適用於 Power BI 的銷售與行銷範例:觀看導覽Sales and Marketing sample for Power BI: Take a tour

銷售與行銷範例包含一家虛構製造公司 VanArsdel Ltd 的儀表板和報表。VanArsdel 行銷長 (CMO) 建立了此儀表板來查看業界及公司的市場佔有率、產品量、銷售額及人氣。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 有許多競爭對手,但仍是該產業的市場領導者。VanArsdel has many competitors, but is the market leader in its industry. CMO 想要提高市場佔有率和探索成長的商機。The CMO wants to increase market share and discover growth opportunities. 不過,基於不明原因,VanArsdel 的市場佔有率在 6 月份已開始大幅滑落。However, for unknown reasons, VanArsdel’s market share has started to decline, with significant dips in June.

[銷售與行銷範例] 儀表板

此範例是系列中的一部分,說明您可如何使用 Power BI 的商業導向資料、報表與儀表板。This sample is part of a series that shows how you can use Power BI with business-oriented data, reports, and dashboards. 它是由 obviEnce 使用真實資料 (已匿名化) 所建立。It was created by obviEnce with real data, which has been anonymized. 資料會以數種格式提供:內容套件、.pbix Power BI Desktop 檔案,或 Excel 活頁簿。The data is available in several formats: content pack, .pbix Power BI Desktop file, or Excel workbook. 請參閱 Power BI 範例See Samples for Power BI.

此教學課程探索 Power BI 服務中的銷售與行銷範例內容套件。This tutorial explores the Sales and Marketing sample content pack in the Power BI service. 因為 Power BI Desktop 和服務中報表的使用體驗皆非常類似,因此您也可以在 Power BI Desktop 中使用範例 .pbix 檔案來進行教學課程。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.

您不需要 Power BI 授權,即可在 Power BI Desktop 中瀏覽範例。You don't need a Power BI license to explore the samples in Power BI Desktop. 如果您沒有 Power BI Pro 授權,則可以將範例儲存到 Power BI 服務中的 [我的工作區]。If you don't have a Power BI Pro license, you can save the sample to your My Workspace in the Power BI service.

取得範例Get the sample

您必須先將範例下載為內容套件.pbix 檔案Excel 活頁簿,才能使用範例。Before you can use the sample, you must first download it as a content pack, .pbix file, or Excel workbook.

取得此範例的內容套件Get the content pack for this sample

  1. 開啟 Power BI 服務 (app.powerbi.com) 並登入,然後開啟您要儲存範例的工作區。Open the Power BI service (app.powerbi.com), sign in, and open the workspace where you want to save the sample.

    如果您沒有 Power BI Pro 授權,則可以將範例儲存到 [我的工作區]。If you don't have a Power BI Pro license, you can save the sample to your My Workspace.

  2. 在左下角選取 [取得資料] 。In the bottom-left corner, select Get Data.

    選取 [取得資料]

  3. 在顯示的 [取得資料] 頁面上,選取 [範例] 。On the Get Data page that appears, select Samples.

  4. 選取 [銷售與行銷範例] ,然後選擇 [連線] 。Select Sales and Marketing Sample, then choose Connect.

    連線至範例

  5. Power BI 會匯入內容套件,然後將新儀表板、報表和資料集新增至您目前的工作區。Power BI imports the content pack and then adds a new dashboard, report, and dataset to your current workspace.

    銷售與行銷範例項目

取得此範例的 .pbix 檔案Get the .pbix file for this sample

或者,您可以將銷售與行銷範例下載為 .pbix 檔案,其設計目的是要用於 Power BI Desktop。Alternatively, you can download the Sales and Marketing sample as a .pbix file, which is designed for use with Power BI Desktop.

