《跨境电商直播》课件-1.4.1 「数据解码」-用户热力图谱绘制

「数据解码」

——用户热力图谱绘制

"Data

Decoding"-User

Heat-map

Generation目

录CONTENTS01.

案例引入

Case

Exploration02.

知识详解Knowledge

Explanation03.素养提升Professionalism

Enhancement04.

技能操练

Skill

Exercise案例引入CaseExploration1

读懂用户行为日记UnderstandtheUserBehaviorDiary泰国市场差异：

夜间社交与价格敏感MarketdifferencesinThailand:NighttimeSocializingandPrice

Sensitivity泰国市场的独特性TheUniquenessof

theThaiMarket泰国人喜欢夜间购物

，晚8-10点是黄金时段

，且热衷于社交媒体互动。

然而

，他们对价格极其敏感。Thais

enjoy

shopping

at

night,with

the

period

from

8

to

10

p.m.beingtheprimetime.Theyarealsopassionate

about

social

mediainteraction.However,theyareextremelysensitive

to

prices.知识详解KnowledgeExplanation2实时在线曲线：

前15分钟决定去留Real-timeOnlineCurve:Thefirst

15MinutesDetermineWhetherto

StayorLeave实时在线人数曲线Real-timeonlineusercurve实时在线人数曲线是访客数据的关

键指标。

它记录了每分钟观看人数

的变化。Thereal-timeonlineusercurve

is

akeymetricof

visitordata.Itrecords

thechangesinthenumberof

viewers

perminute.用户流失的原因TheReasonsforUser

Attrition这种陡坡并非故障

，

而是用户对直

播内容失去兴趣的表现。Thissteepslope

is

not

a

malfunction;rather,itisa

sign

that

theusers

havelostinterestinthe

livebroadcastcontent.优化直播节奏OptimizetheLive

StreamingRhythm通过实时在线人数曲线

，我们可以

定位直播节奏的问题。Byanalyzingthereal-timeonlineuser

curve,wecanidentifytheproblemswiththelivestreaming

rhythm.

新老访客比例：

高复购品类需三成老客Ratioof

NewandReturningCustomers:30%of

theHigh-repurchase

CategoryRequires

Returning

Customers新访客比例高

，说明引流效果好

，但若连续三场老访客低于10%

，则需警惕。Thehighproportionof

newvisitorsindicatesagood引流effect.However,if

theproportionof

returningvisitorsisbelow

10%forthreeconsecutivesessions,it

isnecessaryto

be

vigilant.新老访客比例是判断直播间吸引力的重要指标。高比例的新访客意味着引流成功

，老访客的留存率反映了用户对直播内容和产品的认可度。Theratioof

newandoldvisitorsisan

important

indicatorforassessingtheattractivenessof

alivestreaming

room.

A

highproportionof

newvisitorsindicatessuccessfultraffic

acquisition,whiletheretentionrateof

oldvisitorsreflectsthe

users'recognition

of

the

live

content

and

products.判断直播间吸引力新老访客比例的意义新老访客比例的意义地域热力：

清迈六成暗示手工偏好Regional

Trend:Chiang

Mai

Shows60%

Preference

for

Handmade

Products节日对地域分布的影响

The

Influence

of

Festivals

on

Regional

Distribution.地域波动需要结合泰国文化日历进行解读

，以便更好地理解用户行为。TheregionalfluctuationsneedtobeinterpretedinconjunctionwiththeThaicultural

calendar

in

ordertobetterunderstanduserbehavior.文化与产品匹配Cultural

Alignment

with

Products展示手工棉麻服饰时

，清迈用户占比高

，这提示我们在直播中需结合地域文化选择产品。Whenshowcasinghandcraftedcottonandlinenclothing,theproportionof

users

from

Chiang

Maiwashigh.Thisindicatesthatinourlivestreaming,weneedto

selectproductsbased

onthe

local

culture.地域分布的重要性

The

Significance

of

Regional

Distribution地域分布热力图是泰国市场的‘文化翻译器’。Theregionaldistributionheatmapservesasthe

"culturaltranslator"fortheThaimarket.

人均观看时长：

3分20秒≠真实黏性AverageVewingDuration:3Minutesand20Seconds≠True

Stickiness人均观看时长的误区TheMisconceptionof

AverageViewingDuration人均观看时长是核心指标

，但不能仅凭此判断用户黏性。The

average

viewing

duration

is

a

key

indicator,but

it

cannot

be

the

sole

criterionfor

judginguserstickiness.观看完成率的重要性TheImportanceofCompletionRateinViewing观看完成率更能反映用户的真实黏性

，我们需要结合完成率来评估用户是否真

正对直播内容感兴趣。Thecompletionrateof

viewingcanbetterreflecttheactualloyaltyof

users.Weneed

tocombinethiscompletionratetoassesswhetherusersaretruly

interested

inthe

live

streamingcontent.

