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593297利v用有x效数c据改i变策o略

                            营销数据分析---用数字说话
【培训时间】2012年9月 7- 8日深圳、9月13-14日北京、 9月15-16日上海
【培训对象】市场总监、市场分析人员、销售主管、销售总监及其他对营销数据分析有兴趣的人士
【培训费用】2800元/人(包括资料费、午餐及上下午茶点等)
主办单位:高森培训网(www.gaosenpx.com)
【垂询热线】  400-683-9885(免长途话费)  q--q:976681581
【深圳/市场部】0755-61289558    业务信箱:vipppt@sina.com
【课程背景】
  市场营销是企业的命脉,然而,为数不少的的市场部、销售部工作人员由于缺乏营销分析的概
念和方法,企业累积的大量数据得不到有效的利用,营销分析只停留在数据和信息的简单汇总和流
水帐式的通报,缺乏对客户、业务、营销、竞争方面的深入分析,结果决策者只能凭着本能的反应
来运作,决策存在很大的失误风险。本课程着眼于营销数据的分析和统计,教授如何挖掘数据背后
的规律和隐含的信息。通过学习本课程您将可以掌握营销数据分析的重要概念和高级技能,提升科
学管理和科学决策的水平。
【导师简介】[陈剑]
  信息化专家、IPMA认证项目经理、MCSE、MCDBA、经济分析师,从业经验丰富,曾主持开发大型
政府业务系统、银行办公系统、电信业务系统、工业自动化控制系统等,负责过OA、ERP、BI系统的
集成与实施。 历任项目经理,技术总监,副总经理等职务,熟悉整公司营运管理,财务管理、信息
化管理、人事行政管理工作。
陈剑老师擅长的课程有:
    《实用企业数据统计和分析技术》
    《专业幻灯片和图表制作技术》
    《现代项目管理》
    《新产品研发和客户需求分析》
    《Excel、Access和POWERPOINT在管理中的实战运用》
【课程大纲】
一、导言
互联网的高速发展加上市场竞争的加剧,使得数字化营销和精确营销进入了企业的视野,并引起了
营销方式的巨大改变...
 1用数字说话
 2数字化营销新趋势
 3精确营销循环
 4实施营销数据分析的系统策划和实施
 5数据分析与挖掘工具简介
二、指标分析
指标分析是一种快速的企业绩效分析手段,是衡量企业健康状况的健康指标,本节对各类指标进行
深入解析,并试图透视指标背后的隐含信息。
 1销售绩效的评估与考核
 2宏观市场指标
 3公司经营状况指标
 4客户相关指标
 5市场营销指标
 6对指标的细化分析,从数据的分布趋势深入分析指标
 7如何将指标分解到相关影响因子
 8案例演练
三、常规收据收集和指标统计
没有数据,营销分析就成了空中楼阁。本节介绍数据搜集的思路和方法,为营销分析奠定坚实的基
础。
 1指标统计方法与来源格式
 2数据来源和收集途径
 3数据搜集工具和手段
 4数据表的规划和设计
 5数据的有效期和保鲜
 6将目标和KPI相连
四、竞争分析
企业总是在竞争中壮大,如果能提前预知竞争对手的信息和策略,企业更容易成功。
 1市场竞争的四个层次
 2如何界定竞争对手
 3竞争对手数据收集
 4需求的交叉弹性
 5品牌转换矩阵
 6行业竞争力分析
 7竞争分析矩阵
五、常用分析方法
数据分析需要有实际的方法和手段,以下的方法将贯穿在本课程中进行学习和演练。
 1方差分析
 2时间序列分析和对比分析
 3频数分析
 4多业务条件动态分类汇总
 5可视化分段与结构分析
六、市场调查与置信度分析
市场调研是合法获取数据的重要来源,也是快速了解市场反应的途径,本节讨论市场调查的策划和
统计方法。
 1如何策划一次市场调查
 2常规调查方法和网上调查方法
 3如何进行进行统计学上有效的抽样调查
 4理解误差的来源分析
 5调研成本的策划与控制
 6如何对抽样结果进行统计
 7通过置信度分析计算调查误差
七、客户细分与精确营销
无差别的大众媒体营销已经无法满足零和的市场环境下的竞争要求。精确营销是现在及
未来的发展方向,而客户细分是精确营销的基础。
 1精确营销大趋势
 2客户细分的价值
 3客户细分与"1对1营销"的区别
 4基于数据驱动的细分介绍
 5基于数据驱动的细分的几种方法
 6客户数据库分析的RFM指标
 7顾客的价值(VOC)测量
 8基于聚类细分方法的演练
 9细分结果的应用
八、商业预测技术
预测是企业重要的决策依据,企业通过预测技术可以估计下一季度、年度的市场规模、
市场占有率、销售量等。
 1预测模型的类型概述
 2如何选择合适的预测模型
 3基于时间序列的一元回归预测,例如
  i. 如何预测公司明年、后年的营业收入
  ii. 如何预测新年度生产成本
 4多元回归分析:如何分析多个因素对目标值的影响程度,包含
  i.如何建立多变量业务预测模型
  ii.如何评估业务模型的有效性
  iii.企业外部变量(例如经济宏观数据)的选择和过滤
  iv.季节因素的时间序列回归分析
 5回归分析演练:如何预测新市场的规模及制定发展目标

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