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TikTok Shop Data Compass - Bộ công cụ phân tích dữ liệu cho người bán

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TikTok Shop Data Compass - Bộ công cụ phân tích dữ liệu cho người bán

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Published: 2022-12-20 · Source: crawler_authoritative

Tình huống

Người bán trên TikTok Shop cần theo dõi và phân tích hiệu suất kinh doanh qua các kênh khác nhau bao gồm Livestream, video, Tiếp thị liên kết và sản phẩm.

Insight

Data Compass là bộ công cụ phân tích dữ liệu toàn diện của TikTok Shop cung cấp 6 module chính: (1) Shop Revenue Analysis - phân tích doanh thu theo kênh tự vận hành và Tiếp thị liên kết, bao gồm Shop Core Metrics (theo dõi doanh thu theo thời gian thực, so sánh với ngày trước, phát hiện điểm bất thường), Product Ranking Overview (TOP sản phẩm theo doanh thu và lượt truy cập), Channel Revenue Split (phân tách doanh thu từ kênh tự vận hành và affiliate); (2) Content Analysis - phân tích Livestream Analytics (theo dõi thời gian thực hiệu suất livestream, xem màn hình livestream, recap dữ liệu) và Video Analytics (theo dõi số lượng video đăng tải, xu hướng giao dịch theo ngày/tuần/tháng); (3) Creator Performance - Creator Analytics để Reviews hiệu quả hợp tác với creator, theo dõi số lượng video đăng tải, doanh thu và Commission; (4) Product Analysis - Product Analytics giám sát hiệu suất từng sản phẩm theo thời gian thực, Product Details Page giúp xác định nguyên nhân tăng/giảm giao dịch đột ngột và tìm kênh/livestream/video mang lại giao dịch cao nhất; (5) Promotion Analytics - phân tích hiệu quả các công cụ Khuyến mãi như giảm giá sản phẩm, flash deal, Voucher, miễn phí Vận chuyển, mua nhiều giảm nhiều; (6) Service Analytics - Customer Service Analysis theo dõi Chat Enquired, Average Response Time, Satisfaction rate, Response Rate, Human Response Rate trong 24 giờ với tiêu chuẩn đánh giá của nền tảng để tránh bị phạt.

Hành động

Người bán nên sử dụng Data Compass để: (1) Theo dõi doanh thu theo thời gian thực, so sánh với ngày trước và xác định điểm bất thường trong doanh thu; (2) Kiểm tra TOP sản phẩm theo doanh thu và lưu lượng truy cập để tìm sản phẩm tiềm năng; (3) Phân tách doanh thu theo kênh tự vận hành và Tiếp thị liên kết để điều chỉnh chiến lược; (4) Theo dõi hiệu suất Livestream theo thời gian thực, xác định đỉnh lưu lượng và cơ hội chuyển đổi cao; (5) Phân tích chi tiết sản phẩm để tìm SKU bán chạy và lên kế hoạch tồn kho; (6) Reviews hiệu quả công cụ Khuyến mãi và ROI; (7) Giám sát customer service metrics bao gồm thời gian phản hồi trung bình, tỷ lệ hài lòng và tỷ lệ phản hồi để tránh bị phạt theo tiêu chuẩn nền tảng.

Điều kiện áp dụng

Công cụ áp dụng cho tất cả người bán trên TikTok Shop muốn phân tích hiệu suất kinh doanh, tối ưu kênh bán hàng, Livestream, video và hợp tác Tiếp thị liên kết.

Nội dung gốc (Original)

