数据分析与运营策略调整 Data analysis and

数据分析与运营策略调整Dataanalysisandoperationstrategyadjustment主讲人：Lecturer：认识电子商务数据与数据分析Recognitionof

e-commercedataanddataanalysis数据分析与运营策略Dataanalysisandoperatingstrategies运营策略调整的维度Adjustmentstooperatingstrategies运营策略调整与优化的一般流程Generalprocessforadjustingandoptimizingoperatingstrategies

Contents目录数据分析调整运营策略的应用Applicationfordataanalysisandrelevantoperatingstrategies认识电子商务与数据分析

Recognitionofe-commercedataand

dataanalysis011.数据的含义/Themeaningofthedata数据是通过科学实验、检验、统计等方式所获得的，用于科学研究、技术设计、查证、决策等的数值，其表现形式可以是符号、文字、数字、语音、图像、视频等。Dataisobtainedthroughscientificexperiments,inspectionsandstatisticsforscientificresearch,technicaldesign,verification,anddecision-making.Itcanbesymbols,texts,numbers,voice,images,videos,etc.电子商务数据是企业进行电子商务活动时产生的行为数据和商业数据。行为数据能够反映客户行为，如客户访问情况、客户浏览情况等；商务数据能够反映企业运营状况，如企业产品交易量、企业投资回报率等。E-commercedataisbehavioralandbusinessdatageneratedwhenenterprisescarryoute-commerceactivities.Behavioraldatacanreflectcustomerbehaviors,suchascustomervisits,customerbrowsingandsoon,whilebusinessdatacanindicate

runningsituations,suchastransactionvolume,investmentreturnrate,etc.数据的含义与分类Meaningandclassificationofdata数据的含义与分类Meaningandclassificationofdata2.电子商务数据的分类/Classificationofe-commercedata电子商务数据按来源与性质不同，大致可以分为三大类：市场数据、运营数据、产品数据。Roughly,e-commercedatacanbedividedintothreecategoriesbasedonitssourceandproperty:marketdata,operatingdata,andproductdata.1市场数据Marketdata市场数据包括行业数据和竞争数据两个部分Therearetwoparts-industrydataandcompetitiondata2运营数据Operatingdata运营数据是企业在运营过程中产生的客户数据、推广数据、服务数据、供应链数据Operatingdataincludescustomerdata,promotiondata,servicedata,andsupplydataproducedduringtheoperationofthecompany3产品数据Productdata产品数据是围绕企业产品产生的相关数据，包括行业产品数据和企业产品数据两部分Productdataisrelevantdataderivedfromproducts,includingproductdatafromthewholeindustryandthecompanyitself1.数据分析的含义/Themeaningofdataanalysis数据分析指通过建立分析模型对数据进行核对、检查、复算、判断等操作，将数据的现实状态与理想状态进行比较，从而发现规律，得到分析结果的过程。Dataanalysisreferstotheprocessofverifying,checking,recalculating,andjudgingdatabyestablishingananalysismodel,comparingtheactualstateofthedatawiththeidealstate,soastofindouttheruleandobtainthefinalresults.电子商务数据分析指运用有效的方法和工具收集、处理数据并获取信息的过程。目的是从杂乱无章的数据中提炼出有用数据，用于研究指标的内在规律和特点，指导企业调整和优化运营策略。E-commercedataanalysisistheprocessofcollectingandhandlingdataandobtaininginformationbytakingadvantageofeffectivemethodsandtools.Itaimsatextractingusefuldatafromthedisorganizeddata,whichcanbethematerialstostudytheinternalrulesandcharacteristicsofindicatorsandguidenceonadaptingandoptimizingoperatingstrategiesforenterprises.数据分析的含义与作用Meaningandroleofdataanalysis2.数据分析的作用/Theroleofdataanalysis数据分析的含义与作用Theconcepttheroleofdataanalysis作用1Functionone作用2Functiontow作用3Functionthree辅助企业运营策略调整与优化Assistanceintheadjustmentandoptimizationofoperatingstrategiesofcorporate降低企业运营成本Reductioninbusinessoperatingcosts加强企业市场竞争力Strengthofmarketcompetitivenessforcorporate数据分析与运营策略Dataanalysisandoperatingstrategies021.策略的含义/Themeaningofstrategy策略，指计策、谋略。一般是指:1.可以实现目标的方案集合;2.根据形势发展而制定的行动方针和斗争方法;3.有斗争艺术，能注意方式方法。Strategies,ortactics,generallyrefertothreedifferentsignificance.First,

