The data and analysis rules that the e-commerce platform should analyze are as follows:

1. Website operation indicators:

Website operation indicators are mainly used to measure the overall website Operation status, here the Ec Data Analysis Alliance temporarily subdivides website operation indicators into website traffic indicators, product category indicators, and supply chain indicators. Website traffic indicators are mainly considered from aspects such as website optimization, website usability, website traffic quality and customer purchasing behavior.

Product category indicators are mainly used to measure the normal operation level of website products. This category indicator is closely related to sales indicators and supply chain indicators. The supply chain indicators here mainly refer to the inventory and delivery of goods on the e-commerce website, while the production of goods and raw material inventory and transportation are not considered.

2. Business environment indicators:

Here, the business environment indicators of e-commerce websites are divided into external competitive environment indicators and internal shopping environment indicators. External competitive environment indicators mainly include website market share, market expansion rate, website ranking, etc. Such indicators usually use report data from third-party research companies. Compared with independent B2C websites, Taobao's data in this area must be more accurate. many.

The internal shopping environment indicators of the website include functional indicators and operational indicators (this part of the content is consistent with the previous traffic indicators). Commonly used functional indicators include the diversity of product categories and the diversity of payment and delivery methods. , normal operation of the website, link speed, etc.

3. Sales performance indicators:

Sales performance indicators are directly linked to the company’s financial income. This indicator plays an outlining role in all data analysis indicator systems. Other data indicators are The detailed implementation can be subdivided according to this indicator.

The website sales performance indicators focus on the conversion rate of website orders, while the order sales indicators focus on the specific gross profit margin, order efficiency, repeat purchase rate, return and exchange rate, and of course there are many indicators. , such as total sales, brand category sales, total orders, effective orders, etc., are not listed here one by one.

4. Marketing activity indicators:

Whether a marketing activity is successful or not is usually determined from the activity effect (income and influence), activity cost and activity adhesion (usually measured in terms of Measured by user attention, number of active users, customer unit price, etc.) and other considerations. Here, marketing activity indicators are divided into daily market operation activity indicators, advertising indicators and external cooperation indicators.

The market operation activity indicators and advertising delivery indicators mainly consider indicators such as the number of new visitors, the number of orders, order conversion rate, cost per visit, revenue per conversion, and return on investment. The external cooperation indicators are determined according to the specific cooperation partners. For example, if an e-commerce website cooperates with a rebate network, the first consideration is the rate of return of the cooperation.

5. Customer value indicator:

The value of a customer usually consists of three parts: historical value (past consumption), potential value (mainly considered from the perspective of user behavior, RFM model as the main measurement basis) and added value (mainly considered from aspects such as user loyalty, word-of-mouth promotion, etc.). The customer value indicators here are divided into overall customer indicators and new and old customer value indicators.

These indicators are mainly measured from two aspects: customer contribution and acquisition cost. For example, the number of visitors, visitor acquisition cost, and conversion rate from visit to order are used to measure the overall customer value index. In addition to the above considerations, the measurement of the value of old customers is based more on the RFM model.

Extended information:

Advantages of using analytical data in e-commerce:

After the data analysis system is established, its data indicators are not static and need to be based on the business Real-time adjustments are made to changes in demand. When making adjustments, attention should be paid to changes in statistical cycles and changes in key indicators.

Usually, analyzing a certain data indicator alone cannot solve the problem, and each indicator is interrelated. Weave all indicators into a network and find their respective data indicator nodes according to specific needs. When a user makes a purchase on an e-commerce website, he or she becomes a valuable customer of the website.

E-commerce websites generally store users’ transaction information, including purchase time, purchased goods, purchase quantity, payment amount and other information in their own databases, so these customers can be tracked based on the website’s operational data. Their transaction behavior is analyzed to estimate the value of each customer and the possibility of expanded marketing for each customer.

Baidu Encyclopedia-E-commerce Data Analysis