电商运营怎么样做数据分析？
<img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56O0FDLV8icopb2gAicvoOO8xb6ibmYJoKwbkQ1Hz4Bb9UnIh2C3xnRD5SA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在</span></strong><span style="color: black;">电商和DTC<span style="color: black;">行业</span>，顾客<span style="color: black;">持有</span>最大的自主权。<span style="color: black;">她们</span>有来自同龄人的<span style="color: black;">制品</span><span style="color: black;">运用</span>体验，快速在<span style="color: black;">区别</span>店铺比价的能力，和自掏腰包投票的机会。<span style="color: black;">因此呢</span>，顾客的期待越来越高，而想要给<span style="color: black;">她们</span>一个理由买你的<span style="color: black;">制品</span>，你就得<span style="color: black;">供给</span>最棒的线上购物体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，用数据来解答<span style="color: black;">怎样</span>优化电商网站，就<span style="color: black;">非常</span>重要了。在电商<span style="color: black;">行业</span>的数据分析被<span style="color: black;">叫作</span>为<strong style="color: blue;">电商分析（Ecommerce Analytics）</strong>，今天<span style="color: black;">咱们</span>就来<span style="color: black;">瞧瞧</span>，电商运营的数据分析<span style="color: black;">到底</span>是怎么做的！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">什么是电商分析？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商分析的过程大致是从线上店铺的各个方面获取数据，利用任何可能对<span style="color: black;">营销</span>有影响的信息，理解当前趋势和消费者<span style="color: black;">行径</span>的转变，做出数据驱动的决策来<span style="color: black;">提高</span><span style="color: black;">更加多</span>的线上<span style="color: black;">营销</span>额。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电商分析会<span style="color: black;">运用</span>到和<span style="color: black;">全部</span>用户路径<span style="color: black;">关联</span>的指标，从<span style="color: black;">发掘</span>到获取、转化、留存以及<span style="color: black;">举荐</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商分析的重要性</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56ec7uKCSgzla3Fk2INEWIjcoJqkQzW1kSWcRdxoPvb3KzmRrTjASn6Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">疫情<span style="color: black;">引起</span>消费者<span style="color: black;">需要</span>的转变，加上近年技术的突破，<span style="color: black;">全世界</span>电商<span style="color: black;">营销</span>额将会<span style="color: black;">连续</span>增长。<span style="color: black;">按照</span>Statista的数据，2016年的<span style="color: black;">全世界</span>线上买家为16.6亿，这一数字在2021年将达到21亿。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">更重要的是，电商行业的规模预计会在<span style="color: black;">将来</span>两年内增大一倍。从2019年的全美线上<span style="color: black;">营销</span>额3.53万亿，到2022年的6.54万亿。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">将来</span>十年想要在电商<span style="color: black;">行业</span><span style="color: black;">得到</span>成就，需要将重心放在：和<span style="color: black;">持有</span>越来越多权利的消费者<span style="color: black;">创立</span>深刻联系。而理解消费者<span style="color: black;">行径</span>的<span style="color: black;">独一</span><span style="color: black;">办法</span><span style="color: black;">仅有</span><span style="color: black;">持续</span><span style="color: black;">测绘</span>与分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">德勤的数据<span style="color: black;">表示</span>，49%的调查对象认为电商分析能<span style="color: black;">帮忙</span><span style="color: black;">她们</span>做出更好的决策</span><span style="color: black;">，16%的人<span style="color: black;">暗示</span>电商分析能够驱动关键战略计划，10%<span style="color: black;">暗示</span>电商分析<span style="color: black;">提高</span>了<span style="color: black;">机构</span>与顾客和<span style="color: black;">商场</span>伙伴的关系。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而，企业似乎在进行数据分析时遇到了困难。Profitero的报告<span style="color: black;">表示</span>，<span style="color: black;">针对</span>51%的品牌，<strong style="color: blue;">“<span style="color: black;">怎样</span><span style="color: black;">测绘</span>并<span style="color: black;">报告</span>电商的<span style="color: black;">营销</span>表现” </strong>是<span style="color: black;">她们</span>的首要挑战。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">困难时刻<span style="color: black;">成为了</span>电商增长的催化剂。</span></strong><span style="color: black;"><span style="color: black;">咱们</span>正在见证的难得一遇的时代转变将对人们的生活产生重大影响，<span style="color: black;">亦</span>会更加强调电商的重要性。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">机构</span>要做好准备迎接新常态，</span><span style="color: black;">依靠电商分析理解用户</span><span style="color: black;">数据</span><span style="color: black;">。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从用户路径看电商分析指标</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">讲到电商分析的指标，<span style="color: black;">机构</span>常常是想到要收集多<span style="color: black;">少许</span>据就<span style="color: black;">已然</span><span style="color: black;">起始</span>头痛。<span style="color: black;">因此</span>大<span style="color: black;">都数</span><span style="color: black;">状况</span>下，一个<span style="color: black;">平常</span>错误是用直觉而不是靠数据得到的见解做决策。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">真相是，指标的确<span style="color: black;">非常多</span>，但你只需从最基本的<span style="color: black;">起始</span>，<span style="color: black;">而后</span>宏观地去看待它们。<span style="color: black;">咱们</span>从<strong style="color: blue;">用户路径的5<span style="color: black;">过程</span></strong>来逐步分析出<strong style="color: blue;">关键的指标</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>步：<span style="color: black;">知道</span>用户是<span style="color: black;">怎样</span><span style="color: black;">发掘</span>你的</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span>，你需要创造出用户对你品牌的认知，将<span style="color: black;">她们</span>带领到你的店铺门口。在Google Analytics里，你能看到网站<span style="color: black;">拜访</span>者的人口信息，<span style="color: black;">例如</span>年龄和性别。<span style="color: black;">亦</span><span style="color: black;">相关</span>于地理位置、兴趣、表现的数据。这些见解能<span style="color: black;">帮忙</span>你做出用户画像。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56NB06y9wRWc0ChyWMWdv9OhJRuCLibHy9zBD39SRsia0kFwc6qPicZRhHQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了这些最基本的指标外，你<span style="color: black;">亦</span>应该关注邮件和社交<span style="color: black;">媒介</span>互动的指标：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">送达（Reach）</span></strong><span style="color: black;">——看到邮件<span style="color: black;">或</span>社交媒<span style="color: black;">身体</span>容的人数。这和你的订阅者和关注人数<span style="color: black;">相关</span>。<span style="color: black;">提高</span>这个指标的<span style="color: black;">办法</span>是<span style="color: black;">定时</span>做推广活动，吸引用户来注册或关注你的社交<span style="color: black;">媒介</span>账号。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">印象（impressions）</span></strong><span style="color: black;">—— 发帖被浏览的次数。