Power BI 销售与市场营销示例:参观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。VanArsdel 首席市场官 (CMO) 创建了此仪表板,主要关注业界及公司的市场份额、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. The VanArsdel Chief Marketing Officer (CMO) created this dashboard to keep an eye on the industry and the 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. 然而由于未知原因,VanArsdel 的市场份额在 6 月份已开始大幅滑落。However, for unknown reasons, VanArsdel’s market share has started to decline, with significant dips in June.

销售和市场营销仪表板示例

此示例是一系列示例的一部分,展示了如何将 Power BI 与面向业务的数据、报表和仪表板结合使用。This sample is part of a series that shows how you can use Power BI with business-oriented data, reports, and dashboards. 它是使用 obviEnce 依据真实数据(已经过匿名处理)进行创建的。It was created by obviEnce with real data, which has been anonymized. 数据可采用以下几种格式:内容包、.pbix Power BI Desktop 文件或 Excel 工作簿。The data is available in several formats: content pack, .pbix Power BI Desktop file, or Excel workbook. 请参阅用于 Power BI 的示例See Samples for Power BI.

本教程探讨了 Power BI 服务中的“销售和市场营销示例”内容包。This tutorial explores the Sales and Marketing sample content pack in the Power BI service. 由于报表体验在 Power BI Desktop 和服务中非常相似,因此也可以使用 Power BI Desktop 中的示例 .pbix 文件跟着本教程一起操作。Because the report experience is similar in Power BI Desktop and in the service, you can also follow along by using the sample .pbix file in Power BI Desktop.

不需要 Power BI 许可证即可在 Power BI Desktop 中查看示例。You don't need a Power BI license to explore the samples in Power BI Desktop. 如果没有 Power BI Pro 许可证,可以将该示例保存到 Power BI 服务中的“我的工作区”。If you don't have a Power BI Pro license, you can save the sample to your My Workspace in the Power BI service.

获取示例Get the sample

必须先将示例下载为内容包.pbix 文件Excel 工作簿,然后才能使用它。Before you can use the sample, you must first download it as a content pack, .pbix file, or Excel workbook.

获取内容包形式的此示例Get the content pack for this sample

  1. 打开并登录 Power BI 服务 (app.powerbi.com),然后打开要在其中保存此示例的工作区。Open the Power BI service (app.powerbi.com), sign in, and open the workspace where you want to save the sample.

    如果没有 Power BI Pro 许可证,可以将该示例保存到“我的工作区”。If you don't have a Power BI Pro license, you can save the sample to your My Workspace.

  2. 选择左下角的“获取数据” 。In the bottom-left corner, select Get Data.

    选择“获取数据”

  3. 在随即显示的“获取数据” 页上,选择“示例” 。On the Get Data page that appears, select Samples.

  4. 依次选择“销售和市场营销示例”和“连接” 。Select Sales and Marketing Sample, then choose Connect.

    连接到示例

  5. 此时,Power BI 导入内容包,然后向当前工作区添加新的仪表板、报表和数据集。Power BI imports the content pack and then adds a new dashboard, report, and dataset to your current workspace.

    销售和市场营销示例条目

获取 .pbix 文件形式的此示例Get the .pbix file for this sample

也可以将销售和市场营销示例下载为 .pbix 文件,这是专为 Power BI Desktop 量身定制的文件格式。Alternatively, you can download the Sales and Marketing sample as a .pbix file, which is designed for use with Power BI Desktop.

获取 Excel 工作簿形式的此示例Get the Excel workbook for this sample

若要查看此示例的数据源,还可以将它下载为 Excel 工作簿If you want to view the data source for this sample, it's also available as an Excel workbook. 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,请启用“数据分析”加载项,再依次选择“Power Pivot”>“管理” 。To see the raw data, enable the Data Analysis add-ins, and then select Power Pivot > Manage. 若要启用 Power View 和 Power Pivot 加载项,请参阅从 Excel 本身内查看 Excel 示例,以了解详细信息。To enable the Power View and Power Pivot add-ins, see Take a look at the Excel samples from inside Excel itself for details.

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. 数据按地区、时间和竞争对手细分。Data is broken down by region, time, and competition.

  • 左侧列中的数字磁贴显示去年行业销售量 (50,000)、市场份额 (32.86%)、销售量 (16,000)、人气指数 (68)、人气落差 (4) 以及销售单位总量(100 万)。The number tiles along the left column show industry sales volume for the past year (50,000), market share (32.86%), sales volume (16,000), sentiment score (68), sentiment gap (4), and total units sold (1 million).
  • 顶部的折线图(单位市场份额百分比与 12 个月的单位市场份额百分比)显示我们的市场份额如何随时间波动 。The top line chart (% Units Market Share vs. % Units Market Share Rolling 12 Months) shows how our market share fluctuates over time. 请注意六月的大幅下降。Notice the large drop in June. 我们之前已上升一段时间的循环 12 个月 (R12M) 份额现已开始停滞。Our rolling 12-month (R12M) share, which was increasing for a while, is now 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(年初至今的总单位数差异百分比) 。Our biggest competitor is Aliqui, as evident in the middle column chart tile (Total Units YTD Variance %).
  • 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(2014 年总单位数)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 (Total Units for 2014) shows that our dip in June isn't seasonal; none of our competitors show the same trend.
  • 右侧的“整体单位数”和“年初至今的单位数”磁贴按细分市场和按地区/制造商显示销售量 。The Total Units Overall and Total Units YTD tiles on the right show units sold, by segment and by region/manufacturer. 我们行业最大的细分市场是生产力和便利性 。The largest market segments 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

使用问答功能,可以发现数据中的其他详细信息。By using Q&A, you can discover additional details in the data.

