初創(chuàng)公司怎么做銷售數(shù)據(jù)分析

The spread of coronavirus is delivering a massive blow to the global economy. The lockdown and work from home restrictions have forced thousands of startups to halt expansion plans, cancel services, and announce layoffs.

冠狀病毒的傳播正在給全球經(jīng)濟(jì)帶來(lái)沉重打擊。 由于住房限制而進(jìn)行的封鎖和工作已迫使成千上萬(wàn)的初創(chuàng)公司暫停擴(kuò)張計(jì)劃，取消服務(wù)并宣布裁員。

The virus is also having an impact on startup funding and deal activity, with seed-stage deals taking a serious blow this quarter. It’s clear that the startup community is now facing and will continue to confront an existential crisis in the months to come.

該病毒還影響了啟動(dòng)資金和交易活動(dòng)，本季度種子期交易受到了嚴(yán)重打擊 。 顯然，初創(chuàng)企業(yè)社區(qū)現(xiàn)在正面臨并將在未來(lái)幾個(gè)月中繼續(xù)面臨生存危機(jī)。

To stay in business, founders are looking for ways to maintain liquidity, better understand their demand-supply situation, identify operational efficiencies with a remote workforce, and scout for opportunities to pivot.

為了保持業(yè)務(wù)發(fā)展，創(chuàng)始人正在尋找方法來(lái)保持流動(dòng)性，更好地了解他們的供需狀況，通過(guò)遠(yuǎn)程勞動(dòng)力確定運(yùn)營(yíng)效率，并尋找機(jī)會(huì)進(jìn)行變革。

If data is the lifeblood of every business, it’s all the more critical for startups looking to weather a downturn. Here’s how startups can use data and analytics to power through the current crisis.

如果數(shù)據(jù)是每個(gè)企業(yè)的命脈，那么對(duì)于希望度過(guò)低迷時(shí)期的初創(chuàng)公司而言，數(shù)據(jù)就顯得尤為重要。 創(chuàng)業(yè)公司可以使用數(shù)據(jù)和分析方法來(lái)度過(guò)當(dāng)前危機(jī)。

Photo by Nick Fewings on Unsplash Nick Fewings 在 Unsplash 上 拍攝的 照片

1.數(shù)據(jù)顯示客戶的購(gòu)買方式如何變化 (1. Data shows how your customer’s buying patterns are changing)

McKinsey found that American consumers are drastically changing their spending and behavior, despite expressing optimism about the economy. The survey found that 43% of the people are delaying purchases due to the uncertainty.

麥肯錫發(fā)現(xiàn)，盡管對(duì)經(jīng)濟(jì)表示樂(lè)觀，但美國(guó)消費(fèi)者仍在大幅改變其消費(fèi)和行為。 調(diào)查發(fā)現(xiàn)，由于不確定性，有43％的人推遲購(gòu)買。

Even as spending shifts to household essentials and remote channels in the short-term, consumer behavior is expected to be permanently reshaped toward online consumption. Startups must keep their finger on the pulse of changing consumer sentiment.

即使短期內(nèi)支出已轉(zhuǎn)移到家庭必需品和遠(yuǎn)程渠道上，但預(yù)計(jì)消費(fèi)者的行為將永久性地轉(zhuǎn)變?yōu)樵诰€消費(fèi)。 初創(chuàng)企業(yè)必須時(shí)刻注意不斷變化的消費(fèi)者情緒。

While market research reports and surveys share useful insights, they are lag indicators, at best. Look for alternate public data sources that can give you live or early signals. For example, Kinsa Health found that digital thermometer readings from their online-enabled devices provided insight into the progression of COVID-19 across cities.

盡管市場(chǎng)研究報(bào)告和調(diào)查共享有用的見解，但充其量只是滯后指標(biāo)。 尋找可以為您提供實(shí)時(shí)或早期信號(hào)的備用公共數(shù)據(jù)源。 例如，金莎健康(Kinsa Health)發(fā)現(xiàn)，在線支持的設(shè)備中的數(shù)字體溫計(jì)讀數(shù)可以洞悉整個(gè)城市的COVID-19進(jìn)程。

Source: Healthweather map by Kinsa Insights 資料來(lái)源： Kinsa Insights提供的 Healthweather 地圖

OpenTable, an online restaurant aggregator, published data that gave early indications of the falling demand for dine-in bookings. Public search queries on Google reveal insights on what millions of consumers want in a geographical area, right now.

