Information flow, logistics and capital flow are the three most important platforms for e-commerce. The core competence of e-commerce information system is big data capability, including big data processing, data analysis and data mining. Both e-commerce platforms (such as Taobao) and sellers selling products on e-commerce platforms need to master the ability of big data analysis. The more mature the e-commerce platform, the more it needs to drive the refinement of e-commerce operations through big data capabilities to better improve operational effectiveness and performance. Constructing a systematic e-commerce data analysis index system is an important prerequisite for the refined operation of data e-commerce. This paper will focus on the research of e-commerce data analysis index system.
E-commerce data analysis index system is divided into eight categories, including overall operation index, website traffic accumulation index, sales conversion index, customer value index, commodity and supply chain index, marketing activity index, risk control index and market competition index. Different types of indicators correspond to different links of e-commerce operation. For example, website traffic indicators correspond to website operation links, and sales conversion, customer value and marketing activity indicators correspond to e-commerce sales links.
1. e-commerce overall operation indicators The overall indicators of e-commerce overall operation are mainly aimed at the high-level people of e-commerce operation, and the overall effect of e-commerce operation is evaluated through the overall operation indicators. The overall indicators of the overall operation of e-commerce include four indicators:
(1) flow indicator
The number of unique visitors (UV) refers to the number of non-reusable users who visit e-commerce websites. For PC websites, the statistical system will "plant" a cookie on the browser of each user who visits the website to mark the user, so that the statistical system will identify the user whenever the user marked by the cookie visits the website. In a certain statistical period, such as one day, the statistical system will use the de-duplication technology to only record a user's multiple visits to the same cookie website in one day. The way for mobile terminals to distinguish independent users is to calculate independent users according to independent devices.
Every time a user visits an e-commerce website or every webpage in a mobile e-commerce application, he records a page visit (PV), that is, page views, and accumulates the number of times the user visits the same page.
Per capita page views, that is, page views (PV)/ number of independent visitors, reflect the stickiness of website visits.
(2) Order generation efficiency index
The total number of orders, that is, the sum of the number of orders placed by visitors online.
The conversion rate from visit to order, that is, the ratio of the number of orders placed on e-commerce websites to the number of visits to websites.
(3) Overall sales performance indicators
Website turnover (GMV), the transaction amount of e-commerce, that is, as long as netizens place an order and generate an order number, it can be calculated in GMV.
Sales. Sales is the total amount of goods sold.
Note: No matter whether this order is finally completed or not, some unpaid or cancelled orders are regarded as GMV, and the sales amount generally refers to the actual transaction amount, so the number of GMV is generally greater than the sales amount.
Customer unit price, that is, the ratio of order amount to order quantity.
(4) Overall indicators
Total sales profit is the difference between sales revenue and cost. Only the original cost of goods is deducted from the gross profit of sales, and the period expenses (management expenses, financial expenses and operating expenses) that are not included in the cost are not deducted.
Gross profit margin is an indicator to measure the profitability of e-commerce enterprises, and it is the ratio of sales gross profit to sales revenue. Like JD. COM's gross profit margin rose steadily for four consecutive quarters at 20 14, from 10.0% in the first quarter to 12.7% in the fourth quarter, reflecting the improvement of JD.COM. The profitability of COM.
2. Website traffic indicator (1) traffic scale indicator
Commonly used traffic scale indicators include the number of independent visitors and page visits, and the corresponding indicators are defined in the last article (e-commerce overall operation indicators), so I won't repeat them here.
(2) Flow cost accumulation index
The purchase cost per visitor. This indicator refers to the ratio of the cost of advertising activities to the number of independent visitors brought by advertising activities in traffic promotion. It is best to relate the cost of each visitor to the average income of each visitor and the conversion rate brought by these visitors. If the cost of a single visitor increases, but the visitor conversion rate and the income of a single visitor remain the same or decrease, then it is likely that there is a problem in traffic promotion, especially in channel promotion.
(3) Flow quality index
Bounce rate, also known as bounce rate, refers to the number of times you quit after browsing a page/the number of times the page was visited. The bounce rate can only measure the number of page visits as landing pages. If you spend money on promotion, the bounce rate of landing pages is high, probably because of the wrong choice of promotion channels, and the target population of promotion channels does not match the target population of promotion websites, resulting in most visitors leaving after a visit.