哪些细分市场可带动销售?Which segments drive our sales? 它们符合行业趋势吗?Do they match the industry trend?

  1. 选择“按细分市场划分的整体单位数”磁贴以打开问答并使用查询“总单位数(按细分市场)”来填充它 。Select the Total Units Overall by Segment tile, which opens Q&A and populates it with the query, total units by segment.

  2. 在现有查询的末尾添加:for VanArsdel 。At the end of the existing query, add: for VanArsdel. 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. 请注意,我们的产品量主要来自便利性和适度性细分市场 。Notice that our product volume is mostly from the Convenience and Moderation segments.

    问题:VanArsdel 总单位数(按细分市场)

  3. 我们在适度性和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 high; these segments are the ones where we compete.

  4. 在顶部导航窗格中选择“销售和市场营销示例”返回到仪表板 。Return to the dashboard by selecting the Sales and Marketing Sample in the top nav pane.

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“年初至今按制造商和地区划分的单位总量”磁贴 。Notice the Total Units YTD by Manufacturer, Region tile. 按类别划分的销售单位总量市场份额是多少?What is the total unit market share by category?

    “年初至今按制造商和地区划分的单位总量”磁贴

  2. 选择仪表板顶部的问题框,键入问题“按制造商和类别划分的 2014 年单位总量树状图” 。Select the question box at the top of the dashboard and 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.

    问题:总单位数(按制造商和类别)

  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. 请注意这样一个有趣的事实:2014 年,VanArsdel 仅出售“都市”类别的产品 。Notice this interesting fact: In 2014, VanArsdel sold only products in the Urban category.

  4. 返回到仪表板。Return to the dashboard.

销售和市场营销示例报表Sales and Marketing Sample report

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

在我们的仪表板上,“单位市场份额百分比与 12 个月的单位市场份额百分比”中的“R12M 单位市场份额百分比”线条显示我们的市场份额不再随着时间推移而增加 。On our dashboard, the % Units Market Share R12M line in the % Units Market Share vs. % Units Market Share Rolling 12 Months chart shows that our market share is no longer increasing over time. 甚至稍有减少。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 large market share dip in June?

销售和市场营销示例的报表有四页。The report for the Sales and Marketing sample has four pages.

“VanArsdel - 市场份额”页VanArsdel - Market Share page

报表的第一页着重于 VanArsdel 的市场份额。Page one of the report focuses on VanArsdel’s market share.

  1. 在仪表板上,选择“单位市场份额百分比与 12 个月的单位市场份额百分比”图表以打开销售和市场营销示例报表的“VanArsdel - 市场份额”页 。On the dashboard, select the % Units Market Share vs. % Units Market Share Rolling 12 Months chart to open the VanArsdel - Market Share page of the Sales and Marketing Sample report.

    “VanArsdel - 市场份额”页

  2. 请看报表底部的“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 of the report. 黑色的列代表 VanArsdel(我们的产品),绿色的列代表我们的竞争对手。The black column represents VanArsdel (our products) and the green column 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 was not experienced by the competition.

  3. 我们将右侧的“按细分市场划分的类别总量”条形图筛选为显示 VanArsdel 的前两大细分市场 。The Total Category Volume by Segment bar chart on the right is filtered to show VanArsdel’s top two segments. 看一下该筛选器的创建方式:Take a look at how this filter was created:

    a.a. 选择“按细分市场划分的类别总量”图表 。Select the Total Category Volume by Segment chart.

    b.b. 选择右侧的“筛选器”窗格以将其展开 。Select the Filters pane on the right to expand it.

    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”和“适度性”细分市场 。Under Visual level filters, notice that Segment is filtered to include only the Convenience and Moderation segments.

    d.d. 通过以下方式修改筛选器:选择“细分市场”以将其展开,然后选中“生产力”以添加该细分市场 。Modify the filter by selecting Segment to expand it, and then check Productivity to add that segment.

  4. 在“按月份划分的 VanArsdel 单位总量”图表中,选择图例中的“是”,以按 VanArsdel 交叉筛选页面 。In the Total Units by Month and isVanArsdel chart, select Yes in the legend to cross-filter the page by VanArsdel. 在“按细分市场划分的类别总量”图表中,我们不在“生产力”细分市场中竞争 。In the Total Category Volume by Segment chart, notice that we don’t compete in the Productivity segment.

  5. 再次选择“是”,以删除筛选器 。Select the Yes again in the legend to remove the filter.

