數據分析與運營策略調整Dataanalysisandoperationstrategyadjustment主講人：Lecturer：認識電子商務數據與數據分析Recognitionof

e-commercedataanddataanalysis數據分析與運營策略Dataanalysisandoperatingstrategies運營策略調整的維度Adjustmentstooperatingstrategies運營策略調整與優化的一般流程Generalprocessforadjustingandoptimizingoperatingstrategies

Contents目錄數據分析調整運營策略的應用Applicationfordataanalysisandrelevantoperatingstrategies認識電子商務與數據分析

Recognitionofe-commercedataand

dataanalysis011.數據的含義/Themeaningofthedata數據是通過科學實驗、檢驗、統計等方式所獲得的，用于科學研究、技術設計、查證、決策等的數值，其表現形式可以是符號、文字、數字、語音、圖像、視頻等。Dataisobtainedthroughscientificexperiments,inspectionsandstatisticsforscientificresearch,technicaldesign,verification,anddecision-making.Itcanbesymbols,texts,numbers,voice,images,videos,etc.電子商務數據是企業進行電子商務活動時產生的行為數據和商業數據。行為數據能夠反映客戶行為，如客戶訪問情況、客戶瀏覽情況等；商務數據能夠反映企業運營狀況，如企業產品交易量、企業投資回報率等。E-commercedataisbehavioralandbusinessdatageneratedwhenenterprisescarryoute-commerceactivities.Behavioraldatacanreflectcustomerbehaviors,suchascustomervisits,customerbrowsingandsoon,whilebusinessdatacanindicate

runningsituations,suchastransactionvolume,investmentreturnrate,etc.數據的含義與分類Meaningandclassificationofdata數據的含義與分類Meaningandclassificationofdata2.電子商務數據的分類/Classificationofe-commercedata電子商務數據按來源與性質不同，大致可以分為三大類：市場數據、運營數據、產品數據。Roughly,e-commercedatacanbedividedintothreecategoriesbasedonitssourceandproperty:marketdata,operatingdata,andproductdata.1市場數據Marketdata市場數據包括行業數據和競爭數據兩個部分Therearetwoparts-industrydataandcompetitiondata2運營數據Operatingdata運營數據是企業在運營過程中產生的客戶數據、推廣數據、服務數據、供應鏈數據Operatingdataincludescustomerdata,promotiondata,servicedata,andsupplydataproducedduringtheoperationofthecompany3產品數據Productdata產品數據是圍繞企業產品產生的相關數據，包括行業產品數據和企業產品數據兩部分Productdataisrelevantdataderivedfromproducts,includingproductdatafromthewholeindustryandthecompanyitself1.數據分析的含義/Themeaningofdataanalysis數據分析指通過建立分析模型對數據進行核對、檢查、復算、判斷等操作，將數據的現實狀態與理想狀態進行比較，從而發現規律，得到分析結果的過程。Dataanalysisreferstotheprocessofverifying,checking,recalculating,andjudgingdatabyestablishingananalysismodel,comparingtheactualstateofthedatawiththeidealstate,soastofindouttheruleandobtainthefinalresults.電子商務數據分析指運用有效的方法和工具收集、處理數據并獲取信息的過程。目的是從雜亂無章的數據中提煉出有用數據，用于研究指標的內在規律和特點，指導企業調整和優化運營策略。E-commercedataanalysisistheprocessofcollectingandhandlingdataandobtaininginformationbytakingadvantageofeffectivemethodsandtools.Itaimsatextractingusefuldatafromthedisorganizeddata,whichcanbethematerialstostudytheinternalrulesandcharacteristicsofindicatorsandguidenceonadaptingandoptimizingoperatingstrategiesforenterprises.數據分析的含義與作用Meaningandroleofdataanalysis2.數據分析的作用/Theroleofdataanalysis數據分析的含義與作用Theconcepttheroleofdataanalysis作用1Functionone作用2Functiontow作用3Functionthree輔助企業運營策略調整與優化Assistanceintheadjustmentandoptimizationofoperatingstrategiesofcorporate降低企業運營成本Reductioninbusinessoperatingcosts加強企業市場競爭力Strengthofmarketcompetitivenessforcorporate數據分析與運營策略Dataanalysisandoperatingstrategies021.策略的含義/Themeaningofstrategy策略，指計策、謀略。一般是指:1.可以實現目標的方案集合;2.根據形勢發展而制定的行動方針和斗爭方法;3.有斗爭藝術，能注意方式方法。Strategies,ortactics,generallyrefertothreedifferentsignificance.First,