Page access duration. Page access duration refers to the time that a single page is accessed. The longer the page access time, the better. It depends. For e-commerce websites, page access time should be combined with conversion rate. If the page access time is long, but the conversion rate is low, there is a great possibility of problems in the page experience.
Page views per capita. Per capita page views refer to the average number of pages viewed by each visitor during the statistical period. The number of views per person reflects the stickiness of the website.
(4) Membership indicators
Number of registered members. Refers to the number of registered members in a certain statistical period.
Number of active members. The number of active members refers to the total number of members who have consumption or login behavior within a certain period of time.
Active membership rate. That is, the proportion of active members to the total number of registered members.
Member repurchase rate. Refers to the total number of members who have made two or more purchases during the statistical period.
Average number of purchases by members. Refers to the average number of purchases of each member in the statistical period, that is, the total number of orders/the total number of purchasing users. The average purchase times of e-commerce websites with high repurchase rate of members are also high.
Member repurchase rate. Refers to the percentage of active members who make purchases in the next cycle at the end of the last cycle.
Member retention rate. Members begin to visit your website within a certain period of time, and will continue to visit your website after a certain period of time, which is considered as retention. The proportion of these members to the new members at that time is the retention rate of new members. This retention method is calculated by activity, and the other method is calculated by consumption, that is, new consumers will continue to consume in the future in a certain period (the time period can be daily, weekly, monthly, quarterly and semi-annual). The retention rate generally depends on the retention rate of new members, and of course it can also depend on the retention rate of active members. The retention rate reflects the ability of e-commerce to retain members.
3. Website sales (conversion rate) indicator (1) shopping cart indicator
Basic indicators, including the number of times to join the shopping cart, the number of buyers to join the shopping cart, the number of buyers to join the shopping cart and the number of goods to join the shopping cart in a certain statistical period.
The conversion index is mainly the conversion rate of shopping cart payment, that is, the ratio of the number of buyers who join the shopping cart to the number of buyers who join the shopping cart in a certain period of time.
(2) Order indicators
Basic indicators, including the number of orders placed, the amount of orders placed and the number of buyers in a certain statistical period.
The conversion index is mainly the conversion rate of browsing orders, that is, the ratio of the number of buyers who place orders to the website visits (UV).
(3) Payment indicators
Basic statistical indicators, including the amount paid, the number of buyers paid and the number of goods paid in a certain statistical period.
Transformation index. Including browsing-paying buyer conversion rate (number of paying buyers/website visits), order-paying amount conversion rate (payment amount/order amount), order-paying buyer conversion rate (number of paying buyers/number of placing buyers) and order-paying time (difference between order time and payment time).
4. Customer value indicators Customer indicators. Common customer indicators include the cumulative number of customers purchased in a certain statistical period and the customer unit price. Customer unit price refers to the average amount of goods purchased by each customer, that is, the average transaction amount, that is, the ratio of transaction amount to the number of users.
New customer indicators. Common new customer indicators include the number of new customers in a certain statistical period, the acquisition cost of new customers and the unit price of new customers. Among them, the unit price of new customers refers to the ratio of the transaction amount generated by the customers who spend in the store for the first time to the number of new customers. The factors that affect the unit price of new customers are not only related to the quality of promotion channels, but also related to e-commerce store activities and related sales.
Old customer index. Common indicators of old customers include consumption frequency, last purchase time, consumption amount and repeat purchase rate. Consumption frequency refers to the number of times customers buy in a certain period of time; The last purchase time indicates how far the customer's last purchase time is from now; The amount of customer consumption refers to the amount purchased by customers in the recent period. The higher the consumption frequency, the closer to the last purchase time, and the more valuable the customers who spend more. The repeat purchase rate refers to the number of times consumers repeatedly purchase the brand products or services. The more repeat purchase rate, the higher consumer loyalty to the brand, and vice versa. The repeat purchase rate can be counted from two dimensions: first, from the perspective of the number of customers, the repeat purchase rate refers to the proportion of the number of people who place orders twice or more in a certain period of time to the total number of people who place orders. For example, there are 65,438+000 customers in a month, of which 20 have bought twice or more, and the repeat purchase rate is 20%; The second is calculated by transaction, that is, the proportion of repeated purchases to the total number of transactions. For example, in a certain month, a * * * generated 100 transactions, among which 20 people made a second purchase, and among these 20 people, 10 people made three purchases, so the number of repeated purchases was 30, and the repeated purchase rate was 30%.
