◆External data analysis
Research method: Make full use of advanced data analysis technology to master multi-dimensional information data as a reference.
Implementation process: On the one hand, GoogleTrends technology is used to study the development rules and trends of products, and seize opportunities for product development; on the other hand, KeywordSpy technology can help operators find more appropriate marketing strategies; through Using Alexa technology, you can understand the operations of other peers and understand market conditions by analyzing their products.
(1) Google Trends
Website link: http://www google .com/trends.
Search method: keywords, country, time.
Specific operation: Enter keywords in the search box, and you can find that the search curves in different regions have different characteristics.
Taking “Keywords: Swimwear (swimsuit); Country: United States and Australia” as an example, it can be found that searches for swimsuits by users in the United States and Australia show their own characteristics, with the former having more searches. The periods are concentrated in May, June and July, and the latter is concentrated in September to January.
So, if you want to develop swimsuit products in the United States, you need to limit the time to March and April, while developing similar products in Australia must be limited to August and September. If the operator does not grasp the distribution patterns of this period in advance, it will be difficult to seize the appropriate development period.
Another example: Regarding the search for “keyword: Christmas (Christmas)” by users around the world.
It can be seen that users’ attention to Christmas is relatively concentrated within a year. Usually in September, user search volume shows an upward trend. In the next two months, user search volume increases. The volume has increased rapidly, and the end of each year is the period when user searches are most concentrated. Once operators master this rule, they can seize the opportunity to promote and market products, and strategize from an overall perspective. Otherwise, it will be too late by the time they notice. After mastering these operational skills, you can use relevant technical means to understand the operating conditions of peer companies, and you can constantly correct yourself in the process of referring to others.
(2) KeywordSpy
Website link: http://www.keywordspy.com/.
Search method: keywords, country, site.
Specific operation: still use the American swimsuit market as a reference object, enter keywords in the search bar.
The results show that US Internet users search for swimsuits more than 5 million times a month, which is enough to illustrate the level of attention this product has received.
The content circled in the rectangular box on the lower left is the keywords that are highly related to the KeywordSpy web page and “swimming suits”.
Among them, the more basic target keywords include swim suit, swim wear, etc. Based on these words, words related to the target keywords are extended. If operators can describe or position their product features with words with high search volume, they can enhance the effectiveness of search engine optimization (SEO).
In addition, the search results also show some websites among similar companies that pay high attention to the target word “Swimwear”. We can extract some of them for analysis.
Now, we will refer to the website www.VictoriasSecret.com and use Alexa’s technical analysis methods to conduct in-depth research on the relevant information of the website and evaluate whether we can use this website as our reference object. . Cross-border e-commerce operation practice:
Ideas. Methods. Strategies
(3) Application of Alexa: Analyze the market operation status of specific websites
Link URL: http://alexa.chinaz.com/
Specific operation: Enter the website address you want to query in the search bar.
After searching for relevant information, you need to focus on the website’s daily visits and its rankings in different countries. The former shows the website’s influence from a macro perspective, and the latter It is for specific regions.
After a simple analysis of the information results, it can be seen that the VictoriasSecret website regards the United States as its main entry point. Not only that, its influence in the United States is indeed not small. Using data analysis technology, you can refer to the website’s swimsuit products to develop and promote similar products in the United States, and you can also position the characteristics of your own products and make price adjustments based on this.
◆Internal data analysis
Research method: Products released on the market will bring a large amount of data content in sales. This information can not only be used to confirm the product selection results, but also Provide reference for the company’s future product development.
GA technical website link: http://www.google. .com/ analytics/.
Using GA technology, we can collect statistics on the user attention, satisfaction rate and consumer experience of products released on the market, and find out the products that are popular in the market and the overall market acceptance. In this way, no matter whether the initial product selection decision has a good result or not, progress can be made in each analysis and long-term development can be achieved.
Clear the keywords and positioning of the product, strengthen the cooperative relationship with product suppliers, and strive to develop products that meet consumer needs, achieve the company’s own profit growth, and also meet user expectations.