What data should the e-commerce platform analyze? How to analyze it specifically?

The data and rules to be analyzed by the e-commerce platform are as follows:

1, website operation index:

Website operation indicators are mainly used to measure the overall operation of the website. Here, the Ec data analysis alliance temporarily divides the website operation indicators into website traffic indicators, commodity category indicators and supply chain indicators. Website traffic indicators are mainly considered from the aspects of website optimization, website usability, website traffic quality and customer purchase behavior.

Commodity category indicators are mainly used to measure the normal operation level of website commodities, which are closely related to sales indicators and supply chain indicators. The supply chain indicators here mainly refer to the commodity inventory and delivery of e-commerce websites, regardless of the production of commodities and the storage and transportation of raw materials.

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. The external competitive environment indicators mainly include the market share, market expansion rate and website ranking of websites. These indicators usually use data reported by third-party research companies. Compared with independent B2C websites, Taobao's data in this respect is much more accurate.

The shopping environment indicators in the website include functional indicators and operational indicators (this part is consistent with the previous traffic indicators). Commonly used functional indicators include the diversity of commodity categories, the diversity of payment and distribution methods, the normal operation of websites, link speed and so on.

3. Sales performance indicators:

The sales performance index is directly linked to the company's financial income, which plays an outline role in all data analysis index systems, and the refinement of other data indicators can be subdivided according to this index.

The website sales performance index focuses on the conversion rate of website orders, while the order sales index focuses on specific gross profit margin, order efficiency, repeat purchase rate and return rate. Of course, there are many indicators, such as total sales, brand category sales, total orders and effective orders, so I won't list them here.

4. Marketing activity indicators:

The success of a marketing activity is usually considered from the aspects of activity effect (income and influence), activity cost and activity cohesion (usually measured by user attention, number of users and customer unit price). Here, the marketing activity indicators are divided into daily market operation indicators, advertising indicators and foreign cooperation indicators.

Among them, the market operation activity index and advertising index mainly consider the number of new visitors, the number of orders, the order conversion rate, the cost of each visit, the income of each conversion and the return on investment. Foreign cooperation indicators depend on specific partners. For example, when an e-commerce website cooperates with the rebate network, the first consideration is the cooperative rate of return.

5. Customer value indicators:

The value of a customer usually consists of three parts: historical value (past consumption), potential value (mainly from the perspective of user behavior and RFM model as the main measure) and added value (mainly from the perspective of user loyalty and word-of-mouth promotion). Here, customer value indicators 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, the acquisition cost of visitors and the conversion rate from visit to order are used to measure the overall customer value, while the measurement of old customer value is based on RFM model in addition to the above considerations.

Extended data:

Advantages of using analytical data in e-commerce;

After the establishment of the data analysis system, its data indicators are not static and need to be adjusted in real time according to the changes of business requirements. Pay attention to the change of statistical period and key indicators when adjusting.

Usually, analyzing a data indicator alone can't solve the problem, and all indicators are interrelated. Weave all indicators into a net and find your own data indicator nodes according to specific needs. When users make purchases on e-commerce websites, they change from potential customers to value customers of the websites.

E-commerce websites generally store users' transaction information in their own databases, including purchase time, purchase goods, purchase quantity, payment amount and other information, so that these customers can analyze their transaction behavior according to the operation data of the website, thus estimating the value of each customer and the possibility of expanding marketing for each customer.

Baidu Encyclopedia-E-commerce Data Analysis