  6. 查看“单位市场份额百分比与按月划分的 R12M 单位市场份额百分比”折线图 。Look at the % Units Market Share and % Units Market Share R12M by Month 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 rolling 12-month market shares. 循环月的数据可缓和每个月的波动并显示长期趋势。Rolling-months data helps to smooth out monthly fluctuations and shows the long-term trends. 在“按细分市场划分的类别总量”条形图中,选择“便利性”,然后选择“适度性”,以查看每个细分市场的市场份额波动情况 。In the Total Category Volume by Segment bar chart, select Convenience, and then Moderation to see the fluctuation in market share for each segment. 请注意,“适度性”细分市场显示的市场份额波动更大 。Notice that the Moderation segment shows much more fluctuation in market share.

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. 接下来,让我们检查报表的“情绪分析”页 。Next, let’s check the Sentiment Analysis page of the report.

“人气分析”页Sentiment Analysis page

报表的第三页关注使用者的情绪。Page three of the report focuses on consumer sentiment.

“人气分析”页

推文、Facebook、博客和文章都会影响使用者情绪,这从页面左侧的两个折线图中可以反映出来。Tweets, Facebook, blogs, and articles all contribute to consumer sentiment, which is shown in the two line charts on left side of the page. 左上方的“VanArsdel - 人气(按月份)”图表显示我们的产品人气在 2 月以前还算高 。The VanArsdel - Sentiment by Month chart in the top-left corner shows that sentiment for our products was mostly neutral up until February. 从 2 月开始到 6 月,就开始大幅下滑至低点。Then, a large 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?

让我们来查看外部来源。Let's 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 as 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. 报表第一页和第二页上的“按月份划分的单位总量”图表中反映出情绪的微升 。This uptick in sentiment is reflected in the Total Units by Month charts on pages one and two of the report. 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?

情绪落差可作为另一个要探索的区域。Sentiment gap might be another area to explore. 哪些地区的情绪落差最高,管理层如何利用它,以及如何将其复制到其他地区?Which districts have the highest sentiment gap, how can management capitalize on it, and how can they replicate it in other districts?

“年初至今类别趋势分析”页YTD Category Trend Analysis page

报表的第二页关注年初至今的类别趋势。Page two of the report focuses on the year-to-date category trend.

“年初至今类别趋势分析”页

请注意下列详细信息:Notice the following details:

  • VanArsdel 是在此类别中最大的公司,而主要竞争对手为 Natura、Aliqui 和 Pirium。VanArsdel is the largest company in this category and its 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. 在东部区域,客户更偏向我们的竞争对手,但在中心区域,我们做得很好。In the East region, customers prefer our competition, but in the Central region we’re doing okay. 我们在东部区域的市场份额最低。Our share in the East region 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. 东部区域是大多数制造商的地盘,但 VanArsdel 在中部地区的势力也不小。The East region is the dominant region for most manufacturers and VanArsdel has a strong presence in the Central region as well.
  • 右下方的“年初至今总单位数差额百分比(按月份和制造商)”图表中显示差额为正,这是一个好的迹象 。On the Total Units YTD Var % by Month and Manufacturer chart in the bottom right, notice that we have positive variance, which is a good sign. 我们今年的业绩比去年好,但我们的竞争对手 Aliqui 也是如此。We're doing better than last year, but so is our competitor, Aliqui.

“增长机会”页Growth Opportunities page

报表第四页着重于竞争产品分析。Page four of the report focuses on competitive product analysis.

“增长机会”页

请注意下列详细信息:Notice the following details:

  • 左下方的“总单位数(按细分市场)”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 Total Units by Segment chart in the bottom-left shows all the category segments, except for VanArsdel’s two strongest segments. 依次选择每个细分市场以识别仍可拓展 VanArsdel 业绩的潜力区域。Select each of the segments in turn to identify potential expansion areas for VanArsdel.
  • 请注意“极限”和“生产力”细分市场的增长速度比其他细分市场更快 。Notice that the Extreme and Productivity segments are growing faster than others. 然而,我们不参与这些细分市场的竞争;如果我们想要切入这些细分市场,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。However, we don’t compete in those segments; if we want to move into these segments, 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,例如哪些地区发展速度较快,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 such questions as which regions are 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 significant month for the Productivity segment, a segment we don’t compete in at all. 此详细信息有助于说明我们在 6 月份市场份额下滑的原因。This detail 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.

后续步骤:连接到数据Next steps: Connect to your data

可以在此环境中安全操作,因为能够选择不保存更改。This environment is a safe one to play in, because you can choose not to save your changes. 不过,如果确实保存了更改,可随时选择“获取数据” 来获取此示例的新副本。But if you do save them, you can always select Get Data for a new copy of this sample.

本教程讨论了 Power BI 仪表板、问答和报表如何能够帮助深入了解人力资源数据。We hope this tour has shown how Power BI dashboards, Q&A, and reports can provide insights into human resources data. 现在轮到你了;立即连接到你自己的数据。Now it's your turn; connect to your own data. 借助 Power BI,可以连接到各种数据源。With Power BI, you can connect to a wide variety of data sources. 若要了解详细信息,请参阅 Power BI 服务入门To learn more, see Get started with the Power BI service.