2017年數據驅動電商零售運營.pdf

1、數據驅s電商的零售運營數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結數據驅s電商?數據驅s電商?數據是電商平臺提供的核心服r之一電商平臺擁有跨行業和零售商的市場數據 幫t商家en更為科學和系統的數據v零售運營數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結零售運營的目標最好的時間最相h的商品最合理的價格最棒的體驗電商的零售運營?Derive inventory strategy from overall strategy Prioritize strategic inv.gaps vs.tactical inv.opportunitiesI

2、dentify best(i.e.,shortest)way to close gapsMake best use of merchandising/marketing assetsMonitor performance in real-time.Measure the overall performance.Assorted Plan Account PlanInventory Priority Trend BriefingSourcing List Optimization ListGlobal Brief and Retail CalendarSales Performance Repo

3、rtAnnualQuarterly/MonthlyMonthly/WeeklyMonthly/WeeklyMonthly/Weekly結果Wr頻率電商的零售運營?Derive inventory strategy from overall strategy Prioritize strategic inv.gaps vs.tactical inv.opportunitiesIdentify best(i.e.,shortest)way to close gapsMake best use of merchandising/marketing assetsMonitor performance

4、in real-time.Measure the overall performance.Assorted Plan Account PlanInventory Priority Trend BriefingSourcing List Optimization ListGlobal Brief and Retail CalendarSales Performance ReportAnnualQuarterly/MonthlyMonthly/WeeklyMonthly/WeeklyMonthly/Weekly結果Wr頻率數據驅s的運營工i?Selection MagicSourcing Tool

5、?Seasonality?Inventory Gaps?Event Quality?Kiosk/RPP?Event Monitor&Performance數據驅s的運營工i?Selection MagicSourcing Tool?Seasonality?Inventory Gaps?Event Quality?Kiosk/RPP?Event Monitor&Performance數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結季節性b銷?ChristmasHalloweenMothers DaySuper BowlEasterValentines DayFather

6、sDayBack to SchoolOscariPhone LaunchGraduation傳統的季節性b銷?數據驅s季節性b銷?挖掘商品銷售的季節性?5?Classical Seasonal Decomposition by Moving Average)long-run Trend Seasonality Effect Random Effectlong-run TrendSeasonality EffectRandom Effect選取當季的類目?Seasonality Score)=Seasonal Effects/Random Errors 選取b銷的主題對大量的當季類目進行聚類成為

7、b銷主題 基于,o-pur,ha:.行為計算類目相h度 采用)alktrap算法對類目聚類Pascal Pons and Matthieu Latapy.2005.Computing communities in large networks using random walks.InProceedings of the 20th international conference on Computer and Information Sciences(ISCIS05)優vb銷時間根據每個主題中類目的不同峰d對b銷活se更精細的規kBack to School:Sports GearsBack

8、 to School:Text Books選取當季的h鍵詞選取當季類目的常用h鍵詞 例如：Ba,k to S,hool:ungla:m.n+iology laptop+a,kpa,k B選取當季的h鍵詞通過用戶搜索行為的分析找n更多相hh鍵詞 同一個用戶:.:ion中的搜索詞i有相h性 根據h鍵詞的季節性S中選取最終的h鍵詞Search“Playstation”View ListingView ListingSearch XboxView ListingView ListingSearchXboxOnePurchaseMohammad Al Hasan,Nish Parikh,Gyanit S

9、ingh,and Neel Sundaresan.2011.Query suggestion for E-commerce sites.InProceedings of the fourth ACM international conference on Web search and data mining(WSDM 11).ACM,New York,NY,USA,765-774.選取商品根據選取的類目 h鍵詞選擇商品 Top:ol-Top vi.w.-Top wat,h.-支持基于業r邏輯的m選評測活s效果通過實時數據監控b銷活s的效果Ey時調整和優v評測活s效果b銷活sg程效果的匯總和分析

10、評測活s效果監控和分析活s對類目長期的影響數據驅s季節性b銷Ha賴運營團隊經驗E手s操作的b銷活s相比較：成c提w了b銷活s的效率E降低了組織b銷活s所需要的時間和人p b銷活s的轉v率和成Q量大幅增加數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結數據平臺的架構數據處理和平臺搭建用戶數據在分析o需要清洗（Bot filt.ring,Qu.ry k.ywor-:t.mming,.t,.)采用大數據平臺（Ha-oopD對海量的歷|Q易數據和用戶行為數據進行批量處理 將實時的商品Q易數據存fEla:ti,S.ar,h來支持更靈活的商品選取規l數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結推廣數據v運營培訓運營團隊理解數據和使用數據工i 通過改進運營流程來推s數據驅s的企業文v數據驅s電商電商的零售運營數據驅s季節性b銷數據平臺架構推廣數據v運營總結總結數據驅s的零售運營u括S市場數據中挖掘商機E推薦商品E以y對b銷活s的效果評測 構建數據T庫和大數據平臺是實現數據v運營的基石