Everyone has a certain understanding of Lazada’s business consultants. I believe that many merchants can view and download the data based on the above content, but some merchants may not use this part of the data. In the process of interpreting data, we still need to use the original Excel table to count and analyze the data, and to find and solve problems. Some operations staff often complain about a problem: I have compiled many tables, but my boss thinks it is of no use. Because statistics and analysis are two actions, one is operation and the other is thinking. Some commonly used data tables are shared below. The ultimate goal of these data tables is to attract and convert more customers, let them buy our products, and retain them to make repeat purchases.
We can see from the business consultant that the data is mainly provided from the perspectives of traffic, conversion, products, promotions, services, etc., so we should use tables to analyze from these perspectives, and also according to the plan and Fill in the results of implementation. Based on the above content, the existing data of Lazada can be analyzed in the following steps.
(1) Develop plan forms, which include annual, quarterly, monthly, weekly plans, etc., and assess planned sales, actual completion amount, and completion rate.
(2) Following the target content of the first step, set detailed data statistics, including assigning the responsible person. Due to space reasons, the table design is slightly smaller, but it is enough to illustrate the problem.
(3) Statistics on the effectiveness of store promotion tools are also implemented to people and tracked and analyzed. Suppose 10,000 coupons are distributed and only 100 people receive them, then we need to consider whether the distribution location is accurate? Is it fully distributed? Are the coupons attractive?
The above three steps are the most common forms in the e-commerce field. As mentioned earlier, statistics and analysis are two actions. Statistics alone cannot provide business guidance. You can’t reach a thousand miles without taking small steps. You must enter it every day. It is best to draw line charts of various data within a certain period of time. This will make it easier to analyze the trend and changes of the data.
The next step is to look at the tracking of competing stores. What metrics and data are tracked? In fact, when you target the store, the other party also targets you. This table focuses on locking in flash sale prices and major sale prices, which are often the bottom prices for retail goods. For competitive product data, the more dimensions involved, the better, because this can provide more clues for analysis. Some merchants even track competitors’ supply chain systems, including production capacity, supply efficiency, logistics timeliness, etc.
In terms of customer service, merchants try to use two tables, one is a statistical table of customer service’s daily work, and the other is a table maintained by old customers. Although not all customers will cooperate with the merchants to provide some effective information, there will still be some customers who are willing to interact and communicate, and these customers are most likely to become loyal fans.
The above data statistics are some daily tools for store operations. Different merchants and different categories can use these tools to expand their thinking and increase the dimension of data. Always think about “Why” and “How”.
Business consultants provide merchants with great convenience and data reference, but if they want to strategize, they still need to cooperate with traditional data statistics and analysis. Once again, merchants are reminded that data is the core of operations, the steering wheel and the engine, and cannot be ignored. The more dimensions of analysis, the easier it is to reduce mistakes.