《跨境商务数据分析与应用》课件-推广数据分析-双语

推广数据分析PromotionDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT0102关键词推广数据分析Keywordpromotiondataanalysis活动推广数据分析Eventpromotiondataanalysis跨境电子商务专业Cross-borderE-commerceMajor01关键词推广数据分析Keywordpromotiondataanalysis跨境电子商务专业Cross-borderE-commerceMajor

在推广某个单品宝贝时，通过精准的搜索匹配，给店铺带来了优质的买家，当买家进入店铺时，会产生多次的流量跳转，促成了其他商品的成交。这种以点带面的精准推广，可以最大程度降低店铺的推广成本，提升店铺整体营销效果。Whenpromotingasingleproduct,precisesearchmatchingbringshigh-qualitybuyerstothestore.Whenbuyersenterthestore,multipletrafficjumpsoccur,facilitatingtransactionsofotherproducts.Thispoint-to-surfaceprecisepromotioncanminimizethestore'spromotioncostsandenhancetheoverallmarketingeffectiveness.在跨境电子商务平台上，客户通过关键词查找所需的商品而产生的流量往往在店铺整体流量中占据很大的比重，因为搜索即入口，通过优化关键词、投放关键词广告，就能提升产品的曝光机会。Oncross-bordere-commerceplatforms,trafficgeneratedbycustomerssearchingforproductsthroughkeywordsoftenaccountsforalargeproportionofthestore'soveralltraffic.Becausesearchistheentrypoint,optimizingkeywordsandplacingkeywordadscanincreaseproductexposureopportunities.关键词推广效果分析KeywordPromotionEffectivenessAnalysis关键词推广效果分析KeywordPromotionEffectivenessAnalysis在跨境电子商务店铺经营活动中，以速卖通、亚马逊、eBay、Wish等为平台，最常见的关键词推广方式即速卖通的直通车。Incross-bordere-commercestoreoperations,withplatformssuchasAliExpress,Amazon,eBay,andWish,themostcommonkeywordpromotionmethodisAliExpress'sDirectTrain.

直通车的推广原理是通过用户搜索将推广的商品展示在搜索页面的某个位置，首先由卖家设置想要推广宝贝的关键词及推广标题，当用户输入关键词或商品类目进行搜索时，在直通车展示位置上就会展现卖家所推广的宝贝，如果用户通过直通车推广位点击卖家的宝贝，系统就会根据卖家设定的关键词出价进行扣费。ThepromotionprincipleofDirectTrainistodisplaypromotedproductsinacertainpositiononthesearchpagethroughusersearches.First,sellerssetthekeywordsandpromotiontitlesfortheproductstheywanttopromote.Whenusersenterkeywordsorproductcategoriestosearch,theseller'spromotedproductswillbedisplayedintheDirectTraindisplaypositions.Ifusersclickontheseller'sproductsthroughtheDirectTrainpromotionpositions,thesystemwillchargebasedonthekeywordbidssetbytheseller.关键词推广效果分析KeywordPromotionEffectivenessAnalysis

对关键词推给的效果进行分析，离不开展现量、点击量、点击率、消耗、点击花费、点击转化率、投入产出比等评价指标，其具体的分析内容包括对关键词推广展现量、点击量、点击率分析，总成交笔数分析，关键词花费及投入产出比分析。Analyzingtheeffectivenessofkeywordpromotioncannotbeseparatedfromevaluationindicatorssuchasimpressions,clicks,CTR,consumption,costperclick,clickconversionrate,andROI.Thespecificanalysiscontentincludesanalysisofkeywordpromotionimpressions,clicks,andCTR,totaltransactioncountanalysis,andkeywordcostandROIanalysis.展现量Impressions点击量Click-throughrate点击率Click-throughrate总成交笔数Totalnumberoftransactions花费Cost投入产出比Input-outputratio关键词推广效果分析KeywordPromotionEffectivenessAnalysis1.关键词推广展现量、点击量和点击率分析。以某店铺直通车推广关键词效果报表为例，首先需选择关键词、展现量插入饼图，得到关键词展现量的占比。1.KeywordPromotionImpressions,Clicks,andCTRAnalysis.Takingastore'sdirecttrainpromotionkeywordperformancereportasanexample,firstselectkeywordsandimpressionstoinsertapiecharttoobtaintheproportionofkeywordimpressions.关键词推广效果分析KeywordPromotionEffectivenessAnalysis关键词推广效果分析KeywordPromotionEffectivenessAnalysis二是该关键词的出价过低，商品本身的展现机会较少，这种情况下可以通过提升关键词出价进行优化。Second,thebidforthiskeywordistoolow,resultinginfewerdisplayopportunitiesfortheproduct.Inthiscase,optimizationcanbeachievedbyincreasingthekeywordbid.通过量表可以清晰了解到“white