Seller PC Data Compass Playbook12/20/20221. What ability can data compass provide?1. Product Feature OverviewCore Function:Shop Revenue Source Channels: Analysing the performance of different channels in terms of sales, breaking down shop transactions to different affiliates, livestreams and videos, and viewing shop salesReal-time monitoring of live performance: Real-time monitoring of changes in live traffic sources, mastering the impact factors of live interaction, transactions and orders, and accumulating excellent live strategyReview live traffic & revenue: Diagnose the live performance of the account, locate the weak points of traffic, conversion and transaction, and get suggestions for improvements to enhance the live performanceThe outcome of cooperation with the affiliate: Track the performance of affiliates, explore the match between shop products and affiliates, and optimise the affiliate cooperation strategyShop product performance analysis: Diagnose the transaction performance of products in different channels/creators, explore the potential products with high conversion, and help optimise and iterate the product poolTrack video sales data: Track the performance of videos, dig and learn from outstanding hot videos, and improve the efficiency of video completion, traffic generation and conversionExamples of Application Scenarios Scenario 1: Daily Shop Operations – Overview of shop operation performanceAnalysis of the store’s revenue from self-sales and affiliate.Learn about the best practice for different channels；Learn about the store TOP Affiliate.Monitor the response time of different customer service agents and observe the efficiency of customer service。Understand the consumer satisfaction rate of customer service responses to optimize consumer experience。Scenario 2: Live Operation – live real-time monitoring and recap analysisReal-time monitoring of live transactionsReviewing multiple live performancesMonitor user’s entry/live trends, capture traffic peaks and seize high conversion opportunities.Analyze the conversion of different products to find potential products with low impression and high conversion.Understand the store live sales and conversion ability, and compare the conversion improvement/decline in different periods.Analyze the live diligence and live transaction/conversion performance of different accounts.Scenario 3: Affiliate Operations-Provide affiliate collaborations recap analysisUnderstand the sales ability of creatorsMonitor the diligence of creatorsAnalyse the overall revenue of creators and their commission payments.Analyse sales performance of single creators, locate the products suitable for creators, and optimise the cooperation strategy of matching products and creators.Monitor the number of videos posted by creators and video sales performance.Analyse the diligence of every creator in posting videos and select outstanding videos for learning and promotion.2. Details of Data Compass modules Shop Revenue AnalysisShop Data OverviewShop Core MetricsGoal: Help sellers quickly understand the real-time revenue and review the historical revenue trendApproach:Method 1: Check today’s cumulative revenue and compare it with yesterday’s revenue to locate the gapMethod 2: Support to select any time period, view the revenue and refunds, locate the time point of abnormal decline in revenue, and review the direction of shop operationsMethod 3: Calculate the net sales of the shop after excluding refunds by using the revenue and refund metricsProduct Ranking overviewGoal: View real-time TOP revenue and TOP traffic products to locate recent most popular productsApproach:Method 1: Check the TOP revenue products to find out which products users most like to buy, compare the changes of TOP revenue products in different periods, and find out which products have increased in popularity and which ones have decreased in popularityMethod 2: Check products with TOP traffic, find out which products consumers are most interested in, compare the ranking of products with TOP traffic and TOP revenue, dig out products with high traffic but low revenue, and determine whether it is because of factors such as high prices/descriptions of products that prevent users from placing ordersChannel Revenue Split: Self-Operated & Affiliate Goal: Split the amount and percentage of revenue from self-owned accounts and affiliate accounts respectively, to locate the highest source of transactions channelsApproach:Method 1: Understand the percentage of the shop’s recent revenue amount sold by the shop itself and affiliates, and understand the advantages of self-owned/affiliate shops to adjust the shop’s subsequent action in self-owned and affiliate strategyMethod 2: Understand the self-revenue of live, video and product card channels, compare the invested energy and money in live/video channels, and adjust the channel investment strategy according to the channel efficiency.Method 3: Quickly find the livestreams, videos and affiliates who contribute the largest GMV to the shop, find the livestreams and videos with the highest revenue, learn and copy the excellent livestreams and videos, and strengthen the follow-up cooperation with high-sales affiliatesContent AnalysisLivestream AnalyticsGoal: Help sellers understand the live data performance of the whole shop and each account in real time, and be able to view the live screen of the livestream of self accounts, perform livestream monitoring and recap livestream performanceApproach:Method 1: View the livestream summary data performance of the whole shop or a single account, you can perform real-time monitoring and analysis of historical data, and you can view the data performance of each ec livestream with the sellers’ productsMethod 2: For the seller’s own account, you can access the live screen of the livestream of each ec livestream, and perform real-time data tracking and data recap after the livestream endsVideo AnalyticsGoal: Help sellers to see the posting and transaction status of short videos in the selected time period, and review the changes in short video-related transactions and sales trendsApproach:Method 1: View the cumulative number of short video posts, the number of posters, short video transactions and short video sales trends for the last 7 days, and locate the intra-week varianceMethod 2: Support for selecting the most recent 28 days or by day/week/month/and any time period to view the number of short videos, the number of creators, the performance of transactions and sales, and locate the point in time when short videos and transactions have dropped abnormallyMethod 3: According to the type of account (official/marketing/affiliate), view the performance of different videos posted by a particular creator, in terms of checking sales and conversion data, and review the operation direction of short videosCreator PerformanceCreator AnalyticsGoal: Present the efficiency of cooperation between merchants and creators in the selected time period, view the opening and transaction status of TOP creators, and locate the most popular