5. Commodity indicators: the total number of products. Include SKU, SPU and online SPU. SKU is the smallest indivisible physical inventory unit. SPU is a standard product unit. SPU is the smallest unit of product information aggregation, and it is a set of reusable and easy-to-retrieve standardized information, which describes the characteristics of a product. Generally speaking, goods with the same attribute values and characteristics can be called SPU. For example, iphone5S is SPU, while iPhone 5S is configured as 16G version, 4G mobile phone, Gold and TD-LTE/TD-SCDMA/WCDMA/GSM network types are SKU. Online SPU is the SPU number of online goods.
Product advantage index. Mainly the revenue proportion of exclusive products, that is, the revenue of exclusive products accounts for the proportion of total sales revenue.
Brand stock index. Including the number of brands and the number of online brands. The number of brands refers to the total number of brands of goods. The number of online brands refers to the total number of brands of online goods.
Shelves. Includes the number of SKUs, spus, online SPU, online products and online products.
Let's begin. Including the first number of shelves and the first number of online.
6. Marketing activity indicators Marketing activity indicators. Including new visitors, new registrants, total visits, order volume, order conversion rate and ROI. Among them, the order conversion rate refers to the ratio of the number of orders placed by an activity to the number of visits during the activity. Return on investment (ROI) refers to the ratio of the transaction amount generated in an activity to the cost amount of the activity.
Advertising indicators. Including the number of new visitors, the number of new registrants, the total number of visits, the number of orders, the conversion rate of UV orders, and the return on advertising investment. Among them, the order conversion rate refers to the ratio of the number of orders placed by an advertisement to the number of visits to the activity. Return on investment (ROI) refers to the ratio of the transaction amount generated by an advertisement to the advertising cost.
7. Risk control indicators Buyer's evaluation indicators. Including the number of buyers' comments, the number of sellers' comments, the number of pictures uploaded by buyers' comments, the rate of buyers' comments, the rate of buyers' favorable comments and the rate of sellers' bad reviews. Among them, the buyer evaluation rate refers to the ratio of the number of sellers participating in the evaluation to the number of buyers in this time period, which reflects the user's participation in the evaluation. At present, e-commerce websites are actively guiding users' evaluation as a reference for other buyers when shopping. The favorable rate of buyers refers to the ratio of the number of buyers who have received favorable comments in a certain period of time to the number of buyers in that period. Similarly, the buyer's bad review rate refers to the ratio of the number of buyers with bad reviews in a certain period of time to the number of buyers in that period of time. In particular, the bad review rate of buyers is a very noteworthy indicator and needs to be monitored. Once the buyer's bad review rate is found to be accelerating, we must be vigilant, analyze the reasons for the increase in bad review rate, and make timely improvements.
Indicators of buyer's complaints. Including initiating complaints (or complaints), withdrawing complaints (or complaints), complaint rate (the proportion of buyers' complaints to the number of buyers) and so on. Both the complaint volume and the complaint rate need to be monitored in time to find problems and optimize them in time.
8. Market competition indicators Market share related indicators, including market share, market expansion rate and user share. Market share refers to the proportion of the transaction volume of e-commerce websites to the overall transaction volume of all the same type of e-commerce websites in the same period; Market expansion rate refers to the percentage increase of the share of shopping websites compared with the previous statistical cycle; User share refers to the proportion of independent users of shopping websites to the total number of independent users of all B2C shopping websites in the same period.
Website ranking, including transaction volume ranking and traffic ranking. The ranking of transaction amount refers to the ranking of transaction amount of e-commerce websites among all similar e-commerce websites; Traffic ranking refers to the ranking of the number of independent visitors of e-commerce websites among all similar e-commerce websites.
In a word, this paper introduces the basic index system of e-commerce data analysis, including traffic, sales conversion rate, customer value, commodity category, marketing activities, risk control and market competition index. These indicators need to be systematically counted and monitored, so as to better find the health problems of e-commerce operation, improve and optimize them in time, and enhance e-commerce income. For example, the sales conversion rate is essentially a funnel model. For example, the monitoring and analysis of the conversion rate from the homepage of the website to the final purchase is a very important analysis direction for the healthy operation of the website.
The above is Bian Xiao's sharing about the basic index system of e-commerce data analysis. For more information, you can pay attention to Global Ivy and share more dry goods.