送达<span style="color: black;">指的是</span>看过你内容的人数，印象的值永远高于送达值，因为一个人<span style="color: black;">能够</span>重复看多次你的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">参与度（Engagement）</span></strong><span style="color: black;">—— 另一个非常重要的指标，即关注者中与你某个帖子互动的人数。收到点赞和分享是<span style="color: black;">定时</span>在<span style="color: black;">区别</span><span style="color: black;">途径</span>与用户交流的<span style="color: black;">最后</span><span style="color: black;">目的</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">触及</span>到<strong style="color: blue;">有机搜索（organic search）</strong>时，分析<span style="color: black;">有些</span>像搜索量和关键词排名的指标能帮你<span style="color: black;">得到</span><span style="color: black;">更加多</span>的见解，<span style="color: black;">例如</span>该将<span style="color: black;">宣传</span>预算花在<span style="color: black;">哪里</span>，<span style="color: black;">怎样</span>让用户<span style="color: black;">更易</span>搜索到你等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二步：<span style="color: black;">测绘</span>访客人数和获客成本</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>看到发帖的人<span style="color: black;">最后</span>来到你的店铺，<span style="color: black;">那样</span>花掉的时间和金钱成本都是值得的。</span><span style="color: black;">谷歌分析能为<span style="color: black;">区别</span><span style="color: black;">途径</span>的表现<span style="color: black;">供给</span>总览，并给出<span style="color: black;">目的</span>转化率。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56t6iaibicLiaLFXFEyQyaoHiane1jtILQ2Mgvw2n0RhlOdSIqs8So0p3pQDA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是与用户获取<span style="color: black;">非常</span><span style="color: black;">关联</span>的<span style="color: black;">有些</span>指标：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">点击率（click through rate）</span></strong><span style="color: black;">—— 点击特定link的用户与所有看到某邮件或社交<span style="color: black;">媒介</span>帖子的比值</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56aiaQPPSvd5JbUTZQiclM7um7g2vKbbDia7tyy6kCPUTuibX5D3BwCE5g7g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">成功注册成本 （cost per lead）</span></strong><span style="color: black;">—— 产生新注册用户所需的平均成本</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56ayUzYaibQdXKYCh8RRjzwdDxRniayexFdPT4blm5oHF8p2TIZfjQteOw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">获客成本 （cost per acquisition）</span></strong><span style="color: black;">—— 这一指标更近一步地<span style="color: black;">测绘</span>了获取一位用户的成本。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56fb1sfoib52qvUlp1wQBMsX01WezE94YwI4y4RAJ9QMUkce4zVW53KcQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三步：计算当前转化率</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span>用户<span style="color: black;">已然</span>被成功引到了店铺，是时候将<span style="color: black;">她们</span>转化成你的顾客了。但并不是<span style="color: black;">每一个</span>来店里的用户都会点加入购物车按钮。</span><span style="color: black;"><span style="color: black;">乃至</span>在加入购物车后，<span style="color: black;">亦</span>会有改变主意离开网站的可能。<span style="color: black;">因此</span>这一步<span style="color: black;">咱们</span><span style="color: black;">能够</span>用下面的<strong style="color: blue;">电商转化指标</strong>来跟踪和优化线上购物体验：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">营销</span>转化率 </span></strong><span style="color: black;">——已购买的用户和<span style="color: black;">所有</span>来到店铺的用户比值。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56mZkwgqeGWzM3AEwgbzpIYK5305r4ZPBR145KlRpkNVb4KhbpCA5w0A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">平均订单价值 （average order value）</span></strong><span style="color: black;">—— 用户下单的平均金额</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56k9XBJrbfhY6PFiaRgkSDlbDKxY8ic8gTDPLoo2eBR7qudamRYswnBJEg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">放弃购物车率 （cart abandoned rate）</span></strong><span style="color: black;">—— 在所有产生的订单中，未完成订单的占比。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56U82dQsvmBCHBRMtbWfp0yYTJ9sDQvXz82JOPr9aTsBK7Pt2sRmvyVQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第四步：<span style="color: black;">测绘</span>用户留存</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">聪明的企业<span style="color: black;">晓得</span>忠诚顾客的价值。能够留住用户给你<span style="color: black;">长时间</span>带来收入。永远要记住的是，获取新用户比留住老用户成本大得多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">科研</span><span style="color: black;">表示</span>，用户留存率<span style="color: black;">提高</span>5%就能带来25%到95%的利润。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下是<span style="color: black;">有些</span><span style="color: black;">帮忙</span>你更好<span style="color: black;">测绘</span>用户留存的指标：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">用户终生价值 （customer lifetime value）</span></strong><span style="color: black;">—— <span style="color: black;">表率</span>一个用户终生会在你店铺花费的总金额，<span style="color: black;">每一个</span><span style="color: black;">机构</span>的<span style="color: black;">目的</span>之一都是<span style="color: black;">提高</span>这个指标。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56XMvcEnvAOJTmAfQBNjiccxA8EQ24Q3JDShGfwPrkqNsYeibqnWWHsrSQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">用户留存率 vs 流失率 （customer retention rate vs.churn rate）</span></strong><span style="color: black;">—— 用户留存率<span style="color: black;">表率</span>在一段时间内<span style="color: black;">机构</span>留住的用户。相反，流失率<span style="color: black;">表率</span>一段时间内<span style="color: black;">机构</span>失去的用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3qsL8jS380E7OzxhcQHwy56heqRhzXwEZKDjv5YHutt0Jiaic1bFxVlsmgfXwpmPp3icv5u7UuO0PrAA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fcmOjAhra3qsL8jS380E7OzxhcQHwy56HAkBibc1612e1ldVBMeQa8hKdSotzZoicgOQ42H74BgB0229MVlJw1pw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第五步：<span style="color: black;">测绘</span>用户<span style="color: black;">举荐</span>意愿度</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你要识别出<span style="color: black;">那些</span>用户是你的真爱。<span style="color: black;">她们</span>不仅爱你的<span style="color: black;">制品</span>，<span style="color: black;">亦</span>愿意向家人和<span style="color: black;">伴侣</span><span style="color: black;">举荐</span>，<span style="color: black;"><span style="color: black;">她们</span>简直是你的品牌大使</span>。成功的电商企业会密切关注着这一<span style="color: black;">周期</span>的指标并<span style="color: black;">即时</span>做出反应。