《跨境商务数据分析与应用》课件-数据监控-双语

产品交易数据分析ProductTransactionDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT010302数据监控的概念和意义Theconceptandsignificanceofdatamonitoring数据监控的流程Theprocessofdatamonitoring数据异常原因分析与解决办法AnalysisandSolutionsforDataAnomalies跨境电子商务专业Cross-BorderE-Commerce01数据监控的概念和意义Theconceptandsignificanceofdatamonitoring跨境电子商务专业Cross-BorderE-Commerce数据监控的概念和意义ConceptandSignificanceofDataMonitoring数据监控是及时、有效地反馈出数据异常的一种手段，通过对数据的监控去观察是否异常，进而分析数据。当商家做完运营规划之后，需要对规划中的细分指标进行执行实施，同时需要将实际运营过程中的真实效果与规划的目标进行比对，观察实际运营结果是否达到了预期的规划目标。Datamonitoringisameansofprovidingtimelyandeffectivefeedbackondataanomalies.Bymonitoringdata,businessescanobservewhetheranomaliesexistandthenanalyzethedata.Aftermerchantscompletetheiroperationalplans,theyneedtoimplementtheplannedsub-indicatorsandcompareactualoperationalresultswithplannedtargetstoseewhethertheactualresultshavemettheexpectedgoals.数据监控的概念和意义ConceptandSignificanceofDataMonitoring在日常的执行过程中商家需要对自身店铺的各项核心数据进行记录监控，监控店铺的销售额、访客数、客单价、转化率等各项数据，来保证店铺日常营销的有序进行，同时商家还要做到知己知彼，监控竞争对手的数据变化，以及营销策略的变化，以便做出更加合理的营销决策。Duringdailyexecution,merchantsneedtorecordandmonitortheirstore'scoredata,includingsalesrevenue,visitorcount,averageordervalue,andconversionrate,toensureorderlydailymarketing.Atthesametime,merchantsshouldmonitorcompetitors'datachangesandmarketingstrategyshiftstomakemoreinformedmarketingdecisions.A自身店铺数据监控In-storeDataMonitoringB竞争对手数据监控CompetitorDataMonitoring数据监控的概念和意义ConceptandSignificanceofDataMonitoring数据监控需要商家及时记录、跟踪店铺生意参谋中的核心数据指标，通过生意参谋，商家可以看到商品的实时排名，包括其支付金额、税费、访客数、买家数等数据。Datamonitoringrequiresmerchantstopromptlyrecordandtrackcoredataindicatorsinthestore'sbusinessadvisor.Throughthebusinessadvisor,merchantscanseereal-timeproductrankings,includingpaymentamounts,taxes/fees,visitorcounts,buyercounts,andotherdata.数据监控的概念和意义ConceptandSignificanceofDataMonitoring做好店铺的每日数据监控，商家就可以清楚地了解店铺每日的营销情况，包括销售额、访客数、转化率、客单价的详细指标。Byconductingdailydatamonitoringforthestore,merchantscanclearlyunderstanddailymarketingperformance,includingdetailedmetricssuchassalesrevenue,visitorcount,conversionrate,andaverageordervalue.