dress”的展现量及点击率均处于较低水平，造成该关键词展现量较低的原因是多方面的，从运营的角度看，可能性最大的原因有两个：Throughthescale,itisclearthattheimpressionsandCTRof"whitedress"arebothatlowlevels.Therearemanyreasonsforthelowimpressionsofthiskeyword.Fromanoperationalperspective,thetwomostlikelyreasonsare:一是该关键词的推广评分较低，可以从创意及是商品页面等方面进行优化；First,thepromotionscoreofthiskeywordislow,whichcanbeoptimizedfromcreativityandproductpageaspects;关键词推广效果分析KeywordPromotionEffectivenessAnalysis2.总成交笔数分析。分别选中关键词直接成交笔数、总成交笔数，插入饼状图，对关键词的成交情况进行分析。2.TotalTransactionCountAnalysis.Selectkeyworddirecttransactioncountandtotaltransactioncountrespectively,insertapiechart,andanalyzethetransactionperformanceofkeywords.1:1通过直接成交笔数与总成交笔数的饼状图对比来看，可以发现关键词“womendress”、“sunmmerdresslong”这两个关键词的订单占比非常大。而在该店铺的整体订单中，客户间接成交订单量占比非常小。Bycomparingthepiechartsofdirecttransactioncountandtotaltransactioncount,itcanbefoundthattheorderproportionofthetwokeywords"womendress"and"summerdresslong"isverylarge.Intheoverallordersofthisstore,theproportionofcustomerindirecttransactionordersisverysmall.关键词推广效果分析KeywordPromotionEffectivenessAnalysis关键词推广效果分析KeywordPromotionEffectivenessAnalysis3.关键词花费及投入产出比分析。选中关键词和花费，添加饼状图。3.KeywordCostandROIAnalysis.Selectkeywordsandcost,andaddapiechart.可以看出该店铺直通车关键词的花费主要集中在“womendress”、“sunmmerdresslong”这两个关键词上，而“womenlongdress”关键词投入产出比最高。Itcanbeseenthatthestore'sdirecttrainkeywordspendingismainlyconcentratedonthetwokeywords"womendress"and"summerdresslong",whilethekeyword"womenlongdress"hasthehighestROI.

通过这些分析，可以发现“whitedress”各项指标所表现出来的数值均处于较低水平，而形成该原因的直接因素为关键词的展现量不足，可删除该关键词。关键词“womenlongdress”的投入产出比较高，可进一步优化展现量影响因素获取更多展现。Throughtheseanalyses,itcanbefoundthatthevaluesofvariousindicatorsfor"whitedress"areatalowlevel,andthedirectfactorcausingthisisinsufficientkeywordimpressions.Thiskeywordcanbedeleted.Thekeyword"womenlongdress"hasarelativelyhighROI,andthefactorsaffectingimpressionscanbefurtheroptimizedtoobtainmoreimpressions.关键词推广效果分析KeywordPromotionEffectivenessAnalysis关键词推广效果分析KeywordPromotionEffectivenessAnalysis通常情况下，直通车推广展现量、点击奉、转化率越高，能够为跨境店铺带来的订单也就越多。Usually,thehighertheDirectTrainpromotionimpressions,clicks,andconversionrates,themoreordersitcanbringtocross-borderstores.点击率优化CTROptimization图片优化ImageOptimization展现量优化ImpressionOptimization转化率优化ConversionRateOptimization关键词推广效果分析KeywordPromotionEffectivenessAnalysis展现量优化ImpressionOptimization展现量是商品被展示的次数。大部分卖家在加入直通车前期，都是为了获得流量，也就是点击量，而展现量是点击量的前提，没有展现量的商品，自然没办法获得点击量。Impressionsarethenumberoftimesaproductisdisplayed.MostsellersjointheDirectTraininitiallytoobtaintraffic,thatis,clicks.Impressionsaretheprerequisiteforclicks;productswithoutimpressionsnaturallycannotobtainclicks.优化展现量的方法有两种，Therearetwomethodstooptimizeimpressions:尽可能地扩充关键词的覆盖范围，即提升关键词数量；Expandthecoverageofkeywordsasmuchaspossible,thatis,increasethenumberofkeywords;关键词展现量较少时，需分析是由于该关键词搜索量本身较少，还是由于关键词的质量分和出价较低。Whenkeywordimpressionsarelow,itisnecessarytoanalyzewhetheritisduetolowsearchvolumeofthekeyworditselforlowqualityscoreandbidofthekeyword.如果是前者，则需要更换关键词：如果是后者，则需要对标题、创意主图、出价等内容进行调整，获取更多地展现量。Ifitistheformer,keywordsneedtobereplaced;ifitisthelatter,adjustmentsneedtobemadetotitles,creativemainimages,bids,andothercontenttoobtainmoreimpressions.关键词推广效果分析KeywordPromotionEffectivenessAnalysis点击率优化CTROptimization点击率是很多卖家优化直通车的主要目的，有点击就等于有流量，有了流量才会有后续的转化成交。拥有靠前的排名，商品才会有更多的展现和流量。排名越靠前，点击率越高。CTRisthemaingoalformanysellerstooptimizetheDirectTrain.Clicksequaltraffic,andwithtrafficcomessubsequentconversionsandtransactions.Productswithhigherrankingshavemoredisplaysandtraffic.Thehighertheranking,thehighertheCTR.

