电商流量数据化运营

《电商流量数据运营》随书数据|
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书名：电商流量数据化运营
作者：宋天龙
出版社：机械工业出版社
出版时间：2021年8月
ISBN：9787111690238
字数：226千字
本书由机械工业出版社有限公司发行

作者自序
流量数据化运营是我一直在做的事情，在这个领域内我已经工作了10余年。早在Google Analytics出现之前（Urchin时期），我就已经开始学习和了解如何通过数据解决流量运营问题。
从业期间，无论是作为甲方还是作为乙方（包括外企以及现在的触脉咨询），我都在思考数据在流量运营中的价值到底如何。
令人欣慰的是，人们对数据产出的价值的重视程度越来越高，因此，数据工作的价值也就越来越高。数据化运营的高端人才更是炙手可热、千金难求。
但是，在传统意义上，流量运营（这里主要指流量引入的过程，包括付费采买和免费运营）对于数据的期待仍然集中在效果评估上，数据真正的价值则主要体现在具有程序化、自动化、智能化投放的媒介上。数据仍然没有像期待的那样，形成从媒体策划、媒体执行、效果评估到测试和优化的闭环，甚至在很多流量运营工作中，数据成了可有可无的点缀以及工作效果的“装饰”。
流量数据的价值，不是靠一份报告、一个专题研究就能得到结论，而是靠长久以来建立的数据文化、工作机制、决策思维以及驱动准则来实现。归根到底，数据到底“做了什么”才是数据价值反馈的根本，那些只反映在业务人员和分析师脑海中的洞察、见解或规律根本不是价值。
因此，数据的价值实际体现在数据有什么用、能用在哪、用完之后能得到什么样的提升或改善。
在成为触脉合伙人之前，我的思维主要集中在分析，因此之前写的书对于分析思维的总结比较多；加入触脉之后，我发现“有什么用”才是甲方客户真正关注也是愿意为之买单的核心。客户只为价值买单！
在撰写本书过程中，我将大量在触脉工作中的心得体会融入其中；同时，由于触脉是谷歌、百度、Adobe等世界级流量解决方案的核心服务提供商，为国内外很多世界500强企业提供服务，因此，我更多是站在巨人的肩膀上来进一步审视和观察这个领域。
希望以后有更多的机会与大家分享我以及触脉的数据知识、经验和工作项目，大家一起学习、总结和成长

Supplementary data for *E-commerce Traffic Data Operations* | Supplementary data, for teaching purposes only, commercial use is prohibited
Title: E-commerce Traffic Data Operations
Author: Song Tianlong
Publisher: China Machine Press
Publication Date: August 2021
ISBN: 9787111690238
Word Count: 226,000 characters
This book is published by China Machine Press Co., Ltd.

Author's Preface
Traffic data-driven operations is what I have been engaged in for over 10 years. Long before the emergence of Google Analytics (during the Urchin era), I already started learning and understanding how to use data to solve traffic operation problems.
During my career, whether working as an in-house client or a service provider (including foreign enterprises and now TouchMetrics Consulting), I have been pondering the true value of data in traffic operations.
It is gratifying that people are paying increasing attention to the value derived from data, which in turn elevates the value of data-related work. High-end talents in data-driven operations are even more in high demand and hard to recruit.
However, traditionally, traffic operations (here mainly referring to the traffic acquisition process, including paid procurement and free operations) still focuses on data-driven effect evaluation, while the true value of data is mainly realized in media channels that support programmatic, automated, and intelligent placement. Yet, data has not yet formed the closed-loop spanning media planning, media execution, effect evaluation, testing and optimization as expected. In many traffic operation tasks, data is even just an optional embellishment and "decoration" for work results.
The value of traffic data cannot be concluded by a single report or a special research, but is realized through the long-established data culture, working mechanisms, decision-making thinking and driving principles. Ultimately, what data "actually does" is the fundamental basis for reflecting data value; those insights, opinions or patterns only residing in the minds of business personnel and analysts are not real value at all.
Therefore, the value of data is actually reflected in what data can be used for, where it can be applied, and what improvements or enhancements can be achieved after its application.
Before becoming a partner of TouchMetrics, my thinking mainly focused on analysis, so my previous books summarized more about analytical thinking. After joining TouchMetrics, I realized that "what it can be used for" is the core concern of in-house clients and what they are willing to pay for. Clients only pay for value!
During the writing of this book, I integrated a large number of work insights gained at TouchMetrics. Meanwhile, as TouchMetrics is a core service provider of world-class traffic solutions including Google, Baidu and Adobe, serving many Fortune Global 500 enterprises at home and abroad, I was able to examine and observe this field from a higher perspective by standing on the shoulders of giants.
I hope to have more opportunities to share my and TouchMetrics' data knowledge, experience and work projects with everyone, so that we can learn, summarize and grow together.