Power BI 销售与市场营销示例:教程Sales and Marketing sample for Power BI: Take a tour

销售与市场营销示例包含一家名为 VanArsdel Ltd 的虚构制造公司的仪表板和报表。此仪表板由 VanArsdel 首席市场官 (CMO) 创建,主要关注业界及其公司的市场份额、产品量、销售额和人气。The Sales and Marketing Sample contains a dashboard and report for a fictitious manufacturing company named VanArsdel Ltd. This dashboard was created by the VanArsdel Chief Marketing Officer (CMO) to keep an eye on the industry and his company’s market share, product volume, sales, and sentiment.

VanArsdel 有许多竞争对手,但仍是业内的市场领导者。VanArsdel has many competitors but is the market leader in its industry. CMO 想要增加市场份额,探索发展的商机。The CMO wants to increase market share and discover growth opportunities. 但由于某种原因,VanArsdel 的市场份额在 6 月份已开始大幅滑落。But, for some reason, VanArsdel’s market share has started to decline, with significant dips in June.

此示例是一系列教程的一部分,该系列教程阐明如何将 Power BI 与面向业务的数据、报表及仪表板搭配使用。This sample is part of a series that illustrates how you can use Power BI with business-oriented data, reports and dashboards. 这些来自 obviEnce (www.obvience.com) 的真实数据都已进行匿名处理。This is real data from obviEnce (www.obvience.com) that has been anonymized.

[!Note] 还可以仅下载本示例的数据集(Excel 工作簿)You can also download just the dataset (Excel workbook) for this sample. 该工作簿包含你可以查看和修改的 Power View 工作表。The workbook contains Power View sheets that you can view and modify. 若要查看原始数据,请选择“Power Pivot”>“管理”。To see the raw data select Power Pivot > Manage.

仪表板告诉我们什么?What is our dashboard telling us?

让我们开始浏览仪表板并查看 CMO 选择固定的磁贴。Let’s start our tour at the dashboard and look at the tiles the CMO has chosen to pin. 我们可以看到我们的市场份额、销售和人气的相关信息。We see information about our market share, sales, and sentiment. 接着,我们可以看到这些数据按地区、时间和竞争对手细分。And we see that data broken down by region, time, and competition.

  • 左侧列下方的数字磁贴显示去年行业销售量(5 万)、市场份额 (32.86%)、销售量 (16000)、人气指数 (68)、人气落差 (4) 以及销售单位总量(100 万)。The number tiles down the left column show industry sales volume this past year (50K), market share (32.86%), sales volume (16K), sentiment score (68), sentiment gap (4), and total units sold (1M).
  • 最上方的折线图显示我们的市场份额随时间波动的情况。The top line chart shows how our market share fluctuates over time. 我们的市场份额在 6 月份大幅下滑。Our market share really drops in June. 此外,我们之前已上升一段时间的 R12M(循环 12 个月)份额则开始停滞。Also, our R12M (Rolling 12 Months) share which was increasing for a while, is starting to stall.
  • 我们最大的竞争对手是 Aliqui(如中间柱形图磁贴中所示)。Our biggest competitor is Aliqui (evident in the middle column chart tile.)
  • 我们大多数的业务都在东部和中部地区。Most of our business is in the East and Central regions.
  • 底部折线图显示我们在 6 月份的下滑不是季节性情况 — 因为没有任何竞争对手显示相同的趋势。The line chart at the bottom shows that our dip in June is not seasonal – none of our competitors show the same trend.
  • 其中两个“单位总量”磁贴按细分市场和地区/制造商显示销售单位数量。The two “Total Units” tiles show units sold, by segment and by region/manufacturer. 我们行业最大的细分市场是生产力便利性The largest market segment for our industry are Productivity and Convenience.

使用问答更深入地钻研Use Q&A to dig a little deeper

哪些细分市场可带动销售?Which segments drive our sales? 它符合行业趋势吗?Does it match the industry trend?

  1. 选择“按细分市场划分的整体销售单位总量”磁贴以打开问答。Select the “Total Units Overall by Segment” tile which will open Q&A.
  2. 在现有查询的末尾键入 for VanArsdelType for VanArsdel at the end of the existing query. 问答可解释该问题,并显示一个包含答案的已更新图表。Q&A interprets the question and displays an updated chart with the answer. 我们的产品量来自“便利性”和“适度性”两个类别。Our product volume comes from Convenience and Moderation.

  3. 我们在适度性便利性两个类别的份额非常高;这些是我们具有竞争力的细分市场。Our share in the Moderation and Convenience categories is very high; these are the segments where we compete.
  4. 通过选择顶部导航栏(痕迹导航)中的仪表板名称,导航回该仪表板。Navigate back to the dashboard by selecting the dashboard name in the top navbar (breadcrumbs).

按类别(与地区)划分的销售单位总量市场份额如何?What does total unit market share look like for category (versus region)?

  1. 请注意“按制造商和地区划分的单位总量 YTD”磁贴。Notice the “Total Units YTD by Manufacturer, Region” tile. 我想知道按类别划分的销售单位总量市场份额如何?I wonder how the total unit market share looks by category?

