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

銷售與行銷範例概觀Overview of the Sales and Marketing sample

銷售與行銷範例 包含一家名為 VanArsdel Ltd 的虛構製造公司的儀表板和報表。此儀表板由 VanArsdel 行銷長 (CMO) 所建立,可查看業界及其公司的市場佔有率、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. 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. 但是基於某些原因,VanArsdel 的市場佔有率在 6 月份已開始大幅滑落 。But, for some reason, VanArsdel’s market share has started to decline, with significant dips in June.

此範例是系列中的一部分,該系列說明您可如何使用 Power BI 的商業導向資料、報表及儀表板。This sample is part of a series that illustrates how you can use Power BI with business-oriented data, reports and dashboards. 此為來自 obviEnce 的匿名真實資料 (www.obvience.com)。This is real data from obviEnce (www.obvience.com) that has been anonymized.


您必須先將範例下載為內容套件.pbixExcel 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, 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。Open the Power BI service (app.powerbi.com) and log in.
  2. 在左下角選取 [取得資料]。In the bottom left corner select Get data.

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

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


  5. Power BI 會匯入內容套件,並將新的儀表板、報表及資料集新增到您目前的工作區。Power BI imports the content pack and adds a new dashboard, report, and dataset to your current workspace. 新的內容會以黃色星號標示。The new content is marked with a yellow asterisk.


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

或者,您可以下載此範例為 .pbix 檔案,其設計目的是要用於 Power BI Desktop。Alternatively, you can download the 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

您也可以只下載此範例的資料集 (Excel 活頁簿)You can also download just the dataset (Excel workbook) for this sample. 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. 若要查看未經處理的資料,請選取 [Power Pivot] > [管理]。To see the raw data select Power Pivot > Manage.

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. 接著,我們可以看到這些資料是依區域、時間和競爭對手細分。And we see that data broken down by region, time, and competition.

  • 左側資料行下方的數字圖格顯示去年產業銷售量 (5 萬)、市場佔有率 (32.86%)、銷售量 (16000)、人氣指數 (68)、人氣落差 (4) 以及銷售單位總量 (100 萬)。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).
  • 最上方折線圖顯示我們的市場佔有率隨時間波動的情況。The top line chart shows how our market share fluctuates over time. 我們的市場佔有率在 6 月份大幅下滑。Our market share really drops in June. 此外,我們之前已上升一段時間的 R12M (循環 12 個月) 市佔率則開始停滯。Also, our R12M (Rolling 12 Months) share which was increasing for a while, is starting to stall.
  • 我們最大的競爭對手是 Aliqui (如中間直條圖圖格中所示)。Our biggest competitor is Aliqui (evident in the middle column chart tile.)
  • 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.
  • 底部折線圖顯示我們在 6 月份的下滑不是季節性情況 – 因為沒有任何競爭對手顯示相同的趨勢。The line chart at the bottom shows that our dip in June is not seasonal – none of our competitors show the same trend.
  • 其中兩個 [單位總量] 圖格會依市場區隔和地區/製造商顯示銷售單位數量。The two “Total Units” tiles show units sold, by segment and by region/manufacturer. 我們產業最大的市場區隔是 [產能] 和 [便利性] 。The largest market segment 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

哪些市場區隔可帶動銷售?Which segments drive our sales? 它符合產業趨勢嗎?Does it match the industry trend?

  1. 選取 [依市場區隔的整體銷售單位總量] 圖格以開啟問與答。Select the “Total Units Overall by Segment” tile which will open Q&A.
  2. 在現有查詢的結尾輸入 for VanArsdelType for VanArsdel at the end of the existing query. 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. 我們產品量是來自 [便利性] 和 [合適性] 兩個市場區隔。Our product volume comes from Convenience and Moderation.