取得此範例的 Excel 活頁簿Get the Excel workbook for this sample

如果您想要檢視此範例的資料來源,其也有可用的 Excel 活頁簿 格式。If you want to view the data source for this sample, it's also available as an Excel workbook. 活頁簿包含的 Power View 工作表可供您檢視及修改。The workbook contains Power View sheets that you can view and modify. 若要查看未經處理資料,請啟用「資料分析」增益集,然後選取 [Power Pivot] > [管理] 。To see the raw data, enable the Data Analysis add-ins, and then select Power Pivot > Manage. 若要啟用 Power View 和 Power Pivot 增益集,請參閱從 Excel 本身檢視 Excel 範例以了解詳情。To enable the Power View and Power Pivot add-ins, see Take a look at the Excel samples from inside Excel itself for details.

儀表板告訴我們什麼?What is our dashboard telling us?

讓我們開始瀏覽儀表板並查看 CMO 已釘選的圖格。Let’s start our tour at the dashboard and look at the tiles the CMO has chosen to pin. 我們可以看到我們的市場佔有率、銷售和人氣的相關資訊。We see information about our market share, sales, and sentiment. 這些資料是依區域、時間和競爭對手細分。Data is broken down by region, time, and competition.

  • 左欄的數字磚顯示去年產業銷售量 (50,000)、市場佔有率 (32.86%)、銷售量 (16,000)、人氣指數 (68)、人氣落差 (4) 及售出單位總量 (100 萬)。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).
  • 最上方折線圖 ( % 單位市場佔有率與連續 12 個月的 % 單位市場佔有率) 顯示市場佔有率隨時間波動的情況。The top line chart (% Units Market Share vs. % Units Market Share Rolling 12 Months) shows how our market share fluctuates over time. 注意 6 月份的大幅下滑。Notice the large drop in June. 我們之前已上升一段時間的連續 12 個月 (R12M) 市佔率現在開始停滯。Our rolling 12-month (R12M) share, which was increasing for a while, is now starting to stall.
  • 我們最大的競爭對手是 Aliqui,如中間直條圖磚 (年初迄今單位總量差異 % ) 中所示。Our biggest competitor is Aliqui, as evident in the middle column chart tile (Total Units YTD Variance %).
  • 我們大多數的業務都在東部和中部地區。Most of our business is in the East and Central regions.
  • 底部折線圖 (2014 年單位總量) 顯示我們在 6 月份的下滑不是季節性情況;沒有任何競爭對手顯示相同的趨勢。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.
  • 右側的 [整體單位總量] 和 [年初迄今單位總量] 磚會依市場區隔和區域/製造商顯示銷售單位數。The Total Units Overall and Total Units YTD tiles on the right show units sold, by segment and by region/manufacturer. 我們產業最大的市場區隔是 [生產力] 和 [便利性] 。The largest market segments for our industry are Productivity and Convenience.

使用問與答更深入鑽研Use Q&A to dig a little deeper

您可以使用問與答,進一步詳細探索資料。By using Q&A, you can discover additional details in the data.

哪些市場區隔可帶動銷售?Which segments drive our sales? 它們符合產業趨勢嗎?Do they match the industry trend?

  1. 選取 [依市場區隔的整體單位總量] 磚以開啟問與答,然後填入查詢「依市場區隔的單位總量」 。Select the Total Units Overall by Segment tile, which opens Q&A and populates it with the query, total units by segment.

  2. 在現有查詢的結尾,新增:for VanArsdelAt the end of the existing query, add: for VanArsdel. 問與答可解譯問題,並顯示答案與已更新的圖表。Q&A interprets the question and displays an updated chart with the answer. 請注意,我們產品量大部分是來自 [便利性] 和 [合適性] 市場區隔。Notice that our product volume is mostly from the Convenience and Moderation segments.

    問與答的問題:VanArsdel 依市場區隔的單位總量

  3. 我們在 [合適性] 和 [便利性] 兩個類別的市佔率很高;這些都是我們具競爭力的市場區隔。Our share in the Moderation and Convenience categories is high; these segments are the ones where we compete.

  4. 選取頂端導覽窗格的 [銷售與行銷範例] ,以返回儀表板。Return to the dashboard by selecting the Sales and Marketing Sample in the top nav pane.

