Customer regional distribution analysis is a basic analysis based on the store customer portrait, and its data comes from the order report in the background. The required parameters are “ship-city” and “ship-state”. The data screening methods are divided into the following 4 categories: order sorting in different regions, cumulative order statistics in different regions, market share analysis in different regions, and classification of head market, long-tail market, and low-order market.
First, the operator needs to filter out the “ship-city” or “ship-state” information in the order report. This section takes “ship-state” as an example.
After completing the “ship-state” screening (you can directly select this data column in the order report to complete the screening), the operator needs to use the Excel pivot table function to calculate the order volume in each region and create an Excel table.
There are three types of data, namely “ship-state” (i.e. the region of the order), “quantity” (i.e. the number of orders in different regions) and “occupancy ratio” (i.e. the ratio of the number of orders in different regions to the total number of orders. The “occupancy ratio” cannot be directly obtained from the backend order report and needs to be calculated. For example, the number of orders in CA region is 250, and the total number of orders in all regions is 2785. Then CA The “occupancy ratio” of the region is 250-2785=8.98%, and the “occupancy ratio” of other regions is similar. In order to understand the order distribution of each region more intuitively, it is necessary to visualize the data, and finally the operator can get a visualization diagram.
In the visualization diagram, the horizontal axis represents different regions, the left vertical axis represents the number of orders in different regions, and the right vertical axis represents the proportion of the number of orders in different regions to the total number of orders. Therefore, if the operator wants to know which regions the 80% market share of his store comes from, he can first find the value of 80% from the right vertical axis, and then find the place where the related orders are generated through the regional correspondence.
After understanding the market share of each region, the operator can divide the various markets of the store. The general classification categories are: head market, long tail market, and low-order market. Operators can refer to the following classification standards.
Head market: Regions with a market share greater than 1%.
Long tail market: Regions with a market share greater than 0.1% but less than 1%.
Low-order market: Regions with a market share of less than or equal to 0.1%.
Then the operator needs to visualize the “head market”, “long tail market” and “low single market”.
(1) Select the “Market Classification” column and the “Market Proportion” column in Excel.
(2) Select “Insert” in the toolbar above Excel, and then click “Recommended Chart”.
(3) Select “All Charts” at the top of the “Insert Chart” dialog box that pops up, and then select “Tree Chart”.
In addition to helping operators understand the market share of each market in a more intuitive way, the tree chart can also be used to judge whether the classification standards of the three types of markets, “head market”, “long tail market” and “low single market” are correct. In market classification, the market share of the “long tail market” must be larger than the market share of the region with the largest share in the “head market”. The market share of the “long tail market” is larger than the market share of the CA region in the “head market”, so the classification standard of the “long tail market” is correct. In contrast to the “long tail market”, the market share of the “low single market” must be smaller than the market share of the region with the smallest share in the “head market”. In Figure 6-8 In the figure, the market share of the “low-single market” is smaller than that of the LA region in the “head market”, so the division standard of the “low-single market” is correct.
In the actual operation process, the operator needs to judge whether the previously set market division standard is correct based on the visual information of the tree diagram. If the division standard deviates, the standard needs to be appropriately modified. For example, if the market share of the “long-tail market” is too small, then the original division standard of “market share greater than 0.1% but less than 1% of the total market share” can be changed to “market share greater than 0.1% but less than 1.2% of the total market share”, or “market share greater than 0.1% but less than 1.5% of the total market share”.