美妆行业会员贡献分析数据

此数据通过对一定规模症状行业会员行为数据分析，帮助企业审查会员体系，为调整资源分配提供决策依据。此数据帮助企业：1. 识别会员对收入的贡献度，监测会员战略效果，调整资源倾斜。2. 评估市场活动效果，调整获客渠道。3. 识别会员质量。4. 衡量会员体系吸引力。
5.数据应用：
优化会员运营，提升收入贡献、活动效果、会员质量及体系吸引力。
数据采集：
通过数云自研CRM系统采集全渠道交易数据、会员数据并进行加工。获取数据完整进行加工，单位为元、个。
数据加工：
1. 组成行业的用户样本筛选：用户最大根类目与行业一致;销售金额占比超过全店70%；用户最近12个月有连续的规模交易数据。
2.订单会员打标：用订单上的用户和客户信息关联会员状态。关联出客户会员状态为有效，则该笔订单标记为【会员订单】，否则为【非会员订单】。
4. 会员/非会员销售金额占比=会员订单金额 / 订单金额
5. 环比增长=R12指标-R13_24指标
6. 新增会员环比增长=（R12新增会员数 - R13_24新增会员数）/R13_24新增会员数
7. 新增会员7日付款会员数：新增会员，且在入会7日内有交易付款的去重会员数
8. 新增会员交易转化率=新增会员7日付款会员数 / 新增会员数
9. 积分兑礼/发放会员数=有积分兑礼/发放记录的去重会员数
10. 会员积分兑礼活跃率=积分兑礼会员数 / 积分发放会员数

This dataset assists enterprises in reviewing their membership systems and providing decision-making support for resource allocation adjustments, through analyzing membership behavior data of enterprises in industries of a certain scale. This dataset helps enterprises achieve the following goals:
1. Identify the revenue contribution of members, monitor the effectiveness of membership strategies, and adjust resource allocation priorities.
2. Evaluate the effectiveness of marketing campaigns and optimize customer acquisition channels.
3. Assess member quality.
4. Measure the attractiveness of the membership system.

5. Data Application: Optimize membership operations, and improve revenue contribution, campaign effectiveness, member quality, and system attractiveness.

Data Collection:
Collect and process omnichannel transaction data and membership data via Shuyun's self-developed CRM system. Complete data processing is conducted, with units of Yuan and individual.

Data Processing:
1. User sample screening for target industries: Users whose primary root category matches the target industry; whose sales amount accounts for more than 70% of the total store's sales; and who have continuous large-scale transaction data in the latest 12 months.
2. Order membership labeling: Associate membership status using user and customer information on the order. If the customer's membership status is valid, the order is marked as [Member Order]; otherwise, it is marked as [Non-Member Order].
4. Proportion of member/non-member sales amount = Member order total / Total order amount
5. Month-over-Month (MoM) growth = R12 indicator - R13_24 indicator
6. MoM growth of new members = (Number of new members in R12 - Number of new members in R13_24) / Number of new members in R13_24
7. Number of new members who completed payment within 7 days after membership activation: Deduplicated count of new members who made transaction payments within 7 days after joining the membership.
8. Transaction conversion rate of new members = Number of new members who made payment within 7 days / Total number of new members
9. Number of members who redeemed rewards or received points: Deduplicated count of members with points redemption or distribution records.
10. Active rate of member points redemption = Number of members who redeemed points rewards / Number of members who received points

搜集汇总

背景与挑战

背景概述

该数据集聚焦美妆行业，包含1074条记录，每月更新，通过订单金额、会员数、积分活动等28个字段分析会员与非会员的销售贡献和行为差异。其核心特点是帮助企业评估会员战略效果、优化资源分配，并基于严谨的算法规则（如环比增长计算和会员状态打标）提供决策支持。