在線餐廳聚合服務(wù)商 OpenTable 發(fā)布了數(shù)據(jù)，這些數(shù)據(jù)早期表明了就餐預(yù)訂的需求正在下降。 Google上的公開搜索查詢可立即洞悉數(shù)百萬(wàn)人在某個(gè)地理區(qū)域內(nèi)的需求。

For example, most people in the United States want to know when Disney will reopen and how soon the Nintendo Switch will be in stock. Apart from the availability of toilet paper, they are equally worried about Roblox permanently shutting down.

例如，美國(guó)大多數(shù)人都想知道迪士尼何時(shí)重新開放以及Nintendo Switch的庫(kù)存將有多快。 除了衛(wèi)生紙的供應(yīng)之外，他們同樣擔(dān)心Roblox永久關(guān)閉。

Source: 資料來(lái)源： GoogleGoogle Search搜索

2. 數(shù)據(jù)可幫助您了解您的員工如何應(yīng)對(duì)危機(jī) (2. Data helps you understand how your workforce is coping with the crisis)

As employees are instructed to work from home, millions of people are thrown into a work environment they’re not used to, with pressures they didn’t have before. While interruptions and technology challenges are short-term irritants, the biggest mental health risks are due to isolation and burnout.

當(dāng)指示員工在家中工作時(shí)，成千上萬(wàn)的人被迫承受以前從未有過(guò)的壓力，陷入他們不習(xí)慣的工作環(huán)境中。 盡管中斷和技術(shù)挑戰(zhàn)是短期刺激物，但最大的精神健康風(fēng)險(xiǎn)是由于孤立和倦怠。

In times of uncertainty like these, data can help companies understand how their workforce is coping with the crisis. Rather than wait for employee surveys or traditional modes of feedback, natural language can provide vital clues to employee wellbeing.

在此類不確定性時(shí)期，數(shù)據(jù)可以幫助公司了解其員工如何應(yīng)對(duì)危機(jī)。 自然語(yǔ)言無(wú)需等待員工調(diào)查或傳統(tǒng)的反饋方式，而是可以為員工的健康提供重要線索 。

James W. Pennebaker, a social psychologist at the University of Texas at Austin found that the passive parts of our speech reflect our mental state. For example, people who are less happy tend to use personal pronouns more, that is, “I” or “me” instead of “he” or “she.”

德克薩斯大學(xué)奧斯汀分校的社會(huì)心理學(xué)家詹姆斯·潘納貝克(James W. Pennebaker) 發(fā)現(xiàn) ，演講的被動(dòng)部分反映了我們的心理狀態(tài)。 例如，不快樂(lè)的人傾向于使用更多的人稱代詞，即“我”或“我”而不是“他”或“她”。

演示地址

StatusToday has built an AI solution that connects to the email, chat and communication systems of companies to identify if employees are on the verge of burnout. Needless to say, there is a thin line between invasion of privacy and insights that can ensure workforce wellbeing. Organizations need to take their team into confidence and be transparent about how the insights will be used to avoid adding the additional stress of being monitored.

StatusToday建立了一個(gè)AI 解決方案 ，該解決方案可以連接到公司的電子郵件，聊天和通訊系統(tǒng)，以識(shí)別員工是否處于精疲力盡的邊緣。 毋庸置疑，侵犯隱私和能夠確保員工健康的見解之間只有一線之隔。 組織需要使他們的團(tuán)隊(duì)充滿信心，并且對(duì)如何使用洞察力保持透明，以避免增加被監(jiān)視的壓力。

3. 數(shù)據(jù)可幫助您提高效率并調(diào)整您的業(yè)務(wù)產(chǎn)品 (3. Data helps you drive efficiencies and adapt your business offerings)

The COVID-19 crisis has hit every industry, without exception. However, there are certain sectors such as aerospace, travel, insurance, and oil and gas that may not rebound until 2021. Among the impacted sectors, there is considerable variation based on the offering, business model and channels of sale and consumption.

