google,youcanfinddemographicinformationaboutyourvisitors,likeageandgender,butalsodataontheirgeographiclocation,interests,andbehavior.Theseinsightscanhelpyou

createuserpersonas.Nextstepistomeasurethenumberofconsumersthatvisitedyourstoreandthecostofacquisition.Allthetimeandmoneyyouinvestinthediscoveryphaseisworthwhileifvisitorsactuallygettoyouronlinestore.GoogleAnalyticsgivesagreatoverviewofdifferentchannels’performanceandgoalconversionrates.

Nowthatyou’vemanagedtobringvisitorstoyoure-commercestore,it’stimetoconvertthemintocustomers.Task2Listentothefollowingpartofthepassageandfillintheblankswiththemissingwords.Nowthatyou’vemanagedtobringvisitorstoyoure-commercestore,it’stimeto1._________themintocustomers.Unfortunately,noteveryonethatvisitsyourstorewillendupclickingtheaddtocartbutton.What’smore,eventhosewhoclickthatbutton,mightchangetheirmindandleaveyourwebsite.Usingthefollowinge-commerceconversionmetricscanhelpyoukeeptrackand2._________youronlineshoppingexperiencealongtheway:3._____________________—thepercentageofvisitorswhomakeapurchaseonyouronlinestore;increasingthetraffictoyourwebsitewillhelpyoureachyourtargetsales.4._____________________(AOV)—theaverageamountofmoneyspendwhenacustomerplacesanorderonyourwebsite.5.______________________—thepercentageofshopperswhoaddproductstotheshoppingcartbutabandonyourstorebeforecompletingthepurchase.ScriptsTask3convertoptimizeSalesconversionrateAverageordervalueCartabandonmentrateTask2Listentothefollowingpartofthepassageandfillintheblankswiththemissingwords.Scripts:Nowthatyou’vemanagedtobringvisitorstoyoure-commercestore,it’stimetoconvertthemintocustomers.Unfortunately,noteveryonethatvisitsyourstorewillendupclickingtheaddtocartbutton.

What’smore,eventhosewhoclickthatbutton,mightchangetheirmindandleaveyourwebsite.Usingthefollowinge-commerceconversionmetricscanhelpyoukeeptrackandoptimizeyouronlineshoppingexperiencealongtheway:

Salesconversionrate

—thepercentageofvisitorswhomakeapurchaseonyouronlinestore;increasingthetraffictoyourwebsitewillhelpyoureachyourtargetsales.

Averageordervalue(AOV)

—theaverageamountofmoneyspendwhenacustomerplacesanorderonyourwebsite.Cartabandonmentrate

—thepercentageofshopperswhoaddproductstotheshoppingcartbutabandonyourstorebeforecompletingthepurchase.Task3Listentothefollowingpassageandanswerthequestions.1.Whatisthepassageabout?_____________________________________________________________________2.Wherecanyougetamoredetailedexplanationofthetechnicalaspectsoftheintegration?_____________________________________________________________________3.Howdoestheenhancede-commercetooldifferfromthestandarddatayougetfromGoogleAnalytics?_________________________________________________________________________________________________________________________________________________________________________________________________________________________________ScriptsContentsGoogle’sEnhancedE-commercetool.YoucancheckonGoogleDevelopers.ThestandarddatayougetfromGoogleAnalyticsthatiscollectedafterpurchase,withtheEnhancedE-commercetool,yougetinformationfromacrosstheentirecustomerjourney.Task3Listentothefollowingpassageandanswerthequestions.Scripts:Besidesthestandarde-commercetracking,GooglehasanEnhancedE-commercepluginthatisnotfullyutilizedbycompanies,despitethefactthatit’spackedwithtonsofvaluableandfreedata.Eventhoughit’snotaplug-and-playsolution,andittakessometimetosetupthetracking,thevaluethatyoureceivefromhavingtheadditionaldataisworthwhile.Foramoredetailedexplanationofthe

technicalaspectsoftheintegration,youcancheckonGoogleDevelopers.UnlikethestandarddatayougetfromGoogleAnalyticsthatiscollectedafterpurchase,withtheEnhancedE-commercetool,yougetinformationfromacrosstheentirecustomerjourney.This

allowsyoutogeneratebusinessinsightsthatwillhelpyougrowyouronlinestore,improvetheperformanceofyourproducts,aswellasyourmarketingefforts.03ReadingSetting:

Withthefiercecompetitionintoday’sonlinemarketplace,dataanalyticshasbecomeanessentialpartofe-commerce.Andwithmorebusinessownerscatchingontoitspower,thesalesgrowthofanycompanydependsonit.StartingtaskAnalyticsiscriticalbecauseitenablesyoutomakemoreinformeddecisionsthatgeneratethebestpossibleresultsforyoure-store.WhatdoyouthinkarethemainbenefitsofdataanalyticsinCBEC?1.Tomeasuretheeffectivenessofyourmarketingandsalescampaigns.2.Togetabetterunderstandingofhowyourbusinessisperformingnowandhowitislikelytoperforminthefuture.3.Tooptimizepricingandinventorymanagement.4.Tofigureoutsomevitalmarkettrendsandpossiblerisksthatyouneedtomitigate.ActivateYourDatatoDriveGrowthYoucan’texpecttoachievegoodresultsifyoudon’tknowhowyouareperformingatpresent.Goodstrategiesrequirecarefulpre-planning,andgoodbusinesseslearnfrompreviouseffortsandtestfutureideastoensureabrighterfuture.Allofthiscomesdowntoonething:e-commerceanalytics.Analyticsenablesyoutodelvedeepintothefactsandfigures,historicalbusinessdata,andfutureforecastingsothatyoucanmakethemostintelligent

decisionsforyourbusiness.Thereareanumberofdifferenttypesofe-commercedatathatyoucanusetodevelopyourmarketingstrategyandensureyouareonestepaheadofthecompetition.Firstcomesaudiencedata,whichwillgiveyouin-depthinsightsintothedemographicsofyourcustomers,i.e.theirgender,age,income,occupation,wheretheyarebasedandwhatlanguagetheyspeak,aswellasthedifferentdevicesthatyouraudienceisusing.Audiencedatagivese-commercecompanyownerstheabilitytoalterhowtheyconducttheirshippingoptions,howtheyadvertisebasedonthelocationsoftheiraudienceandhowyourmarketingcontentisbeingdisplayedondevices.Anothertypeofdatathatyoucanusetopoweryourbusinessforwardisrelatedtotheacquisitionofcustomers.Thisishighlyvaluablebecauseyouwilllearnabouthowyourvisitorsfindyouonline.Whenusingacquisitiondata,youwilldiscovermoreaboutthesortofonlinemarketingchannelsthatarebringingthemostvisitorstoyourwebsite.Youwilllearnwhatchannelsaredrivingthegreatestsalesorconversions.Andyoucanalsoseefirst-handwhichonlinemarketingchannelsarebringingsuccess—andwhichonesaren’tquiteworking.Thisdatawillprovepivotalinhelpingyoutounderstandwhichmarketingchannelsarethemostprofitabletoyourbusinesssothatyoucandeterminewhereyoushouldbelocatingyourresources.参考译文Anothertypeofdatayoushouldbelookingatisinformationofyourconsumers’behavior.Oncepeoplelandonyourwebsite,howdotheybehave?Ifyoufindthatmostvisitorsdonotscrolldownapage,youneedtolookintothepageloadtimeforyourwebsite.Ifusersleaveapagequickly,thisindicatesthattheyhavenotfoundwhattheyarelookingforandtherecouldbeanissuewiththekeywordsyouaretargetinginyourmarketingcampaigns.Allinall,customerbehavioranalysisisgoingtoenableyoutodiscoverthepartsofyourstorethatyoucanimproveinordertoboostyourengagementratesandconversionlevel.Conversionisanothertypeofdatayoucanusetopoweryourbusinessforward.Knowingthespecificslikecustomervisittimesbeforepurchase,repeatpurchases,andshoppingcartabandonratescanhelptoimpactyourmarketingdecisions.Itisalsoimportantthatyouareawareoffactorssuchastheaveragerevenueyourstorereceivespertransactionandtheaveragenumberofitemsthatyourcustomersbuyinonetransaction.Ithelpsyoutoplotwhatsortofdiscountsanddealswillmostappealtoyourcurrentcropofcustomers.Inadditiontowhatwehavementionedsofar,anotherkeyareatoconsiderisyourpaidmarketingactivities.Thiswillhelpyoutofigureoutyourexactreturnoninvestment(ROI)forvariouspaidmarketingcampaigns.Otherwise,youwillendupspendingmoneyonmarketingeffortsthatarenotdoinganyhelp.参考译文Exercise参考译文