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">净<span style="color: black;">举荐</span>指数（Net promoter score）</span></strong><span style="color: black;">—— <span style="color: black;">测绘</span>你的用户有多愿意向其他人<span style="color: black;">举荐</span>你的<span style="color: black;">制品</span>，这些有价值的见解会帮你将用户分为三类：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">推销型用户 </span></strong><span style="color: black;">—— <span style="color: black;">她们</span>是你最忠实的顾客；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">消极型用户 </span></strong><span style="color: black;">—— <span style="color: black;">她们</span>对你的<span style="color: black;">制品</span>还算满意，但<span style="color: black;">无</span>意愿推广你的<span style="color: black;">制品</span>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">厌恶型用户 </strong>—— <span style="color: black;">她们</span>不仅不愿再来购买，还会劝身边的人<span style="color: black;">亦</span>不要来买。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Google Analytics里的高阶电商分析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了基本的<span style="color: black;">跟踪</span>功能以外，谷歌还<span style="color: black;">供给</span>了</span><strong style="color: blue;"><span style="color: black;">高阶电商功能的插</span><span style="color: black;">件（Google Analytics Enhanced Ecommerce)</span></strong><span style="color: black;">，<span style="color: black;">供给</span>了<span style="color: black;">非常多</span>有价值且免费的数据。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy567g3lr7msNw8DhMET8h8UQ9s5T9fAqddtFGqkxxGVh6YSDkpficYNmeA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然设置好跟踪<span style="color: black;">方法</span>要花些时间，但你能额外拿到的数据是完全值得的。</span><span style="color: black;">不像从Google Analytics上拿到的普通数据，高级电商工具能<span style="color: black;">帮忙</span>你<span style="color: black;">得到</span>用户旅程中的所有信息，洞察增长的关键点，<span style="color: black;">提高</span><span style="color: black;">制品</span>销量和你的营销效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谷歌分析的高阶电商分析报告中<span style="color: black;">包括</span>三类数据：<strong style="color: blue;">用户<span style="color: black;">行径</span>数据，<span style="color: black;">制品</span>数据，和营销数据。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1. 用户<span style="color: black;">行径</span>数据</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从用户<span style="color: black;">行径</span>数据中你能<span style="color: black;">得到</span>用户在购买过程中和完成订单产生的所有数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1）购物<span style="color: black;">行径</span>报告</span></strong><span style="color: black;">——这个报告能告诉你用户在营销漏斗的<span style="color: black;">每一个</span><span style="color: black;">周期</span>产生了多少访问量（session）。从只是浏览过你<span style="color: black;">制品</span>的用户，到加入购物车的用户，<span style="color: black;">起始</span>结账的用户，和完成订单的用户。这份报告能清晰地告诉你有多少用户转移到了下一个<span style="color: black;">周期</span>，并<span style="color: black;">帮忙</span>你识别<span style="color: black;">怎样</span>改进这个过程来<span style="color: black;">加强</span>订单量。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2）支付<span style="color: black;">行径</span>报告</span></strong><span style="color: black;">——和购物<span style="color: black;">行径</span>报告很像，但只关注结账付款这一<span style="color: black;">周期</span>。这个报告能轻易地跟踪用户在支付<span style="color: black;">周期</span>的<span style="color: black;">行径</span>，以及<span style="color: black;">她们</span>在什么<span style="color: black;">地区</span><span style="color: black;">选取</span>放弃购买。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56hT6WeoDttxqMW4jf6kPCfVFsPvfAEbmnocOOFxicc7BtnzZ9wvp5Zxw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. <span style="color: black;">制品</span>数据</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>告诫电商工具，营销团队<span style="color: black;">能够</span>收集到对<span style="color: black;">制品</span>和<span style="color: black;">营销</span><span style="color: black;">状况</span>非常有价值的信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1）<span style="color: black;">制品</span>效果报告</strong>——<span style="color: black;">包括</span>概览报告和购物<span style="color: black;">行径</span>报告这两种报告。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">概览报告</span></strong><span style="color: black;">—— 分为<span style="color: black;">营销</span>表现部分和购物<span style="color: black;">行径</span>部分。<span style="color: black;">营销</span>表现部分<span style="color: black;">包含</span>各个商品带来的收入，<span style="color: black;">最少</span>购买过一次的用户数，平均订单价格、数量，退款数目等等。购物<span style="color: black;">行径</span>部分，你<span style="color: black;">能够</span>看到浏览了<span style="color: black;">制品</span>详情页的用户里，加入购物车的人数；或浏览<span style="color: black;">制品</span>详情页后<span style="color: black;">最后</span>下单的人数。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">购物<span style="color: black;">行径</span>浏览</span></strong><span style="color: black;">——<span style="color: black;">倘若</span>你切换为购物<span style="color: black;">行径</span>浏览模式，你会找到<span style="color: black;">更加多</span>和商品<span style="color: black;">相关</span>的数据，<span style="color: black;">例如</span>商品浏览页<span style="color: black;">拜访</span>量、商品详情页<span style="color: black;">拜访</span>量、加入/移出购物车的商品，进入结算<span style="color: black;">周期</span>的商品，以及购买人数。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2<strong style="color: blue;">）</strong><span style="color: black;">营销</span>表现报告</span></strong><span style="color: black;">——在这个报告中，你<span style="color: black;">能够</span>找到关于收入，税费、运费、退款金额，和卖出的商品数量。你<span style="color: black;">能够</span><span style="color: black;">运用</span>交易ID或日期来<span style="color: black;">跟踪</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3）<span style="color: black;">制品</span>列表报告</span></strong><span style="color: black;">——这份报告会<span style="color: black;">供给</span>类似/<span style="color: black;">关联</span><span style="color: black;">制品</span>、交叉<span style="color: black;">营销</span>、向上<span style="color: black;">营销</span>的见解。基于你店铺内的<span style="color: black;">制品</span><span style="color: black;">归类</span>，你<span style="color: black;">能够</span>收集到关于<span style="color: black;">制品</span>浏览页的<span style="color: black;">拜访</span>量、<span style="color: black;">制品</span>列表点击率，和<span style="color: black;">制品</span>列表 → <span style="color: black;">制品</span>详情页转化率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3. 营销数据</span></strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3qsL8jS380E7OzxhcQHwy56A7zvOxyfibpNiaVkUaoBWWicNbE6pShwiaJVyS10ZnsD7R2TicicNAz7NB1w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了你在购物<span style="color: black;">行径</span>和<span style="color: black;">制品</span>表现方面收集的数据以外，高级电商<span style="color: black;">跟踪</span>功能<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你衡量内部和<span style="color: black;">外边</span>的营销效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1）内部营销报告</span></strong><span style="color: black;">——<span style="color: black;">能够</span><span style="color: black;">供给</span>内部推销工具的分析，<span style="color: black;">例如</span>能引导用户到<span style="color: black;">区别</span>区域的页面导航栏。