数据化营销

引言 .................................................................................................

引言 .............................................................................................................1

第1章 流量篇 ................................................................................................7

1.1 流量来源分析详解 ......................................................................................................8

1.1.1 店铺流量来源总览 ...........................................................................................8

1.1.2 站内流量（免费流量、付费流量和老客户流量） .....................................10

1.1.3 站外流量 .........................................................................................................14

1.1.4 关于流量的小结 .............................................................................................15

1.2 优化流量的精准！让每一分钱花在刀刃上 ............................................................16

1.2.1 付费直通车流量跟精准的分析优化案例 .....................................................16

1.2.2 老客户流量数据分析优化案例 .....................................................................18

1.2.3 按天流量分析优化案例 .................................................................................20

1.2.4 按地域流量分析案例 .....................................................................................24

第2章 成交转化率 .....................................................................................31

2.1 成交转化漏洞理论介绍 ............................................................................................32

2.2 店铺指标对成交转化率的影响 ................................................................................34

2.2.1 网店页面组成 .................................................................................................34

2.2.2 登录页面及跳失率 .........................................................................................37

2.2.3 出店页面及出店率 .........................................................................................41

2.2.4 首页及需要关注的指标 .................................................................................43

2.2.5 宝贝页及需要关注的指标 .............................................................................44

2.2.6 分类页及需要关注的指标 .............................................................................46

2.2.7 自定义页及需要关注的指标 .........................................................................49

2.2.8 搜索页及需要关注的指标 .............................................................................49

2.2.9 访客来源对转化率的细分 .............................................................................51

2.2.10 访客地区对成交转化率的细分 ...................................................................54

2.2.11 新老客户的成交转化率差异 .......................................................................56

2.2.12 静默转化率 ...................................................................................................56

2.2.13 旺旺咨询转化率 ...........................................................................................56

2.2.14 订单支付率 ...................................................................................................57

2.3 淘宝店铺转化率优化 ................................................................................................58

2.3.1 店铺优化转化率思路 .....................................................................................59

2.3.2 店铺转化率因素归类 .....................................................................................60

2.3.3 查看数据魔方中的数据指标 .........................................................................62

2.3.4 查看量子恒道统计中的数据指标 .................................................................64

2.3.5 装修数据的记录 .............................................................................................66

2.4 店铺页面装修因素 ....................................................................................................67

2.4.1 转化率页面因素优化流程 .............................................................................67

2.4.2 店铺首页装修分析 .........................................................................................68

2.4.3 宝贝页面装修分析 .........................................................................................70

2.4.4 宝贝页面装修分析数据记录 .........................................................................75

2.5 问题宝贝的转化率 ....................................................................................................76

2.5.1 问题宝贝优化流程 .........................................................................................77

2.5.2 落单宝贝的优化流程 .....................................................................................78

2.5.3 客户流失分析 .................................................................................................79

2.6 自然流量转化率 ........................................................................................................87

2.6.1 淘宝站内的免费流量 .....................................................................................87

2.6.2 自然流量关键词因素 .....................................................................................89

2.6.3 自然流量关键词优化流程 .............................................................................89

2.6.4 自然流量关键词优化案例 .............................................................................90

2.7 付费流量转化率 ........................................................................................................92

2.7.1 付费流量关键词优化流程 .............................................................................92

2.7.2 付费流量关键词优化案例 .............................................................................93

2.8 店铺商品整体归类因素 ............................................................................................96

第3章 客单价 ............................................................................................99

3.1 客单价 ......................................................................................................................100

3.2 日均客单价 .............................................................................................................101

3.2.1 影响日均客单价的三个因素 .......................................................................101

3.2.2 关联营销那些事 ...........................................................................................102

3.3.3 宝贝定价那些事 ...........................................................................................115

3.2.4 订单中同一宝贝的重复购买 .......................................................................120

3.3 购买频次 ..................................................................................................................121

3.3.1 客户满意度 ...................................................................................................123

3.3.2 重复购买 .......................................................................................................126

3.3.3 品牌认知的融入 ...........................................................................................136

3.3.4 建立全面的客户关系管理体系 ...................................................................137

第4章 网店数据部门的运营 ....................................................................141

4.1 淘宝网店数据分析部门的工作内容与工作职能 ..................................................142

4.1.1 淘宝网店数据分析部门的工作内容 ...........................................................142

4.1.2 淘宝网店数据分析部门的工作职能 ...........................................................144

4.2 网店数据分析部门的运营模式 ..............................................................................144

4.3 行业数据分析工作 ..................................................................................................145

4.3.1 店铺推广策略 ...............................................................................................149

4.3.2 推广策略 .......................................................................................................149

4.3.3 推广执行方案 ...............................................................................................150

4.3.4 商品发布方案 ...............................................................................................150

4.3.5 店铺促销活动方案 .......................................................................................152

4.3.6 店铺装修方案 ...............................................................................................152

4.3.7 广告投放策略 ...............................................................................................153

4.4 店铺数据分析 ..........................................................................................................154

4.5 数据部门运营的注意事项 ......................................................................................163

4.5.1 数据分析工作需要长期坚持 .......................................................................163

4.5.2 数据的保存和保护 .......................................................................................163

4.6 章节小结 ..................................................................................................................163

4.7 实例：“小也香水”店铺数据分析部门运营实例 ..............................................164

4.7.1 数据团队的架构以及岗位设置 ...................................................................164

4.7.2 小也数据团队的岗位设置及对应职能 .......................................................165

4.7.3 小也数据团队的工作流程 ...........................................................................166

4.7.4 小也数据团队的数据保密制度 ...................................................................168

第5章 案例分享 ........................................................................................171

附录1 网店数据工具表格 .........................................................................181

附录2 数据化营销软件工具表 ...............................................................201

附录3 指标和术语 ..................................................................................205