市场营销中的数据分析.pptVIP

Member segmentation- draw your efforts on the focus group Settle objective: increase revenue contribution Recency (the last registration behavior) Monetary (revenue or volume) Frequency (register times and time interval) Silver revenue distribution Identify target audience in consideration of: Example: increase revenue contribution by motivate potential members. Member segmentation- draw your efforts on the focus group Activation Revenue Revenue : less than15 Frequency: more than half year Last register time: 5-6 months ago Company size : below 50 Revenue : 31-60 Frequency: 3-4months Last register time: 3 months ago Company size : 100-500 Revenue : more than 60 Frequency: 1-2months Last register time:1- 2 months ago Company size : above 500 Revenue : 15-30 Frequency: 1-2months Last register time:1- 2 months ago Company size :50-100 High end revenue target Core business Risky activation Low end revenue target Members were segmented into 4 groups, and promotions were offered only to those who have potential to contribute more revenue. 活动效果评估 活动是否成功（主要的目的是否达到：activation enhancement ，stickiness on OR website enhancement） 成功或不成功的原因 沟通途径和效果 目标人群选择 激励机制 DM delivery and gameplay status Failed to receive 66% DM non play 12% DM play 88% Successfully received 34% 下周讲解内容安排 Access 简单应用 40分钟到1个小时，主要针对6000以上数据，excel装不下的。简单的查询，交叉表操作 常用的统计概念和数据分布分析和操作，30分钟 Spss 相关分析 Spss 聚类分析 Spss 回归分析 Spss 多维表格的应用和制作 谢谢！ This document was prepared by SurfGold Pte. Ltd. for 中国移动通信集团内蒙古有限公司 and contains proprietary and confidential information. The information and solution offering contained herein is the intellectual property of SurfGold Pte. Ltd. registered in the republic of Singapore and its affiliates and subsidiary companies in any country forming part of the SurfGold group of companies (individually or collectively) herein mentioned as SurfGold. The document should be shared with only those employees of 中国移动通信集团内蒙古有限公司 who have a need to know the information herein for purposes o