  3. 我們在 [合適性] 和 [便利性] 兩個類別目錄的市佔率非常高;這些都是我們具競爭力的市場區隔。Our share in the Moderation and Convenience categories is very high; these are the segments where we compete.
  4. 選取上方導覽列 (階層連結) 中的儀表板名稱,以巡覽回儀表板。Navigate back to the dashboard by selecting the dashboard name in the top navbar (breadcrumbs).

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. 請注意 [依製造商、地區的總單位 YTD] 圖格。Notice the “Total Units YTD by Manufacturer, Region” tile. 我想知道依類別目錄的單位銷售總量市場佔有率為何?I wonder how the total unit market share looks by category?

  2. 在儀表板頂端的問題方塊中,將問題輸入為依 2014 年製造商和類別目錄的單位總數矩形式樹狀結構圖In the question box at the top of the dashboard, 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.
  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. 有趣的是,在 2014 年中,VanArsdel 只有銷售屬於 都市 類別目錄的產品。Very interesting; in 2014 VanArsdel only sold products that fall into the Urban category.
  4. 瀏覽回儀表板。Navigate back to the dashboard.

儀表板也是報表的進入點。Dashboards are also an entry point into reports. 如果圖格是從基礎報表建立,按一下該圖格即會開啟報表。If a tile was created from an underlying report, clicking that tile opens the report.

在我們的儀表板中,R12M (循環 12 個月) 一行顯示我們的市場佔有率已不再隨時間增加,甚至有點衰退。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. 那麼,為什麼市場佔有率在 6 月會大幅下滑?And why do we have a big market share dip in June? 若要進一步調查,請按一下此視覺效果來開啟基礎報表。To investigate further, click this visualization to open the underlying report.

我們的報表有 4 頁,Our report has 4 pages

報表的第 1 頁著重於 VanArsdel 的市場佔有率。Page 1 of our report focuses on VanArsdel’s market share.

  1. 請看看 [月份 VanArsdel 單位總量] 直條圖底部。Look at the “Total Units by Month and isVanArsdel” column chart at the bottom. 黑色的資料行代表 VanArsdel (我們的產品) 而綠色代表我們的競爭對手。The black column represents VanArsdel (our products) and green 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 is not experienced by the competition.
  2. 我們將右側中間的 [依市場區隔的類別目錄量] 橫條圖篩選為顯示 VanArsdel 的前 2 大市場區隔。The “Total Category Volume by Segment” bar chart in the middle on the right, is filtered to show VanArsdel’s top 2 segments. 看一下這個篩選的建立方式:Take a look at how this filter was created:

    a.a. 展開右側的 [篩選] 窗格。Expand the Filters pane on the right.
    b.b. 按一下以選取視覺效果。Click to select the visualization.
    c.c. 在視覺效果層級篩選下方,已將市場區隔篩選為只包含便利性合適性.Under Visual Level Filters, notice that Segment is filtered to include only Convenience and Moderation.
    d.d. 選取 [市場區隔] 以展開該區段,然後查看 [產能] 並新增該市場區隔,以修改篩選。Modify the filter by selecting Segment to expand that section and then checking Productivity to add that segment as well.

  3. 在 [VanArsdel 月份單位總量] 中,選取圖例中黑色的 [是] 以依 VanArsdel 交叉篩選頁面。In “Total Units by Month and isVanArsdel”, select the black “Yes” in the legend to cross-filter the page by VanArsdel. 請注意,我們並未在 [產能] 市場區隔中參與競爭。Notice that we don’t compete in the Productivity segment.
  4. 再次選取黑色的 [是] 以移除篩選。Select the black “Yes” again to remove the filter.
  5. 檢視折線圖。Take a look at the line chart. 它會顯示我們的每月市場佔有率和循環 12 個月的市場佔有率。It shows our monthly market share and 12 month rolling market shares. 循環 12 個月的資料可緩和每個月的波動並顯示長期趨勢。Rolling 12 months data help in smoothing out monthly fluctuations and shows the long term trends. 選取 [便利性] 和 [合適性] 橫條圖,以查看每個市場區隔的市場佔有率波動情況。Select Convenience and then Moderation in the bar chart to see how much fluctuation in market share there is for each segment. [合適性] 市場區段顯示的市場佔有率波動比 [便利性] 市場區隔更大。The Moderation segment shows much more fluctuation in market share than the Convenience segment.