在监控竞争对手数据的时候，商家可以清楚直观地了解竞争对手的运营策略，通过对竞争对手数据的日常监控，商家可以把握竞争对手数据背后的运营逻辑，取长补短。Whenmonitoringcompetitordata,merchantscanclearlyandintuitivelyunderstandcompetitors'operationalstrategies.Throughdailymonitoringofcompetitordata,merchantscangrasptheoperationallogicbehindcompetitors'dataandlearnfromtheirstrengthstocompensatefortheirownweaknesses.数据监控的概念和意义ConceptandSignificanceofDataMonitoring数据监控还有一个重要的好处，就是系统的数据体系，可以为店铺下一年的运营规划提供更加详细切实的数据支撑，由此可以做出更客观的营销规划。现在跨境电商的发展速度非常快，商家需要及时跟上市场的变化情况，做出经验总结和战略调整。Anotherimportantbenefitofdatamonitoringisthatthesystematicdataframeworkcanprovidemoredetailedandpracticaldatasupportforthestore'soperationalplanningforthefollowingyear,enablingmoreobjectivemarketingplanning.Ascross-bordere-commerceisdevelopingrapidly,merchantsneedtokeepupwithmarketchanges,summarizetheirexperience,andmakestrategicadjustments.数据监控的概念和意义ConceptandSignificanceofDataMonitoring02数据监控的流程Theprocessofdatamonitoring跨境电子商务专业Cross-BorderE-Commerce数据监控的流程DataMonitoringProcess跨境电商数据指标的监控方式主要包括人工监控和工具自动监控，无论选择哪种监控方式，都应该遵循一定的工作流程。Themonitoringmethodsforcross-bordere-commercedataindicatorsmainlyincludemanualmonitoringandautomatedtoolmonitoring.Regardlessofthemethodchosen,acertainworkflowshouldbefollowed.01制定监控目标Setmonitoringobjectives02明确监控的主要指标Clarifykeymonitoringmetrics03分析各指标的影响因素Analyzeinfluencingfactorsofeachmetric04数据预警DataEarlyWarning数据监控的流程DataMonitoringProcess1.制定监控目标，明确监控的数据对象是什么、目的是什么、要解决什么业务问题，然后整理分析框架和分析思路。常见的监控对象主要有行业、竞争对手、客户以及店铺日常运营等。1.Definemonitoringobjectives:clarifythedataobjectstomonitor,thepurpose,andthebusinessproblemstosolve,thenorganizetheanalysisframeworkandapproach.Commonmonitoringobjectsincludeindustry,competitors,customers,anddailystoreoperations.监控目标MonitoringObjectivesABC通过对行业竞争监控，判断行业现状和竞争格局，预测行业发展趋势和竞争对手的未来战略，优化发展策略；Throughindustrycompetitionmonitoring,assessthecurrentindustrylandscapeandcompetitivestructure,predictindustrydevelopmenttrendsandcompetitors'futurestrategies,andoptimizedevelopmentstrategies.通过监控客户的购买行为、消费偏好等数据，分析客户价值，完成客户分类；Bymonitoringcustomerpurchasebehavior,consumptionpreferences,andotherdata,analyzecustomervalueandcompletecustomersegmentation.通过对销售数据、推广数据、客服绩效数据等运营类数据进行监控，实时掌握企业的运营情况，帮助企业及时调整运营策略。Bymonitoringoperationaldatasuchassalesdata,promotiondata,andcustomerserviceperformancedata,gainreal-timeinsightintothecompany'soperationalstatusandhelpthecompanyadjustitsoperationalstrategiesinatimelymanner.数据监控的流程DataMonitoringProcess2.明确监控的主要指标2.Identifythekeymonitoringindicators根据数据监控目标，拆分数据监控的指标体系，进而对该指标体系下的数据指标对应的数据进行监控。关注每个环节的基础数据指标，监控各业务环节的基础数据。如果数据超出了正常的浮动范围，就属于异常数据，通过异常数据可以快速定位哪个业务环节出了问题。Basedonthemonitoringobjectives,decomposetheindicatorsystemandmonitorthedatacorrespondingtotheindicatorsunderthatsystem.Focusonthebasicdataindicatorsofeachstageandmonitorthefoundationaldataofeachbusinesssegment.Ifdataexceedsthenormalfluctuationrange,itisconsideredabnormaldata,whichcanquicklypinpointwhichbusinesssegmenthasissues.数据监控的流程DataMonitoringProcess3.分析各指标的影响因素3.Analyzetheinfluencingfactorsofeachindicator每个数据背后都有各自代表的意义，在熟悉跨境电子商务常用数据指标及各指标之间关系的基础上理解每一个监控数据背后的意义。Everypieceofdatacarriesitsownmeaning.Understandthesignificancebehindeachmonitoreddatapointbasedonfamiliaritywithcommoncross-bordere-commercedataindicatorsandtherelationshipsbetweenthem.