Data-driven operations (i)

Http://www.aliyun.com/zixun/aggregation/13873.html "> Data driven operation is the mining of data and reasonable data analysis, to find the real relationship behind the data, to further find the real reason, This gives the corresponding concrete measures and directs the actual website operation work.

(Here, the site data types, corresponding concepts and significance, and how to dig and get over it, please check the relevant books.) ）

Here is about the Electronic business site data requirements type, data analysis methods, and how to drive the actual operation. Mainly in combination with my study, practical work and experience to write, welcome more professional people to join the discussion.

First, talk about the type of data analysis of website operation and its content.

1. Overall operating indicators

Include the following, see figure:

This is obviously for the boss to see, the overall site operating indicators.

Here are a few points to note:

1, on the indicators themselves

1 do not need a point of view of this indicator, but need to be a trend chart, a period of time, that is, their longitudinal contrast; if there is a major competitor's corresponding indicators, given, the horizontal comparison that is the most perfect.

(2) Give a short evaluation of the trend of the indicators and good and bad, and give the possible cause.

2. On the category of indicators

1 Website Traffic: Website Traffic is very important, but not the most core.

2 Sales Target: Sales amount, gross margin and gross margin three indicators is the most core; how is the website running? The key is to see more and less cash flow.

and the order amount, the order quantity and the customer unit price may understand the website the sales situation roughly. These three indicators can be used to explain the cash flow status of the website operation. For example, Amazon China, which sold books before and selling home appliances in the east, from these indicators to analyze the comparison can be a good explanation of its operating cash flow situation.

3 Operating Indicators: conversion rate is undoubtedly very key to the core operating indicators.

It depicts the overall operating state of the whole station. Including the flow quality, Site IA architecture and interactive quality, product attractiveness (price-performance) and related commodity information display user experience, online marketing, distribution and after-sale, and so on the entire Electronic business site users full shopping experience of the direct measurement indicators.

Generally speaking, the conversion rate of the electric quotient website is between 1-5%.

Through the sensitivity analysis of the study, generally speaking, the conversion rate increased by 1%, the total station sales will be increased by more than 40% (based on my previous responsible for the group purchase site), you can also be responsible for their own electrical business site to do sensitivity analysis to see the results.

4 Marketing Indicators: CPS is the most direct real reaction to the sales of marketing costs.

Because too many electric dealers in irrational emphasis and chasing the growth rate of users and sales scale, and make CPS climbing; this year, the most competitive group purchase site, our average CPS also reached 15-20 yuan, and a single gross margin of 8-12 yuan, the loss is certain. Other types of electrical business CPS is better than any other, especially since the construction of electricity dealers.

(To be continued)