《跨境商务数据分析与应用》课件-运营数据采集-双语

运营数据采集OperationalDataCollection主讲教师：XXX日期：2024.01.01目

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CONTENT0102供应链数据采集Supplychaindatacollection客户数据采集Customerdatacollection跨境电子商务专业Cross-borderE-commerceMajor0304销售数据采集Salesdatacollection推广数据采集Promotedatacollection01供应链数据采集Supplychaindatacollection跨境电子商务专业Cross-borderE-commerceMajor运营数据采集OperationalDataCollection供应链数据采集SupplyChainDataCollection客户数据采集CustomerDataCollection销售数据采集SalesDataCollection推广数据采集PromotionDataCollection供应链数据采集SupplyChainDataCollection供应链是指围绕核心企业，从配套零件开始，制成中间产品以及最终产品，最后由销售网络把产品送到消费者手中的生产、交易全链条。供应链管理的经营理念是从消费者的角度出发，通过企业间的协作，谋求供应链参与者利益最佳化。Asupplychainreferstotheentireproductionandtransactionchaincenteredaroundacoreenterprise,fromcomponentpartstointermediateproductsandfinalproducts,ultimatelydeliveredtoconsumersthroughthesalesnetwork.Thebusinessphilosophyofsupplychainmanagementstartsfromtheconsumer'sperspectiveandseekstooptimizetheinterestsofallsupplychainparticipantsthroughinter-enterprisecollaboration.采购数据ProcurementData仓储数据WarehousingData物流数据LogisticsData供应链数据采集SupplyChainDataCollection采购数据采集ProcurementDataCollection产品供应商ProductSupplier产品名称ProductName产品规格ProductSpecifications采购数量ProcurementQuantity产品周期内供货量SupplyVolumewithinProductCycle采购单价UnitProcurementPrice产品生产周期ProductProductionCycle退换货率Return&ExchangeRate运输配送期间的坏损率DamageRateduringTransportation&Delivery供应链数据采集SupplyChainDataCollection确定采集指标后，就需要根据相应的指标进行数据采集，并制作采购信息数据表。Afterdeterminingthecollectionindicators,datacollectionneedstobeconductedaccordingtothecorrespondingindicators,andaprocurementinformationdatatableshouldbecreated.序号No.产品供应商ProductSupplier产品名称ProductName产品规格ProductSpecifications采购数量ProcurementQuantity产品进货价ProductPurchasePrice产品市场价ProductMarketPrice产品生命周期ProductLifecycle产品生命周期内供货量SupplyVolumewithinProductLifecycle产品坏损率ProductDamageRate退货率ReturnRate1

23456采购数据采集ProcurementDataCollection供应链数据采集SupplyChainDataCollection分析仓储数据可以帮助店铺在经营过程中合理的地制定营销销售策略，也可以有利于提升仓库的使用率。Analyzingwarehousingdatacanhelpstoresformulatereasonablemarketingandsalesstrategiesduringoperations,andalsohelpimprovewarehouseutilization.产品库存数量ProductInventoryQuantity库存周转率InventoryTurnoverRate发货量ShipmentVolume残次库存比DefectiveInventoryRatio仓储数据采集WarehousingDataCollection供应链数据采集SupplyChainDataCollection物流是跨境电子商务的重要环节,在交易过程中扮演着将商品送达买家手中的重要角色。物流服务的优劣，关系到用户对于品牌、产品、卖家的印象，对于物流数据进行分析，选择更优质的物流合作伙伴是卖家提升自身形象，更好服务买家的有效手段。Logisticsisacrucialpartofcross-bordere-commerce,playinganimportantroleindeliveringproductstobuyersduringtransactions.Thequalityoflogisticsservicesaffectsusers'impressionsofbrands,products,andsellers.Analyzinglogisticsdataandselectingbetterlogisticspartnersisaneffectivewayforsellerstoenhancetheirimageandbetterservebuyers.物流时效LogisticsTimeliness物流异常量LogisticsExceptionVolume物流服务满意度LogisticsServiceSatisfaction物流数据采集LogisticsDataCollection供应链数据采集SupplyChainDataCollection02客户数据采集Customerdatacollection跨境电子商务专业Cross-borderE-commerceMajor客户数据采集CustomerDataCollection客户数据采集是根据企业各部门对于客户数据的需求，通过可靠的数据源与采用适合合适的采集方式获得客户的各种操作、行为、属性等数据信息，为后续客户数据分析提供数据支持。Customerdatacollectionisbasedontheneedsofvariousenterprisedepartmentsforcustomerdata.Throughreliabledatasourcesandappropriatecollectionmethods,variouscustomeroperation,behavior,andattributedataareobtained,providingdatasupportforsubsequentcustomerdataanalysis.客户画像数据CustomerProfileData指与客户购买行为相关的，能够反映或影响客户行为的相关信息数据:客户性别、年龄、地址、品牌偏好、购物时间偏好、位置偏好、商品评价偏好等。Referstodatarelatedtocustomerpurchasingbehaviorthatcanreflectorinfluencecustomerbehavior:customergender,age,address,brandpreference,shoppingtimepreference,locationpreference,productreviewpreference,etc.客户行为数据CustomerBehaviorData指客户的商品消费记录下数据：商品名称、数量、购买次数、购买时间、支付金额、评价、浏览量、收藏量。Referstodatafromcustomerproductconsumptionrecords:productname,quantity,purchasecount,purchasetime,paymentamount,reviews,pageviews,andfavoritescount.客户数据采集CustomerDataCollection明确了客户数据采集的指标后，如何进行客户数据采集的实施呢。根据不同的情况，客户数据采集主要有两种渠道。Afterclarifyingthecustomerdatacollectionindicators,howshouldcustomerdatacollectionbeimplemented?Dependingondifferentsituations,therearemainlytwochannelsforcustomerdatacollection.**客户画像数据采集CustomerProfileDataCollection客户行为数据采集CustomerBehaviorDataCollection用户画像客户数据采集可以调用客户在网站注册过程中资料中填写的相应的信息内容来实现。Customerprofiledatacollectioncanbeimplementedbyretrievingthecorrespondinginformationthatcustomersfillinduringthewebsiteregistrationprocess.客户行为数据则可以通过谷歌、米境通等第三方工具实现数据采集。Customerbehaviordatacanbecollectedthroughthird-partytoolssuchasGoogleandMiJingTong.客户数据采集CustomerDataCollection可在“生意参谋”，“品类”栏目下，“商品排行”板块查看到商品的访客数、新访客数、支付买家数、商品收藏人数、商品加购人数等客户行为数据，除此之外，滑动指标还可以看到商品的支付买家数、客单价、支付转化率等其他客户行为数据。Underthe"BusinessAdvisor"and"Category"section,inthe"ProductRanking"module,youcanviewcustomerbehaviordatasuchasproductvisitorcount,newvisitorcount,payingbuyercount,productfavoritecount,andadd-to-cartcount.Additionally,byscrollingthroughtheindicators,youcanalsoviewothercustomerbehaviordatasuchaspayingbuyercount,averageordervalue,andpaymentconversionrate.以速卖通为例TakingAliExpressasanExample客户数据采集CustomerDataCollection在“生意参谋”，“市场”栏目下，“国家分析”板块的“细分市场”，可以查看到客户画像数据，涵盖数据指标包括年龄分布、性别分布，城市分布等。Underthe"BusinessAdvisor"and"Market"section,inthe"CountryAnalysis"module's"MarketSegmentation",youcanviewcustomerprofiledata,coveringdataindicatorsincludingagedistribution,genderdistribution,andcitydistribution.以速卖通为例TakingAliExpressasanExample客户数据采集CustomerDataCollection对于店铺商品所属的行业画像数据采集，还可以通过谷歌、百度，搜索行业相关关键词进行采集。Forindustryprofiledatacollectionrelatedtothestore'sproducts,youcanalsosearchforindustry-relatedkeywordsthroughGoogleandBaiduforcollection.确定了客户数据采集的指标和采集实施的方法，接下来就需要制作信息采集表。根据之前确定的采集指标建立统计表格，可以此为模板进行客户数据采集。Afterdeterminingthecustomerdatacollectionindicatorsandimplementationmethods,thenextstepistocreateaninformationcollectionform.Statisticaltablescanbeestablishedbasedonthepreviouslydeterminedcollectionindicators,whichcanserveastemplatesforcustomerdatacollection.客户基本信息BasicCustomerInformation购买行为信息PurchaseBehaviorInformation联系信息ContactInformationID用户名称Username姓名Name性别Gender年龄Age所在地区Region产品Product类型Type数量Quantity价格Price下单时间OrderTime支付金额PaymentAmount收货地址DeliveryAddress联系电话ContactPhoneFacebook账号FacebookAccount邮箱Email