  2. 在仪表板顶部的问题框中,键入问题“按制造商和类别划分的 2014 年单位总量树状图”。In the question box at the top of the dashboard, type the question total units by manufacturer and category for 2014 as a treemap. 请注意当你键入问题时,可视化效果更新的方式。Notice how the visualization updates as you type the question.
  3. 若要比较其中的发现,可将图表固定到仪表板。To compare the findings, pin the chart to your dashboard. 有趣的是,在 2014 年,VanArsdel 只有销售属于都市类别的产品。Very interesting; in 2014 VanArsdel only sold products that fall into the Urban category.
  4. 导航回仪表板。Navigate back to the dashboard.

仪表板也是报表的入口点。Dashboards are also an entry point into reports. 如果磁贴是根据基础报表创建的,单击该磁贴即可打开报表。If a tile was created from an underlying report, clicking that tile opens the report.

在我们的仪表板中,R12M(循环 12 个月)一行显示我们的市场份额已不再随时间增加,甚至有点衰退。On our dashboard, the R12M (Rolling 12 Months) line shows that our market share is no longer increasing over time, it’s even declining a bit. 那么,为什么市场份额在 6 月会大幅下滑?And why do we have a big market share dip in June? 若要进一步调查,请单击此可视化效果来打开基础报表。To investigate further, click this visualization to open the underlying report.

我们的报表有 4 页Our report has 4 pages

报表的第 1 页着重于 VanArsdel 的市场份额。Page 1 of our report focuses on VanArsdel’s market share.

  1. 请看底部的“按月份划分的 VanArsdel 单位总量”柱形图。Look at the “Total Units by Month and isVanArsdel” column chart at the bottom. 黑色的列代表 VanArsdel(我们的产品),绿色代表我们的竞争对手。The black column represents VanArsdel (our products) and green is our competition. 2014 年 6 月 VanArsdel 的下滑情况并未发生在竞争对手身上。The drop in June 2014 that VanArsdel experienced is not experienced by the competition.
  2. 我们将右侧中间的“按细分市场划分的类别总量”条形图筛选为显示 VanArsdel 的前 2 大细分市场。The “Total Category Volume by Segment” bar chart in the middle on the right, is filtered to show VanArsdel’s top 2 segments. 看一下该筛选器的创建方式:Take a look at how this filter was created:

    a.a. 展开右侧的“筛选器”窗格。Expand the Filters pane on the right.
    b.b. 单击选择可视化效果。Click to select the visualization.
    c.c. 在“视觉级筛选器”下方,已将细分市场筛选为只包含便利性适度性Under Visual Level Filters, notice that Segment is filtered to include only Convenience and Moderation.
    d.d. 通过以下方式修改筛选器:选择“细分市场”以展开该部分,然后选中“生产力”以添加该细分市场。Modify the filter by selecting Segment to expand that section and then checking Productivity to add that segment as well.

  3. 在“按月份划分的 VanArsdel 单位总量”中,选择图例中黑色的“是”,以按 VanArsdel 交叉筛选页面。In “Total Units by Month and isVanArsdel”, select the black “Yes” in the legend to cross-filter the page by VanArsdel. 请注意,我们并未在“生产力”细分市场中参与竞争。Notice that we don’t compete in the Productivity segment.
  4. 再次选择黑色的“是”,以删除筛选器。Select the black “Yes” again to remove the filter.
  5. 查看折线图。Take a look at the line chart. 它显示我们的每月市场份额和循环 12 个月的市场份额。It shows our monthly market share and 12 month rolling market shares. 循环 12 个月的数据可缓和每个月的波动并显示长期趋势。Rolling 12 months data help in smoothing out monthly fluctuations and shows the long term trends. 选择条形图中的“便利性”和“适度性”,以查看每个细分市场的市场份额波动情况。Select Convenience and then Moderation in the bar chart to see how much fluctuation in market share there is for each segment. “适度性”细分市场显示的市场份额波动比“便利性”细分市场更大。The Moderation segment shows much more fluctuation in market share than the Convenience segment.

我们仍需找出市场份额在 6 月份下滑的原因。We’re still looking to find out why our market share dipped so low in June. 让我们检查一下“人气”。Let’s check Sentiment.

报表第 3 页着重于人气。Page 3 of our report focuses on Sentiment.

