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20
10
IV
Raymond Raymond
2013
ifeng.com
Raymond 20
Raymond
CEO
2006
2006 19
18
19
0 1
19 CEO
VI
2040
3.15
Raymond
IT
Raymond
Raymond 24
VII
VIII
Raymond
Raymond
Raymond
Raymond
Raymond
Raymond
Raymond
ITIL ITpreneurs
New Internet
IX
Raymond
Raymond
Raymond
!
Raymond
UTC
Raymond
Raymond
XI
XII
1998 DELL
DELL DELL
Internet Bubble
know-how
Jeff Bezos
300
300
XIII
UTC MyGift.com
Stephen Lai
Raymond
@CarelessWhisper
XIV
1 ................................. 1
1.1 2012 ............................................................ 2
1.2 300 300 ............................................. 6
1.2.1 RUPI..................................................... 7
1.2.2 .............................................................. 8
1.2.3 ............................................ 10
1.2.4 ................................................ 13
1.3
............................................... 16
1.3.1 .................................................... 17
1.3.2 ................................................ 17
1.3.3 ......................... 19
1.3.4 .................................................... 23
1.3.5 .................................... 27
1.4
....................................... 30
1.4.1 ............................................................ 32
1.4.2 .................................... 33
1.4.3 ............................................................ 35
1.4.4 ................................................ 36
1.4.5 ................................ 36
WH .................... 37
....................................................................... 39
................................................................... 42
2 ................................... 43
2.1 ............................................... 44
2.2 ........................................................... 45
1.5
1.6
1.7
2.2.1 ........................................ 46
2.2.2 .................................................... 47
2.2.3 ................................................................ 50
2.3
....................................................... 52
2.3.1 ............................. 52
2.3.2 ............................. 54
2.3.3 ............................. 59
2.3.4 ............................. 62
2.4
2.5
............................................................... 63
................................................... 66
2.5.1 ........................................................ 66
2.5.2 ................................................................ 70
2.5.3 ............................................................ 76
2.6
....................................... 82
2.6.1 ........................................................ 83
2.6.2 ........................................................ 83
2.6.3 ........................................ 83
2.6.4 .................................................... 85
2.6.5 .................................... 86
................................................................... 89
3 ................................... 90
3.1 ............................................................... 90
2.7
3.1.1 ................................................................ 92
3.1.2 Target.................................................. 94
3.1.3 ................................................ 95
3.1.4 .................................................... 97
3.2
3.3
..................................................... 100
............................. 101
3.3.1 ...................................................... 101
3.3.2 ...................................................... 108
3.3.3 ................ 111
3.3.4 ........................119
3.4
XV
XVI
................................................................. 130
4 ...................... 132
4.1 ................................................................. 132
3.5
4.2
................................................................. 139
4.2.1 GA ................................................................ 139
4.2.2 GA.................................................................... 142
4.2.3 .............................................................. 143
4.3
R ...................................................... 144
4.3.1 R ............................................... 145
4.3.2 R ........................................................... 148
4.3.3 Rattle ........................................ 150
4.4
............................................. 154
4.4.1 Weka..................................................... 154
4.4.2 Google ...................................... 158
4.5
................................................. 159
4.5.1 .......................................... 159
4.5.2 ...................................................... 161
4.5.3 ...................................................... 165
4.6
4.7
................................................................. 165
................................................................. 168
5 .................................... 170
5.1 ..................................................... 170
5.1.1 .................................................. 170
5.1.2 .......................................................... 171
5.2
..................................... 173
5.2.1 .......................................................................... 175
