1.1DataAnalysis

ProcessⅠ

WorkflowofDataAnalysisClarifythePurposeandApproachofAnalysisDataCollectionDataProcessingDataAnalysisDataoptimizationContinuoustrackingClarifyinganalysisobjectivesisaprerequisiteforeffectivedataanalysis.Thestoreoperationobjectivesmainlyrevolvearoundfouraspects:overallwebsiteoperation,productoperation,eventoperation,anduseroperation.1.ClarifytheAnalysisObjectivesOverallwebsiteoperationProductoperationEventoperationuseroperationObjectivesandApproachII.ClarifytheAnalysisObjectivesandApproach2.DeterminetheanalysisapproachThisreferstobreakingdowntheanalysispurposeintoseveraldifferentkeypoints,thatis,howtocarryoutthedataanalysis,fromwhichanglestoanalyze,andwhichindicatorstouseforanalysis.operationOperationalindexsystemOverallwebsitePV,UV,Order,revenue,conversionrate…productProductview,conversionofproductflow,orderchurnrateeventActivityparticipationrate,activityconversionrate,eventROI…userNewregisteredusers,logged-inusers,churnedusers…Accordingtodifferentoperationgoals,shopsneedtobuildaneffectivedataindexsystemtohelpbusinesspersonnelquicklyfindandlocateproblems.ForexampleIII.DataCollectionThereareavarietyofdatacollectionandanalysistoolsavailableinthemarket,includingbothpaidandfreeversions.Forthepaidversions,therearedifferentbillingmodelssuchaspay-per-trafficandpay-per-license.DataCollectionDatacollectionreferstotheprocessofgatheringrelevantdatainaccordancewithadefineddataanalysisframework,providingtherawmaterialandbasisfordataanalysis.IV.DataProcessingDataProcessing數(shù)據(jù)清洗數(shù)據(jù)轉(zhuǎn)化數(shù)據(jù)提取數(shù)據(jù)計算Dataprocessingreferstotheprocessofrefiningandorganizingcollecteddataintoaformatsuitablefordataanalysis.Itisanessentialstagepriortodataanalysis.Throughdataprocessing,rawdatacollectedisconvertedintoaformthatcanbeanalyzed,ensuringdataconsistencyandvalidity.Ifthereareerrorsinthedataitself,thenthedataanalysisdoesnothaveanyreferencevalue.V.DataAnalysisByestablishingadatamonitoringsystem,wecanpromptlyidentifyissuesintheoperationalprocess,quicklylocateandanalyzethecauses.Throughexploratorydataanalysis,wecangainacomprehensiveunderstandingoftheentiredataset,facilitatingtheselectionofappropriateanalysisstrategiesforsubsequentwork.Datavisualization:Generally,dataanalysisispresentedthroughtablesandgraphs,withcommontypesofdatachartsincludingthefollowing:餅圖折線圖氣泡圖散點圖雷達(dá)圖柱狀圖VI.DataOptimizationAfteridentifyingtherootcauseoftheproblem,it'stimetoaddressit.Wecanemployoperationalstrategiessuchaspromotingactivitiestoincreaseuserengagementandofferingcouponswithpurchases.DataOptimizationVII.ContinuousTrackingAfterimplementingtheplan,itisnecessarytocontinuouslytracktheeffectoftheapplicationandverifythecorrectnessoftheplanthroughuserdatafeedback.ContinuousTracking1.2ApproachtoStoreDataAnalysis

Contents5.15.2OverallStoreDataAnalysis5.11.2.21.2.1PartialStoreDataAnalysis

AnalyzeStoreClick-ThroughRate

AnalyzeStoreConversionRate

AnalyzeOrderQuantity/InquiryQuantity

分析Clicks/VisitorVolume1.2.1

OverallStoreDataAnalysisTotal-Part-TotalAnalysisModelResearchtheaverageclick-throughrateofstoresinthesameindustryorcategory,aswellasthelevelofthetop10performersintheindustry,whichcanserveasareferencestandardforanalyzingthestore'sclick-throughrate.AnalyzeWhethertheStoreClick-ThroughRateMeetstheStandardForexample:Ifastore'sclick-throughrateforaspecificweekinacertainmonthisonly0.24%,isthisstore'sclick-throughrateuptostandard?1%-2%