在这个报告中，你<span style="color: black;">能够</span>看到像内部推销点击率、交易数量、收入、和<span style="color: black;">每一个</span>内部推广点击后产生的交易数等等的指标。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2）订单优惠券报告</span></strong><span style="color: black;">——这份报告会<span style="color: black;">供给</span>订单优惠券和收入、交易量、订单平均价值的关系分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3）<span style="color: black;">制品</span>优惠券报告</span></strong><span style="color: black;">——和之前的报告<span style="color: black;">类似</span>，它会<span style="color: black;">供给</span><span style="color: black;">相关</span><span style="color: black;">制品</span>优惠券和收入、购买人数、每次购买产生的<span style="color: black;">制品</span>收益的分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4）折扣码报告</span></strong><span style="color: black;">—— 能够清楚地看到合作商 / 品牌大使 / 博主对你店铺销量的贡献。<span style="color: black;">亦</span>能够设置指标<span style="color: black;">跟踪</span><span style="color: black;">关联</span>的收入、订单量、和平均订单价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商分析的9大应用场景</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说了<span style="color: black;">那样</span>多电商分析的指标和报告，<span style="color: black;">那样</span><span style="color: black;">咱们</span>来<span style="color: black;">瞧瞧</span><span style="color: black;">跟踪</span>这些数据到底<span style="color: black;">能够</span>为<span style="color: black;">咱们</span>的电<span style="color: black;">商场</span>务带来什么<span style="color: black;">实质</span>的好处吧！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1.数据驱动的<span style="color: black;">制品</span><span style="color: black;">开发</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费者比以往<span style="color: black;">持有</span>了<span style="color: black;">更加多</span><span style="color: black;">选取</span>和<span style="color: black;">掌控</span>权。<span style="color: black;">选取</span><span style="color: black;">太多</span><span style="color: black;">引起</span>更高的期待。电商企业需要更快速地<span style="color: black;">提高</span>竞争力来跟上加速增长的期待值。<span style="color: black;">把握</span>消费者<span style="color: black;">爱好</span>和厌恶的信息，并在<span style="color: black;">制品</span><span style="color: black;">研发</span>过程中利用这些知识，是创造出消费者<span style="color: black;">喜欢</span>的<span style="color: black;">制品</span>的关键。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.<span style="color: black;">提高</span>库存管理</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一家电商的可<span style="color: black;">连续</span>性取决于它的库存管理有多好。<span style="color: black;">晓得</span><span style="color: black;">制品</span>在什么位置，最<span style="color: black;">恰当</span>的补货时间是什么时候，将为你省去许多麻烦。<span style="color: black;">另一</span>，电商分析还<span style="color: black;">能够</span>帮你预测和计划<span style="color: black;">将来</span>的库存。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3.交叉<span style="color: black;">营销</span>和向上<span style="color: black;">营销</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">机构</span><span style="color: black;">常常</span>低估了给现有客户交叉<span style="color: black;">营销</span>和向上<span style="color: black;">营销</span>的力量。<span style="color: black;">按照</span>福布斯的<span style="color: black;">报告</span>，吸引新客户的成本是留住现有客户的5倍。最重要的是，一家<span style="color: black;">机构</span>65%的业务来自现有客户，<span style="color: black;">因此呢</span>利用电商数据进行重定向战略可能有更大的利润空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4.收集用户<span style="color: black;">行径</span>数据</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你必须<span style="color: black;">把握</span>消费者快速变化的偏好和期望。最好的<span style="color: black;">办法</span>是收集用户<span style="color: black;">行径</span>数据，<span style="color: black;">认识</span><span style="color: black;">她们</span>的<span style="color: black;">需要</span>、期望和痛点。<span style="color: black;">倘若</span>你想和<span style="color: black;">她们</span>保持同步，就必须采取消费者至上的<span style="color: black;">心理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5.个人化的购物体验（<span style="color: black;">制品</span><span style="color: black;">举荐</span>）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在电商<span style="color: black;">行业</span>，一刀切是行不通的。Epsilon的<span style="color: black;">科研</span><span style="color: black;">表示</span>，当品牌<span style="color: black;">供给</span>个性化体验时，80%的消费者更有可能进行购买，90%的消费者<span style="color: black;">暗示</span><span style="color: black;">她们</span>觉得个性化<span style="color: black;">特别有</span>吸引力。新世界的规则里，个性化远远不止是简单地<span style="color: black;">归类</span>定制。<span style="color: black;">运用</span>电商分析，能够预测消费者个体的<span style="color: black;">需要</span>，并提出<span style="color: black;">关联</span>的<span style="color: black;">制品</span><span style="color: black;">意见</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">6.参与用户体验</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">客户体验是新的“品牌通货”。除了价格和质量，你还需要<span style="color: black;">供给</span>吸引人的用户体验来保持客户的兴趣。<span style="color: black;">经过</span>这些数据，你<span style="color: black;">能够</span>看到客户在网站上花费了多少时间，<span style="color: black;">那些</span>特性吸引了<span style="color: black;">她们</span>的<span style="color: black;">重视</span>力，以及<span style="color: black;">能够</span>改进<span style="color: black;">那些</span>方面来创建独特、有趣、简单、无<span style="color: black;">阻碍</span>的用户体验，以满足客户<span style="color: black;">持续</span>变化的<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">7.优化<span style="color: black;">制品</span>组合</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每一个</span><span style="color: black;">制品</span>组合中都有最好和最差的——这很正常。电商分析之<span style="color: black;">因此</span><span style="color: black;">不仅</span>是数字的<span style="color: black;">原由</span>，是<span style="color: black;">由于</span>能够利用这些数据来分析<span style="color: black;">那些</span>是最畅销的<span style="color: black;">制品</span>，<span style="color: black;">那些</span>是不畅销的<span style="color: black;">制品</span>。你<span style="color: black;">能够</span>更深入地挖掘，找出<span style="color: black;">有些</span><span style="color: black;">制品</span>永远卖不出去的<span style="color: black;">原由</span>，并利用收集的简洁来优化<span style="color: black;">制品</span>组合。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">8.最大化<span style="color: black;">宣传</span>开支<span style="color: black;">报答</span>率（returnon ad spend）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">运用</span>电商分析<span style="color: black;">能够</span>帮你<span style="color: black;">发掘</span>企业<span style="color: black;">是不是</span>像一个正在漏水的桶，<span style="color: black;">能够</span>做些什么来最大化<span style="color: black;">宣传</span>支出。与其把钱浪费在不起<span style="color: black;">功效</span>的<span style="color: black;">宣传</span>上，你<span style="color: black;">能够</span>专注于针对正确<span style="color: black;">目的</span>受众的<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">9.