5.2.2 .......................................................................... 176
5.2.3 .......................................................................... 180
5.3
............................................................. 181
5.3.1 .......................................................... 182
5.3.2 .......................................... 184
XVII
5.3.3 ROI........................................................... 187
5.4
................................................. 189
5.4.1 .............................................................. 189
5.4.2 .............................................................. 193
5.4.3 .............................................................. 194
5.4.4 ...................................................................... 195
5.5
......................................... 195
Bootstrapping ....................................... 195
5.5.2 ...................................................................... 196
5.5.3 ...................................................................... 198
5.5.1
................................................................. 202
6 ................................. 203
6.1 ............................................. 203
5.6
6.2
......................................................... 219
6.2.1 .............................................. 220
6.2.2 ...................................................... 222
6.2.3 RFM ..................................................... 223
6.2.4 .................................. 226
6.2.5 .................................. 228
6.6
................................................................. 241
XVIII
7 ................................. 242
7.1 SEO.............................................. 242
7.1.1 SEO ...................................................... 242
7.1.2 SEO .............................................................. 246
7.1.3
7.1.4
................................................................. 263
8.1.1 ...................................................... 264
8.1.2 .............................................................. 267
8.1.3 .......................................................... 271
8.1.4 .................................................. 272
8.2
................................................................. 278
8.2.1 .................................................................. 279
8.2.2 ...................................................................... 281
8.3
8.4
EDM................................................................................ 294
8.4.1
8.4.2
8.4.4
8.4.5
8.4.3
8.5
......................................................................... 311
8.5.1 .......................................................................311
8.5.2 .................................................................. 314
8.6
................................................................. 316
XIX
9 ........................................ 317
9.1 ......................................................................... 317
9.1.1 .............................................................. 318
9.1.2 ...................................................... 320
9.1.3 ...................................................... 322
9.1.4 .................................................. 324
9.1.5 ...................................................... 326
9.2
......................................................................... 327
9.2.1 .............................................................. 327
9.2.2 .................................................. 329
9.2.3 .............................................................. 329
9.3
......................................................................... 331
9.3.1 .............................................................. 332
9.3.2 .............................................................. 335
9.4
............................................................. 336
9.4.1 .............................................. 337
9.4.2 .................................................. 338
9.4.3 .................................................. 340
9.4.4 ...................................................... 342
................................................................. 344
10 ......................................... 345
9.5
10.1
................................................... 345
10.1.1 CRM ................................... 346
10.1.2 ............................................ 349
10.1.3 ................................ 352
10.1.4 RFMMVC .............................................. 353
10.2
....................................... 354
10.2.1 ............................................ 355
10.2.2 ........................................................ 356
10.2.3 ........................................................ 357
10.3
....................................................... 358
10.3.1 ............................................................ 359
10.3.2 ............................................ 360
XX
10.4
................................................... 364
10.4.1 .................................................... 365
10.4.2 ............................................ 366
10.4.3 ............................................ 368
10.4.4 ............................ 372
....................................................................... 374
11 ............................ 377