关键词排名主要受质量分和出价两方面的综合影响，出价越高，排名可能越靠前。因此优化点击率可以从质量分和出价两个方面进行入手，通过对相关性、创意、卖家体验、关键词出价等因素的优化实现点击率提升。Keywordrankingismainlyaffectedbythecombinedinfluenceofqualityscoreandbid.Thehigherthebid,thehigherthepossibleranking.Therefore,optimizingCTRcanstartfromqualityscoreandbid,achievingCTRimprovementbyoptimizingrelevance,creativity,sellerexperience,keywordbid,andotherfactors.关键词推广效果分析KeywordPromotionEffectivenessAnalysis图片优化需要依次测试每一张图片来选择效果好得多张图片。在一定数据的基础上，展现量高、点击量高、点击率高的图片就是适合作为推广的图片。Imageoptimizationrequirestestingeachimageinturntoselectimageswithbetterresults.Basedoncertaindata,imageswithhighimpressions,highclicks,andhighCTRaresuitableforpromotion.图片优化ImageOptimization如果商品的展现量很高，但是点击率低，这可能是由于商品排名靠前，但是关键词的精准度不够，也可能是关键词精准，但是图片效果不好。好的图片不仅影响点击量，而且直接影响最终转化率。IfaproducthashighimpressionsbutlowCTR,itmaybebecausetheproductrankshighbutthekeywordprecisionisinsufficient,orthekeywordsareprecisebuttheimagequalityispoor.Goodimagesnotonlyaffectclicksbutalsodirectlyinfluencethefinalconversionrate.关键词推广效果分析KeywordPromotionEffectivenessAnalysis转化率优化

ConversionRateOptimization各种推广方式主要为商品或店铺带来流量，获取流量的最终目的是获得转化，造成没有转化或者转化率较低的因素有很多，可能是流量少，也可能是关键词不精准，还可能是受商品详情页、商品质量、商品评价、商品销量等因素的影响。Variouspromotionmethodsmainlybringtraffictoproductsorstores.Theultimategoalofobtainingtrafficistoachieveconversion.Therearemanyfactorscausingnoconversionorlowconversionrate,whichmaybeduetolowtraffic,inaccuratekeywords,orinfluencedbyproductdetailpages,productquality,productreviews,productsalesvolume,andotherfactors.要想获得转化率，必须做好店铺优化。商品主图、详情页通常需要全面展现商品的特性及用户所关注的信息，需要与创意主图所表现的商品特性相一致。商品评价信息是客户购买商品时的重要参考依据。如果商品评价信息中存在用户对于商品的负面评价，将严重影响转化率。运营人员需要根据实际情况，对相应问题进行正面积极的回复，打消其他客户的疑虑，保证店铺、商品的转化率。Toobtainconversionrates,storeoptimizationmustbedonewell.Productmainimagesanddetailpagesusuallyneedtofullydisplayproductcharacteristicsandinformationthatuserscareabout,andneedtobeconsistentwiththeproductcharacteristicsshownincreativemainimages.Productreviewinformationisanimportantreferenceforcustomerswhenpurchasingproducts.Iftherearenegativereviewsaboutproductsinthereviewinformation,itwillseriouslyaffecttheconversionrate.Operatorsneedtorespondpositivelytocorrespondingissuesbasedonactualsituations,dispelothercustomers'doubts,andensuretheconversionrateofthestoreandproducts.02活动推广数据分析Eventpromotiondataanalysis跨境电子商务专业Cross-borderE-commerceMajor活动推广数据分析CampaignPromotionDataAnalysis