creators in the near futureApproach:Method 1: Check the transaction amount of cooperating creator affiliates, the number of cooperating creators and merchandise sales, understand users’ favourite creators and products, compare the changes of TOP creators and products sold by creators in different cycles, and find out which creators or products sold by creators have increased in popularity and which creators or products sold by creators have decreased in popularityMethod 2: Check the creators with TOP traffic, find out which products the consumers are most interested in, compare the number of followers of TOP creators and the turnover with products, dig out the creators with high efficiency of turnover with products, and review the operation direction of creators with productsProduct AnalysisProduct AnalyticsGoal: Help sellers monitor and offline analyse the data performance of each product in the shop in real time, analyse product performance, and assist sellers in daily product managementApproach:Method 1: Monitor the performance of the shop’s product summary data in real time, discover real-time top transaction and top traffic products, and understand the real-time inventory of productsMethod 2: Check the historical data performance of all products in the shop, analyse the performance of the products from the aspects of product transaction, product traffic, conversion efficiency etc. and make adjustments to the operation strategyProduct Details PageGoal: Help sellers locate the reasons for the sudden increase or decrease in the transaction of the product, find the livestream/video/creator that brings the most transactions to the product, choose the most suitable promotion method for the product, and improve the shop transactionApproach:Method 1: Enter the details page of the high-transaction product, select the transaction amount (default), and at the same time pull down to view the sales of different SKUs of the product, find the high-selling SKU, and flexibly plan the stocking and inventory preparation of different SKUsMethod 2: When it is found that the transaction or traffic of the product suddenly increases, enter the product details page, select the transaction or product exposure indicator, view the trend chart, locate the time point when the traffic suddenly increases, and then enter the [Channel] and [Creator] tabs, check the livestreams/videos/ creators that brought transactions to products, and find out the reasons for the transaction or the sudden increase in trafficPromotion effect Promotion AnalyticsGoal: Data Compass launches promotion tool analytics to help merchants understand the overall revenue/ranking/ROI of different promotion tools such as product discount/flash deal/voucher/shipping fee discount/buy more save more, and supports merchants viewing the effect of each created promotion activity to help merchants analyze the best promotion tools to use.Using Strategy:Method 1：An intuitive understanding of the promotion tools that bring the most revenue to the store, and the ranking of the different promotion tools.Method 2:Understand the strength of discounts and yields of different promotion tools and analyze how to get a higher return using a smaller cost.Method 3:Understand the status of each activity and its conversion efficiency, and summarize better activity strategies.Shopping center analyticsShopping center analyticsGoal：Help sellers see the transaction data of the shopping center, analyze the distribution of non-content traffic channels, change trends, identify key channels, and deeply analyze product performance, so as to optimize product strategiesUsing Strategy:Method 1: Overall data of the shopping center: sellers can view the transaction amount, transaction orders, product exposure and conversion data of the shopping center according to the shopping center analysis page to understand the contribution of the shopping center to the store transaction, support clicking on the indicator trend to compare, and view the change trend of traffic, orders or conversion metricMethod 2: Divide vertical channels: sellers can view the conversion funnel of vertical channels on the shopping center recommendation, search, and promotion pages, and intuitively see the transaction data and conversion efficiency of this channel, so as to understand which channels the store is currently getting more traffic, which channels are relatively weak, so as to stabilize the products of good channels, and optimize the products of channels with a low proportionMethod 3: Commodity transaction details: Through the list of hot-selling products in the channel, sellers can identify products with good sales volume, high conversion and low conversion, and try to maintain stability for products with good sales to avoid frequent modification. For products with high conversion, consider adding content correlation to improve the basic exposure of the product. For products with low conversion, they can optimize basic information to improve the conversion rateService AnalyticsCustomer Service AnalysisGoal：Customer service analysis is mainly to provide sellers with real-time monitoring of customer service level data, so that sellers can monitor changes in metric，and in time to identify customer service performanceUsing Strategy:Method 1: Core metrics monitoring, Customer service analysis will provide metric such as Chat Enquired, Average Response Time, Satisfaction rate, and Response Rate of customer service in the past 24 hours, so that sellers can see the overall customer service performance. The indicator card will be accompanied by the current platform assessment standard goals. Sellers need to pay attention to avoid being punished after exceeding Method 2: Customer service performance monitoring: Customer service analysis tab2 will provide the 24h Human Response Rate,Late-Responded Chats , mainly check the amount of inquiries, manual responses and intelligent reception ratio, determine whether the number of customer service needs to be adjusted, and provide the recent performance data of each customer service, which can more clearly judge the customer service satisfaction.Is the content above helpful? PreviousData Compass Shop AnalyticsNext Seller Center Data CompassTable of contents1. What ability can data compass provide?1. Product Feature OverviewCore Function:Examples of Application ScenariosScenario 1: Daily Shop Operations – Overview of shop operation performanceScenario 2: Live Operation – live real-time monitoring and recap analysisScenario 3: Affiliate Operations-Provide affiliate collaborations recap analysis2. Details of Data Compass modulesShop Revenue AnalysisShop Data OverviewShop Core MetricsProduct Ranking overviewChannel Revenue Split: Self-Operated & AffiliateContent AnalysisLivestream AnalyticsVideo AnalyticsCreator PerformanceCreator AnalyticsProduct AnalysisProduct AnalyticsProduct Details PagePromotion effectPromotion AnalyticsShopping center analyticsShopping center analyticsService AnalyticsCustomer Service Analysis

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