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Jingdong book

微信营销:数据化精准运营

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Jingdong book

微信营销:数据化精准运营

Name: 微信营销:数据化精准运营
Brand: Jingdong book
SKU: 3102019651
Price: 46.37 USD
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大数据分析系统解密微信各大功能模块的数据分析方法
精准引流分析数据，全面解读用户特征
高效转化用数据深刻剖析，巧妙实现微信用户订单的高效转化

Content Description

微信已不单只是一个充满创新功能的手机应用。它已成为中国电子革命的代表。覆盖90%以上的智能手机，并称为人们生活中不可或缺的日常使用工具。伴随着微信的火热而兴起还有一种新的网络营销方式——微信营销。微信不存在距离的限制，用户注册微信后，可与周围同样注册的“朋友”形成一种联系，订阅自己所需的信息，商家通过提供用户需要的信息，推广自己的产品，从而实现点对点的营销。

Catalogue

第1章微信营销开启新型营销时代
1.1全面认识微信公众平台/ 2
1.1.1注册微信公众账号/ 2
1.1.2正确使用微信公众号的功能模块/ 5
1.2微信营销是顺应时势的营销/ 10
1.2.1微信用户行为数据报告/ 10
1.2.2微信影响力数据报告/ 13
1.2.3从微信性能上发现营销优势/ 15
1.3部分行业的微信营销方式举例/ 18
1.3.1电商行业的微信营销/ 18
1.3.2餐饮行业的微信营销/ 21
1.3.3教育行业的微信营销/ 23
1.3.4医疗行业的微信营销/ 24
1.4靠什么来成功进行微信营销/ 25
1.4.1没有粉丝就没有一切/ 25
1.4.2让粉丝流连忘返的内容/ 28
1.4.3给予粉丝最大方便的功能/ 28
1.4.4让粉丝热情高涨的互动/ 29
1.4.5时时不忘的粉丝维护/ 30
第2章大数据时代下的微信营销理念
2.1厘清数据分析的思路/ 33
2.1.1从这3个地方收集数据/ 33
2.1.2高效整理收集的原始数据/ 37
2.1.3选择数据的表现形式/ 42
2.1.4分析处理好的数据/ 45
2.1.5得出结论/ 47
2.2分析数据找到微信的营销点/ 49
2.2.1让百度数据告诉你什么事件最受关注 / 49
2.2.2让微话题告诉你什么话题最热门 / 50
2.2.3让排行榜告诉你什么东西最好卖 / 51
2.3研究顶尖微信公众号的数据/ 52
2.3.1分析微信公众号前100强的类型/ 52
2.3.2顶尖微信公众号的消息发布规律/ 54
2.4微信营销的流程是怎样的/ 57
第3章微信数据的用户分析：用户增长
3.1研究“用户增长”数据的意义/ 65
3.2昨日关键指标——你的用户昨天都干了什么/ 65
3.2.1读懂“昨日关键指标”数据/ 66
3.2.2将“昨日关键指标”数据可视化/ 68
3.2.3案例小回顾——如何实现“昨日关键指标”数据的
可视化/ 68
3.3新增人数——新增的人数是否达到预期效果/ 70
3.3.1了解“新增人数”功能模块下的数据内容/ 70
3.3.2利用“新增数据”分析问题/ 72
3.3.3案例小回顾——分清问题的轻重/ 74
3.4取消关注人数——有多少人选择默默离开/ 75
3.4.1“取消关注人数”数据的查看与分析/ 76
3.4.2利用“取消关注人数”找出推广活动问题所在/ 76
3.4.3有多少用户取消了关注才是大事/ 79
3.5净增人数——衡量用户增长的指标/ 80
3.6累积人数——检验推广效果的数据/ 81
3.6.1学会分析用户累积趋势/ 81
3.6.2深层次地分析用户累积趋势/ 82
3.7详细数据——更全面地分析用户增长/ 86
3.8用户增长渠道的拓展分析/ 88
3.8.1结合地理位置分析用户增长/ 88
3.8.2结合关注时间分析用户增长/ 90
第4章微信数据的用户分析：用户属性
4.1谁最了解粉丝谁就抢占了先机/ 95
4.1.1客户属性研究在商业中的应用/ 95
4.1.2客户属性研究在微信公众平台的应用/ 95
4.1.3案例小回顾——利用高级条形图进行微信
数据统计/ 97
4.2微信用户的性别比例数据研究/ 99
4.2.1让数据来告诉你用户是男还是女/ 100
4.2.2性别营销的数据分析/ 102
4.2.3性别营销案例的执行和结果/ 106
4.3微信用户语言分布数据研究/ 107
4.4微信用户地域分布数据研究/ 108
4.4.1正确地查看用户的地区分布数据/ 108
4.4.2迎合地区用户关注度的营销案例/ 111
4.4.3案例小回顾——解决问题的方法不只一种/ 114
4.4.4迎合地区用户需求度的营销案例/ 115
4.5从用户的手机数据中挖掘信息/ 116
4.5.1超级强大的手机数据挖掘案例/ 117
4.5.2用户手机的终端分布数据分析/ 118
4.6利用数据表轻松做汇报/ 120
第5章微信数据的图文分析：图文群发
5.1一眼看清图文群发的效果/ 123
5.1.1厘清数据项间的逻辑关系/ 123
5.1.2对“图文群发”的数据信手拈来/ 124
5.1.3“图文群发”数据让你轻松发现商机/ 125
5.2对图文消息进行针对性更强的分析/ 130
5.2.1“图文详解”中都有些什么/ 130
5.2.2“图文对比”究竟如何对比/ 134
5.2.3图文数据的另一种对比法/ 135
5.3分析图文数据，人性化运营餐厅/ 139
5.4拿什么拯救阅读量、转发量、收藏量/ 142
第6章微信数据的图文分析：图文统计
6.1以“日”为单位进行分析/ 146
6.1.1图文数据指标的百分比变化/ 146
6.1.2轻松计算指标变化百分比/ 146
6.1.3解读关键指标数据/ 152
6.1.4利用“详细数据”还可以做什么/ 156
6.1.5利用Excel摸清用户的阅读习惯/ 161
6.2以“小时”为单位进行分析/ 163
6.2.1以“小时”为单位的指标详解/ 164
6.2.2数据抽样分析助您找到最合适的发布时间/ 165
6.3图文阅读量的相关性分析/ 169
第7章用户每一次发送消息都值得推敲
7.1分不同的时间单位分析用户消息/ 173
7.1.1用户消息发送的“小时报”数据/ 173
7.1.2用户消息发送的“日报”数据/ 176
7.1.3用户消息发送的“周报”数据/ 178
7.1.4用户消息发送的“月报”数据/ 180
7.1.5将用户的参与度提高到理想效果/ 181
7.2看看用户究竟发送了什么消息/ 187
7.2.1理解微信消息自动回复机制/ 187
7.2.2找到用户消息回复所对应的数据/ 188
7.2.3不会设置关键词，自动回复就会适得其反/ 191
7.2.4通过消息数据分析什么产品好卖/ 197
第8章微信数据化运营拓展提高篇
8.1认识微信后台的其他数据/ 200
8.1.1接口分析中的数据/ 200
8.1.2多客服功能中的数据/ 201
8.1.3投票管理功能中的数据/ 206
8.1.4卡券功能中的数据/ 208
8.2手机端管理公众号技术详解/ 211
8.3数据运营拯救即将衰败的微信公众号/ 213
8.3.1分析微信公众号现状/ 213
8.3.2对症下药，拯救微信公众号/ 217
8.3.3趁热打铁，增加用户黏性/ 218
8.3.4一切的一切，都是为了营销/ 221
附录神级微信软文精华要素