03销售数据采集Salesdatacollection跨境电子商务专业Cross-borderE-commerceMajor销售数据采集SalesDataCollection在跨境电商店铺运营过程中，会产生大量的销售数据，需要企业根据前期的销售数据和市场变化，进而制定销售目标及调整销售策略。销售数据采集是店铺销售数据分析的基础，销售数据采集指标有订单量、销售额、成交量等交易数据。Duringtheoperationofcross-bordere-commercestores,alargeamountofsalesdataisgenerated.Enterprisesneedtoformulatesalestargetsandadjustsalesstrategiesbasedonprevioussalesdataandmarketchanges.Salesdatacollectionisthefoundationofstoresalesdataanalysis.Salesdatacollectionindicatorsincludetransactiondatasuchasordervolume,salesrevenue,andtransactionvolume.交易数据TransactionData订单量OrderVolume销售额SalesRevenue成交量TransactionVolume①服务数据ServiceData响应时长ResponseTime咨询客户数InquiryCustomerCount询单转化率InquiryConversionRate②销售数据采集SalesDataCollection交易数据采集需求及所分析出的指标，制作店铺销售数据采集表。Basedontransactiondatacollectionrequirementsandtheanalyzedindicators,createastoresalesdatacollectiontable.订单日期OrderDate订单号OrderNumber商品名称ProductName商品规格ProductSpecifications商品单价UnitProductPrice商品数量ProductQuantity折扣率DiscountRate实际收款金额ActualAmountReceived交易状态TransactionStatus卖家IDSellerID收件人Recipient联系电话ContactPhone收件地址RecipientAddress物流方式LogisticsMethod销售数据采集SalesDataCollection销售数据采集SalesDataCollection销售服务数据主要围绕客户岗位展开，其中响应时长数据需要平台所使用的在线咨询工具具备该数据统计功能，而咨询人数和咨询转化率等数据，则可以通过客服工作人员每日每周的工作报表进行采集。Salesservicedatamainlyrevolvesaroundcustomerservicepositions.Responsetimedatarequirestheonlineconsultationtoolusedbytheplatformtohavedatastatisticsfunctionality,whiledatasuchasinquirycountandinquiryconversionratecanbecollectedthroughcustomerservicestaff'sdailyandweeklyworkreports.04推广数据采集Promotedatacollection跨境电子商务专业Cross-borderE-commerceMajor推广数据采集PromotionDataCollection

对推广数据进行有效的分析，可以帮助跨境店铺找到推广中的优势与不足，从而优化调整相关推广策略和内容提升推广效果。Effectiveanalysisofpromotiondatacanhelpcross-borderstoresidentifystrengthsandweaknessesintheirpromotionefforts,therebyoptimizingandadjust