依據類別目錄 (與地區) 的單位銷售總量市場佔有率為何?What does total unit market share look like for category (versus region)?

  1. 注意 [依製造商、區域的年初迄今單位總量] 磚。Notice the Total Units YTD by Manufacturer, Region tile. 依類別的總單位市場佔有率為何?What is the total unit market share by category?

    [依製造商、區域的年初迄今單位總量] 磚

  2. 選取儀表板頂端的問題方塊,鍵入問題:「依 2014 年製造商和類別的單位總量矩形式樹狀結構圖」 。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. 請注意當您輸入問題時,視覺效果更新的方式。Notice how the visualization updates as you type the question.

    問與答的問題:依製造商和類別的單位總量

  3. 若要比較其中的發現,可將圖表釘選到儀表板。To compare the findings, pin the chart to your dashboard. 注意以下有趣發現:在 2014 年,VanArsdel 僅售出 [都市] 類別的產品。Notice this interesting fact: In 2014, VanArsdel sold only products in the Urban category.

  4. 返回儀表板。Return to the dashboard.

銷售與行銷範例報表Sales and Marketing Sample report

儀表板是報表的進入點。Dashboards are an entry point into reports. 如果磚是從基礎報表建立,選取該磚會隨即開啟報表。If a tile was created from an underlying report, selecting that tile opens the report.

在我們的儀表板上,[% 單位市場佔有率與連續 12 個月的 % 單位市場佔有率] 圖表中的 [R12M 的 % 單位市場佔有率] 一行顯示我們的市場佔有率已不再隨時間增加。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. 甚至有點衰退。It’s even declining a bit. 那麼,為什麼市場佔有率在 6 月份會大幅下滑?And why do we have a large market share dip in June?

銷售與行銷範例報表有四頁。The report for the Sales and Marketing sample has four pages.

VanArsdel - 市場佔有率頁面VanArsdel - Market Share page

報表的第一頁著重於 VanArsdel 的市場佔有率。Page one of the report focuses on VanArsdel’s market share.

  1. 在儀表板中,選取 [% 單位市場佔有率與連續 12 個月的 % 單位市場佔有率] 圖表以開啟銷售與行銷範例報表的 [VanArsdel - 市場佔有率] 頁面。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 - 市場佔有率頁面

  2. 查看報表底部的 [VanArsdel 月份單位總量] 直條圖。Look at the Total Units by Month and isVanArsdel column chart at the bottom of the report. 黑色直條表示 VanArsdel (我們的產品),而綠色直條則是我們的競爭對手。The black column represents VanArsdel (our products) and the green column is our competition. 2014 年 6 月 VanArsdel 的下滑情況並未發生在競爭對手身上。The drop in June 2014 that VanArsdel experienced was not experienced by the competition.

  3. 右側的 [依市場區隔的總類別銷售量] 橫條圖已篩選為顯示 VanArsdel 的前兩大市場區隔。The Total Category Volume by Segment bar chart on the right is filtered to show VanArsdel’s top two segments. 看一下這個篩選的建立方式:Take a look at how this filter was created:

    a.a. 選取 [依市場區隔的總類別銷售量] 圖表。Select the Total Category Volume by Segment chart.

    b.b. 選取右側的 [篩選] 窗格將它展開。Select the Filters pane on the right to expand it.

    c.c. 在 [視覺效果層級篩選] 下,注意 [市場區隔] 已篩選為只包含 [便利性] 和 [合適性] 市場區隔。Under Visual level filters, notice that Segment is filtered to include only the Convenience and Moderation segments.

    d.d. 選取 [市場區隔] 將它展開,然後核取 [生產力] 新增該市場區隔,以修改篩選。Modify the filter by selecting Segment to expand it, and then check Productivity to add that segment.

