8个数据分析办法，指点营销策略
<div style="color: black; text-align: left; margin-bottom: 10px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销是企业<span style="color: black;">按照</span><span style="color: black;">目的</span>用户的<span style="color: black;">需要</span><span style="color: black;">供给</span><span style="color: black;">制品</span>和服务，实现盈利的一切经营活动，关于营销的数据分析，有<span style="color: black;">那些</span>工作可做，该怎么做？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">分析思路</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1、对谁营销-用户<span style="color: black;">行径</span>的分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">行径</span>指挥着营销活动的走向，从新品<span style="color: black;">研发</span>到价格定制；从<span style="color: black;">途径</span>管理到品牌管理。用户<span style="color: black;">行径</span>分析是营销分析的首要内容，是<span style="color: black;">拥有</span>差异化的，<span style="color: black;">亦</span>正是<span style="color: black;">这般</span>的差异性，要做市场细分和<span style="color: black;">目的</span>市场的<span style="color: black;">选取</span>，针对<span style="color: black;">目的</span>用户做<span style="color: black;">精细</span>营销。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2、<span style="color: black;">怎样</span>营销-4P营销组合</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4P营销组合即<span style="color: black;">研发</span><span style="color: black;">制品</span>、制定价格、蒲剑<span style="color: black;">途径</span>、市场推广</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3、营销效果<span style="color: black;">评定</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业常做的营销效果<span style="color: black;">评定</span>有三种：用户满意度、<span style="color: black;">宣传</span>效果<span style="color: black;">评定</span>和品牌资产诊断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>以上的营销分析思路，针对营销分析的这三项内容一共有这8种<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/ba6000779012b3ed23c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=Tg8v59pwBpZcDM2zBdO73hTviIU%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span><span style="color: black;">因为</span>篇幅所限，每类各挑一种讲述。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">聚类分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">聚类分析是市场细分<span style="color: black;">办法</span>中最<span style="color: black;">平常</span>的。市场细分是<span style="color: black;">按照</span>用户亲疏程度将<span style="color: black;">类似</span>用户聚在<span style="color: black;">一块</span>，使类内差异小、类间差异大的过程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，为了<span style="color: black;">科研</span>移动用户手机消费习惯，<span style="color: black;">咱们</span>在数据中收集了7个变量：客户编号、工作日上班时期时长、工作日下班时期市场、周末<span style="color: black;">tel</span>时长、国际<span style="color: black;">tel</span>时长、总通话时长、平均每次通话时长来对用户进行细分。采取迭代聚类<span style="color: black;">办法</span>分析，利用SPSS做初步分析、<span style="color: black;">而后</span>标准化处理、聚类分析，利用excel生成如下的数据条:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/bdc00066bbd5037c802~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=POE0%2F53tjae9T%2FoYhuqByrUh7vA%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>一来可对各类用户做特征描述：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p26-sign.toutiaoimg.com/bda00066d0e822b059b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=yK9GWZnCk%2B9x6jRD0RF3n%2FAWx5k%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">定标比超分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一般</span>用于<span style="color: black;">途径</span>的分析<span style="color: black;">科研</span>。定<span style="color: black;">便是</span>定标杆。<span style="color: black;">例如</span>线下实体店，<span style="color: black;">怎样</span><span style="color: black;">评估</span>其表现？<span style="color: black;">一般</span>用<span style="color: black;">途径</span>覆盖率和<span style="color: black;">途径</span>效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">途径</span>覆盖率=覆盖网点数/该地网店总数，<span style="color: black;">表现</span><span style="color: black;">途径</span>的广度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">途径</span>效率=网店的平均<span style="color: black;">营销</span>量，反映<span style="color: black;">途径</span>的深度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">标<span style="color: black;">便是</span><span style="color: black;">创立</span><span style="color: black;">评估</span>指标体系</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>电商行业在抽取后台数据，利用FineBI做进一步数据分析，<span style="color: black;">经过</span>引用转化率和UV确定一个<span style="color: black;">途径</span>价值指标，形成一个矩阵分析图就很好判断<span style="color: black;">每一个</span><span style="color: black;">途径</span>的价值以及优化空间了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p9-sign.toutiaoimg.com/c1000012742626ff869~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=rqhvwruaZbQgeNrFUNcysNlkUyM%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">比超是为了比较差异，提出赶超<span style="color: black;">措施</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>上图的每个<span style="color: black;">途径</span>比重都是<span style="color: black;">同样</span>的，<span style="color: black;">经过</span>进一步分析<span style="color: black;">每一个</span><span style="color: black;">途径</span>的影响<span style="color: black;">原因</span>，<span style="color: black;">例如</span><span style="color: black;">揭发</span>量、投放时间、投放价格等指标对驱动啊影响的程度，得到<span style="color: black;">每一个</span>指标的权重，收集各个指标的表现数据来分析。