theyarethecollectionofplanstoachievegoals;second,theyarepoliciesandmethodsbasedonthedevelopmentofthecurrentsituation;Third,theypayattentiontomethods.2.運營策略的定義/Definitionofoperatingstrategy從大的運營視角來看，運營策略是企業經營戰略的一個部分，屬于運營管理層面，它指的是在企業經營戰略的總體框架下，用來支持和完成企業總體戰略目標以及運營層面所有方案的集合。從小的運營視角來看，運營策略是可以實現運營目標的所有方案的集合。Fromalargeperspective,theoperatingstrategies

areapartofthecorporatebusinessstrategies,whichbelongtotheoperationalmanagement.Theyindicatethecollectionofplanstosupportandcompletetheoverallstrategicgoalsandoperatingmanagementofthecompanyconsideringoverallbusinessstrategies.Fromasmallperspective,operatingstrategies

areacollectionofallsolutionsthatcanachievegoals.運營策略的含義Themeaningofoperatingstrategy電子商務企業制定策略的要素Elementsfore-commercecompaniestoconductstrategies切合運營實際需求practicalandrealneeds科學、合理的方法論scientificandrationalmethods合適的策略推行時機appropriatetimetoadvancingstrategies企業領導層的支持supportfromtheleadership運營策略制定需要從實際需求出發，否則再好的策略沒有針對性都無法取得好的運營效果。Theformulationofoperatingstrategies

dependson

reality.

Otherwise,

evenaperfectstrategycannotsatisfyingoperationalresults.要掌握策略優化/執行的具體方法，然后從這些方法論中篩選出最優的方法作為策略執行的辦法。Specificoptimizing

orexecuting

methodsofstrategies

shouldbegraspedandthenthebestcanbeselected

toimplement.再好的策略，都需要選取合適的時機來推進。好的時機，能夠帶來事半功倍的效果。Therighttimetoenforcecanbeahelpforagoodstrategy,whichleadstoadesirableoutcome.運營策略執行需要一定的支持，因此需要領導層的資金支持（在同同意策略執行的基礎上）。Theimplementationoftheoperationalstrategyrequiresacertainamountofsupport,andthereforethefinancialsupportoftheleadershipisneeded(onthebasisofagreementontheimplementationofthestrategy).數據分析對運營策略調整與優化的意義/Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis數據分析對運營策略調整之所以重要，是因為通過數據分析，能夠將企業經營數據處理成便于觀察、分析、推斷的形式，幫助企業推導出有價值的信息、找到運營的規律、存在的問題，從而針對問題解決問題，幫助調整和優化運營策略。比如結合數據分析結果，企業可以調整和優化其市場運營策略、常規內部運營策略和產品運營策略。Thereasonwhydataanalysisisimportanttotheadjustmentofoperatingstrategyisthatdataanalysiscanbebeneficialforbusinessestoobserve,analyzeanddeducedata,thushelpingthem

togetvaluableinformationandfindoperatingrulesandexistingproblems.Inordertosolvetheproblem,helpadjustandoptimizetheoperationstrategy.Forexample,combiningwiththeresultsofdataanalysis,companiescanadjustandoptimizetheirmarketoperationstrategies,regularinternaloperationstrategiesandproductoperationstrategies.數據分析對運營策略調整與優化的意義Implicationsforadjustingandoptimizingoperationalstrtegiesfromdataanalysis25%50%75%100%運營策略調整的維度

Adjustmentstooperatingstrategies03運營策略調整的維度Adjustmentstooperatingstrategies產品運營策略調整與優化Adjustmentandoptimizationofoperatingstrategiesonproducts常規內部運營策略調整與優化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies市場運營策略調整與優化Adjustmentandoptimizationofoperatingstrategiesonmarkets運營策略調整的維度Adjustmentstooperatingstrategies市場運營策略調整與優化Adjustmentandoptimizationofoperatingstrategiesonmarkets通過對市場的規模、市場趨勢、市場需求、目標客戶、競爭態勢等相關數據進行分析，使得眾多分散的市場信息相互融合，互為補充，輔助電商企業進行市場運營策略制定、調整和優化，比如是否應進入該行業、制定怎樣的銷售目標、營銷活動該如何安排等。Throughtheanalysisofmarketsize,markettrends,marketdemand,targetcustomers,competitivesituationandotherrelevantdata,anamountof