满意的顾客</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户会<span style="color: black;">选取</span><span style="color: black;">哪些</span>把<span style="color: black;">她们</span>当作人而不是数字来对待的<span style="color: black;">机构</span>。电商分析的<span style="color: black;">最后</span>目的是收集数据，<span style="color: black;">认识</span>客户，优化<span style="color: black;">制品</span>和流程，以满足直到超越用户的期望。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">结论</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创造一个有竞争力的客户体验<span style="color: black;">寓意</span>着在<span style="color: black;">全部</span>客户生命周期中整合电商分析。这些见解将为优化用户体验<span style="color: black;">供给</span>方向，<span style="color: black;">包含</span><span style="color: black;">发掘</span>、获取、转化、留存和<span style="color: black;">举荐</span>。</span><span style="color: black;"><span style="color: black;">倘若</span>你想要系统性学习<span style="color: black;">怎样</span><span style="color: black;">有效</span>增长电商的海外市场，<span style="color: black;">那样</span>千万不要<span style="color: black;">错失</span>MarTechApe<strong style="color: blue;">《北美电商增长营销实习实战项目》</strong>，已成功举办了6期。<span style="color: black;">咱们</span>以</span><span style="color: black;"><strong style="color: blue;">电商</strong><strong style="color: blue;">企业平台远程实操</strong></span><span style="color: black;"><strong style="color: blue;"> + </strong></span><span style="color: black;"><strong style="color: blue;">硅谷增长总监远程培训</strong></span><span style="color: black;">的形式，为有志于求职电商行业、为电商品牌与企业做海外市场增长的人，全方位培养电商增长<span style="color: black;">行业</span>的<span style="color: black;">关联</span>技能，增添高含金量的履历。</span></p><span style="color: black;"><span style="color: black;">日前</span>，<span style="color: black;">咱们</span>的毕业生已斩获<strong style="color: blue;">中美多家知名企业</strong>的全职Offer与面试机会：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fcmOjAhra3pfVAPOpiaYaibq5bUrDzQFH2P9yOjQnaRO4w05ZaFgyvYkWb0pqju1w87Y5nPcXD8YcBQp1Rpsgfhw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">倘若</span>你对这个项目感兴趣的话，就继续往下看吧！</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">01</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">电商增长营销实习项目简介</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《电商增长营销实习项目》是MarTechApe与</span><span style="color: black;">北美电商企业</span><span style="color: black;">合作开办的</span><strong style="color: blue;">远程实习项目+实战培训</strong><span style="color: black;">。致力于培养电商时代下的增长营销弄潮儿，为中/美电商企业拓展海外市场培养优秀人才。从2019年开办<span style="color: black;">迄今</span>，共合作过以下品牌与企业：</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">从项目毕业的学生，除了有机会直接进入合作企业工作之外，还斩获了<span style="color: black;">包含</span>Pin</span><span style="color: black;">terest、Wayfair、TikTok、小红书等中外企业全职与实习offer。<span style="color: black;">更加多</span>企业offer可参见上文的毕业生offer榜。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">学员在项目中<span style="color: black;">得到</span>了：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为电商企业<strong style="color: blue;">拓展北美市场，<span style="color: black;">累积</span>跨境电商“出海”增长实战经验</strong>，<span style="color: black;">增多</span><span style="color: black;">关联</span>工作经历，<span style="color: black;">提高</span>求职竞争力；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">跨境电商的一手实操经验、<strong style="color: blue;">硅谷前沿</strong>的增长营销最佳战略，<span style="color: black;">把握</span><strong style="color: blue;">海外营销规则与玩法</strong>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">深度<span style="color: black;">把握</span>北美各<span style="color: black;">途径</span><span style="color: black;">宣传</span>投放，<span style="color: black;">包含</span>但不仅限于</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Facebook</strong><span style="color: black;"><span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Instagram</strong><span style="color: black;">购物<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Google</strong><span style="color: black;">搜索/展示/购物<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">YouTube</strong><span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">TikTok</strong><span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Snapchat</strong><span style="color: black;"><span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学会用<strong style="color: blue;">Google Analytics</strong>进行电商网站的各类分析；<span style="color: black;">认识</span><span style="color: black;">怎样</span><span style="color: black;">运用</span>电商<span style="color: black;">必须</span>工具<strong style="color: blue;">Shopify</strong>来优化与客制化电商网站；学会利用<strong style="color: blue;">A/B测试</strong>优化网页并<span style="color: black;">加强</span>转化率；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学会<span style="color: black;">经过</span>分析增长营销的<strong style="color: blue;">关键指标</strong>（CAC、LTV、弃购率等）<span style="color: black;">得到</span><span style="color: black;">商场</span>洞察，优化电<span style="color: black;">商场</span>务<strong style="color: blue;"><span style="color: black;">宣传</span><span style="color: black;">报答</span>率</strong>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学会<span style="color: black;">经过</span><strong style="color: blue;">CRM战略</strong>实现用户<strong style="color: blue;">激活、留存、<span style="color: black;">举荐</span></strong>等增长<span style="color: black;">目的</span>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毕业学员均<span style="color: black;">得到</span><strong style="color: blue;">项目证书</strong>、<strong style="color: blue;">实习经历的简历模版</strong>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">优秀学员可<span style="color: black;">得到</span>来自硅谷营销总监的<strong style="color: blue;">求职<span style="color: black;">举荐</span>信</strong>。部分<span style="color: black;">朋友</span>有机会<span style="color: black;">得到</span>合作企业的<strong style="color: blue;">全职offer</strong>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有完成项目的<span style="color: black;">朋友</span>，均<span style="color: black;">得到</span>中美各大知名<span style="color: black;">机构</span>的全职或实习岗位的<strong style="color: blue;">内推机会</strong>！项目结束后，内推<span style="color: black;">亦</span>不终止哦！</span></p><strong style="color: blue;"><span style="color: black;">适合人群（学生与工作党）:</span></strong><span style="color: black;"><strong style="color: blue;">海外留学生</strong>，有志于进入<span style="color: black;">电商行业</span>、<span style="color: black;">增长营销职能/网站分析职能/<span style="color: black;">宣传</span>投放职能</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">等<span style="color: black;">关联</span>岗位的人；</p>