11.1 ............................................................... 377
11.2 ........................................................... 381
10.5
11.2.1
11.2.2
11.2.3
11.2.4
11.3
.................................................... 381
LBS ........................................................ 388
.................................................................... 391
.................................... 391
A ........................................................... 419
B .................................. 431
C ........................................................... 437
D ................................................ 442
E
.................................................... 443
1% 5%
100
150
KPI
1.1
2012
2012
2022 50%
10
4%
15%10 50%
2011
1-1
2012 Q3
2 842
1-1
2008 2/3
2012 191
B2C
2012
15 38
1-2
1-2
1-2
1-3
1-3
1-3 E-commerce
SearchSocial Mobile
1-3
1.2
300 300
Amazon
2011 481
2012 573
3.4
10
2006
S3 EC2
Jeff Bezos
2003 Money
1.2.1
RUPI
RUPI Richness
UbiquityPersonalization Interactivity 1-4
Richness
Ubiquity
Personalization
Interactivity
1-4
RUPI
RUPI
1.2.2
16
30
10
1.2.3
1.2.4
=
1-5
1-5
UV 1%5%
UVUnique Visitor
3%15%
5%20%
2%20%
UV 10 000
20 000 200
UV 1%5%
100500
3%15%
6003 000
5%20%
6003 000 5%20% 30
600
2%20% 6003 000
2%20% 600 2%
12 3 000 20% 600
200
2 400 12
2 400 12
2 400 100 12
3 000
11
12
1-6
1-6
1-7
=
=
=
1-7
1.2.4
90
30
KPI
13
14
1-8
1-8
2 UV
UV Unique Visitor
UV PV
PVPage ViewUV PV
A 10 PV 10
UV 1
1-9 PV
UV
1-9
1-9 18 031
14 460
UV
3
Conversion Rate
1-10
1-10
1-10 1.81%
2.47%
=/
15
16
=/
AverageMean
10
20 120 50
20
10 000 UV 100
250
25% 25 000 31 000
1-11 2013 1
172.53
1-11
1.3
1.3.1
2012
1.3.2
17
18
50%
1.3.3
33
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
28
20
1119
10
1.3.3
19
20
ROI
1-12 1 9
1 10
1-12
1-1 3 15
3 22
1-1
3 1
103 768
1 911
1.84%
3 8
121 408
2 296
1.89%
3 15
110 481
3 199
2.90%
3 22
124 843
1 526
1.22%
3 29
164 792
3 094
1.88%
1-13
1-13
1-14
1-14
21
22
1-14 1-14
1-2
1-2
3 500
UV
12 050
0.33%
87
1 12 050
3 500
0.33%
1-2 1-3
UV
UV
UV
1-3
6 808
UV
179
2.23%
1 702
1.3.4
1-15
1-15
23
24
1-15
1-15
Put In Basket
Payment ZonePurchase
VANCL CEO
25
26
B2C
1-16
1-16
1.3.5
2012
GPS
1-17
1-17
Business
Intelligence BI Gartner 1996
Gartner Howard
Dressner
Iterative Discoveries
27
28
1-18
BI
1-18
Data
Rich, Information Poor
Erik
Brynjolfsson
1-19
1-19
1-15
KPI
KPI
KPI
6.5 KPI
KPI
29
30
1.4
EstimationPrediction
Predictive Analysis
Regression
Analysis
EDM
31
32
1.4.1
Web
Web
Web Web
1-4
1-4
Austin
ABCZ
Benny
AGZ
Cody
CZ
Donya
MZ
Eason
CD
1-4 Z 80%
Z
100% 100% Z
Z
Z
Z Z
7 8
1.4.2
33
34
SEO
1-5
1-5
10 374
218
2.10%
30.1%
$1 199.72
2 085
37
1.77%
29.4%
$1 211.24
13 082
386
2.95%
44.9%
$1 488.42
Google AdWords
5 862
155
2.64%
26.2%
$495.20
Google AdSense
4 706
91
1.93%
31.8%
$433.93
42 118
912
2.17%
28.1%
$845.76
1-5
Google AdWords
Google AdSense
Google
Facebook Google
9
1.4.3
80% 20%
Web
1-6
Alan
Celine
Bill
1-6
Alan
25
119.62
2 990.50
Bill
11
197.71
2 174.81
Celine
297.37
2 378.96
Diana
12
168.19
2 018.28
Eva
113.24
1 019.16
1.9
97.38
185.02
35
36
10
1.4.4
Cross-Selling
Up-Selling
3.4
10
1.4.5
BrainSins 77%
1.5
WH
WH
Why
What
When
Where
Which
Who
How
Why
Business Intelligence
37
38
Intelligence
What
When
Always
Where
WWhichWho
WhichWho
WhichWho
KPI
6 WHHow
How
1.6
Educated Guess
2 3
39
40
1 2012
RUPI
2 3
CEO
5.5
7 8
7 8
10
11
12
A
B
41
42
@CarelessWhisper
Careless
Whisper
E
1.7
170
5.1
5.1.1
5 171
CEO
Comfort Zone
5.1.2
2012
172
Excel
5 173
15
8
A B 8
A C 4
A B A C
5.2
174
5-1
5-1
UV
5-1
5-1
5-1
10
40%
10
70%
5 175
100%
5-1
Engagement Index
=/
Cookie IP
30
15 000 10 000
=15 000/10 000=1.5
1
1
1.2.4
5.2.1
Active Visitor
Share
= X /
= Y /
176
X Y
10
120
5-2 3 1 4 26
10 283 12 374
26.10% 37.62%
5-2
PV
UV
31
14 824
10 283
27.8
1.442
26.10%
3 15
17 344
10 899
32.0
1.591
29.63%
3 29
18 558
11 334
36.1
1.637
32.59%
4 12
20 970
12 014
36.5
1.745
31.62%
4 26
25 164
12 374
43.8
2.034
37.62%
5.2.2
50 000
1%
1.5% 75 000
2%
100 000
5 177
5 000
1%3%
1%
3%
Amazon 4.5%
Aliexpress
5-1
178
5-1
5-2 Sears
5-2
Sears
5 179
5-2
5-3
5-3
180
5.2.3
A 100 B
10 B A
A 40 000
B 60 A 100
B A 0.25% B 16.67%
A 66.7 B
B B
5 181
10
15%
2%5%
10
Amazon.com 70%
5.3
182
5.3.1
5 183
DashboardDashboard
KPI
BI Dashboard
5-4
5-4
KPI
5-4
Dashboard
Dashboard
184
5-5
5-5
5-5
5.3.2
5 185
CSAT
Churn Rate
SEO
IP
186
5-6
5-6
5-6 5-6
5 187
5-7
5-7
5-7
15%
50%
5.3.3
ROI
ROI
ROI
ROI
188
ROI = /100%
Marketing
ROMIReturn On Market
Investment
ROI
ROI ROI
ROI ROI
ROI
ROI
5-3
5-3
ROI
ROI
14 814
24 691.50
42 797.65
73.33%
17 129
5 525.75
6 395.63
15.74%
1 231
9 970.53
12 314.92
23.51%
3 665
4 000.00
10 023.04
150.58%
36 839
44 187.78
71 531.24
61.88%
21 837
0.00
210 945.42
N/A
5-3 44 187.78
71 531.24 ROI 61.88% ROI
4 000
10 023.04ROI 150.58%
5 189
5.4
5.4.1
Traffic
190
Google Google
AnalysisCNZZ
Web Web
Web
Web
Google Google
Analytics 4
Google
5 191
5-8 5-9
5-8
5-8 7
36.67%
20%
22.41%
192
5-9
5-9 7
5-9
19% 11.25% 8.85%
3.66%
5 193
5.4.2
5-4
5-4
2 497
9.99
18.41
1 746
39.99
97.42
953
19.99
35.75
438
69.99
186.62
376
29.99
47.64
20 728
27.63
49.48
5-4
27.63
49.48
194
5-4 5-4
B D
B D
B
D
5.4.3
CEO
5 195
5.4.4
5.5
5.5.1
Bootstrapping
Bootstapping
Boostrapping Booting
196
5.5.2
Niche Market
2012
5 197
one-stop-shop
BlackSocks
10
5-10 BlackSocks
5-10
BlackSocks
De Beers
70%
198
De Beers
5.5.3
B2C
+
B2C
B2C B2C
B2C
B2C
5 199
B2C
1545
5.5.4
Cost
Differentiation
200
Selection
Service
Amazon.com
buy.com Godiva.com
100
B2C
+++
5.5.5
7 8
5 201
5.5.6
B2C
202
5.6