  4. 在 [VanArsdel 月份單位總量] 圖表中,選取圖例中的 [是] 以依 VanArsdel 交叉篩選頁面。In the Total Units by Month and isVanArsdel chart, select Yes in the legend to cross-filter the page by VanArsdel. 在 [依市場區隔的總類別銷售量] 圖表中,注意我們並未參與 [生產力] 市場區隔的競爭。In the Total Category Volume by Segment chart, notice that we don’t compete in the Productivity segment.

  5. 再次選取圖例中的 [是] 以移除篩選。Select the Yes again in the legend to remove the filter.

  6. 查看 [每月 % 單位市場佔有率和 R12M 的 % 單位市場佔有率] 折線圖。Look at the % Units Market Share and % Units Market Share R12M by Month line chart. 它會顯示每月市場佔有率和連續 12 個月的市場佔有率。It shows our monthly market share and rolling 12-month market shares. 連續月份資料有助於緩和每個月的波動並顯示長期趨勢。Rolling-months data helps to smooth out monthly fluctuations and shows the long-term trends. 在 [依市場區隔的總類別銷售量] 橫條圖中,依序選取 [便利性] 和 [合適性] ,以查看每個市場區隔的市場佔有率波動情況。In the Total Category Volume by Segment bar chart, select Convenience, and then Moderation to see the fluctuation in market share for each segment. 請注意,[合適性] 市場區隔顯示的市場佔有率波動更大。Notice that the Moderation segment shows much more fluctuation in market share.

我們仍必須找出市場佔有率在 6 月份下滑的原因。We’re still looking to find out why our market share dipped so low in June. 接下來,讓我們看看報表的 [人氣分析] 頁面。Next, let’s check the Sentiment Analysis page of the report.

人氣分析頁面Sentiment Analysis page

報表的第三頁著重於消費者人氣。Page three of the report focuses on consumer sentiment.

人氣分析頁面

推文、Facebook、部落格和文章全部都會影響消費者人氣,如頁面左側的兩個折線圖所示。Tweets, Facebook, blogs, and articles all contribute to consumer sentiment, which is shown in the two line charts on left side of the page. 左上角的 [VanArsdel - 依月份的人氣] 圖表顯示我們的產品人氣在 2 月以前大致算高。The VanArsdel - Sentiment by Month chart in the top-left corner shows that sentiment for our products was mostly neutral up until February. 從 2 月開始到 6 月,就開始大幅下滑至低點。Then, a large drop started in February and bottomed out in June. 是什麼原因導致這種人氣下滑情況?What happened to cause this drop in sentiment?

讓我們看看外部來源。Let's look at external sources. 2 月時,有幾篇文章和部落格文章將 VanArsdel 的客戶服務評為產業最差。In February, several articles and blog posts rated VanArsdel’s customer service as the worst in the industry. 這種負面媒體報導對客戶人氣與銷售產生直接關聯。This bad press had a direct correlation to customer sentiment and sales. VanArsdel 努力改善客戶服務,且客戶與產業皆有目共睹。VanArsdel worked hard to improve customer service, and customers and the industry took note. 7 月時,正面的人氣開始攀升,然後達到 1960 年代有史以來的高峰。In July, positive sentiment started to rise and then reached an all-time high in the 60s. 這種人氣攀升反映在報表第一頁和第二頁的 [月份單位總量] 圖表中。This uptick in sentiment is reflected in the Total Units by Month charts on pages one and two of the report. 或許這可以說明我們的市場佔有率在 6 月下滑的部分原因?Perhaps this partially explains our market share dips for June?

人氣落差可能是另一個要探索的重點。Sentiment gap might be another area to explore. 哪些區域有最高的人氣落差、管理階層該如何利用它,以及如何在其他區域中複製它?Which districts have the highest sentiment gap, how can management capitalize on it, and how can they replicate it in other districts?

年初迄今類別趨勢分析頁面YTD Category Trend Analysis page

報表的第二頁著重於年初迄今類別趨勢。Page two of the report focuses on the year-to-date category trend.

