業(yè)務(wù)數(shù)據(jù)分析：五招破解業(yè)務(wù)難題

第1 篇 數(shù)據(jù)分析基礎(chǔ)篇
第1 章 數(shù)據(jù)分析：職場(chǎng)人的強(qiáng)大武器 ........................................................................... 2
1.1 數(shù)據(jù)分析能更有說(shuō)服力 ............................................................................... 2
1.2 數(shù)據(jù)分析能提升企業(yè)的效率 ....................................................................... 4
1.3 數(shù)據(jù)分析能提升項(xiàng)目的成功率 ................................................................... 5
1.4 數(shù)據(jù)分析能增強(qiáng)項(xiàng)目的說(shuō)服力 ................................................................... 7
1.5 數(shù)據(jù)分析能及時(shí)發(fā)現(xiàn)異常 ........................................................................... 9
1.6 數(shù)據(jù)分析能建立自身的影響力 ................................................................. 10
第2 章 目標(biāo)確認(rèn)：數(shù)據(jù)分析的第一步 ......................................................................... 12
2.1 確認(rèn)目標(biāo)后再行動(dòng) .................................................................................... 12
2.2 避免出現(xiàn)信息差 ........................................................................................ 14
2.3 別遺漏關(guān)鍵信息 ........................................................................................ 16
2.4 目標(biāo)確認(rèn)的步驟 ........................................................................................ 18

第3 章 尋找需要的數(shù)據(jù)：數(shù)據(jù)分析的基礎(chǔ) ................................................................. 21
3.1 數(shù)據(jù)分析需要原材料................................................................................. 21
3.2 常見(jiàn)的數(shù)據(jù)類型 ........................................................................................ 22
3.3 用戶行為數(shù)據(jù) ............................................................................................ 23
3.3.1 分析用戶行為數(shù)據(jù)的目的 ............................................................. 23
3.3.2 用戶行為數(shù)據(jù)的分類 ..................................................................... 25
3.3.3 用戶行為數(shù)據(jù)的特點(diǎn) ..................................................................... 26
3.4 產(chǎn)品內(nèi)容數(shù)據(jù) ............................................................................................ 27
3.4.1 分析產(chǎn)品內(nèi)容數(shù)據(jù)的目的 ............................................................. 27
3.4.2 產(chǎn)品內(nèi)容數(shù)據(jù)的分類 ..................................................................... 28
3.4.3 產(chǎn)品內(nèi)容數(shù)據(jù)的特點(diǎn) ..................................................................... 28
3.5 交易數(shù)據(jù) .................................................................................................... 29
3.5.1 分析交易數(shù)據(jù)的目的 ..................................................................... 29
3.5.2 交易數(shù)據(jù)的分類 ............................................................................. 30
3.5.3 交易數(shù)據(jù)的特點(diǎn) ............................................................................. 31
3.6 運(yùn)營(yíng)數(shù)據(jù) .................................................................................................... 32
3.6.1 分析運(yùn)營(yíng)數(shù)據(jù)的目的 ..................................................................... 32
3.6.2 運(yùn)營(yíng)數(shù)據(jù)的分類 ............................................................................. 32
3.6.3 運(yùn)營(yíng)數(shù)據(jù)的特點(diǎn) ............................................................................. 33
3.7 用戶線下行為數(shù)據(jù) .................................................................................... 34
3.7.1 分析用戶線下行為數(shù)據(jù)的目的 ..................................................... 34
3.7.2 用戶線下行為數(shù)據(jù)的分類 ............................................................. 34
3.7.3 用戶線下行為數(shù)據(jù)的特點(diǎn) ............................................................. 34
3.8 第三方數(shù)據(jù) ................................................................................................ 35
3.8.1 分析第三方數(shù)據(jù)的目的 ................................................................. 35
3.8.2 第三方數(shù)據(jù)的分類 ......................................................................... 36
3.8.3 第三方數(shù)據(jù)的特點(diǎn) ......................................................................... 36

第4 章 理解業(yè)務(wù)流程：數(shù)據(jù)分析的核心 ..................................................................... 38
4.1 理解數(shù)據(jù)分析中的業(yè)務(wù)三要素 ................................................................. 38
4.2 活躍用戶數(shù) ................................................................................................ 41
4.2.1 理解活躍用戶數(shù) ............................................................................. 41
4.2.2 增加活躍用戶數(shù)的常見(jiàn)方法 ......................................................... 43
4.3 用戶轉(zhuǎn)化率 ................................................................................................ 44
4.3.1 理解用戶轉(zhuǎn)化率 ............................................................................. 44
4.3.2 提升用戶轉(zhuǎn)化率的常見(jiàn)方法 ......................................................... 45
4.4 營(yíng)收規(guī)模 .................................................................................................... 46
4.4.1 理解營(yíng)收規(guī)模 ................................................................................. 46
4.4.2 擴(kuò)大營(yíng)收規(guī)模的常見(jiàn)方法 ............................................................. 47

第5 章 數(shù)據(jù)分析方法：5 招快速上手 .......................................................................... 48
5.1 數(shù)據(jù)分析第一招：看變化 ......................................................................... 49
5.1.1 什么是看變化 ................................................................................. 49
5.1.2 變化數(shù)與變化率 ............................................................................. 49
5.1.3 環(huán)比與同比 ..................................................................................... 51
5.2 數(shù)據(jù)分析第二招：做比較 ......................................................................... 54
5.2.1 什么是做比較 ................................................................................. 54
5.2.2 參照物的選擇 ................................................................................. 55
5.2.3 目標(biāo)達(dá)成情況 ................................................................................. 56
5.2.4 競(jìng)品對(duì)比 ......................................................................................... 59
5.2.5 市場(chǎng)占有率 ..................................................................................... 63
5.3 數(shù)據(jù)分析第三招：做拆分 ......................................................................... 64
5.3.1 什么是做拆分 ................................................................................. 64
5.3.2 按用戶訪問(wèn)渠道拆分 ..................................................................... 65
5.3.3 按地理位置拆分 ............................................................................. 68
5.3.4 按用戶屬性拆分 ............................................................................. 69
5.4 數(shù)據(jù)分析第四招：看轉(zhuǎn)化 ......................................................................... 71
5.4.1 什么是轉(zhuǎn)化率 ................................................................................. 71
5.4.2 多層轉(zhuǎn)化率的分析 ......................................................................... 71
5.4.3 轉(zhuǎn)化率分析工具：漏斗圖和用戶旅程地圖 ................................. 72
5.5 數(shù)據(jù)分析第五招：發(fā)現(xiàn)規(guī)律與異常 ......................................................... 74
5.5.1 什么是數(shù)據(jù)的規(guī)律與異常 ............................................................. 74
5.5.2 發(fā)現(xiàn)規(guī)律 ......................................................................................... 75
5.5.3 發(fā)現(xiàn)異常 ......................................................................................... 80

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