Five types of data electric business enterprises need to re-examine

The lack of money of the electric business of the winter, fine operation became the last straw, comfort themselves and others hope. But meticulous operation is not only to increase revenue and expenditure, for the electric business enterprise how to use data to drive operations, improve operational efficiency becomes very important.

Data mining company percent chief business intelligence officer Mo

MO: One of the most versatile old electric dealers in the electricity business. He is proficient in the whole process of e-commerce management, marketing, process planning, system building. He worked in Beijing Lian Bang Software, Amazon and other enterprises, has served as BD Manager, marketing planning manager, product Manager, Operations Manager, product Director, Marketing Director, COO, CEO and other positions.

According to the latest report from the data research firm Nucleus, the data prediction analysis brings in more than 1000% return on investment (ROI), with 10 dollars per dollar on business intelligence (BI). But according to the domestic well-known data mining company, the chief business intelligence officer Mo revealed that at present, the Electronic Business enterprise has data team and data system of less than 3% of the entire industry, with the right data management methods to guide the operation of the very few.

In fact, the data analysis is the most powerful power of the electricity business, the user's basic information, shopping preferences, browsing trails, how many goods sold, and so on, the electric dealers see clearly. But in the last phase of the barbaric expansion, the electric dealers immersed in the profligate capital of the crazy hit traffic base high sales, even if the data, the data itself there is a great misunderstanding and misreading. In the new stage of fine operation, the electric business enterprise needs to re-examine five kinds of data.

Commodity data conversion rate does not depend on the flow, depending on the overall operating environment

The conversion rate has always been a headache, with an average of less than 1%, but the focus of the electricity quotient on conversion is only at the marketing end. But in fact, the conversion rate by the access, supply chain, selection, inventory, price, content, service and other elements, so pay attention to the marketing end of the flow structure, but also in the operating side with the ability to retain users.

The conversion rate of the electric business enterprise has many kinds of calculation methods, mainly is based on the commodity, the order two kinds of dimensions, but most enterprises are only the single dimension consideration, but in fact, may the order tendency is to rise, the commodity sales trend is declining. Mo This explanation: "Because the Electronic Business enterprise's data management very much is usually only to the order level, if the first day has 500 orders quantity, each order has 10 goods, altogether sells 5,000 items." The next day sold 1000 orders, one item per order, a total of 1000 items. According to the usual algorithm can only count orders, and mistakenly believe that the conversion rate of the second day is higher than the first day, but the actual number of goods in the opposite. ”

Therefore, from the Data Management Unit, the electrical business needs refinement to the smallest unit, commodity management, rather than tangled in the order quantity.

Second, move the data not only look at the conversion rate, the navigation is the premise of high conversion rate

Browsing, that is, the user groups came to the site to see several merchandise pages. If 100 items are sold, the user browses at least 100 product pages, and the navigation is not likely to be smaller than the sales volume.

Therefore, in this sense, how to let users see as many product pages as possible, it is the key to enhance the overall transfers rate of the Electronic business site. The increase of navigation is a flow adjustment process, so that all goods get a reasonable flow distribution. How to get more goods to be displayed and seen by users? At present, Amazon's "purchase of this product users also buy what goods?" "" Have you seen any of the products that the users of this product have seen? "Guess you like it?" and other functions are typical examples of traffic regulation through personalized product recommendations.

Third, the dynamic sales of data to be profitable, dynamic sales is the key

Electric dealers generally have the head of goods do not make money, in the long tail of goods sell not move the dilemma. 1000 sku, only sell the head of the 100 sku, the head of the merchandise pull users, play price war, do not make money, occupy a large amount of capital and inventory, the long tail of the commodity moving pin depth is insufficient, selling does not move, resulting in the electronic business has always been unable to profit.

MO introduction: "Moving pin is a cycle of the number of products produced sales." There are two algorithms for moving pin ratio, one is the ratio of moving to stock, the second is the proportion of the goods sold at the front, and the moving pin depth refers to the average moving pin depth of the goods. The higher the dynamic pin ratio and the average moving pin depth, the more reasonable the commercial movable pin structure, and the healthier the product line and the inventory structure. ”

IV. user Behavior Data affiliate marketing is caring, not harassment.

Mo pointed out: The electricity business active user achieves 100,000 level, should have the member management. Membership data can be divided into two categories, the first is the user profile and the crowd attributes and other information, and secondly, but also more importantly, through the consumer behavior analogy between people, consumer behavior preferences and commodity characteristics of matching, merchandise and merchandise relevance matching for the in-depth mining and analysis of member data. Through the in-depth excavation and analysis of user behavior to match the most of the consumer demand for merchandise information, thus affecting the user browsing behavior, to help users make better purchase decisions, and then affect the transformation performance, improve E-commerce retail website overall marketing performance. Truly effective affiliate marketing is to meet the needs of the members of the care rather than blind harassment.

V. Supply chain data to deal with shortages and unsalable, procurement forecasting is the key

The shortage of goods is a common problem of electric dealers, often a product sold out, days or even months can not be replenishment, resulting in electric business marketing, operational performance and service reputation has dropped dramatically. The main reason is that most of the electrical companies to purchase and replenishment of the basic human experience, or the use of traditional industry selection and procurement methods, not effective use of supply chain data. The essence of the electronic business giant Amazon fast supply chain is the data supply chain management and the accurate purchase forecast, and the flow data and the business data get through is the inevitable request and the natural advantage that the electronic commerce purchase forecast validity.

In addition to the misreading of the above data, the electric business enterprise also faces two problems which restrict the refinement and the development of the data operation ability:

First, the high level of the lack of electronic business data concept. "Data mining is divided into three stages, the first stage is the reporting stage, the second is the data mining and analysis, and the third is the interpretation and application stage." Some companies bought software, out of the data can not understand, understand the application is not known, each level is a huge gap. ”

Second, the electric dealer lacks the good commercial system specially for the electricity merchant, the electrical business enterprise own development cost is too high, also some enterprises have chosen to purchase the complex foreign bi system, but cannot with own actual business close union, coupled with the study cost high, the data talented person lacks, causes cannot play the system the effect.

Question and Answer:

Billion power network: domestic electric Business enterprise data analysis How is the current industry level?

MO: At present, the Electronic Business enterprise has data team and data system of less than 3% of the entire industry, with the right data management methods to guide the operation of the very few.

Billion power network: in the refinement and data operation capabilities, electric business enterprises are generally facing what problems?

MO: The high level lacks the data idea. "Data mining is divided into three stages, the first stage is the reporting stage, the second is the data mining and analysis, and the third is the interpretation and application stage." Some companies bought software, out of the data can not understand, understand the application is not known, each level is a huge gap. ”

The electric dealer lacks the good commercial system specially for the electricity merchant, the electrical business enterprise own development cost is too high, also some enterprises have chosen to purchase the complex foreign bi system, but cannot with own actual business close union, coupled with the study cost high, the data talented person lacks, causes cannot play the system the effect.

Billion Power network: You think the electrical business want to achieve fine operation, should pay attention to what data?

MO: Data analysis is the most powerful power of the electrical business, the user's basic information, shopping preferences, browse track, how many goods sold, etc., the electric dealer see clearly. In the new stage of fine operation, the electronic business enterprises need to re-examine the commodity data, navigation data, dynamic sales data, user behavior data, supply chain data, the five types of data.