項目一 電子商務(wù)數(shù)據(jù)分析認知················································································.1
教學(xué)目標 ········································.1
思政園地 ········································.2
案例導(dǎo)入 ········································.2
課前自學(xué) ········································.2
一、電子商務(wù)數(shù)據(jù)分析的內(nèi)涵 ······.2
二、電子商務(wù)數(shù)據(jù)分析的意義 ······.8
三、電子商務(wù)數(shù)據(jù)分析的流程 ······10
四、電子商務(wù)數(shù)據(jù)分析的原則 ······11
自學(xué)自測 ········································12
課中實訓(xùn) ······································.13
實訓(xùn) 電子商務(wù)數(shù)據(jù)分析的主要任務(wù)·.13
復(fù)盤反思 ·······························.16
實訓(xùn)項目評價 ·························.17
課后提升 ······································.17
案例 1 京東大數(shù)據(jù)用戶畫像 ·····.17
案例 2 挖掘數(shù)據(jù)價值，科大訊飛助力銀行提升營銷服務(wù)質(zhì)量和 管理效率 ····················.18
項目二 電子商務(wù)數(shù)據(jù)分析模型··············································································.19
教學(xué)目標 ········································19
思政園地 ········································20
案例導(dǎo)入 ········································20
課前自學(xué) ········································21
一、PEST 模型的主要內(nèi)容···········21
二、5W2H 模型的主要內(nèi)容··········22
三、邏輯樹模型的主要內(nèi)容 ·········23
四、漏斗模型的主要內(nèi)容 ············25
自學(xué)自測 ········································26
課中實訓(xùn) ········································27
實訓(xùn)一 基于 PEST 模型的案例分析 ···························27
實訓(xùn)二 5W2H 模型的應(yīng)用案例 ··.29
實訓(xùn)三 基于邏輯樹模型的案例分析 ·························.30
實訓(xùn)四 漏斗模型的應(yīng)用案例·····.31
復(fù)盤反思 ·······························.34
實訓(xùn)項目評價 ·························.34
課后提升 ······································.35
案例 1 基于 SWOT 分析的企業(yè)電子商務(wù)發(fā)展策略 ········.35
案例 2 電子商務(wù)行業(yè)發(fā)展的 PEST 模型 ··························.35
項目三 電子商務(wù)數(shù)據(jù)分析方法··············································································.36
教學(xué)目標 ········································36
思政園地 ········································37
案例導(dǎo)入 ········································37
課前自學(xué) ········································38
一、統(tǒng)計分析 ···························38
二、相關(guān)分析與回歸分析···········.42
三、時間序列分析 ···················.44
四、聚類分析 ·························.47
自學(xué)自測 ······································.47
課中實訓(xùn) ······································.48
實訓(xùn)一 統(tǒng)計分析計算 ···············48
實訓(xùn)二 相關(guān)分析與回歸分析的應(yīng)用 ···························51
實訓(xùn)三 時間序列分析計算 ·········56
實訓(xùn)四 聚類分析計算 ···············59
復(fù)盤反思 ·································60
實訓(xùn)項目評價 ···························60
課后提升 ········································61
案例 1 神奇的購物籃分析 ··········61
案例 2 Target 百貨商店的懷孕預(yù)測指數(shù) ····························61
項目四 數(shù)據(jù)的采集 ·································································································62
教學(xué)目標········································62
思政園地········································63
案例導(dǎo)入········································63
課前自學(xué)········································64
一、電子商務(wù)相關(guān)數(shù)據(jù)的獲取 ······64
二、店鋪數(shù)據(jù)獲取的主要渠道 ······66
自學(xué)自測········································75
課中實訓(xùn)········································76
實訓(xùn)一 網(wǎng)絡(luò)數(shù)據(jù)的爬取 ············76
實訓(xùn)二 調(diào)查問卷的設(shè)計與回收處理 ···························81
復(fù)盤反思 ·································86
實訓(xùn)項目評價 ···························86
課后提升 ········································87
案例 1 數(shù)據(jù)采集在電商成本控制中的應(yīng)用 ······················87
案例 2 數(shù)據(jù)采集實訓(xùn) ················87
項目五 數(shù)據(jù)導(dǎo)入與預(yù)處理·······················································································88
教學(xué)目標········································88
思政園地········································89
案例導(dǎo)入········································89
課前自學(xué)········································90
一、數(shù)據(jù)的導(dǎo)入與導(dǎo)出 ···············90
二、數(shù)據(jù)預(yù)處理 ························90
自學(xué)自測········································93
課中實訓(xùn)········································94
實訓(xùn)一 數(shù)據(jù)的導(dǎo)入與導(dǎo)出 ·········94
實訓(xùn)二 數(shù)據(jù)預(yù)處理 ··················99
實訓(xùn)三 數(shù)據(jù)的基本處理操作 ···.100
復(fù)盤反思 ······························.103
實訓(xùn)項目評價 ························.103
課后提升 ·····································.104
案例 1 數(shù)據(jù)預(yù)處理在網(wǎng)絡(luò)社區(qū) 數(shù)據(jù)分析中的應(yīng)用 ·······.104
案例 2 數(shù)據(jù)預(yù)處理專項應(yīng)用 ····.105
項目六 數(shù)據(jù)可視化 ······························································································.106
教學(xué)目標·····································.106
思政園地·····································.107
