Seven important factors that cannot be neglected in e-commerce data analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Why does e-commerce need to do data analysis? How does electronic commerce Do data analysis? e-commerce is developing faster and faster, and the trend of this industry is changing more and more quickly. For the owners of E-commerce companies, want to follow the trend of their own forever, learning to use data analysis is inevitable.

The world's factory analysis argues that there is no shortage of data, but too much data. According to statistics, on today's Internet, every second will produce tens of thousands of micro-blog information, millions of of searches, hundreds of thousands of times on Facebook content. Slightly larger e-commerce companies will collect behavioral data (such as IP traffic, browsing volume), but what is the relationship between these behavioral data and business data (such as trading volume)? Today, most companies, even the famous E-commerce companies, such as Van Gogh, never know how to make use of thousands of scattered data.

The importance of data analysis

First, we need to understand the importance of data analysis for a website. The author does not demonstrate the importance of data analysis from the theoretical aspects, but from all sides to the direction of this aspect to understand.

1, Alibaba

May 25, 2011, Alibaba announced the launch of the data portal, and officially enabled the new domain name data.china.alibaba.com, the new data portal based on 45 million of small and medium-sized users of the search, inquiries, transactions and other E-commerce behavior data analysis and mining, To provide integrated data services for SMEs and third parties such as E-commerce practitioners. Mr Ma has said "data" will be the core of Alibaba's strategic development over the next decade.

At present, the formal opening part of the macro-industry research module for all users, from the industry search dynamic Trend Map, specialized industry analysis reports, industry and region of the domestic trade analysis and focus on the industry at all levels of product hot analysis, as well as real-time industry hotspot information and other components, and provide for free. By the end of 2011 Alibaba will also be the timely introduction of other parts of the data portal applications.

2, the industry giants

In fact, in recent years the world's major industry giants have been stationed in the "Open Data" Blue ocean. Wal-Mart, for example, already has Chice-byte data, the equivalent of more than 200 library books in the United States Congress. It's a big part of it. Customer information and consumer records. Through data analysis, enterprises can grasp the customer's consumption habits, optimize cash and inventory, and expand Sales, data has become a business decision of all walks of life is an important foundation.

Electric business platform is also very focused on this aspect of data analysis, such as the World Factory Network, with the ranking of the data analysis, through the analysis of users in the world's factory web search habits and search records, free of charge to provide the product rankings, buy rankings and business rankings. Coincidentally, as the industry portal equipment Manufacturing Network is about to provide data analysis in the future development of the function, from the introduction of the website can be seen: the monthly corporate website Professional SEO test reports, quarterly professional industry research reports and so on. All these industry trends, all show this one characteristic: enterprise data, industry analysis. Only the industry website, the electric business platform and so on have the enterprise data superiority, moreover the collection entire industry information, and has the analysis conformity data ability, can truly provide the real and effective data analysis for the enterprise.

From the attitude of the parties to treat a thing and investment trends, we can easily understand the importance of this thing, from the above examples can be seen, data analysis for all walks of life is very important, especially for E-commerce platform.

Ii. seven important factors in electronic commerce data analysis

1, E-commerce data analysis needs business sensitive

Today's E-commerce company's data analyst, some like the boss of the strategist, must have from the boring data to unlock the market password ability. For example, business-minded data analysts have found that sales of baby cars on the site have increased, so he can basically predict that sales of powdered milk will follow. Another example, the site's products play the role is not the same, some products are to make money, some products are to promote, and some products are to attract traffic, different products placed on the site is not the same position.

A commercially sensitive data analyst is the one who knows what data to use to achieve the company's goals. For example, cool days and Taobao competition, they focus on not trading volume, but traffic: how many new sellers every day to come in and sell how many things. Because the core of the competition at this stage is popularity, not real trading volume. If the new sellers come in and sell nothing, only the old sellers are growing in volume, even if the last day's trading volume increases, there is still a problem.

For example, a business-to-business company that has just entered the market and a business-to-business company that has occupied most of the market has different goals. The former is to see the flow to earn popularity, the latter on the flow is not valued, but value the conversion rate and turnover.

The current data analysts are mostly statistics, and a bunch of data are there, and everyone is good at how to calculate regression and how to draw functions. But this group of people who study mathematics lack business awareness, do not know what the data means to the business, can not see a lot of data in each other's relationship, also do not know what kind of logical analysis, and can not act as the boss's eyes.

2, E-commerce website conversion rate is the key, ROI is the ultimate goal

E-commerce business-to-business platform is the purpose of the enterprise services, so that buyers and sellers of the market cost reduction, reduce transaction costs, improve order profits. Therefore, the E-commerce Web site conversion rate is the key, which refers to an indicator of the importance of--roi. ROI is the shorthand for return on investment, which refers to the value that should be returned through investment, which covers the profit target of the enterprise. Profit is related to the property necessary for the operation of the investment, as managers must make profits through investment and existing property. Also called the accounting rate of return, investment profit margin.