激活数据推动增长不知道自己当前运营状况，你就不能期望取得好的运营结果。好战略需要详细的事前规划，好企业需汲取之前的操作经验，不断尝试，从而确保光明的未来。所有这些都将归结到一件事:电子商务分析。分析使您能够深入研究事实和数据、历史业务数据和未来预测，从而做出最明智的决策。电子商务数据有许多的不同类型，服务于制定营销策略，从而确保在经珍重处于领先地位。首先是用户数据，深入了解用户的人口统计相关信息，即性别，年龄，收入，职业，哪里人，说什么语言，以及用户使用的设备情况。掌握用户数据可以让电商公司调整运输方式，优化广告投放以及营销内容在不同设备上的显示方式。另一种可以推动业务发展的数据类型与客户获取渠道有关。这非常有价值，因为你将了解访问者是如何在网上找到你的店铺网站。当使用用户获取数据时，你会发现更多的在线营销渠道，而这些渠道也会为你的网站带来更多的访客。同时，你可以了解哪些渠道带来最大的销售额或转换率，也可以直接看出哪些在线营销渠道管用，哪些不太管用。这些数据很关键，可以帮助你了解哪些营销渠道可以带来最大的利润，以便确定资源的投放。另一种你应该关注的数据类型是消费者行为的信息。一旦人们登陆你的网站，他们会怎么做?如果你发现大多数访问者不会向下滚动页面，你需要查看网站的页面加载时间。如果用户快速离开一个页面，这表明他们没有找到他们想要的，可能是营销活动的关键字设置有问题。总而言之，客户行为分析将帮助你如何改善以提升用户粘性和转化率。转换率是可以用来推动业务向前发展的另一种数据。了解顾客购买前的访问次数、重复购买次数、购物车丢弃率等细节有助于制定营销决策。同样重要的细节还有每笔交易中商店的平均收益，以及客户在一次交易中购买的商品的平均数量。这有助于你找到最能吸引当前客户的折扣和交易。除了我们之前提到的数据，另一个需要考虑的关键数据是关于付费营销活动的。这将帮助你计算出各种付费营销活动中的投资回报率(ROI)。否则，你最终将把钱花在了没用的营销上。Task1Completethepassagebyusingexpressionsfromthetext.Understandingthetext

Aftertheacquisitionofcustomers,anothertypeofdatayoushouldbeexaminingis_________________________________.Oncepeoplelandonyourwebsite,howdotheybehave?Ifyoufindthatmostvisitorsdonotscrolldownapage,youneedtocheck_________________foryourwebsite.Ifusersleaveapagequickly,therecouldbea

problemwith

_______________________________________________.Allinall,customerbehavioranalysisisgoingtoenableyoutodiscoverwhatyoucanimproveto______________________________________.informationofyourconsumers’behaviorthepageloadtimesthekeywordsyouaretargetinginyourmarketingcampaignsboostyourengagementratesandconversionlevelTask2Answerthequestionswiththeinformationyoufindinthetext.1.Whydoesanalyticsmatter?

________________________________________________________________________________________________________________________________________________________________________________________

2.Whataredemographicsofyourcustomers?

_____________________________________________________________________________________________3.Howcanacquisitiondatahelp?

__________________________________________________________________________________________________________________________________________________________________________________________4.Whatdoesconversiondatainclude?__________________________________________________________________________________________________________________________________________________________________________________________5.Whyshouldyouconsiderpaidmarketingactivities?_____________________________________________________________________________________________Analyticsenablesyoutodelvedeepintothefactsandfigures,historicalbusinessdata,andfutureforecastingsothatyoucanmakethemostintelligentdecisionsforyourbusiness.Theirgender,age,income,occupation,wheretheyarebasedandwhatlanguagetheyspeak.Itwillprovepivotalinhelpingyoutounderstandwhichmarketingchannelsarethemostprofitabletoyourbusinesssothatyoucandeterminewhereyoushouldbelocatingyourresources.Customervisittimesbeforepurchase,repeatpurchases,shoppingcartabandonrates,theaveragerevenueyourstorereceiverspereverytransactionandtheaveragenumberofitemsthatyourcustomersbuyinonetransaction.Thiswillhelpyoutofigureoutyourexactreturnoninvestment(ROI)forvariouspaidmarketingcampaigns.Task3Completethewordsthatmatchthemeaningsontheright.Thefirstlettersarealreadygiven.1.a____________ tointerestorattractsomeone2.d____________ tosearchinordertofindathingorinformation3.i____________ showingintelligence4.a____________ tochangesomething,usuallyslightly5.a____________ tocausesomethingtostart6.b____________ toimproveorincreasesomething7.s____________tomovetextorotherinformationonascreentofindtheinformationyoumeed8.d___________ toshowwords,pictures,etc.onascreen9.p____________ resultinginorlikelytoresultinaprofitoranadvantage10.c___________ theprocessofconvertingsomethingfromonethingtoanotherppealDealingwithlanguageelventelligentlterctivateoostcrollisplayrofitableonversionTask4CompletethesentenceswiththecorrectformofthewordsinTask3.1.We’vehadto________someofourplans.

2.________totheendofthedocument.