isolatedmarketinformationisintegratedandsupplementedwitheachother,whichencouragese-commercecompaniestoformulate,adaptandoptimizemarketoperationstrategies,suchaswhethertoentertheindustry,whatkindofsalesgoals,howtoarrangemarketingactivities,etc.運營策略調整的維度Adjustmentstooperatingstrategies常規內部運營策略調整與優化Regularadjustmentandoptimizationofoperatingstrategiesoninnercompanies常規內容運營策略是運營策略調整的主體部分，包括客戶運營策略調整與優化、推廣運營策略調整與優化、銷售運營策略調整與優化、供應鏈運營策略調整與優化。其中，客戶運營策略調整與優化是匯總各種客戶相關信息和數據來了解客戶需求，分析客戶特征，評估客戶價值，從而為企業客戶管理策略的制定、調整與優化提供參考。推廣運營策略調整與優化是匯總活動、推廣等相關數據來分析推廣效果，為推廣渠道的選擇、配置等策略制定提供參考依據。銷售運營策略調整與優化是對企業日常銷售過程中產生的大量銷售數據進行分析，幫助企業根據前期的銷售數據和市場變化情況及時調整自己的銷售策略，實現銷售目標。供應鏈運營策略調整與優化是對企業采購數據、物流數據和倉儲數據進行分析，以幫助企業調整和優化相應供應鏈運營策略。Regularoperationstrategiesisthemainpartofadjustmentofoperationstrategies,includingadjustmentandoptimizationofcustomers,promotion,salesandsupplychain.Amongthem,theadjustmentandoptimizationofoperationstrategiesof

customers

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

salesistoanalyzethelargeamountofsalesdatageneratedinthedailysalesprocessofthecompany,andhelpthecompanyadjustitssalesstrategyintimeaccordingtotheprevioussalesdataandmarketchangestoachievesalesgoals.Theadjustmentandoptimizationofoperationstrategiesofsupplychainistoanalyzeenterpriseprocurementdata,logisticsdataandwarehousedatatohelpcompaniesworkoutthecorrespondingstrategies.運營策略調整的維度Adjustmentstooperatingstrategies產品運營策略調整與優化Adjustmentandoptimizationofoperatingstrategiesonproducts產品運營策略調整與優化是通過產品在其生命周期中各個階段的數據變化來判斷產品所在階段，指導產品的結構調整、價格升降，決定產品的庫存系數以及引進和淘汰：在產品探索階段通過數據分析指導決策產品的定位；在產品需求階段通過數據分析對用戶的需求去偽存真；在產品運營階段通過數據驗證產品的功能價值并尋求產品的迭代方向。Theadjustmentandoptimizationofproductoperationstrategyistojudgethestageoftheproductthroughthedatachangesateachstageoftheproductlifecycle,guidethestructuraladjustmentoftheproduct,priceriseandfall,determinetheinventorycoefficientoftheproduct,andintroduceandeliminate:throughthedataintheproductexplorationstageAnalysisguidesdecision-makingproductpositioning;intheproductdemandstage,dataanalysisisusedtode-authenticateuserneeds;intheproductoperationstage,dataisusedtoverifythefunctionalvalueoftheproductandseekthedirectionofproductiteration.Generalprocessforadjustingandoptimizingoperatingstrategies運營策略調整與優化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization010203041明確目標cleargoals歷史數據分析Historicaldataanalysis提出運營策略優化與調整辦法Proposalof

Optimizationandadjustmentmethodsofoperatingstrategies數據持續跟蹤與分析ContinuousdataTrackingandanalysis運營策略調整與優化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization（1）明確要解決的問題明確運營策略制定的具體原因，比如當網店PC端支付轉化率降低時，運營策略制定要解決的問題就是：PC端支付轉化率低的問題。IdentifytheproblemtobesolvedSpecificreasonsfortheformulationoftheoperatingstrategiesshouldbeidentified.Forexample,whenthereisadecreasingconversionrateofPC-sidepaymentforanonlineshop,theproblemtobesolvedshouldbethelowconversionrate.（2）明確要達成的效果在調整和優化運營策略之前，要結合需要解決的問題，預估達成的效果，以指導運營策略調整/優化的幅度和力度。CleartheeffecttobeachievedBeforeadjustingandoptimizingtheoperationstrategies,itisnecessarytocombinetheproblemstobesolvedandestimatetheachievedeffecttoguidetheextentandintensityoftheadjustmentandoptimizationoftheoperationstrategies.運營策略調整與優化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization歷史數據采集/Historicaldatacollection01數據處理/Dataprocessing02數據分析/Dataanalysis03運營策略調整與優化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization提出運營策略優化與調整辦法，需要依據數據分析結果進行，數據分析結果代表了過往數據的表現情況，具有極大的參考價值，比如在選擇推廣渠道時，就可以選擇歷史引流數據表現好的渠道作為新的引流方式。Proposingmethodsforoptimizingandadjustingoperatingstrategiesneedstorelyontheresultsofdataanalysis.Theresultsrepresenttheperformanceofpreviousdataandcanbegreatlyvaluableasreference.Forexample,channelswithgoodhistoricaldatacanbeselectedasapracticalwaytopromote.運營策略調整與優化的一般流程Thegeneralprocessofoperatingstrategyadjustmentandoptimization數據持續跟蹤與分析是對優化/調整后的運營策略執行過程進行監督和控制，了解運營策略的執行情況和結果，及時發現執行過程中的數據異常，并展開數據分析，發現和解決問題。Continuousdatatrackingandanalysisistosuperviseandcontroltheexecutionprocessoftheoptimizedandadjustedoperationstrategies,understandtheexecutionprocessandresultsoftheoperationstrategies,discoverdataabnormalitiestimely,andcarryoutdataanalysisinordertoidentifyandsolveproblems.Applicationfordataanalysisandrelevantoperatingstrategies－Adjustmentandoptimizationofallocationstrategiesonpromotionchannels1.確定分析所需指標/Determinetherequiredindicatorsforanalysis根據不同的分析目標需要搭建有效的數據指標體系，幫助業務人員快速的發現并定位問題。因為我們已經知道要進行“推廣渠道配置策略調整與優化”，因此需要圍繞該目標進行指標確定，可以確定指標體系為：流量來源、來源明細和訪客數。Accordingtodifferentanalysisgoals,aneffectivedataindicatorsystemcanbebuilttohelpemployeesquicklyfindandlocateproblems.Becauseofknownadjustmentandoptimizationof