theyarethecollectionofplanstoachievegoals;second,theyarepoliciesandmethodsbasedonthedevelopmentofthecurrentsituation;Third,theypayattentiontomethods.2.运营策略的定义/Definitionofoperatingstrategy从大的运营视角来看，运营策略是企业经营战略的一个部分，属于运营管理层面，它指的是在企业经营战略的总体框架下，用来支持和完成企业总体战略目标以及运营层面所有方案的集合。从小的运营视角来看，运营策略是可以实现运营目标的所有方案的集合。Fromalargeperspective,theoperatingstrategies

areapartofthecorporatebusinessstrategies,whichbelongtotheoperationalmanagement.Theyindicatethecollectionofplanstosupportandcompletetheoverallstrategicgoalsandoperatingmanagementofthecompanyconsideringoverallbusinessstrategies.Fromasmallperspective,operatingstrategies

areacollectionofallsolutionsthatcanachievegoals.运营策略的含义Themeaningofoperatingstrategy电子商务企业制定策略的要素Elementsfore-commercecompaniestoconductstrategies切合运营实际需求practicalandrealneeds科学、合理的方法论scientificandrationalmethods合适的策略推行时机appropriatetimetoadvancingstrategies企业领导层的支持supportfromtheleadership运营策略制定需要从实际需求出发，否则再好的策略没有针对性都无法取得好的运营效果。Theformulationofoperatingstrategies

dependson

reality.

Otherwise,

evenaperfectstrategycannotsatisfyingoperationalresults.要掌握策略优化/执行的具体方法，然后从这些方法论中筛选出最优的方法作为策略执行的办法。Specificoptimizing

orexecuting

methodsofstrategies

shouldbegraspedandthenthebestcanbeselected

toimplement.再好的策略，都需要选取合适的时机来推进。好的时机，能够带来事半功倍的效果。Therighttimetoenforcecanbeahelpforagoodstrategy,whichleadstoadesirableoutcome.运营策略执行需要一定的支持，因此需要领导层的资金支持（在同同意策略执行的基础上）。Theimplementationoftheoperationalstrategyrequiresacertainamountofsupport,andthereforethefinancialsupportoftheleadershipisneeded(onthebasisofagreementontheimplementationofthestrategy).数据分析对运营策略调整与优化的意义/Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis数据分析对运营策略调整之所以重要，是因为通过数据分析，能够将企业经营数据处理成便于观察、分析、推断的形式，帮助企业推导出有价值的信息、找到运营的规律、存在的问题，从而针对问题解决问题，帮助调整和优化运营策略。比如结合数据分析结果，企业可以调整和优化其市场运营策略、常规内部运营策略和产品运营策略。Thereasonwhydataanalysisisimportanttotheadjustmentofoperatingstrategyisthatdataanalysiscanbebeneficialforbusinessestoobserve,analyzeanddeducedata,thushelpingthem

togetvaluableinformationandfindoperatingrulesandexistingproblems.Inordertosolvetheproblem,helpadjustandoptimizetheoperationstrategy.Forexample,combiningwiththeresultsofdataanalysis,companiescanadjustandoptimizetheirmarketoperationstrategies,regularinternaloperationstrategiesandproductoperationstrategies.数据分析对运营策略调整与优化的意义Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis25%50%75%100%运营策略调整的维度

Adjustmentstooperatingstrategies03运营策略调整的维度Adjustmentstooperatingstrategies产品运营策略调整与优化Adjustmentandoptimizationofoperatingstrategiesonproducts常规内部运营策略调整与优化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies市场运营策略调整与优化Adjustmentandoptimizationofoperatingstrategiesonmarkets运营策略调整的维度Adjustmentstooperatingstrategies市场运营策略调整与优化Adjustmentandoptimizationofoperatingstrategiesonmarkets通过对市场的规模、市场趋势、市场需求、目标客户、竞争态势等相关数据进行分析，使得众多分散的市场信息相互融合，互为补充，辅助电商企业进行市场运营策略制定、调整和优化，比如是否应进入该行业、制定怎样的销售目标、营销活动该如何安排等。Throughtheanalysisofmarketsize,markettrends,marketdemand,targetcustomers,competitivesituationandotherrelevantdata,anamountof