其中两个折线图显示由 Tweets、Facebook、博客、文章等产生的人气状况。Tweets, Facebook, blogs, articles, etc. contribute to sentiment which is shown in the two line charts. 左上方的人气图表显示我们的产品人气在 2 月以前还算高。The sentiment chart in the top left shows that sentiment for our products were pretty much neutral up until February. 从 2 月开始到 6 月,就开始大幅下滑至低点。Then a big drop started in February and bottomed out in June. 是什么原因导致这种人气下滑的情况?What happened to cause this drop in sentiment? 我们需要查看外部来源。We need to look at external sources. 2 月份,有几篇文章和博客将 VanArsdel 的客户服务评为业内最差。In February, several articles and blog posts rated VanArsdel’s customer service the worst in the industry. 这种负面媒体报导对客户人气和销售产生直接关联。This bad press had a direct correlation to customer sentiment and sales. VanArsdel 努力改善客户服务,客户与业界皆有目共睹。VanArsdel worked hard to improve customer service and customers and the industry took note. 7 月份,正面的人气开始攀升,然后达到 60 年代以来的高峰。In July positive sentiment started to rise and then reached an all-time high in the 60s. 我们可以发现这种人气攀升反映在第 1 页和第 3 页的“按月份划分的单位总量”。This uptick in sentiment can be seen reflected in “Total Units by Month” on pages 1 and 3. 或许这可以说明我们的市场份额在 6 月下滑的部分原因?Perhaps this partially explains our market share dips for June?

人气落差是另一个要浏览的重点:哪些区域有最高的人气落差,管理时该如何利用这项信息,并探索可复制应用于其他区域的方法。Sentiment gap would be another area to explore: which districts have the highest sentiment gap, how can management capitalize on this, and discover ways to replicate it in other districts.

报表第 2 页着重于 YTD 类别趋势Page 2 of our report focuses on YTD Category Trend

  • 在此类别的所有公司中,VanArsdel 是最大的公司,而主要竞争对手为 Natura、Aliqui 和 Pirium。Of all the companies in this category, VanArsdel is the largest and our biggest competitors are Natura, Aliqui, and Pirium. 我们非常关注竞争对手的动态。We’ll keep our eyes on them.
  • Aliqui 业绩开始增加,但相较于我们的产品量仍然很低。Aliqui is growing, but product volume compared to us is still low.
  • 树状图的绿色表示 VanArsdel。The treemap shows VanArsdel in green. 东部客户比较倾向我们的竞争对手,而我们在中部的业绩表现不错,因此我们在东部的份额最低。In the East, customers prefer our competition, in Central we’re doing OK, and our share in the East is our lowest.
  • 地理位置对销售单位数量也有影响。Geography has an impact on units sold. 东部是大多数制造商的地盘,但 VanArsdel 在中部地区的势力也不小。East is the dominant region for most manufacturers and VanArsdel has a strong presence in the Central region as well.
  • 在右下方的“按月份和制造商划分的单位总量 YTD 浮动率”图表中,我们的浮动是正向的,这是个好预兆,表示我们比去年业绩更好,但另一个竞争对手 Aliqui 也是一样。On the chart “Total Units YTD Var % by Month and Manufacturer” in the bottom right– we have positive variance and that is a good sign, we are doing better than last year but so is another competitor, Aliqui.

报表第 4 页着重于竞争产品分析。Page 4 of our report focuses on competitive product analysis.

  • 左下方图表显示 VanArsdel 表现最好的两个细分市场以外的所有类别细分市场。The bottom left chart shows all the category segments except for VanArsdel’s two strongest segments. 单击条形图进行类别筛选,有助于识别 VanArsdel 仍可拓展业绩的潜力区域。Filtering by category by clicking on the bars helps identify potential expansion areas for VanArsdel. 极限生产力细分市场的增长速度比其他细分市场更快。The Extreme and Productivity segments are growing faster than others.
  • 但我们并未参与这些细分市场的竞争。But we don’t compete in these segments. 如果我们想要切入这些区域,可以使用我们的数据来查看哪些地区有哪些细分市场比较热门。If we want to move into these areas, we can use our data to see which segments are popular in which regions. 我们可以进一步调查问题,例如哪个地区发展速度较快,以及在该细分市场中谁会是我们的最大竞争对手。We can further investigate questions like which region is growing faster and who would be our biggest competitor in that segment.
  • 还记得我们在 6 月份的市场份额下滑吗?Remember our market share dip in June? 6 月是“生产力”细分市场的旺季,这是我们完全未参与竞争的细分市场。June is a huge month for the Productivity segment – a segment we don’t compete in at all. 这也有助于说明我们在 6 月份市场份额下滑的原因。This could help explain our market share dip in June.

通过按 VanArsdel、细分市场、月份和地区筛选可视化效果,我们可以发现 VanArsdel 的发展商机。By filtering the visualizations by VanArsdel, by segment, by month, and by region, we can discover growth opportunities for VanArsdel.

这是一个安全的试验环境。This is a safe environment to play in. 你可以始终选择不保存所做的更改。You can always choose not to save your changes. 但是,如果保存更改,则可以始终转到获取数据来获取本示例的新副本。But if you do save them, you can always go to Get Data for a new copy of this sample.

后续步骤:连接到你的数据Next steps: Connect to your data

我们希望本教程已经演示 Power BI 仪表板、问答和报表如何帮助深入了解销售与市场营销数据。We hope this tour has shown how Power BI dashboards, Q&A, and reports can provide insights into sales and marketing data. 现在轮到你了 - 连接到你自己的数据。Now it’s your turn — connect to your own data. 借助 Power BI,你可以连接到各种数据源。With Power BI you can connect to a wide variety of data sources. 了解 Power BI 入门的详细信息。Learn more about getting started with Power BI.