COVID-19危機(jī)無(wú)一例外地打擊了每個(gè)行業(yè)。 但是，航空，旅行，保險(xiǎn)，石油和天然氣等某些行業(yè)可能要到2021年才會(huì)反彈 。在受影響的行業(yè)中，基于產(chǎn)品，業(yè)務(wù)模式以及銷售和消費(fèi)渠道的差異很大。

Source: Global surveys of consumer sentiment by McKinsey & Company 資料來(lái)源： 麥肯錫公司 ( McKinsey＆Company) 對(duì)消費(fèi)者情緒的全球調(diào)查

Data can help drive efficiencies in your business in the face of uncertainty. Ladley and Redman suggest the use of structured problem-solving by employing six data value modes.

面對(duì)不確定性，數(shù)據(jù)可以幫助您提高業(yè)務(wù)效率。 Ladley和Redman 建議通過(guò)采用六個(gè)數(shù)據(jù)值模式來(lái)使用結(jié)構(gòu)化問(wèn)題解決方案。

These value modes are scenarios that cover the most critical aspects of the business value chain — product enrichment, market intelligence, competitive position, human capabilities, process improvement and risk management.

這些價(jià)值模式是涵蓋業(yè)務(wù)價(jià)值鏈最關(guān)鍵方面的方案-產(chǎn)品豐富，市場(chǎng)情報(bào)，競(jìng)爭(zhēng)地位，人員能力，流程改進(jìn)和風(fēng)險(xiǎn)管理。

This framework lets you identify the potential and limitations of data for your business by driving the right conversations with stakeholders. For example, when a regional bank lost many of its high-wealth clients, it turned to the data value modes.

通過(guò)該框架，您可以與利益相關(guān)者進(jìn)行正確的對(duì)話，從而確定業(yè)務(wù)數(shù)據(jù)的潛力和局限性。 例如，當(dāng)一家地區(qū)性銀行失去許多高財(cái)富客戶時(shí)，它轉(zhuǎn)向了數(shù)據(jù)價(jià)值模式。

By systematically collecting data and analyzing them, the bank found that clients were unhappy with their transaction execution and reporting. By investigating two of the value modes, the bank rolled out process improvements that led to market share recovery.

通過(guò)系統(tǒng)地收集數(shù)據(jù)并進(jìn)行分析，該銀行發(fā)現(xiàn)客戶對(duì)其交易執(zhí)行和報(bào)告感到不滿意。 通過(guò)調(diào)查兩種價(jià)值模式，該銀行推出了流程改進(jìn)，從而實(shí)現(xiàn)了市場(chǎng)份額的恢復(fù)。

What if your business offerings need a fundamental change to tide over the current crisis? That’s another area where data can come to your aid. Amidst the current economic gloom, there are companies that have retained customers or acquired new ones by adapting their business model.

如果您的業(yè)務(wù)需要徹底改變以應(yīng)對(duì)當(dāng)前危機(jī)，該怎么辦？ 那是數(shù)據(jù)可以幫助您的另一個(gè)領(lǐng)域。 在當(dāng)前的經(jīng)濟(jì)低迷中，有些公司通過(guò)調(diào)整業(yè)務(wù)模式來(lái)保留客戶或獲得新客戶。

With a strong uptick in consumption-at-home, companies are experimenting with a rapid adoption of online channels.

隨著家庭消費(fèi)的強(qiáng)勁增長(zhǎng)，公司正在嘗試快速采用在線渠道。

Photo by Chris Montgomery on Unsplash 克里斯·蒙哥馬利 ( Chris Montgomery) 攝于Unsplash

For example, fitness studios and gyms are battling to stay relevant by going digital. Businesses such as these are built with a traditional on-premise model, and they need new capabilities to engage and retain customers remotely. They must learn to embrace data and use analytics to gauge customer experience and improve online engagement levels.

