Data is an important investment for enterprises, and how to use data is a topic that every enterprise must face. The wave of big data has swept the world, and enterprises have generally realized that extensive management must die, and data can be eternal. This is especially true in the field of Internet e-commerce.
For Internet companies that are on the edge of big data, what insights do you have on data-based operation and management? The practical experience of Honghai Longteng e-commerce is shared here. The original text is the speech made by Wu Rongkun, CIO of Honghai Longteng e-commerce, at the FanRuan Big Data Tour Exhibition.
About Honghai Longteng
Honghai Longteng is a promoter of precision marketing driven by big data. Based on e-commerce platforms such as Taobao, Tmall, and JD.com, it provides customers with digital precision marketing services, network-wide operation services and advertising management in the field of e-commerce. Digital advertising precision marketing services, software application products and marketing solutions help these enterprises to complete the transformation of traditional enterprises to e-commerce. At present, it is a listed company on the New Third Board and one of the top ten gold service providers on Taobao.
IT system
As an e-commerce service company, Honghai Longteng adopts a lightweight IT system and has done a lot in dataization.
Internal systems are similar to other companies, such as finance, HR, ERP, and CRM. On the basis of these systems, extract data to the top data application layer, as well as some outsourced data, data crawled by crawlers, and then do BI analysis in the data warehouse, and use the FanRuan system to build a business report system—— Observation platform, making various reports and analysis.
data tiering
Data Hierarchy:
Regarding data layering, the data on the left is some data from the original ecology, which is first extracted to the ODS layer, processed once to form a standard data layer, and some data conversions are performed. After these data are standardized, data statistics are made, from group control to company system statistics, and then to the display layer. Finally, the FanRuan report is used to extract and display these data.
Technical selection
In the process of technology selection, considering the applicability and developability of the product, open source software has been used for development. However, the style of open source tools is limited and not aesthetically pleasing. It is difficult to learn English documents, which once affected the development progress. In the long run, the development cost increased.
Application of FineReport of FanRuan
For example, for the company's complex business format, the leadership needs to understand the profitability of each system such as the sales system, service system, education system, and customer service system, what effects it has, and the analysis of each product. Using FineReport to make a performance statistics table, the data of each system is extracted to the platform for summary processing and display.
Use the star observation platform to monitor the PV/UV volume of daily visits, as well as various key indicators, and use this platform to promote the middle and upper layers of enterprise management to understand the company's operations.
In addition, Honghailongteng also used FineReport's self-reporting function to develop some daily data submission work and parcel property approval work.
Future plan
Plan 1 : Report Embedding
In the future, we hope to embed FineReport into various products, and truly deliver the work of data analysis to data analysts from the source.
Plan 2 : Improve the compensation system
Redesign the compensation system. Extract the company's service data and sales data to the star-gazing platform, do KPI calculation in the star-gazing platform, calculate each person's performance and commission, incorporate these two data into the HR system, and then calculate in the HR system He paid the actual salary, and then sent it back to the star-gazing platform, and used the star-gazing platform to show everyone's salary status. This saves a lot of modifications to the HR system. Then put the salary report on the mobile terminal, so that each employee can view the salary through the mobile terminal of FanRuan.