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. 讓我們檢查一下 [人氣]。Let’s check Sentiment.

報表第 3 頁著重於人氣。Page 3 of our report focuses on Sentiment.

其中兩個折線圖顯示由推文、Facebook、部落格、文章等產生的人氣狀況。Tweets, Facebook, blogs, articles, etc. contribute to sentiment which is shown in the two line charts. 左上方的人氣圖表顯示我們的產品人氣在 2 月以前還算高。The sentiment chart in the top left shows that sentiment for our products were pretty much neutral up until February. 從 2 月開始到 6 月,就開始大幅下滑至低點。Then a big 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? 我們需要查看外部來源。We need to 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 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,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. 我們可以發現這種人氣攀升反映在第 1 頁和第 3 頁的 [月份單位總量]。This uptick in sentiment can be seen reflected in “Total Units by Month” on pages 1 and 3. 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?

人氣落差是另一個要瀏覽的重點:哪一個區域有最高的人氣落差、管理時該如何利用這項資訊,並探索可複製套用於其他區域的方法。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.

報表第 2 頁著重於 YTD 類別目錄趨勢。Page 2 of our report focuses on YTD Category Trend

  • 在此類別目錄的所有公司中,VanArsdel 是最大的公司,而主要競爭對手為 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. 東部客戶比較傾向我們的競爭對手,而我們在中部的業績表現不錯,因此我們在東部的市佔率最低。In the East, customers prefer our competition, in Central we’re doing OK, and our share in the East is our lowest.
  • 地理位置對銷售單位數量也有影響。Geography has an impact on units sold. 東部是大多數製造商的地盤,但 VanArsdel 在中部地區的勢力也不小。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 [依月份和製造商的銷售單位總量 YTD 浮動率] 中 – 我們的浮動是正向的,這是個好預兆,表示我們比去年業績更好,但另一個競爭對手 Aliqui 也是一樣。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.

報表的第 4 頁著重在競爭產品分析。Page 4 of our report focuses on competitive product analysis.

  • 左下方圖表顯示 VanArsdel 表現最好的兩個市場區隔以外的所有類別目錄市場區隔。The bottom left chart shows all the category segments except for VanArsdel’s two strongest segments. 按一下橫條以進行類別目錄的篩選,有助於識別 VanArsdel 仍可拓展業績的潛力區域。Filtering by category by clicking on the bars helps identify potential expansion areas for VanArsdel. [極限] 和 [產能] 市場區隔的成長速度比其他市場區隔更快。The Extreme and Productivity segments are growing faster than others.
  • 但我們並未參與這些市場區隔的競爭。But we don’t compete in these segments. 如果我們想要將切入這些區域,我們可以使用我們的資料來查看哪些地區中有哪些市場區隔比較熱門。If we want to move into these areas, 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,例如哪些地區成長速度較快,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 questions like which region is 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 [產能] 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 huge month for the Productivity segment – a segment we don’t compete in at all. 這也可以協助說明我們在 6 月份的市場佔有率下滑原因。This 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.

這是安全的作業環境。This is a safe environment to play in. 您一律可以選擇不儲存變更。You can always choose not to save your changes. 但如果儲存了變更,您也可以隨時移至 [取得資料] ,重新複製此範例。But if you do save them, you can always go to Get Data for a new copy of this sample.

下一步:連接到您的資料Next steps: Connect to your data

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銷售與行銷的資料。We hope this tour has shown how Power BI dashboards, Q&A, and reports can provide insights into sales and marketing data. 現在輪到您了 — 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. 深入了解開始使用 Power BI.Learn more about getting started with Power BI.