The formula is: Return on investment (ROI) = annual profit or annual profit/Total investment x100%

The advantage of ROI is that the calculation is simple; The disadvantage is not to take into account the time value of capital factors, can not correctly reflect the length of the construction period and investment mode and the amount of the recovery of the impact of conditions on the project, the molecular, denominator calculation caliber is poor, can not directly use the net cash flow information. Only investment projects with an investment profit margin index greater than or equal to the risk-free profit margin are financially feasible.

ROI is often time-sensitive-returns are usually based on certain years.

3, the Electronic Commerce Data Analysis Measurement index setting

The indicator is to let us better understand the operational situation from the level of data quantification, now PV, UV, conversion rate is basically the index of operation supervision; The index of the website analysis may have various, according to the website's target and the website customer's difference, may have many different indicators to measure. Commonly used web site analysis indicators have content indicators and business indicators, content indicators refers to the measurement of visitor activity indicators, business indicators is to measure the conversion of visitors to commercial profits indicators.

The data of e-commerce can be divided into two kinds: front-end behavior data and back-end business data. The front-end behavior data refers to the data of the response user's behavior, such as the traffic volume, the browsing volume, the click Stream and the search in the station, and the back-end data focuses on business data, such as transaction volume, ROI, and lifecycle management.

Some people are concerned about front-end behavioral data and some care about back-end business data, but few sites connect front-end behavioral data with back-end business data. People just look at one end of the data. But people who look at the data and see the "obsession" will understand that every data, like a star scattered in the dark, is full of connections, and that just by tapping one of the data, it drives another data change.

4. Analysis on the causes of abnormal changes of some indexes

Some of the site's indicators of abnormal changes in the external market some changes in the objective response, the site's data analysts must be active attention. For example, PV reduction (anomaly), then we have to analyze the user is the search source reduction or direct access reduction? The reduction of the reverse connection? The search is reduced to observe the user's keywords, search engines and so on.

For example, in the first half of 2011, there has been an argument between Alibaba and Hui Cong, and in those days, another business-to-business Web site-the World Factory Network member registration volume rises, more than thousands of registrations per day. This is, of course, only part of the speculation that it is logical to assume that companies will choose a third party platform when two of the business-to-business giants are unstable. However, after this, the world's factory registration volume has been steadily rising, is this a member of the discovery of a free "Newland" word-of-mouth propaganda it? It turned out to be the result of a new project in the world's factory network--the global corporate library's online appeal to a large number of corporate members, and a sudden rise in registration volume. For some of the abnormal increase or decrease of data, it is necessary to analyze its causes and market timing, this platform for the future development and policy guidance is very useful.

One day, LinkedIn (a community website) suddenly found many visitors from Lehman Brothers, but did not delve into the cause. The next day, Lehman Brothers was declared bankrupt. Why? Lehman Brothers went to LinkedIn to find a job. Google announced the withdrawal of the first one months of China, the author found in the LinkedIn of some usually rarely seen Google product manager online, which is the same truth. Just imagine, if LinkedIn to a listed company analysis certain data, is it very commercial value?

5, the use of data analysis of user behavior habits

Again, getting data to analyze is in the guessing user's psychology and some habits, the most real is to let users tell you what you need, these can be done by polling and problem submission, of course, using data integration analysis is also inevitable, and then do it to weigh the pros and cons to improve the user experience, And some basic product positioning and activities.

Equipment manufacturing officials believe that the site data analysis should be two levels: first, the site data analysis, is for the product. Around the product how to operate, do closed path analysis. The product of the click is smooth, functional display is perfect. Second, the study of customer access focus, mining customer potential needs. If it is a trading-oriented E-commerce site, is to study how to effectively facilitate the transaction, whether the joint single!

6, Customer purchase behavior analysis

When the user on the E-commerce site has a purchase behavior, from the potential customers into the value of the site customers, E-commerce sites will generally users of the transaction information, including the purchase time, purchase, purchase quantity, payment amount and other information stored in their own database, so for these users, We can analyze the wording of their transactions based on the operating data of the website to estimate the value of each user and the possibility of expanding marketing for each user.

Customer purchase behavior analysis, such as the traditional RFM model, membership clustering, member life cycle analysis, activity analysis, these are accurate operations are very important.

7, E-commerce data analysis needs to pay attention to combat experience

Several important factors of e-commerce data analysis mentioned above, I personally feel a bit of a routine, e-commerce data analysis is more actual combat, the essence of the site analysis is to understand the needs of users, behavior, to develop user experience good functions and services, the development of marketing strategies and additional functions of extension services and so on. (Paper/equipment manufacturing network http://zhuangbei.gongchang.com/)