operatingstrategiesthepromotionchannelallocation,indicatorsshouldbedeterminedwithinthosefactors,likeflowsource,sourcedetailsandnumberofvisitors.數據分析調整運營策略的應用Dataanalysistoadjusttheapplicationofoperatingstrategies數據分析調整運營策略的應用Dataanalysistoadjusttheapplicationofoperatingstrategies2.數據采集/Datacollection數據采集需要在數據采集工具中進行和實現，數據采集工具是使用數據采集技術，通過識別數據渠道中所需數據指標，并將數據進行摘錄整理形成數據文檔的工具，常用的數據采集工具有生意參謀、京東商智、淘數據、店偵探等，企業可以結合自身實際情況選擇合適的工具進行數據采集。比如如果是淘寶賣家，要采集流量來源、來源明細和訪客數數據，就可以通過生意參謀實現。Datacollectionneedstobecarriedoutandimplementedindatacollectiontools.Thosecanidentifydataindicatorsrequiredindatachannelsandextractittoformdatafilesbycollectiontechnology.Commontoolsare

BusinessforStaff,JD.com,Taodata,shopdetectives,etc.,andcompaniescanselectappropriatetoolsforcollectingbasedontheirimmediateconditions.Forexample,aselleronTaobaocancollectdataonflowsource,sourcedetails,andthenumberofvisitorsthroughBusinessforStaff.數據分析調整運營策略的應用Dataanalysistoadjusttheapplicationofoperatingstrategies3.1數據分析/Dataanalysis數據分析是用適當的分析方法及工具，對處理過的數據進行分析，提取有價值的信息，形成有效結論的過程。在進行數據分析前一方面要熟悉常用的數據分析方法，如描述性統計分析、趨勢分析、對比分析、頻數分析、分組分析、平均分析、結構分析、交叉分析等；另一方面要熟練掌握數據分析工具，便于進行一些專業的統計分析、數據建模等，常用的數據分析工具包括Ecxel、SPSS、SAS、Python、R語言等。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.數據分析調整運營策略的應用Dataanalysistoadjusttheapplicationofoperatingstrategies3.2數據分析-執行Dataanalysisandexecution如圖所示，是運用表格工具圖表功能對采集到的流量來源、來源明細和訪客數數據進行分析操作后，得到的分析圖。通過圖片，能夠很直觀的看到各個引流渠道帶來的訪客數比例，從而為后續“流量渠道選擇、配置策略”的制定提供數據性參考。Asshowninthediagram,itistheanalysischartobtainedafteranalyzingthecollectedflowsource,sourcedetailsandvisitordatausingthetable.Throughthepictures,theproportionofvisitorsbroughtbyeachchannelcanbewitnesseddirectly,whichprovidesareferenceforthesubsequentformulationofoperatingstrategiesofselectionandconfiguration

onflowchannels.數據分析調整運營策略的應用Dataanalysistoadjusttheapplicationofoperatingstrategies4.推廣渠道配置策略調整與優化/Adjustmentandoptimizationofallocationstrategiesofpromotionchannel2）企業整體流量主要來源于免費流量，占比為76%。其中免費流量中的淘寶搜索為企業引