</span><span style="color: black;"><strong style="color: blue;">海外从业人士</strong>，有志于<span style="color: black;">转换职业赛道</span>，进入<span style="color: black;">增长营销<span style="color: black;">行业</span></span>，或进入<span style="color: black;">电商行业</span>，却苦于缺乏<span style="color: black;">关联</span>工作经验的人；</span><span style="color: black;"><strong style="color: blue;">国内从业人士</strong>，有志于<span style="color: black;">学习海外营销规则</span>与<span style="color: black;"><span style="color: black;">宣传</span>投放规则</span>、学习<span style="color: black;">北美成功电商企业的增长策略</span>的人；</span><span style="color: black;"><strong style="color: blue;">国内大学生</strong>，<span style="color: black;">期盼</span><span style="color: black;">申请海外名校</span>，<span style="color: black;">经过</span><span style="color: black;">累积</span><span style="color: black;">海外实习经验</span><span style="color: black;">加强</span>申请竞争力的人；或<span style="color: black;">期盼</span></span><span style="color: black;"><span style="color: black;">累积</span>跨境电商<span style="color: black;">关联</span>经验</span><span style="color: black;">以<span style="color: black;">加强</span>求职竞争力的大学生。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">02</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">本期企业: 洛杉矶时尚电商</strong></p><span style="color: black;">本期《电商增长营销实习项目》的官方合作企业，是</span><span style="color: black;">洛杉矶时尚女装品牌J.ING</span><span style="color: black;">。在<span style="color: black;">这次</span>项目中，所有学员将直接上手实操J.ING的<span style="color: black;">宣传</span>平台、为J.ING优化<span style="color: black;">宣传</span>投放与自然增长、进行数据驱动的网站分析与优化，在导师的带领下，为J.ING扩张北美市场并开拓其他海外市场。</span><span style="color: black;">赶快来<span style="color: black;">瞧瞧</span>J.ING的介绍！</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Los Angeles</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">J/I/N/G</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Fashion Brand</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创立于2017年，来自时尚之都<strong style="color: blue;"><span style="color: black;">洛杉矶的女装品牌 J.ING</span></strong>在短短的3年中就达到了<strong style="color: blue;"><span style="color: black;">千万级美金的年销量</span></strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">，是<span style="color: black;">全世界</span>化品牌电商的先行者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“自信，独特，细致与迷人” 是J.ING一贯的品牌定位。J.ING致力于支持和赋能现代女性在各个<span style="color: black;">行业</span>施展才华，身兼多元化身份追求自己的梦想。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">J.ING注重<strong style="color: blue;"><span style="color: black;">国际化品牌</span></strong>的打造，<span style="color: black;">迄今</span>已<span style="color: black;">得到</span>数千位名人、网红以及杰出女性的支持、认可和合作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日前</span>，<span style="color: black;">团队总部<span style="color: black;">位置于</span><strong style="color: blue;">洛杉矶</strong>，在中国<strong style="color: blue;">深圳</strong>和<strong style="color: blue;">广州</strong>均设有办公室</span>，集中美两国各方<span style="color: black;">优良</span>打造真正的<strong style="color: blue;"><span style="color: black;"><span style="color: black;">全世界</span>化团队</span></strong><span style="color: black;">和国际化品牌</span>。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">03</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">指点</span>老师：硅谷营销总监</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">Tina Lei, </span></strong><strong style="color: blue;"><span style="color: black;">Director of Digital Marketing</span></strong><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">小红书 @Tina在职场</strong></span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本期《电商增长营销实习项目》的项目主讲老师是</span>现任<strong style="color: blue;">硅谷 SaaS 科技<span style="color: black;">机构</span>NinjaRMM数字营销总监</strong> <span style="color: black;">Tina Lei</span>。<span style="color: black;">做为</span>数字营销总监，她为<span style="color: black;">机构</span>搭建了<span style="color: black;">有效</span>的多<span style="color: black;">途径</span><span style="color: black;">营销</span>线索营销系统，并实现600%的月增长。除了在B2B<span style="color: black;">行业</span>有长足的经验外，她在B2C行业<span style="color: black;">亦</span>有丰富的工作经验，曾在Unitedstars与Auto Force担任过营销经理。Tina曾就读于纽约大学传媒硕士项目以及中国人民大学<span style="color: black;">资讯</span>学院。</p><span style="color: black;">在<span style="color: black;">这次</span>项目中，Tina老师将为学员们带来系统化的电商增长营销理论与实践的培训。学员们将在Tina老师的的辅导下，为J.ING开展各类<span style="color: black;">宣传</span>平台投放并学习数据驱动的电<span style="color: black;">商场</span>务增长。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">04</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">课程大纲 & 实习实战安排</strong></p><span style="color: black;"><span style="color: black;">全部</span>《电商增长实习实战项目》分为</span><span style="color: black;"><strong style="color: blue;">培训部分</strong></span><span style="color: black;">与</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">实</span></strong><strong style="color: blue;"><span style="color: black;">战部分</span></strong></span><span style="color: black;">。共历时八周，每周三小时线上实况课程，均在周末上课，课程有回放。</span><span style="color: black;">每节课均有作业，学员须完成：</span><strong style="color: blue;">网站分析任务、A/B测试任务、<span style="color: black;">宣传</span>投放任务、市场调研任务、CRM用户留存任务等等。学员需在项目结束后，向J.ING的Chief Brand Officer, Creative Director与Senior Marketing Manager进行演示报告。</strong><span style="color: black;">以下课程大纲与实战安排：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. Ecommerce Overview & Website Analytics</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商与电商网站分析</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">认识</span>电商与零售行业的<span style="color: black;">商场</span><span style="color: black;">规律</span>、行业趋势、销量公式</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">认识</span>电商行业的采购/物流/<span style="color: black;">营销</span>策略的成功关键</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学习<span style="color: black;">运用</span><strong style="color: blue;">Google Analytics</strong>进行电<span style="color: black;">商场</span>务网页分析并<span style="color: black;">诠释</span>报告</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">运用</span>Google Analytics对J.ING的官方<strong style="color: blue;">网站进行报告</strong>分析，<span style="color: black;">包含</span>：受众群体、流量获取<span style="color: black;">途径</span>、网站转化率分析、用户流与用户<span style="color: black;">拜访</span>路径分析、漏斗分析、引荐分析等等电商网站的关键数据分析报告</span></p><span style="color: black;">学员在该模块会聚焦在理解电商行业的<span style="color: black;">商场</span><span style="color: black;">规律</span>，并<span style="color: black;">这里</span><span style="color: black;">基本</span>上，<strong style="color: blue;"><span style="color: black;">经过</span>Google Analytics对J.ING的电商网站进行全面的剖析与<span style="color: black;">诠释</span></strong>。学员会系统性学习电<span style="color: black;">商场</span>务赖以<span style="color: black;">存活</span>的各个<span style="color: black;">商场</span>环节，<span style="color: black;">创立</span>对电商行业的深刻理解。