案例導(dǎo)入·····································.107
課前自學(xué)·····································.108
一、數(shù)據(jù)可視化概述 ···············.108
二、Excel 數(shù)據(jù)表格和透視表·····.109
三、標簽云可視化 ··················.111
自學(xué)自測·····································.112
課中實訓(xùn)·····································.113
實訓(xùn)一 圖表的制作 ···············.113
實訓(xùn)二 利用數(shù)據(jù)透視表制作
統(tǒng)計表 ·····················.123
實訓(xùn)項目評價 ························.129
課后提升 ·····································.130
案例 1 京東手機“6·18”數(shù)據(jù)實時戰(zhàn)報 ···················.130
案例 2 圖表制作專項練習(xí) ·······.130
項目七 電子商務(wù)行業(yè)數(shù)據(jù)分析·············································································.131
教學(xué)目標 ·····································.131
思政園地 ·····································.132
案例導(dǎo)入 ·····································.132
課前自學(xué) ·····································.133
一、行業(yè)數(shù)據(jù)分析 ··················.133
二、市場行情認知與調(diào)研 ·········.135
三、市場供給與需求分析 ·········.136
四、電子商務(wù)行業(yè)競爭數(shù)據(jù)分析··.139
自學(xué)自測 ·····································.141
課中實訓(xùn) ·····································.142
實訓(xùn)一 行業(yè)數(shù)據(jù)采集的算例 ···.142
實訓(xùn)二 利用百度指數(shù)分析市場行情 ························.144
實訓(xùn)三 市場供給與需求分析實例 ························.148
實訓(xùn)四 電子商務(wù)行業(yè)競爭分析實例 ························.150
復(fù)盤反思 ······························.151
實訓(xùn)項目評價 ························.152
課后提升 ·····································.152
案例 1 妮維雅官方旗艦店的運營方案 ·························.152
案例 2 利用百度指數(shù)分析市場行情 ·························.153
項目八 電子商務(wù)客戶數(shù)據(jù)分析·············································································.154
教學(xué)目標 ·····································.154
思政園地 ·····································.155
案例導(dǎo)入 ·····································.155
課前自學(xué) ·····································.156
一、電子商務(wù)客戶數(shù)據(jù)分析認知 ··.156
二、電子商務(wù)客戶數(shù)據(jù)分析的概念與主要內(nèi)容 ·····················.157
三、電子商務(wù)客戶數(shù)據(jù)分析的主要 數(shù)據(jù)指標 ························.159
四、客戶行為分析概述 ············.159
五、客戶細分概述 ··················.161
六、客戶忠誠度分析概述 ·········.164
七、客戶生命周期分析 ············.167
自學(xué)自測 ·····································.172
課中實訓(xùn) ·····································.173
實訓(xùn)一 客戶特征統(tǒng)計分析·······.173
實訓(xùn)二 基于 5W1H 分析法的應(yīng)用案例 ························.175
實訓(xùn)三 基于交易次數(shù)的新老客戶購買情況分析實例·······.176
實訓(xùn)四 客戶生命周期數(shù)據(jù)分析與優(yōu)化案例 ··················.183
復(fù)盤反思 ······························.185
實訓(xùn)項目評價 ························.185
課后提升 ·····································.186
案例 1 數(shù)據(jù)挖掘模型在電子商務(wù)客戶價值分類中的應(yīng)用 ····.186
案例 2 分析店鋪客戶生命周期 ·.186
項目九 商品數(shù)據(jù)分析···························································································.187
教學(xué)目標 ·····································.187
思政園地 ·····································.188
案例導(dǎo)入 ·····································.188
課前自學(xué) ·····································.189
一、商品數(shù)據(jù)分析概述 ············.189
二、商品需求分析 ··················.189
三、商品價格分析 ··················.191
四、商品組合分析 ··················.192
五、商品生命周期分析·············.196
六、商品庫存管理方法·············.198
自學(xué)自測 ·····································.199
課中實訓(xùn) ·····································.200
實訓(xùn)一 商品熱度分析·············.200
實訓(xùn)二 商品定價分析算例·······.202
實訓(xùn)三 根據(jù)百度指數(shù)分析商品生命周期 ··················.207
實訓(xùn)四 商品庫存管理 ············.208
復(fù)盤反思 ······························.216
實訓(xùn)項目評價 ························.216
課后提升 ·····································.216
案例 1 沃爾瑪?shù)臄?shù)據(jù)基因 ·······.216
案例 2 商品生命周期分析 ·······.217
項目十 電子商務(wù)運營數(shù)據(jù)分析·············································································.218
教學(xué)目標·····································.218
思政園地·····································.219
案例導(dǎo)入·····································.219
課前自學(xué)·····································.220
一、運營數(shù)據(jù)分析的概念與主要指標 ······························.220
二、推廣數(shù)據(jù)分析 ··················.221
三、銷售數(shù)據(jù)分析 ··················.221
四、客服績效分析 ··················.225
自學(xué)自測·····································.227
課中實訓(xùn)·····································.228
實訓(xùn)一 流量結(jié)構(gòu)分析 ············.228
實訓(xùn)二 推廣數(shù)據(jù)分析 ············.230
實訓(xùn)三 銷售數(shù)據(jù)分析 ············.237
實訓(xùn)四 電商店鋪客服 KPI 考核實例 ························.242
復(fù)盤反思 ······························.245
實訓(xùn)項目評價 ························.246
課后提升 ·····································.246
案例 1 “雙十一”的興起及發(fā)展··.246
案例 2 三只松鼠精準營銷案例分析 ·························.247
參考文獻···············································································································.248