请教熟悉营销类的朋友
Thread poster: clearwater

clearwater
China
Local time: 07:49
English to Chinese
Jun 10, 2014

因没有得到确切的答案,从Kudoz“转战”Proz,但愿没有违规:

With a comprehensive data set in hand, companies can undertake the sort of quick-hit “shop diagnostics” that many tell us is lacking in their marketing and e-commerce programs. Using analytic applications such as SAS and R, and by applying various algorithms and models to longitudinal data, companies can better model the cost of their marketing efforts, find the most effective journey patterns, spot potential {dropout points}, and identify new customer segments.
试译:
如果掌握了全面的数据集,公司就可以开展那种立竿见影的“店铺诊断”(shop diagnostics);而许多人告诉我们,他们的营销和电子商务方案缺少这种“店铺诊断”。使用SAS和R等分析应用软件,并且运用各种算法和模型分析纵向数据,公司就能更准确地预测营销活动的成本,找到最有效的历程模式,发现潜在的{流失点},并找到新的细分顾客。比如说,一家区域零售商分析点击行为后发现,某一群顾客偏爱网店购买而非实体店购物,总是在周六收阅电子邮件,于是零售商调整了电子邮件营销活动,改成只在周六向这群顾客发送网上促销活动。

查了好多词典,发现dropout多半解释成:退出,辍学,或流失。
不知在营销领域,这个dropout的意思是不是果真为“流失”?是指顾客或消费者的流失吗?
求指点,谢谢!

详见
http://www.proz.com/kudoz/5578388#notes_section_12238534


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wherestip  Identity Verified
United States
Local time: 18:49
Chinese to English
+ ...
放弃点 Jun 11, 2014

I think it refers to the points where the consumer might potentially lose interest in the marketers' advertising material, or where he might most likely abandon the pursuit of his "decision journey".

🈯️ 找出 消费者的潜在放弃点,即 发现/发觉 消费者在作购买商品的决定过程中,不再对所推销的产品感兴趣、并且放弃购买该产品的那些关键时刻。


[Edited at 2014-06-11 02:48 GMT]


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jim summer  Identity Verified
China
Member (2011)
English to Chinese
建议 Jun 11, 2014

clearwater wrote:

因没有得到确切的答案,从Kudoz“转战”Proz,但愿没有违规:

With a comprehensive data set in hand, companies can undertake the sort of quick-hit “shop diagnostics” that many tell us is lacking in their marketing and e-commerce programs. Using analytic applications such as SAS and R, and by applying various algorithms and models to longitudinal data, companies can better model the cost of their marketing efforts, find the most effective journey patterns, spot potential {dropout points}, and identify new customer segments.
试译:
如果掌握了全面的数据集,公司就可以开展那种立竿见影的“店铺诊断”(shop diagnostics);而许多人告诉我们,他们的营销和电子商务方案缺少这种“店铺诊断”。使用SAS和R等分析应用软件,并且运用各种算法和模型分析纵向数据,公司就能更准确地预测营销活动的成本,找到最有效的历程模式,发现潜在的{流失点},并找到新的细分顾客。比如说,一家区域零售商分析点击行为后发现,某一群顾客偏爱网店购买而非实体店购物,总是在周六收阅电子邮件,于是零售商调整了电子邮件营销活动,改成只在周六向这群顾客发送网上促销活动。

查了好多词典,发现dropout多半解释成:退出,辍学,或流失。
不知在营销领域,这个dropout的意思是不是果真为“流失”?是指顾客或消费者的流失吗?
求指点,谢谢!

详见
http://www.proz.com/kudoz/5578388#notes_section_12238534






您如果是付费会员,一周可问60个问题,好像是吧,反正比不付费的要多的多。


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Phil Hand  Identity Verified
China
Local time: 07:49
Chinese to English
流失点很好 Jun 11, 2014

肯定是这个意思,可以说“客户流失店”吧。

另外,”店铺诊断“可能不清楚,这里的店铺是说,假如你买了一个消费品,它坏了,拿到零售点去修,最基本的检查他们可以在那里做,深度诊断需要寄回产商去。店铺诊断就是基本的,套用的,初步的数据分析。


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clearwater
China
Local time: 07:49
English to Chinese
TOPIC STARTER
谢谢! Jun 11, 2014

wherestip wrote:

I think it refers to the points where the consumer might potentially lose interest in the marketers' advertising material, or where he might most likely abandon the pursuit of his "decision journey".

🈯️ 找出 消费者的潜在放弃点,即 发现/发觉 消费者在作购买商品的决定过程中,不再对所推销的产品感兴趣、并且放弃购买该产品的那些关键时刻。


[Edited at 2014-06-11 02:48 GMT]


谢谢Steven!

我觉得您给出的一番英文解释应该比较靠谱。


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clearwater
China
Local time: 07:49
English to Chinese
TOPIC STARTER
谢谢! Jun 11, 2014

jim summer wrote:

clearwater wrote:

因没有得到确切的答案,从Kudoz“转战”Proz,但愿没有违规:

With a comprehensive data set in hand, companies can undertake the sort of quick-hit “shop diagnostics” that many tell us is lacking in their marketing and e-commerce programs. Using analytic applications such as SAS and R, and by applying various algorithms and models to longitudinal data, companies can better model the cost of their marketing efforts, find the most effective journey patterns, spot potential {dropout points}, and identify new customer segments.
试译:
如果掌握了全面的数据集,公司就可以开展那种立竿见影的“店铺诊断”(shop diagnostics);而许多人告诉我们,他们的营销和电子商务方案缺少这种“店铺诊断”。使用SAS和R等分析应用软件,并且运用各种算法和模型分析纵向数据,公司就能更准确地预测营销活动的成本,找到最有效的历程模式,发现潜在的{流失点},并找到新的细分顾客。比如说,一家区域零售商分析点击行为后发现,某一群顾客偏爱网店购买而非实体店购物,总是在周六收阅电子邮件,于是零售商调整了电子邮件营销活动,改成只在周六向这群顾客发送网上促销活动。

查了好多词典,发现dropout多半解释成:退出,辍学,或流失。
不知在营销领域,这个dropout的意思是不是果真为“流失”?是指顾客或消费者的流失吗?
求指点,谢谢!

详见
http://www.proz.com/kudoz/5578388#notes_section_12238534






您如果是付费会员,一周可问60个问题,好像是吧,反正比不付费的要多的多。


Jim,Kudoz的人气不如这里,所以在那边找不到理想答案的情况下,发贴于此,请教各位。


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clearwater
China
Local time: 07:49
English to Chinese
TOPIC STARTER
谢谢! Jun 11, 2014

Phil Hand wrote:

肯定是这个意思,可以说“客户流失店”吧。

另外,”店铺诊断“可能不清楚,这里的店铺是说,假如你买了一个消费品,它坏了,拿到零售点去修,最基本的检查他们可以在那里做,深度诊断需要寄回产商去。店铺诊断就是基本的,套用的,初步的数据分析。


谢谢Phil!

好的,那我就用“流失点”了,既照顾到了字面意思,又“貌似”比较对头:)

至于那个“店铺诊断”,我觉得这个诊断实指“摸底”,即对进入商店或店铺的顾客进行分析,以了解其购买历史或消费偏好,而不是一般意义上的“诊断”。
这里不是指对购后的产品进行维修诊断,而是指洞察消费者的购买意向。


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