Website Data operation: basic literacy of data analyst

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

As an ordinary Enterprise Manager, every day will be concerned about product sales, the return of funds, as a large network Center administrator, daily care about the entire network traffic, server Dynamic Data. By managing all the data related to the product, it can obviously improve the enterprise's competitiveness and product innovation ability. Similar data exist in the Internet field. Through the operation of data management, you can answer the operational objectives, to help solve the operational problems encountered in the operation, can help achieve operational objectives, assessment operations team, channel promotion, Operation Planning.

Take the game product data operation For example, the number of registered users is an important statistic data of game operation, it is an important index to measure the work of the game channel, and it is also an important support to carry out the operation charge; the number of paid users can reflect the purchase behavior of the paid players and the important data index to measure the business value of game operation Props Sales report data can be used to view the overall game props product design rationality, but also as a prop design and operation of a reference to improve the way.

Taobao is no exception in this respect. We note that Taobao has launched a "shared data platform", which integrates, analyzes, and excavates business data to provide a variety of data products through massive data storage, high concurrency, a distributed data processing framework, large message middleware, high-performance distributed query systems, real-time computing frameworks, and real-time data stream processing technologies. For example, the "Quantum constant statistics" introduced by the platform. Quantum constant statistics is to provide real-time store data Services Taobao commercial products, it can not only help Taobao sellers analysis of the flow of stores, conversion rate, bounce rate, trading, collection and other operating data, but also provide a variety of traffic sources and effects of data Analysis Services, the following figure

So, in the network data operation more and more important today, in the data statistics products more and more advanced now, network data analysis personnel should have what requirements?

First, you can understand the most basic concepts and definitions of network analysis. The definition and basic concept of network analysis is the technical terminology of Internet data analysis, if even the most basic site monitoring indicators PV, UV, Access IP, independent visitors can not understand, then the network data analysis can not talk about, of course, in the actual application of the site's measurement indicators also include other parameters, user sources ( Routing domain names, search engines, keywords), source pages, user attributes (user age, occupation, visiting areas, browsers, etc.) are also important concepts related to network analysis.

Second, understand the basic knowledge of Internet product development. For example, familiarize yourself with the basic concepts and structure of HTML, understand the JavaScript language, and familiarize yourself with the way information is stored and transmitted, such as cache caches, client cookies, etc. It seems that these are technical things, data analysts do not seem to need to understand these, but a qualified data analyst, need to be able to data site of the various page layout and structure, can understand what information on the page is the user's attention, which data is the current online user's data, Which is the historical cache of data, which helps to more accurate analysis and statistics of data.

At the same time, you can use common web analytics tools. such as Baidu statistics, webmaster statistics tools, Google analytics and other web analytics tools. These tools show how users can find and browse your Web site and how you can improve your visitors ' experience, help improve ROI, increase conversion, and gain more online, as shown in the following figures

In addition, the need to have some data analysis report writing ability. In data analysis, you must be familiar with the Excel table making software, SAS (Statistics analysis System, a large statistical analytical software) and other statistical software, the results of this analysis can be convincing. All of the data analysis is not generated in the mind, eventually to be reflected in the analysis of the report, if the analysis task is done, but there is no way to reflect well, then it can not reflect the value of data analysis.

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