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，架设有百货、超市、家电连锁三个<span style="color: black;">途径</span>，<span style="color: black;">每一个</span><span style="color: black;">途径</span>比重如下</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/bd900066d75d80a3f6d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=3e7aos1OFPIR0tl8SFzHTULWxTQ%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">收集各个品牌在各项指标的表现数据</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/bd800066d0e18cd3b47~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=xbCVTpAyWSYRPAmdzOMdxd8qq08%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>覆盖率的指标权重和品牌表现画出如下图：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/ba600077b395b5b9a20~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=VfVIjy%2BRZOYy9Z0MwfmHnM9SGUo%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌A与标杆品牌相比，总体<span style="color: black;">处在</span>低势，<span style="color: black;">原由</span>是A品牌在最关键的家电连锁商铺货不足，<span style="color: black;">途径</span>覆盖率低。关于<span style="color: black;">途径</span>覆盖率低的分析<span style="color: black;">咱们</span><span style="color: black;">能够</span>进一步做分析，类似的<span style="color: black;">办法</span>，<span style="color: black;">知道</span>影响<span style="color: black;">原因</span>、设置权重、确定<span style="color: black;">评估</span>指标。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">漏斗分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">行径</span>分为以下几个<span style="color: black;">周期</span>：产生<span style="color: black;">需要</span>、信息收集、<span style="color: black;">方法</span>必选、购买决策和购后<span style="color: black;">行径</span>。这五个<span style="color: black;">周期</span>就像漏斗，<span style="color: black;">最后</span><span style="color: black;">仅有</span>一部分转为成功用户，<span style="color: black;">每一个</span><span style="color: black;">周期</span>都有用户流失。<span style="color: black;">倘若</span>能找到<span style="color: black;">每一个</span><span style="color: black;">周期</span>流失的<span style="color: black;">原由</span>就<span style="color: black;">能够</span>找到改进方向了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/c100001287ce207073d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=wWSb2j8HkrhWrOKi%2FSV8H%2F0BWdY%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从产生<span style="color: black;">需要</span>到信息收集，用户流失有可能是品牌、<span style="color: black;">制品</span>传播不给力，<span style="color: black;">导致</span>部分用户转向竞品，<span style="color: black;">或</span>是信息收集的方式<span style="color: black;">不足</span>友好。怎么<span style="color: black;">处理</span>？从<span style="color: black;">处理</span>用户的三个问题下决策：<span style="color: black;">为何</span>买，哪里买，多少钱。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从信息收集到<span style="color: black;">方法</span>比选和购买决策，这个过程用户的流失取决于企业传达了什么样的信息，<span style="color: black;">是不是</span>把<span style="color: black;">优良</span>表达出来，<span style="color: black;">是不是</span>贴合的用户的<span style="color: black;">需要</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再到购后<span style="color: black;">行径</span>，<span style="color: black;">这儿</span>取决于用户的体验，<span style="color: black;">制品</span>的体验<span style="color: black;">是不是</span>达到了用户的预期，操作<span style="color: black;">繁杂</span>，视觉糟糕都是<span style="color: black;">引起</span>用户流失的<span style="color: black;">原由</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这五个<span style="color: black;">周期</span>都有一个转化的比率，<span style="color: black;">或</span><span style="color: black;">叫作</span>为效率，<span style="color: black;">咱们</span>常常将这一段时间的效率和前期比，和竞品比，和预期<span style="color: black;">目的</span>比，来总结经验，做出决策，引导更好的转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>的分析<span style="color: black;">亦</span>成成运用到品牌分析里面，对应<span style="color: black;">这般</span>五个<span style="color: black;">周期</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/c130001c50fc8bb93ad~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=lvBOeReofFDxWI4fHUeaKdyI68Q%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，关于营销主题的数据分析，和其他主题<span style="color: black;">同样</span>，需要做一个统一的管理。除此之外，<span style="color: black;">因为</span>如今市场的变动<span style="color: black;">快速</span>，不可能做到每<span style="color: black;">周期</span>花<span style="color: black;">许多</span>时间做<span style="color: black;">定时</span>分析，<span style="color: black;">这般</span>的效率是跟不上市场的速度的，<span style="color: black;">意见</span><span style="color: black;">注重</span>营销战略的企业，能够把这<span style="color: black;">一起</span>纳入到企业的数据化运营管理体系内，利用FineBI构建营销主题的分析，做到实时<span style="color: black;">认识</span>市场动态和企业动态。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/c100001292ca028e976~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725685435&x-signature=%2FqSaxF5Lho3oEA9WNTS7s1KwYfQ%3D" style="width: 50%; margin-bottom: 20px;"></p>
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