以速卖通平台为例，商品详情页是店铺的主要流量入口，所以商品详情页中的浏览量、跳失率和收藏率都是关键数据，TakingtheAliExpressplatformasanexample,theproductdetailpageisthemaintrafficentrypointforastore,sopageviews,bouncerate,andadd-to-wishlistrateontheproductdetailpageareallkeymetrics.如果商品详情页的流量低，说明商品详情页点击率低，需要优化商品排名和主图；Ifthetraffictotheproductdetailpageislow,itindicatesalowclick-throughrate,requiringoptimizationofproductrankingandthemainimage.如果商品详情页的流量不低，但是跳失率高，说明商品详情页中的图片、描述、价格、评价、销量等有问题，需要优化商品详情页；Ifthetraffictotheproductdetailpageisnotlowbutthebouncerateishigh,itindicatesissueswiththeimages,descriptions,pricing,reviews,orsalesvolumeontheproductdetailpage,whichneedtobeoptimized.如果商品详情页的收藏率高，说明商品比较受买家欢迎，此时卖家就需要分析商品受欢迎却没有形成转化的原因。Iftheadd-to-wishlistrateontheproductdetailpageishigh,itindicatesthattheproductispopularwithbuyers.Inthiscase,sellersneedtoanalyzewhyapopularproducthasnotconvertedintosales.数据监控的流程DataMonitoringProcess4.数据预警是通过各种数据维度的对比发现数据异常，并对已经存在的风险发出预报与警示。数据预警需要明确指标、指标正常波动范围、触发条件、预警周期与频次、预警方式等内容。4.Dataalertingidentifiesdataanomaliesthroughmulti-dimensionalcomparisonsandissueswarningsforexistingrisks.Itrequiresdefiningindicators,normalfluctuationranges,triggerconditions,alertingcycles/frequency,andalertingmethods.A.指标确定A.IndicatorIdentification量级指标即每个环节的数据指标。量级指标可以通过加工形成新的数据指标，如销售额和支付买家数都为量级指标，通过销售额除以支付买家数可以计算出客单价。Volumeindicatorsarethedatametricsforeachstage.Volumeindicatorscanbeprocessedtoformnewdataindicators.Forexample,bothsalesrevenueandpayingbuyercountarevolumeindicators,anddividingsalesrevenuebypayingbuyercountyieldstheaverageordervalue.转化指标即每个环节的转化，通过监控转化指标可以快速定位出哪个环节出现了问题，如下单转化率下降幅度很大，说明在商品价格、商品评价、商品详情页、客服引导话术等引导客户下单环节出现了问题。Conversionindicatorsrefertotheconversionateachstage.Bymonitoringconversionindicators,youcanquicklypinpointwhichstagehasissues.Forexample,iftheorderconversionratedropssignificantly,itindicatesproblemsinthestagesguidingcustomerstoplaceorders,suchasproductpricing,reviews,detailpages,andcustomerservicescripts.数据监控的流程DataMonitoringProcess

B.每个指标正常波动范围的确定。每个指标要根据历史数据设定一个正常波动范围，如果超出这个范围则为异常数据。B.Determinethenormalfluctuationrangeforeachindicator.Setanormalrangebasedonhistoricaldataforeachindicator;dataoutsidethisrangeisconsideredabnormal.数据类型DataTypes正常波动范围设置方法MethodsforSettingNormalFluctuationRanges同比数据Year-over-YearData与上周同一天同时段进行对比Comparewiththesamedayandtimeperiodfromlastweek环比数据Month-over-MonthData与前三天同一时段的平均值进行对比Comparewiththeaverageofthesametimeperiodfromthepreviousthreedays每个环节的转化ConversionatEachStage与前N天每个环节的转化进行对比ComparewithconversionratesateachstagefromthepreviousNdays每个小时的增幅HourlyGrowthRate与前N天每个小时的增幅进行对比ComparewithhourlygrowthratesfromthepreviousNdaysC.触发条件的确定。数据预警触发条件的确定，通常是超出正常浮动范围就会发出预警。C.Determinetriggerconditions.Typically,analertistriggeredwhendataexceedsthenormalfluctuationrange.D.预警周期与频次的确定。预警周期需要根据具体监控的数据指标进行调整，如在日常运营中对流量的预警周期通常是一天，频次为半个小时一次或一个小时一次。D.Determinealertingcyclesandfrequency.Thealertingcycleshouldbeadjustedbasedonthespecificdataindicatorsbeingmonitored.Forexample,indailyoperations,thealertingcyclefortrafficisusuallyoneday,withafrequencyofeveryhalfhouroreveryhour.E.预警方式。通常情况下，当数据出现异常时，跨境电商平台会通过站内消息的形式进行提醒，监控人员需及时查看，对异常情况进行评判，需要上报的可以通过即时通信工具向相关人员上报。E.Alertingmethods.Typically,whendataanomaliesoccur,cross-bordere-commerceplatformssendremindersviainternalmessages.Monitoringpersonnelshouldcheckpromptly,assesstheanomalies,andescalateissuesthroughinstantmessagingtoolswhennecessary.数据监控的流程DataMonitoringProcess03数据异常原因分析与解决办法Anal