3.Thenextstepisforthemorothersto________deeperintothematter.4.Solarpoweristhe___________ofthesun’senergyintoheatandelectricity.5.Retailersshould________deliverytimesandcostsontheirwebsites.

6.It’saprogrammedesignedto________mainlyto16to25-year-olds.7.Overtheyearsithasdevelopedintoahighly____________business.8.Themagazinemisreporteditssalesfiguresinorderto________advertisingrevenue.9.She’sobviouslyvery___________,butherlecturesaredifficulttofollow.10.Thealarmis__________bythelightestpressure.alterScrolldelveconversiondisplayappealprofitableboostintelligentactivatedTask5TranslatethesentencesintoChinese,andwriteasentencebyusingthephrasesinbrackets.1.Analyticsenablesyoutodelvedeepintothefactsandfigures,historicalbusinessdata,andfutureforecasting.(delveinto)Translate:_______________________________________________________________________________________Write:__________________________________________________________________________________________2.Firstcomesaudiencedata,whichwillgiveyouin-depthinsightsintothedemographicsofyourcustomers.(give...insightsinto...)Translate:_______________________________________________________________________________________Write:__________________________________________________________________________________________3.Ifyoufindthatmostvisitorsdonotscrolldownapage,youneedtolookintothepageloadforyourwebsite.(scrolldown)Translate:_______________________________________________________________________________________Write:__________________________________________________________________________________________

4.Ithelpsyoutoplotwhatsortofdiscountsanddealswillmostappealtoyourcurrentcropofcustomers.(appealto)Translate:_______________________________________________________________________________________

Write:__________________________________________________________________________________________5.Thiswillhelpyoutofigureoutyourexactreturnoninvestment(ROI)forvariouspaidmarketingcampaigns.(figureout)

Translate:_______________________________________________________________________________________Write:__________________________________________________________________________________________分析使您能够深入研究事实和数据、历史业务数据和未来预测。It'snotalwaysagood

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Update.这将帮助你计算出各种付费营销活动中的投资回报率。首先是用户数据，可以深入了解用户的人口统计相关信息。这有助于你找到最能吸引当前客户的折扣和交易。如果你发现大多数访问者不会向下滚动页面，你需要查看网站的页面加载时间。Ittookthemaboutonemonthtofigureouthowtostarttheequipment.04SpeakingSetting:Highperformingsellersunderstandtheimportanceoftheright

informationandwillleveragethebesttoolstoanalyzetheinformationtohelp

themboostrevenueoftheironlinestores.Thequalityoftheinformationyou

collectwillinfluencethequalityofyourbusinessdecisionsyoumadebasedonit.

TherearemanyAmazonanalyticstoolsforsellers,suchasAmazonBrand

Analytics,AccelerList,AMZTracker,Forecastly,HelloProfit,andSellerApp,whichspecializeindealingwithdifferentdata.

Workingroupstofindoutmoreabouttheaboveanalyticstoolsandshareinclass

whatyouhavefound.Openquestion05WritingTask1Seenfromthepicture,SellerAppisacomprehensiveanalyticstoolwhichoffersseveralfreetoolsspecializedindifferentfunctions.Discusswithyour

groupwhatthesetoolscandoforAmazonsellers.Task2

Itisknownthatkeywordsarethemostimportantforonlinebusinesses.Whereandhowyouusetheminyourlistingwilldeterminehowplatformsdecidetherelevancyofthekeywordtoyourproduct.Writeinnolessthan100wordstointroducehowtousetheKeywordsResearchtoolofSellerAppbasedonthetipsgivenbelow.ToidentifyyourproductASIN>scoutthroughtheASINcloud>investigatetherelevantASINs>pickupimportantonesToidentifycompetitor’smainkeywords>tracktheASIN>analysetolisttheonesthatyourcompetitorsareindexedforExtendkeydata:themonthlysearchvolume,therelevanceofthekeywordtotheASIN,andtheCPCcost,evenwherethekeywordsareindexedfromNotes:1.ASINstandsfor“AmazonStandardIdentificationNumber”.2.CPCstandsfor“CostPerClick”.Suggestedanswer:ByusingtheKeywordsResearchtoolofSellerApp,youcangaintheexactdatayouneed.Ononehand,scoutyourproductASINthroughtheASINcloud,andinvestigatetherelevantASINstopickupimportantonesthatwillyoucanchoosetoadoptinyourlistingormarketingcampaign.Ontheotherhand,youcanusethetooltotrackyourcompetitor’sASIN,andanalyzetolisttheonesthatyourcompetitorsareindexedfor.Thistoolwillofferkeydata,suchasthemonthlysearchvolume,therelevanceofthekeywordtotheASIN,andtheCPCcost,evenwherethekeyword