Introduction

跟不上时代的营销怎么能称为好的营销？在过去网络还不普及的时代，众商家争抢的营销宝地是电视黄金档广告，或是报纸的一个“豆腐块”；随着网络的普及，各种即时通信工具开始出现，众商家又开始研究起了微博营销、网站营销；直到最近几年，微信开始作为一个集通信、购物、交友等功能为一体的强大工具风靡全中国，于是营销跨入了微信营销时代。然而，随着时代的发展，“大数据”这个概念开始出现在人们的生活中，商业运作越来越数据化了，此时此刻营销就不能再是单纯的微信营销，而是将微信营销和数据分析紧密结合、能顺应当下时势的微信数据化营销。
为了将微信营销的理念、方法传播开来，本书从微信营销的本质讲起，再到微信公众号后台数据的详细分析与应用，全书包括大大小小的20多个典型微信数据化营销案例，用最直白的叙述、最容易理解的方法，教读者将数据化运营的思想应用到微信营销中。
全书共分为8章和1个附录。第1章讲解了微信运营的精髓所在。第2章将数据与微信相结合，讲解了如何从数据的思路运营微信平台。第3章～第7章则分别详细讲解了微信后台“用户增长”“用户属性”“图文群发”功能页面下的数据内容。第8章除了补充微信后台其他类型的数据外，还加入了大型案例，使读者可以将前面学到的知识点融会贯通。附录部分针对微信软文写作的精华要点进行补充，为微信软文写作者提供思路和灵感。
通过本书的学习，您可以获取到成为一名微信自媒体从业人员的知识技能，可以知道如何通过数据有理有据地管理微信号，可以判断某个微信营销策略的可行性，可以找出微信号营销不顺的原因所在……
由于编者水平有限，在编写本书的过程中难免有不足之处，恳请广大读者指正批评。

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