How to mine store data?

　　How to mine store data is a technical job.

　　The most important thing when looking at a store is to look at the things and some modules inside. You need to open them separately to view them. I saw some places that customers thought were pretty good, so I could go and take a look. Is that what I think? This place is pretty good. You can see that this is a situation where your baby was interviewed on that day. You can find out whether there is any big change in his traffic from yesterday. If there is something fatal to your product, you can adjust it in time to make some changes. We will look at the transaction source of an order, which is also processed. It is our constant precipitation, one flow rate and one transaction amount. That is to say, we may have paid first and imports of this other traffic slowly convert to a free search traffic, but it may eventually convert it into direct access. This is the logic, which is the precipitation of traffic and the precipitation of transactions. Judging from this logic, I always feel that it is a bit fragmented, which means that the impact of promotion on search, that is, this is one of the products. We were surprised to find that the traffic actually increased during the event, so we can also think about why the traffic of searches increased during the event? The activity rises at this point, and then slowly descends at this point, which also has certain reference value. As long as you dig, look, and think, you can see the impact of a promotion on search. As shown in this chart, after the event ends, our search volume is 36% of the daily traffic, and the event ends 10 days later, because of the price, our profits also increase. Later we felt that we could use many ways to make up for this deficiency. The transaction may be relatively stable. You need to observe very carefully. Then you will have actions, and if you observe that you don’t take action, there is nothing you can do. That's a waste of observation. You can do it more in detail, and you can see the traffic by day. Just like our waiter, you will come to me to report your work regularly, and ask me if you have made monthly summary or annual summary. I said we never did monthly summary. Isn’t it over for an e-commerce company to make monthly summary? We need to make a daily summary.

　　In fact, we are just making daily summary. Reports are actually generated every day, a major environment change, just last year I talked about refined operations and direct trains. I think this is an era that will create miracles. But this year it seems that it will not work. Some people may still do it, but this is not a common phenomenon. This year, it may not work. The entire trend is changing, with these subtle changes on Taobao, so if you are a month, you may end the battle. So we really have to do a large number of reports every day. This is through data operations and we have taken actions to increase our traffic. You can just see that we calculated very accurately. The search traffic was originally 36%, but now it is 24, so this is a refined operation concept. Why do I look for such a small screenshot to talk about these things? Some people may ask how to do it when it is 500? Maybe what to do if you have reached 90,000 yuan in this hit product, and what to do in the early stage? It is also easy to do later. He has already become the first place and has a lot of free traffic. What should I say in the early stage? That's it. It is a basis for data restoration. If you remember correctly, this is probably something we need to do before we promote this product.

　　My friend used another similar product to test and select models. I found that we did not do much work in the store where this product was geared, because there is a certain basic traffic in the front. We can observe it through the traffic and see whether the traffic is rising through a series of work. Although our traffic does not seem to be large, this trend can be seen. And we are too firm. We don’t want to pay attention to it. In fact, we can observe any place and discover problems. If your curve is a wave line or an underscore, then what kind of problem is it? You may not know that you haven’t found out. Will you see the results after you have hung up for a few days? If you can see this, it will be a long time. We observed patiently for half a month, and that's it. We think this feeling can be operated, and I think we can continue to move forward, and you can increase your efforts to invest. This is the early state of a new product. One of the concepts I wanted to reflect in this screenshot was that our product had an activity at that time because it was also for children to see it. I told him that my activity should not end because there was a certain reason for the end of this activity. At that time, his search volume was still very OK, but slowly he was gradually declining. We also observed the trend of Tmall search store traffic through this. This can explore some of the things we think we can withdraw money. Of course, many people have some other logic. This can see where I draw a red frame, and may know a good place worth paying attention to, such as the hot words in the industry, especially the analysis of lost customers. I think this should be read every day. This can directly reflect some changes in the industry. For example, we can take a look at it. For example, if we open up the loss of a baby, there are about 10,000 visits, 400 purchases, and 1,100 passes. This data is abnormal in our industry or I personally think.

　　Why are there so many losses? Where did they go? The most acceptable one is about 1.5 times. But why did it triple at once? Later I found that they were all at low prices. In this case, I also feel that I am powerless. Because there is no way, he has a lower price than you, which is unrealistic. When we are powerless in price, we are powerless in all our actions. What actions can we take? If he bought it for nine yuan, and if he decided to adjust the 50 yuan he bought it to the same, what will the consumer feel? Consumers will think you are the same as him. Everyone has their own psychological price, so our positioning became the positioning of a price war. Later we took action. I did not reduce the price. I think it is meaningless to reduce the price.

　　Later we also took action. Because I think our operating costs are relatively low, because I think my price is already the bottom line. Later, I felt that I would improve my internal supply and I chose to improve my quality. We will never do anything to break the bottom line. Once we did this, we found that we didn’t have the first place before when we didn’t change this category, but this time we were the first place, and we were also staggered with the other two companies at the same time, so this is data operation . You calculate the cost based on the data and then make a judgment from it. Because the search traffic of sales ranking is still very high, which means I have given up the first and second place, which is such a possibility. But I think in the current environment of e-commerce, as our leading brand, I have made a limit with some people. For example, everyone's expenses may be tens of thousands or tens of thousands. If you don't do anything, you can't help but lose your expenses. I believe that if you have one or two years of e-commerce experience, you have made some more money. If you have problems, your business costs are not controlled well, you should make a good cash reserve for a period of time. If you do this impulsively, you cannot go off the line if you operate it in a data-based manner, so that everyone can maintain a very rational state rather than being very emotional. As long as you maintain a rational state, it is very popular in the industry. Because you have not broken the bottom line to do something, and you have no enemies.

　　You can easily see a logic like this, and there are still many things that have not been released. What can you see? Just when we analyze and mine the data, I will help the store’s sales conversion rate , unit price investment, traffic, and many other direct trains we summarize every day. There is also a sub-table, with several products, which list all our products and update the report every day. You can see that this is a report that is updated daily. This workload is very large, but I think it is very worth it. Because each store has different focus, you may be focusing on visits, but our store may be growing, so I may be focusing more on traffic. It has not yet reached that stage to do old customer marketing, so the data I focus on is also different. In fact, if you are willing to do data marketing, especially if you are determined to have confidence to do this, that is, whether you have persisted in doing this. Also, you have to think about these things frequently. In fact, my own statements are not static. My statements may change every three to five days, and I may find that something needs to be changed immediately. Because Taobao is constantly changing, we have to keep watching.

　　I used to not see such a state every day. What is the cost, how much freight is, how much value his products bring to us. Then, when you used my report to operate and operate, he took the initiative to ask me after chatting. He said that I discovered a problem. Our way of thinking will change through paper reports. As long as he has a brain and a sense of responsibility, he will discover some problems and make some changes through these things. If I hadn't had these reports in the past, I told them that we could not move forward. They would tell me a lot of theories. They said that we should consider the future, but after I had the reports, they would find that something called "not-good" was meaningless. We should look for that route, and they will propose it themselves and don’t need me to say it. This actually represents a way of thinking, which means that the report is best designed by the boss himself. I heard that you have to design better data reports that you want to know in your own way.

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