isolatedmarketinformationisintegratedandsupplementedwitheachother,whichencouragese-commercecompaniestoformulate,adaptandoptimizemarketoperationstrategies,suchaswhethertoentertheindustry,whatkindofsalesgoals,howtoarrangemarketingactivities,etc.运营策略调整的维度Adjustmentstooperatingstrategies常规内部运营策略调整与优化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies常规内容运营策略是运营策略调整的主体部分，包括客户运营策略调整与优化、推广运营策略调整与优化、销售运营策略调整与优化、供应链运营策略调整与优化。其中，客户运营策略调整与优化是汇总各种客户相关信息和数据来了解客户需求，分析客户特征，评估客户价值，从而为企业客户管理策略的制定、调整与优化提供参考。推广运营策略调整与优化是汇总活动、推广等相关数据来分析推广效果，为推广渠道的选择、配置等策略制定提供参考依据。销售运营策略调整与优化是对企业日常销售过程中产生的大量销售数据进行分析，帮助企业根据前期的销售数据和市场变化情况及时调整自己的销售策略，实现销售目标。供应链运营策略调整与优化是对企业采购数据、物流数据和仓储数据进行分析，以帮助企业调整和优化相应供应链运营策略。Regularoperationstrategiesisthemainpartofadjustmentofoperationstrategies,includingadjustmentandoptimizationofcustomers,promotion,salesandsupplychain.Amongthem,theadjustmentandoptimizationofoperationstrategiesof

customers

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

salesistoanalyzethelargeamountofsalesdatageneratedinthedailysalesprocessofthecompany,andhelpthecompanyadjustitssalesstrategyintimeaccordingtotheprevioussalesdataandmarketchangestoachievesalesgoals.Theadjustmentandoptimizationofoperationstrategiesofsupplychainistoanalyzeenterpriseprocurementdata,logisticsdataandwarehousedatatohelpcompaniesworkoutthecorrespondingstrategies.运营策略调整的维度Adjustmentstooperatingstrategies产品运营策略调整与优化Adjustmentandoptimizationofoperatingstrategiesonproducts产品运营策略调整与优化是通过产品在其生命周期中各个阶段的数据变化来判断产品所在阶段，指导产品的结构调整、价格升降，决定产品的库存系数以及引进和淘汰：在产品探索阶段通过数据分析指导决策产品的定位；在产品需求阶段通过数据分析对用户的需求去伪存真；在产品运营阶段通过数据验证产品的功能价值并寻求产品的迭代方向。Theadjustmentandoptimizationofproductoperationstrategyistojudgethestageoftheproductthroughthedatachangesateachstageoftheproductlifecycle,guidethestructuraladjustmentoftheproduct,priceriseandfall,determinetheinventorycoefficientoftheproduct,andintroduceandeliminate:throughthedataintheproductexplorationstageAnalysisguidesdecision-makingproductpositioning;intheproductdemandstage,dataanalysisisusedtode-authenticateuserneeds;intheproductoperationstage,dataisusedtoverifythefunctionalvalueoftheproductandseekthedirectionofproductiteration.Generalprocessforadjustingandoptimizingoperatingstrategies运营策略调整与优化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization010203041明确目标cleargoals历史数据分析Historicaldataanalysis提出运营策略优化与调整办法Proposalof

Optimizationandadjustmentmethodsofoperatingstrategies数据持续跟踪与分析ContinuousdataTrackingandanalysis运营策略调整与优化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization（1）明确要解决的问题明确运营策略制定的具体原因，比如当网店PC端支付转化率降低时，运营策略制定要解决的问题就是：PC端支付转化率低的问题。IdentifytheproblemtobesolvedSpecificreasonsfortheformulationoftheoperatingstrategiesshouldbeidentified.Forexample,whenthereisadecreasingconversionrateofPC-sidepaymentforanonlineshop,theproblemtobesolvedshouldbethelowconversionrate.（2）明确要达成的效果在调整和优化运营策略之前，要结合需要解决的问题，预估达成的效果，以指导运营策略调整/优化的幅度和力度。CleartheeffecttobeachievedBeforeadjustingandoptimizingtheoperationstrategies,itisnecessarytocombinetheproblemstobesolvedandestimatetheachievedeffecttoguidetheextentandintensityoftheadjustmentandoptimizationoftheoperationstrategies.运营策略调整与优化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization历史数据采集/Historicaldatacollection01数据处理/Dataprocessing02数据分析/Dataanalysis03运营策略调整与优化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization提出运营策略优化与调整办法，需要依据数据分析结果进行，数据分析结果代表了过往数据的表现情况，具有极大的参考价值，比如在选择推广渠道时，就可以选择历史引流数据表现好的渠道作为新的引流方式。Proposingmethodsforoptimizingandadjustingoperatingstrategiesneedstorelyontheresultsofdataanalysis.Theresultsrepresenttheperformanceofpreviousdataandcanbegreatlyvaluableasreference.Forexample,channelswithgoodhistoricaldatacanbeselectedasapracticalwaytopromote.运营策略调整与优化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization数据持续跟踪与分析是对优化/调整后的运营策略执行过程进行监督和控制，了解运营策略的执行情况和结果，及时发现执行过程中的数据异常，并展开数据分析，发现和解决问题。Continuousdatatrackingandanalysisistosuperviseandcontroltheexecutionprocessoftheoptimizedandadjustedoperationstrategies,understandtheexecutionprocessandresultsoftheoperationstrategies,discoverdataabnormalitiestimely,andcarryoutdataanalysisinordertoidentifyandsolveproblems.Applicationfordataanalysisandrelevantoperatingstrategies－Adjustmentandoptimizationofallocationstrategiesonpromotionchannels1.确定分析所需指标/Determinetherequiredindicatorsforanalysis根据不同的分析目标需要搭建有效的数据指标体系，帮助业务人员快速的发现并定位问题。因为我们已经知道要进行“推广渠道配置策略调整与优化”，因此需要围绕该目标进行指标确定，可以确定指标体系为：流量来源、来源明细和访客数。Accordingtodifferentanalysisgoals,aneffectivedataindicatorsystemcanbebuilttohelpemployeesquicklyfindandlocateproblems.Becauseofknownadjustmentandoptimizationof