你还将学习<span style="color: black;">怎样</span>在电商网站上<span style="color: black;">创立</span>实验优化测试，并学习用Google Analytics做网页分析与用户<span style="color: black;">行径</span>分析。<span style="color: black;">咱们</span>将以<span style="color: black;">机构</span>真实平台数据与行业实例来系统加强你对<strong style="color: blue;">电商行业<span style="color: black;">商场</span><span style="color: black;">认识</span></strong>与<strong style="color: blue;">电商网站的底层<span style="color: black;">规律</span></strong>的理解。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2. Optimizing the Ecommerce Site</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">数据驱动的电商网站优化：指标、流量<span style="color: black;">跟踪</span>、A/B测试</span></strong></span></p><span style="color: black;">全面学习电商增长的<strong style="color: blue;">关键业务指标</strong>，<span style="color: black;">认识</span><span style="color: black;">怎样</span><span style="color: black;">有效</span><span style="color: black;">运用</span>指标以<span style="color: black;">调节</span>增长战略</span><span style="color: black;"><span style="color: black;">认识</span><strong style="color: blue;">流量<span style="color: black;">途径</span><span style="color: black;">跟踪</span></strong>对电商网站营销归因、衡量<span style="color: black;">途径</span>效果、<span style="color: black;">调节</span>增长战略的<span style="color: black;">功效</span>与影响</span><span style="color: black;"><span style="color: black;">认识</span><span style="color: black;">区别</span>电<span style="color: black;">商场</span>务模式的增长<span style="color: black;">途径</span>差异，学习独立站与平台的<span style="color: black;">区别</span>运营策略，<span style="color: black;">认识</span>独立站的<strong style="color: blue;">建站流程</strong>，<span style="color: black;">认识</span>建站工具<strong style="color: blue;">Shopify</strong><span style="color: black;">供给</span>的网站运营功能与营销功能，并<span style="color: black;">认识</span><span style="color: black;">怎样</span><span style="color: black;">按照</span>Shopify来优化与客制化电商网站</span><span style="color: black;">学习<span style="color: black;">怎样</span>深度分析J.ING的Shopify网站报告，学习<span style="color: black;">怎样</span>利用<strong style="color: blue;">A/B测试</strong>来优化网站页面并驱动销量，<span style="color: black;">包含</span>优化站内搜索、支付流程、网页商品<span style="color: black;">摆设</span>等各类影响网页购物体验的<span style="color: black;">原因</span>。</span><span style="color: black;">在该模块，学员将聚焦于<strong style="color: blue;">数据驱动的电商网站优化</strong>，<span style="color: black;">经过</span>对指标与网站数据报告的分析<span style="color: black;">精细</span>提出J.ING官网的优化机会，并<span style="color: black;">这里</span>过程中，<span style="color: black;">认识</span>北美电商最重要的建站工具之一Shopify。你将系统学习网页优化的各类<span style="color: black;">办法</span>，并为J.ING的官网提出数据驱动的优化假设，并设计A/B测试实验流程以测试各类假设。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. Growth Marketing: Branding + Performance</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">增长营销：付费<span style="color: black;">宣传</span>、自然增长、品牌与效果</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在学</span><span style="color: black;">习线上零售的增长黑客和<strong style="color: blue;">促销</strong>战略的<span style="color: black;">同期</span><span style="color: black;">认识</span><span style="color: black;">怎样</span>搭建一个成功的电商<strong style="color: blue;">品牌</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学习<span style="color: black;">怎样</span>在北美市场进行<strong style="color: blue;">媒介预算</strong>的分配与优化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">运用</span><span style="color: black;">机构</span>预算，实战操作海外主流<span style="color: black;">宣传</span>平台，</strong>获取新用户并打造品牌；学习</span><span style="color: black;">Facebook</span><span style="color: black;"><span style="color: black;">宣传</span>、</span><span style="color: black;">Instagram</span><span style="color: black;">购物<span style="color: black;">宣传</span>、</span><span style="color: black;">TikTok</span><span style="color: black;"><span style="color: black;">宣传</span>、</span><span style="color: black;">Snapchat</span><span style="color: black;"><span style="color: black;">宣传</span>、</span><span style="color: black;">Google Search</span><span style="color: black;">（搜索<span style="color: black;">宣传</span>）、</span><span style="color: black;">Display</span><span style="color: black;">（展示<span style="color: black;">宣传</span>）、</span><span style="color: black;">Shopping</span><span style="color: black;">（购物<span style="color: black;">宣传</span>）来获客并拉动销量</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学习有效<span style="color: black;">运用</span></span><strong style="color: blue;"><span style="color: black;">自然营销<span style="color: black;">途径</span></span></strong><span style="color: black;">：社交<span style="color: black;">媒介</span>、内容管理、搜索优化（SEO）、站内客户评论</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">认识</span>北美市场的</span><strong style="color: blue;"><span style="color: black;">网红营销</span></strong><span style="color: black;">（Influencer Marketing）与<strong style="color: blue;">网盟营销</strong>（Affliate Marketing）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">系统学习增长漏斗与增长营销<span style="color: black;">宣传</span>战役的关键指标，学习<span style="color: black;">怎样</span><span style="color: black;">经过</span>增长指标来最大化电<span style="color: black;">商场</span>务的</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>投资<span style="color: black;">报答</span>率</span></strong><span style="color: black;">（<span style="color: black;">ROAS</span>）</span></p><span style="color: black;">在这一模块，你将<span style="color: black;">经过</span>实操J.ING的各类<span style="color: black;">宣传</span>平台与<span style="color: black;">宣传</span>账户以全方位<span style="color: black;">把握</span></span><span style="color: black;"><strong style="color: blue;">北美各类<span style="color: black;">宣传</span>投放</strong></span><span style="color: black;">。你将接受硅谷营销专家的系统培训，<span style="color: black;">熟悉</span><span style="color: black;">把握</span>Facebook<span style="color: black;">宣传</span>、Instagram<span style="color: black;">宣传</span>、Google搜索/展示/购物<span style="color: black;">宣传</span>、TikTok<span style="color: black;">宣传</span>、Snapchat<span style="color: black;">宣传</span>，并<span style="color: black;">熟悉</span><span style="color: black;">把握</span>自然营销<span style="color: black;">途径</span>（organic growth）如搜索优化。你还将学习数据驱动的<span style="color: black;">宣传</span>投放策略，优化各类营销战役，<span style="color: black;">加强</span><span style="color: black;">宣传</span>的投资<span style="color: black;">报答</span>率。