商品点击热力：

右手持机右侧易触ProductClickHeat-map:RightHandHoldstheDevice,theRight

SideEasily

Accessbile用户操作习惯User

Operation

Habits泰国用户习惯右手持机

，将核心产品链接放在右侧可以增加潜在点击率。Thaiusers

are

accustomedtoholdingthe

devicewith

their

right

hand.

Placing

the

core

product

link

on

the

right

sidecanincreasethepotentialclick-throughrate.优化商品布局Optimize

the

Layout

of

Products将热门商品放在用户更容易点击的位置

，从而提高转化率。Placethepopularproductsinpositionswhereusersaremorelikelytoclick,therebyincreasingtheconversion

rate.商品点击热力图的作用

The

Function

of

the

Product

Click

Heat-map商品点击热力图显示了用户对不同商品的兴趣程度。Theproductclickheatmapshowsthedegreeof

users'interest

in

differentproducts.

跳失率：

价格标签3秒跳出是信号BounceRate:

A3-secondExitof

thePriceTagisa

Sign价格敏感度的体现TheManifestationof

PriceSensitivity用户在价格标签出现3秒内跳出

，通常是因为价格超出心理预期。Ifa

user

leaves

the

page

within

3

seconds

after

the

price

tag

appears,

it

is

usually

because

thepriceexceedstheirexpectedlevel.页面跳失率的意义TheSignificance

of

Page

Bounce

Rate页面跳失率揭示了用户离开的‘最后一刻’。Thepagebounceraterevealsthe

"lastmoment"whenusersleave.加购率：

5-8%健康线Add-to-Cart

Rate:5-8%Healthy

Range02运费显示的重要性The

Significanceof

the

ShippingCostDisplay如果加购率仅2%

，可能是因为运费显示过晚。If

the

rate

of

additional

purchases

is

only2%,it

might

be

because

the

shippingcostinformationwasdisplayedtoolate.提前明示运费或设置包邮门槛

，减少用户因运费问题而放弃购买的情况。Clearlyindicatetheshippingcostinadvanceor

set

a

threshold

for

freeshippingto

reduce

the

situation

whereusers

abandon

the

purchase

due

toshippingcosts.01商品加购率的意义The

Significanceof

Add-to-CartRate03优化购买流程OptimizethePurchaseProcess商品加购率是最诚实的投票。Therateofproductadd-to-cart

isthemosthonestformof

voting.

关注率：

敬语ka与筒裙让数据翻倍AttentionRate:PoliteForm

"ka"andSkirtMakethe

Data

Double关注率的提升方法MethodsforIncreasingtheAttentionRate关注率是人设认同度的晴雨表

，泰国用户对细节极其敏感。Theattentionrateservesas

abarometer

ofcharacterrecognition.Thaiusersareextremelysensitivetodetails.文化符号的作用TheRoleofCulturalSymbols通过语言和服饰等文化符号增强用户对主播的认同感和忠诚度。Byusingculturalsymbolssuch

as

languageandclothing,wecanenhanceusers'

senseofidentificationandloyaltytowardsthehost.优惠券领取：

价格敏感的"探测器"Couponredemption:Price-sensitive

"Detector"优惠券领取行为的意义时段对领取率的影响TheSignificanceof

theCouponRedemptionBehaviorTheImpactof

TimePeriodson

theCollectionRate优惠券领取行为是价格敏感度的‘探晚10点后

，高门槛优惠券的领取率上测器’。升

，这提示我们需要根据时段调整优The

act

of

redeeming

a

coupon

serves惠策略。asa

"detector"forprice

sensitivity.After

10p.m.,therateofcouponrecipientswithhighthresholdsincreased,

which

indicates

that

we

need

to

adjust

our

discount

strategiesaccordingtodifferenttimeperiods.

宋干节案例：

关联三组数据拼故事SongkranFestivalCase:LinkingThreeSetsof

Data

to

Tell

a

Story通过关联数据我们可以解读出节日刚需催生上班族匆忙下单

，而清迈用户提前放假。Byanalyzingtheassociateddata,wecanunderstandthattheholidaydemandhasdrivenofficeworkerstomakehurriedpurchases,whiletheusersinChiangMaitookearlyvacations.这种数据关联分析帮助我们理解用户在不同情境下的行为模式

，从而制定更精准的直播策略。This

kind

ofdata

correlation

analysis

enables

us

tounderstand

the

behavioral

patterns

of

users

in

different

situations,therebyfacilitatingtheformulationof

morepreciselivestreaming

strategies.数据背后的用户行为TheUserBehaviorsHiddenBehindtheData数据关联分析Data

Association

Analysis后台+第三方：

关键词云捕捉原始反应Back-end+Third-party:KeywordCloudCapturestheOriginalReaction数据获取的入口TheEntryPointforData

Acquisition虾皮LiveAnalytics的Audience

Report和Behavior

Report是获取数据的主要

入口。The

AudienceReportandBehaviorReportof

XiaopiLive

Analyticsarethemainentrypointsfor

accessing

data.数据的综合呈现ComprehensivePresentationof

Data通过结合平台数据和第三方工具

，

我