活动推广效果分析的目的是通过对活动数据进行分析，发现活动中存在的问题和可参考的经验，总结活动流程、推广渠道、客户兴趣等内容，方便后续活动推广策略的优化，Thepurposeofcampaignpromotioneffectivenessanalysisistoanalyzecampaigndata,discoverproblemsandreferableexperiencesincampaigns,summarizecampaignprocesses,promotionchannels,customerinterests,andothercontenttofacilitatetheoptimizationofsubsequentcampaignpromotionstrategies.活动推广流量分析CampaignPromotionTrafficAnalysis活动推广流量分析是判断推广效果的核心要素，是对推广活动为企业带来的流量情况进行分析。主要分析指标有：访客数、成交订单数、成交占比、成交额、投入成本、成交额、投入产出比等。Campaignpromotiontrafficanalysisisthecoreelementforjudgingpromotioneffectiveness.Itanalyzesthetrafficbroughttotheenterprisebypromotioncampaigns.Themainanalysisindicatorsinclude:visitorcount,transactionordercount,transactionproportion,transactionamount,inputcost,transactionamount,andROI.活动推广转化分析CampaignPromotionConversionAnalysis分析活动推广转化分析是对获取到的流量转化为收藏、加购、订单等状态的数据进行分析，主要的分析指标有：访客数、收藏数、加购数、成交订单数、收藏转化率、加购转化率、支付转化率等。Activitypromotionconversionanalysisistheanalysisofdataontrafficconvertedintofavorites,add-to-cart,orders,andotherstatuses.Themainanalysisindicatorsinclude:visitorcount,favoritecount,add-to-cartcount,transactionordercount,favoriteconversionrate,add-to-cartconversionrate,andpaymentconversionrate.活动推广拉新分析是对因活动带来的新客户数据进行分析，其分析的前提是先完成企业活动推广流量和转化分析，在此基础上将活动中的新客户单独拉出并对其相关数据进行分析。活动推广拉新分析的主要分析指标有：访客数、新访客数、新访客占比等。Campaignpromotionnewcustomeracquisitionanalysisistheanalysisofnewcustomerdatabroughtbycampaigns.Theprerequisiteforthisanalysisistofirstcompletetheenterprisecampaignpromotiontrafficandconversionanalysis.Onthisbasis,newcustomersfromthecampaignaresingledoutandtheirrelateddataisanalyzed.Themainanalysisindicatorsforcampaignpromotionnewcustomeracquisitionanalysisinclude:visitorcount,newvisitorcount,andnewvisitorproportion.活动推广留存分析是在活动结束段时间后，对因活动成为企业粉丝客户的相关数据进行分析。这部分粉丝客户的共同表现是：在活动结束后仍在企业发生重复购买等活跃行为。活动推广留存分析的主要指标有。访客数、留存访客数、留存访客占比等。Campaignpromotionretentionanalysisistheanalysisofdataoncustomerswhobecameenterprisefansduetocampaignsafteraperiodoftimefollowingthecampaign'send.Thecommonbehaviorofthesefancustomersisthattheycontinuetoengageinactivebehaviorssuchasrepeatpurchasesafterthecampaignends.Themainindicatorsforcampaignpromotionretentionanalysisinclude:visitorcount,retainedvisitorcount,andretainedvisitorproportion.活动推广数据分析CampaignPromotionDataAnalysis活动推广留存分析CampaignPromotionRetentionAnalysis活动推广拉新分析CampaignPromotionNewCustomerAcquisitionAnalysis活动推广数据分析的价值ValueofCampaignPromotionDataAnalysis

活动推广数据分析的核心价值在于通过收集、整理和分析活动推广过程中产生的数据，帮助企业深入了解用户行为、评估活动效果，从而优化推广策略，提升营销效率。Thecorevalueofpromotionalcampaigndataanalysisliesincollecting,sortingandanalyzingdatageneratedduringcampaignexecution,helpingenterprisesgainin-depthinsightsintouserbehaviors,evaluatecampaignperformance,optimizepromotionstrategiesandimprovemarketingefficiency.活动推广数据分析的价值ValueofCampaignPromotionDataAnalysis用户洞察UserInsights通过分析用户行为数据，了解用户偏好、需求和行为特征，为精准营销提供基础。Byanalyzinguserbehaviordata,understanduserpreferences,needs,andbehavioralcharacteristicstoprovideafoundationforprecisionmarketing.效果评估EffectivenessEvaluation通过对比活动前后的数据变化，评估活动推广的直接效果，如曝光量、点击率、转化率等。Bycomparingdatachangesbeforeandaftercampaigns,evaluatethedirecteffectsofcampaignpromotion,suchasexposure,CTR,conversionrate,etc.策略优化StrategyOptimization基于数据分析结果，调整推广策略，如优化广告创意、调整投放渠道和时间等，以提升活动效果。Basedondataanalysisresults,adjustpromotionstrategies,suchasoptimizingadcreatives,adjustingplacementchannelsandtiming,toenhancecampaigneffectiveness.预算控制BudgetControl通过数据分析，合理分配推广预算，确保每一分钱都花在刀刃上，提升投资回报率。Throughdataanalysis,reas