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4. CRM and User Retention for Ecommerce</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商的用户留存与用户数据管理</span></strong></span></strong></span><span style="color: black;">深入学习<strong style="color: blue;">邮件营销、CRM</strong>、以及<strong style="color: blue;">用户留存</strong>战略的紧密关系</span><span style="color: black;"><span style="color: black;">认识</span>跨境电商邮件营销与国内电商邮件营销的区别，并学习北美电商邮件营销的规则与特点，在<span style="color: black;">得到</span>转化的<span style="color: black;">同期</span><span style="color: black;">创立</span><strong style="color: blue;">品牌美誉度</strong></span><span style="color: black;">学习<span style="color: black;">怎样</span>打造<strong style="color: blue;">个性化<span style="color: black;">举荐</span></strong>与客制化的购物体验</span><span style="color: black;"><span style="color: black;">把握</span>邮件营销的关键指标与各层级转化率的行业基准</span><span style="color: black;"><span style="color: black;">把握</span><span style="color: black;">区别</span><strong style="color: blue;">用户群组</strong>的CRM战略（用户管理关系战略），<span style="color: black;">包含</span>新用户、重激活用户、留存用户，并为J.ING优化忠诚计划与（Loyalty Program）与<span style="color: black;">举荐</span>计划（Referral Program）</span><span style="color: black;">为J.ING优化邮件营销与用户留存战略</span><span style="color: black;">在这一部分你将系统学习电商的CRM（用户关系管理）数据管理、邮件营销、用户留存战略，并<strong style="color: blue;">深入学习欧美电商邮件营销的规则与特点</strong>，并利用CRM战略来进行用户分层，对各层级用户进行个性化营销，<span style="color: black;">加强</span>整体用户留存率。</span><span style="color: black;"><strong style="color: blue;">5. 实战演练——分组竞赛</strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">得到</span>美金预算</span></strong><span style="color: black;">：你需要为J.ING制定一个增长营销计划并执行营销战役。<span style="color: black;">每一个</span>团队将<span style="color: black;">得到</span><span style="color: black;">机构</span>的美金预算来进行增长营销实战。</span><strong style="color: blue;"><span style="color: black;">制定增长战略</span></strong><span style="color: black;">：<span style="color: black;">每一个</span>团队需要制定一个<span style="color: black;">仔细</span>的增长营销战略计划，<span style="color: black;">知道</span>美元预算将<span style="color: black;">怎样</span>投放。</span><strong style="color: blue;"><span style="color: black;">执行营销战役</span></strong><span style="color: black;">：在比赛中，要尽可能有效地<span style="color: black;">运用</span>你在项目中学会的增长营销手段，<span style="color: black;">包含</span>但不仅限于网站优化、SEO、搜索竞价<span style="color: black;">宣传</span>、Instagram/Facebook<span style="color: black;">宣传</span>、YouTube<span style="color: black;">宣传</span>、Google<span style="color: black;">宣传</span>、TikTok<span style="color: black;">宣传</span>、邮件营销、网盟等</span><strong style="color: blue;"><span style="color: black;">完成成果报告</span></strong><span style="color: black;">：在执行了增长营销战役后，你和你的团队需要完成KPI报告来可视化你们小组的增长表现。在报告中，你要总结出驱动新用户和驱动销量的成功路径，并且向J.ING的Chief Brand Officer, Creative Director与Senior Marketing Manager证明数据<span style="color: black;">怎样</span>为你带来<span style="color: black;">商场</span>洞察</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">6. 报告与展示</strong></span></p><span style="color: black;">向J.ING<span style="color: black;">的Chief Brand Officer, Creative Director与Senior Marketing Manager</span>展展示小组报告</span><span style="color: black;">评选出优秀学员，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">有机会获</span></strong><strong style="color: blue;"><span style="color: black;">得J.ING的全职Offer或实习Offer</span></strong></span><span style="color: black;">项目结束后，每位学员<span style="color: black;">得到</span>一份专业的</span><span style="color: black;"><strong style="color: blue;">项目经历简历描述，<span style="color: black;">能够</span>放到个人简历上，或是领英等求职网站上</strong></span><span style="color: black;">，用这个含金量极高的企业级项目来<span style="color: black;">增多</span>你的履历背景，<span style="color: black;">加强</span>面试成功率</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">05</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">学员成果</strong></p><span style="color: black;">完成《电商增长实习实战项目》后有<span style="color: black;">那些</span>作品<span style="color: black;">能够</span>展示呢？</span><span style="color: black;">学员在经历了<span style="color: black;">全部</span>项目之后，对电商增长营销有了深刻理解与实战经验，将实战经历汇聚到战役报告中，<span style="color: black;">作为</span>学员<span style="color: black;">能够</span>展示到个人网站或是领英等求职网站的作品集。这一份拿得出手的高品质项目会是你<strong style="color: blue;">求职时脱颖而出的最佳<span style="color: black;">助手</span></strong>！</span><strong style="color: blue;"><span style="color: black;">部分往期学员作品展示：</span></strong><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">06</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">怎样</span>报名？</strong></p><span style="color: black;">长按二维码，添加小助手为好友，回复“</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">电商</span></strong></span><span style="color: black;">”，<span style="color: black;">就可</span>报名《电商增长实习实战项目》：</span><strong style="color: blue;"><span style="color: black;">小助手（<span style="color: black;">微X</span>ID：yvonne91_wsn)</span></strong><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">熟练</span><span style="color: black;">咱们</span>的老用户，应该<span style="color: black;">晓得</span><span style="color: black;">咱们</span><span style="color: black;">始终</span>都是实行阶梯价格、优惠递减的，这次<span style="color: black;">亦</span>不例外：</span><strong style="color: blue;"><span style="color: black;">先到先得、越早报名优惠幅度越大，今天<span style="color: black;">起始</span>接受报名！</span></strong><span style="color: black;">。以下价格单位为美元：</span><strong style="color: blue;"><span style="color: black;">第1名～第5名：1299美元<span style="color: black;">（相当于优惠了$700）</span></span></strong><strong style="color: blue;"><span style="color: black;">第6名～第10名：1499美元<span style="color: black;">（<strong style="color: blue;"><span style="color: black;">相当于优惠了</span></strong>$500）</span></span></strong><strong style="color: blue;"><span style="color: black;">第11名～第15名：1599美元<span style="color: black;">（<strong style="color: blue;"><span style="color: black;">相当于优惠了</span></strong>$400）</span></span></strong><strong style="color: blue;"><span style="color: black;">第16名～第18名：1799美元<span style="color: black;">（<strong style="color: blue;"><span style="color: black;">相当于优惠了</span></strong>$200）</span></span></strong><strong style="color: blue;"><span style="color: black;">第19名～第20名：1999美元<strong style="color: blue;"><span style="color: black;">（原价）</span></strong></span></strong><span style="color: black;">你能否搭上2024年达9.9万亿<span style="color: black;">营销</span>额的</span><strong style="color: blue;"><span style="color: black;">电商帝国</span></strong><span style="color: black;">时代火箭？投资自己，全方位<span style="color: black;">提高</span>能力，为自己增添被验证有效的宝藏项目经历！赶快报名吧！</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">来个“分享、点赞、在看” 你的见解真是独到，让我受益匪浅。 楼主听话，多发外链好处多，快到碗里来！外链论坛 http://www.fok120.com/ 我们有着相似的经历，你的感受我深有体会。
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