[10929] in Discussion of MIT-community interests
daemon@ATHENA.MIT.EDU (=?GB2312?B?1KzM7eX7?=)
Sat Jul 7 01:40:10 2012
From: =?GB2312?B?1KzM7eX7?= <tkchuiceng@99iche.com>
To: "mit-talk-mtg" <mit-talk-mtg@charon.mit.edu>
Reply-To: fanlaji02@126.com
Date: Sat, 7 Jul 2012 13:40:04 +0800
============================================1017993101799313:40:031017993======================================================
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<title>营销数据分析</title>
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营销数据分析---用数字说话</td>
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x:str="【报名详情】 退订请回复至：tui１８８@１２６.com "></td>
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<td class="xl54">【培训时间】2012年7月13-14日深圳、7月19-20日北京、7月21-22日上海</td>
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<td class="xl54" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">【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</td>
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<td class="xl54">【培训费用】2800元/人（包括资料费、午餐及上下午茶点等）</td>
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<td class="xl80">主办单位：高森培训网(www.gaosenpx.com)</td>
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<td class="xl82">【垂询热线】<span style="mso-spacerun:yes"> </span>４００-６８３-９８８５(免长途话费)<span
style="mso-spacerun:yes"> </span>q--q:９７６６８１５８１</td>
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<td class="xl76">【深圳/市场部】０７５５-６１２８９５５８<span
style="mso-spacerun:yes"> </span>业务信箱：vipppt@sina.com</td>
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<td class="xl58">【课程背景】</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399"> 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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57">学管理和科学决策的水平。</td>
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<td class="xl58">【导师简介】[陈剑]</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399"> 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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57">化管理、人事行政管理工作。</td>
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<td class="xl57">陈剑老师擅长的课程有：</td>
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<td class="xl57"><span style="mso-spacerun:yes"> </span>《实用企业数据统计和分析技术》</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"><span style="mso-spacerun:yes"> </span>《专业幻灯片和图表制作技术》</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"><span style="mso-spacerun:yes"> </span>《现代项目管理》</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"><span style="mso-spacerun:yes"> </span>《新产品研发和客户需求分析》</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"><span style="mso-spacerun:yes"> </span>《Excel、Access和POWERPOINT在管理中的实战运用》</td>
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<td class="xl58">【课程大纲】</td>
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<td class="xl57">一、导言</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57">营销方式的巨大改变...</td>
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<td class="xl57"> 1用数字说话</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 2数字化营销新趋势</td>
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<td class="xl57"> 3精确营销循环</td>
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<td class="xl57"> 4实施营销数据分析的系统策划和实施</td>
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<td class="xl57"> 5数据分析与挖掘工具简介</td>
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<td class="xl57">二、指标分析</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57" x:str="'深入解析，并试图透视指标背后的隐含信息。">深入解析，并试图透视指标背后的隐含信息。</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1销售绩效的评估与考核</td>
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<td class="xl57"> 2宏观市场指标</td>
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<td class="xl57" x:str="' 3公司经营状况指标"> 3公司经营状况指标</td>
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<td class="xl57"> 4客户相关指标</td>
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<td class="xl57"> 5市场营销指标</td>
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<td class="xl57"> 6对指标的细化分析，从数据的分布趋势深入分析指标</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57" x:str="' 7如何将指标分解到相关影响因子"> 7如何将指标分解到相关影响因子</td>
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<td class="xl57"> 8案例演练</td>
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<td class="xl57">三、常规收据收集和指标统计</td>
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<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<td class="xl57" x:str="'础。">础。</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1指标统计方法与来源格式</td>
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<td class="xl57"> 2数据来源和收集途径</td>
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<td class="xl57" x:str="' 3数据搜集工具和手段"> 3数据搜集工具和手段</td>
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<td class="xl57"> 4数据表的规划和设计</td>
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<td class="xl57"> 5数据的有效期和保鲜</td>
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<td class="xl57" x:str="' 6将目标和KPI相连"> 6将目标和KPI相连</td>
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<td class="xl57">四、竞争分析</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"
x:str="'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。">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。</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1市场竞争的四个层次</td>
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<td class="xl57"> 2如何界定竞争对手</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 3竞争对手数据收集</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 4需求的交叉弹性</td>
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<td class="xl57" x:str="' 5品牌转换矩阵"> 5品牌转换矩阵</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 6行业竞争力分析</td>
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<td class="xl57"> 7竞争分析矩阵</td>
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<td class="xl57" x:str="'五、常用分析方法">五、常用分析方法</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">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。</td>
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<td class="xl57"> 1方差分析</td>
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<td class="xl57"> 2时间序列分析和对比分析</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 3频数分析</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 4多业务条件动态分类汇总</td>
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<td class="xl57"> 5可视化分段与结构分析</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"></td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">六、市场调查与置信度分析</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57" colspan="2" style="mso-ignore:colspan;border-right:1.0pt solid #333399">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</td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">统计方法。</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1如何策划一次市场调查</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 2常规调查方法和网上调查方法</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 3如何进行进行统计学上有效的抽样调查</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 4理解误差的来源分析</td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 5调研成本的策划与控制</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 6如何对抽样结果进行统计</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 7通过置信度分析计算调查误差</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"></td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">七、客户细分与精确营销</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">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</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">未来的发展方向，而客户细分是精确营销的基础。</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1精确营销大趋势</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 2客户细分的价值</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 3客户细分与“1对1营销”的区别</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 4基于数据驱动的细分介绍</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 5基于数据驱动的细分的几种方法</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 6客户数据库分析的RFM指标</td>
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</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 7顾客的价值(VOC)测量</td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 8基于聚类细分方法的演练</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 9细分结果的应用</td>
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<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"></td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">八、商业预测技术</td>
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</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">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、</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57">市场占有率、销售量等。</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 1预测模型的类型概述</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 2如何选择合适的预测模型</td>
<td class="xl60"></td>
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<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 3基于时间序列的一元回归预测，例如</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> i. 如何预测公司明年、后年的营业收入</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> ii. 如何预测新年度生产成本</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 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</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> i.如何建立多变量业务预测模型</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> ii.如何评估业务模型的有效性</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> iii.企业外部变量（例如经济宏观数据）的选择和过滤</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> iv.季节因素的时间序列回归分析</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl65" style="height:14.25pt"></td>
<td class="xl57"> 5回归分析演练：如何预测新市场的规模及制定发展目标</td>
<td class="xl60"></td>
</tr>
<tr height="19" style="height:14.25pt">
<td height="19" class="xl72" style="height:14.25pt"></td>
<td class="xl71"></td>
<td class="xl70"></td>
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