例如，健身室和健身房正在努力通過(guò)數(shù)字化來(lái)保持相關(guān)性。 諸如此類的業(yè)務(wù)是使用傳統(tǒng)的內(nèi)部部署模型構(gòu)建的，它們需要新的功能來(lái)遠(yuǎn)程吸引和保留客戶。 他們必須學(xué)會(huì)擁抱數(shù)據(jù)，并使用分析來(lái)評(píng)估客戶體驗(yàn)并提高在線參與度。

Startups can take lessons from digital native companies like Netflix, which built its business around user analytics. Netflix has been strengthening its leadership position with continuous digital innovation. Recently, it rolled out Netflix Party, a fun way to watch movies together, amidst social distancing, to make up for lost movie nights with friends.

初創(chuàng)企業(yè)可以從像Netflix這樣的數(shù)字原生公司那里汲取教訓(xùn)，這些公司圍繞用戶分析開展業(yè)務(wù)。 Netflix通過(guò)不斷的數(shù)字創(chuàng)新一直在鞏固其領(lǐng)導(dǎo)地位。 最近，它推出了Netflix Party ，這是一種在社交場(chǎng)合中可以一起觀看電影的有趣方式，以彌補(bǔ)與朋友失散的電影之夜。

Photo by Chris Montgomery on Unsplash 克里斯·蒙哥馬利 ( Chris Montgomery) 攝于Unsplash

采用數(shù)據(jù)驅(qū)動(dòng)的方法從危機(jī)中脫穎而出 (Adopt a data-driven approach to come out stronger from the crisis)

As you assess and respond to the changing business priorities, combine internal data insights with the intelligence from public data sources.

在評(píng)估和響應(yīng)不斷變化的業(yè)務(wù)優(yōu)先級(jí)時(shí)，請(qǐng)將內(nèi)部數(shù)據(jù)洞察力與來(lái)自公共數(shù)據(jù)源的情報(bào)相結(jié)合。

Tap into digital tools and inferred signals to support and empower your teams. Use the six data value modes framework to define how data can help adapt your business strategy. For the best outcome from data initiatives, ensure you have a balanced data science team and promote collaboration with the business stakeholders.

利用數(shù)字工具和推斷的信號(hào)來(lái)支持和增強(qiáng)您的團(tuán)隊(duì)。 使用六個(gè)數(shù)據(jù)價(jià)值模式框架來(lái)定義數(shù)據(jù)如何幫助您調(diào)整業(yè)務(wù)策略。 為了從數(shù)據(jù)計(jì)劃中獲得最佳結(jié)果，請(qǐng)確保您擁有一支平衡的數(shù)據(jù)科學(xué)團(tuán)隊(duì)并促進(jìn)與業(yè)務(wù)利益相關(guān)者的協(xié)作。

It is not the strongest of the species that survive, nor the most intelligent. It is the one that is most adaptable to change.

它不是生存最強(qiáng)的物種，也不是最聰明的物種。 它是最適應(yīng)變化的一種。

Charles Darwin’s theory of evolution holds a critical lesson for companies looking to weather this crisis. It is not the strongest of the species that survive, nor the most intelligent. It is the one that is most adaptable to change. Founders who are quick enough to use the insights from data to respond, adapt and evolve their startups will come out stronger.

查爾斯·達(dá)爾文(Charles Darwin)的演化理論為希望度過(guò)這場(chǎng)危機(jī)的公司提供了重要的教訓(xùn)。 它不是生存最強(qiáng)的物種，也不是最聰明的物種。 它是最適應(yīng)變化的一種。 足夠快地利用數(shù)據(jù)洞察力來(lái)響應(yīng)，適應(yīng)和發(fā)展其初創(chuàng)公司的創(chuàng)始人將變得更加強(qiáng)大。

This article was first published in the Analytics Magazine by Informs. Illustrations have been added. Title Photo by David Clode on Unsplash

本文最初 由Informs 發(fā)表 在《 Analytics雜志》上。 插圖已添加。 大衛(wèi)·克洛德 ( David Clode) 在 Unsplash 上 拍攝的 標(biāo)題照片

翻譯自: https://towardsdatascience.com/why-your-startup-needs-data-science-to-survive-this-crisis-d04500df6c2a

初創(chuàng)公司怎么做銷售數(shù)據(jù)分析

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