年初迄今類別趨勢分析頁面

注意下列詳細資料:Notice the following details:

  • VanArsdel 是此類別的最大公司,且其主要競爭對手為 Natura、Aliqui 和 Pirium。VanArsdel is the largest company in this category and its biggest competitors are Natura, Aliqui, and Pirium. 我們非常關注競爭對手的動態。We’ll keep our eyes on them.
  • Aliqui 業績開始增加,但相較於我們的產品量仍然很低。Aliqui is growing, but product volume compared to us is still low.
  • 樹狀圖的綠色表示 VanArsdel。The treemap shows VanArsdel in green. 東部區域客戶比較偏好我們的競爭對手,但我們在中部區域表現的不錯。In the East region, customers prefer our competition, but in the Central region we’re doing okay. 我們在東部區域的市佔率最低。Our share in the East region is our lowest.
  • 地理位置對銷售單位數量也有影響。Geography has an impact on units sold. 東部區域是大多數製造商的地盤,但 VanArsdel 在中部區域的勢力也不小。The East region is the dominant region for most manufacturers and VanArsdel has a strong presence in the Central region as well.
  • 在右下方 [依月份和製造商的年初迄今單位總量差異 %] 圖表中,注意差異為正值,這是個好預兆。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. 我們比去年業績更好,但競爭對手 Aliqui 也是一樣。We're doing better than last year, but so is our competitor, Aliqui.

成長的商機頁面Growth Opportunities page

報表的第四頁著重於競爭產品分析。Page four of the report focuses on competitive product analysis.

成長的商機頁面

注意下列詳細資料:Notice the following details:

  • 左下方 [依市場區隔的單位總量] 圖表顯示 VanArsdel 兩個最強市場區隔以外的所有類別市場區隔。The Total Units by Segment chart in the bottom-left shows all the category segments, except for VanArsdel’s two strongest segments. 依序選取每個市場區隔,以識別 VanArsdel 仍可拓展業績的潛力區域。Select each of the segments in turn to identify potential expansion areas for VanArsdel.
  • 請注意,[極限] 和 [生產力] 市場區隔的成長速度比其他市場區隔更快。Notice that the Extreme and Productivity segments are growing faster than others. 不過,我們並未參與這些市場區隔的競爭;如果我們想要切入這些市場區隔,可以使用我們的資料來查看哪些區域中有哪些市場區隔比較熱門。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. 我們可以進一步調查問題,例如哪些區域成長速度較快,以及在該市場區隔中誰會是我們的最大競爭對手。We can further investigate such questions as which regions are growing faster and who would be our biggest competitor in that segment.
  • 還記得我們在 6 月份的市場佔有率下滑嗎?Remember our market share dip in June? 6 月是 [生產力] 市場區隔的旺季,這是我們完全未參與競爭的市場區隔。June is a significant month for the Productivity segment, a segment we don’t compete in at all. 此詳細資料也可以協助說明我們在 6 月份的市場佔有率下滑原因。This detail could help explain our market share dip in June.

藉由依 VanArsdel、市場區隔、月份以及地區篩選視覺效果,我們可以發現 VanArsdel 的成長商機。By filtering the visualizations by VanArsdel, by segment, by month, and by region, we can discover growth opportunities for VanArsdel.

後續步驟:連線到您的資料Next steps: Connect to your data

您可以在此環境盡情嘗試,因為您可以選擇不儲存您的變更。This environment is a safe one to play in, because you can choose not to save your changes. 但如果儲存了變更,您也可以隨時選取 [取得資料] 以取得此範例的新複本。But if you do save them, you can always select Get Data for a new copy of this sample.

我們希望本教學已示範 Power BI 儀表板、問與答和報表如何讓您深入了解人力資源的資料。We hope this tour has shown how Power BI dashboards, Q&A, and reports can provide insights into human resources data. 現在輪到您了,請連接到您自己的資料。Now it's your turn; connect to your own data. 您可以透過 Power BI 連接到各式各樣的資料來源。With Power BI, you can connect to a wide variety of data sources. 若要深入了解,請參閱開始使用 Power BI 服務To learn more, see Get started with the Power BI service.