operatingstrategiesthepromotionchannelallocation,indicatorsshouldbedeterminedwithinthosefactors,likeflowsource,sourcedetailsandnumberofvisitors.数据分析调整运营策略的应用Dataanalysistoadjusttheapplicationofoperatingstrategies数据分析调整运营策略的应用Dataanalysistoadjusttheapplicationofoperatingstrategies2.数据采集/Datacollection数据采集需要在数据采集工具中进行和实现，数据采集工具是使用数据采集技术，通过识别数据渠道中所需数据指标，并将数据进行摘录整理形成数据文档的工具，常用的数据采集工具有生意参谋、京东商智、淘数据、店侦探等，企业可以结合自身实际情况选择合适的工具进行数据采集。比如如果是淘宝卖家，要采集流量来源、来源明细和访客数数据，就可以通过生意参谋实现。Datacollectionneedstobecarriedoutandimplementedindatacollectiontools.Thosecanidentifydataindicatorsrequiredindatachannelsandextractittoformdatafilesbycollectiontechnology.Commontoolsare

BusinessforStaff,JD.com,Taodata,shopdetectives,etc.,andcompaniescanselectappropriatetoolsforcollectingbasedontheirimmediateconditions.Forexample,aselleronTaobaocancollectdataonflowsource,sourcedetails,andthenumberofvisitorsthroughBusinessforStaff.数据分析调整运营策略的应用Dataanalysistoadjusttheapplicationofoperatingstrategies3.1数据分析/Dataanalysis数据分析是用适当的分析方法及工具，对处理过的数据进行分析，提取有价值的信息，形成有效结论的过程。在进行数据分析前一方面要熟悉常用的数据分析方法，如描述性统计分析、趋势分析、对比分析、频数分析、分组分析、平均分析、结构分析、交叉分析等；另一方面要熟练掌握数据分析工具，便于进行一些专业的统计分析、数据建模等，常用的数据分析工具包括Ecxel、SPSS、SAS、Python、R语言等。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.数据分析调整运营策略的应用Dataanalysistoadjusttheapplicationofoperatingstrategies3.2数据分析-执行Dataanalysisandexecution如图所示，是运用表格工具图表功能对采集到的流量来源、来源明细和访客数数据进行分析操作后，得到的分析图。通过图片，能够很直观的看到各个引流渠道带来的访客数比例，从而为后续“流量渠道选择、配置策略”的制定提供数据性参考。Asshowninthediagram,itistheanalysischartobtainedafteranalyzingthecollectedflowsource,sourcedetailsandvisitordatausingthetable.Throughthepictures,theproportionofvisitorsbroughtbyeachchannelcanbewitnesseddirectly,whichprovidesareferenceforthesubsequentformulationofoperatingstrategiesofselectionandconfiguration

onflowchannels.数据分析调整运营策略的应用Dataanalysistoadjusttheapplicationofoperatingstrategies4.推广渠道配置策略调整与优化/Adjustmentandoptimizationofallocationstrategiesofpromotionchannel2）企业整体流量主要来源于免费流量，占比为76%。其中免费流量中的淘宝搜索为企业引