Researchtheaverageconversionrateofthesameindustryorcategory,aswellastheconversionrateofthetop10performersintheindustry,touseasareferencestandard.Analyzewhetherthestore'sconversionrateisuptostandardCross-bordere-commerceB2Bplatform：

10%Cross-bordere-commerceB2Cplatform：

5%Usually:

Iftheorderquantitydecreases,furtherinvestigationisneededtoidentifythereasonsforthedecrease.Analyzewhethertherearechangesinthestore'sorderquantityandinquiryquantity.Analyzewhethertherearechangesinthestore'sclickvolumeandvisitortraffic.Iftheclickvolumeorvisitortrafficdecreases,furtheranalysisisalsorequiredtoidentifythereasonsforthedecline.1.2.2

PartialStoreDataAnalysis-ProductData目的Theoverallanalysisofthestorerevealsthattheclick-throughrateforaspecificweekinacertainmonthofthestoreisbelowthenormallevel.1-2

PartialStoreDataAnalysis-KeywordData目的Isthekeywordprecise?Mostoftheexposureofthisproductisbroughtbythekeyword"Mosquitokillerlampflybugzapper",andthisexposureisduetotheuseofP4P(adirectmarketingtool).However,infact,thiskeywordisnotprecise.Conclusion共22頁/第6頁Question:Thestore'sclick-throughrateforaspecificweekinacertainmonthisverylow.Reasons:Twoproductsinthisstorehaveverylowclick-throughrates,draggingdowntheoverallclick-throughrateofthestore.Oneoftheproductshasalowclick-throughratebecauseitsstyleandappearancearenotfavoredbyconsumers.1.3

Theoperational

logicofcross-border

e-commerce

QUESTIONS:2Whycan'tweselltheproductseventhoughtheyareverypopular?1Howcanweensurethattheproductsinourstorewillbepopularandsellwell?Theoperationallogicofcross-bordere-commerceContents5.15.2Trafficthinking5.11.3.21.3.1FunnelprincipleTheprocessofaproductfrombeingseenbyconsumerstofinallyforminganorderusuallyincludesthefollowingthreelinks:FeedbackClickExposureTheproductappearsontheconsumer'ssearchresultspageorcategorybrowsinglistpage,etc.Consumersclickonthesearchresultspageoradvertisementpagetoentertheproductdetailspagetobrowseproductinformation.Afterbrowsing,consumersmayinquireaboutproductinformation,resultinginfeedbackbehaviorssuchasinquiriesandTMconsultations.跨境電商的運(yùn)營邏輯TrafficthinkingFromtheoperator'sperspectiveConversionAttracttrafficByattractingtraffic,wecangetenoughexposureforourproducts,andthenthroughvariousmarketingandpromotionmethods,wecanpromoteconversionandturntrafficintoactualorders.1.Searchmechanism2.Recommendationmechanism跨境電商的運(yùn)營邏輯TrafficthinkingItscoreiskeywords.Matchingkeywordscanattractrealtraffic.Mismatchedkeywordswillbringfalsetraffic.SearchmechanismRecommendationmechanismItscoreisthebuyer'shistoricalbehavior.Thesystemcanrecommendproductsorcontentsuitableforbuyersbasedontheirhistoricalbehavior,whichcaneasilypromoteproductconversion.跨境電商的運(yùn)營邏輯Trafficthinking跨境電商的運(yùn)營邏輯Funnelprincipleexposurevolumeclick

volumefeedbackvolumeordervolumeThechangefrom

exposurevolumetoclickvolume,tofeedbackvolume,andfinallytoordervolumepresentsagraduallydiminishingfunnelmodel.跨境電商的運(yùn)營邏輯FunnelprincipleIncreaseexposureincreaseordervolumeInsummary,theprimarytaskofcross-bordere-commerceoperationistodoagoodjobinattractingtraffic.跨境電商的運(yùn)營邏輯FunnelprincipleWithacertainexposurevolume,thegoalistoincreaseordervolume,andinthefunnelmodelof"exposurevolume-click