高效數(shù)據(jù)分析方法與工具

高效數(shù)據(jù)分析方法與工具CADS模型：深度洞察，精準(zhǔn)呈現(xiàn)Page

2課程目標(biāo)完成所有課程模塊后，區(qū)域推廣經(jīng)理可以：知道，在現(xiàn)有業(yè)務(wù)條件下，需要收集和整理哪些數(shù)據(jù)；基于業(yè)務(wù)目標(biāo)和業(yè)務(wù)策略的要求，有效搜集和整合相關(guān)數(shù)據(jù)，建立實(shí)用的業(yè)務(wù)數(shù)據(jù)支持系統(tǒng)掌握，在不同要求下，如何分析數(shù)據(jù)；實(shí)用數(shù)據(jù)分析三維思路和四步流程學(xué)會(huì)，如何基于分析，提出有效建議。數(shù)據(jù)解讀金字塔01.

我們需要什么樣的數(shù)據(jù)？02.

營(yíng)銷數(shù)據(jù)分析：CDI思路與CADS流程03.從數(shù)據(jù)到?jīng)Q策C

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4請(qǐng)?jiān)趯W(xué)員手冊(cè)上，回應(yīng)以下三個(gè)問(wèn)題：您最希望從工作坊中學(xué)到什么知識(shí)？您最希望從工作坊中掌握什么技能？您最希望通過(guò)工作坊會(huì)做哪些事情？“CADS”-深度洞察、精準(zhǔn)呈現(xiàn)Chain

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Data建立數(shù)據(jù)閉環(huán)Page

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Change定位重要變化Discover

Insight三維深度洞察精準(zhǔn)度業(yè)務(wù)策略承諾度影響度我們需要什么樣的數(shù)據(jù)？Part

01醫(yī)藥營(yíng)銷的挑戰(zhàn)與應(yīng)對(duì)醫(yī)藥營(yíng)銷的三個(gè)時(shí)代“蠻荒時(shí)代”跑馬圈地銷售為先1.0“資源時(shí)代”大膽投資建立優(yōu)勢(shì)2.0“效能時(shí)代”提升效能Page

7規(guī)范發(fā)展3.0醫(yī)藥營(yíng)銷的四個(gè)轉(zhuǎn)變Page

8從結(jié)果到過(guò)程目標(biāo)管理目標(biāo)分解業(yè)務(wù)流程從粗放到精細(xì)總預(yù)算控制LBE1-2-3拜訪管理-活動(dòng)管理KA管理-KOL管理-講者管理從個(gè)體到系統(tǒng)業(yè)務(wù)負(fù)責(zé)制vs

運(yùn)營(yíng)負(fù)責(zé)制銷售和市場(chǎng)vs

業(yè)務(wù)單元

SFE系統(tǒng)vsCRM系統(tǒng)從資源到效能活動(dòng)計(jì)劃-活動(dòng)有效性講者有效性-客戶體驗(yàn)關(guān)于數(shù)據(jù)：誤區(qū)與真實(shí)Page

9個(gè)人任務(wù)：寫(xiě)出工作中關(guān)于數(shù)據(jù)分析的一個(gè)最主要挑戰(zhàn)？該挑戰(zhàn)必須具備以下條件：該挑戰(zhàn)是您日常工作中的一個(gè)任務(wù)/要求該任務(wù)/要求的達(dá)成，將直接影響您的工作績(jī)效您目前有初步的思路/方法，但并不滿意請(qǐng)?jiān)诒憷N上寫(xiě)下以下信息：這個(gè)挑戰(zhàn)是什么？這個(gè)挑戰(zhàn)給你帶來(lái)什么影響？目前你如何應(yīng)對(duì)？關(guān)于數(shù)據(jù)：誤區(qū)與真實(shí)團(tuán)隊(duì)任務(wù)：全體學(xué)員兩兩配對(duì)，分別向?qū)Ψ綌⑹霰舜藢?xiě)下的挑戰(zhàn)雙方必須達(dá)成一致，認(rèn)同其中一個(gè)人的挑戰(zhàn)獲得認(rèn)同的那個(gè)挑戰(zhàn)，記為2票然后再分別找到其他人，介紹你們二人認(rèn)同的這個(gè)挑戰(zhàn)， 獲得認(rèn)同的那個(gè)挑戰(zhàn)，記為三票再次尋找其他人溝通這個(gè)挑戰(zhàn)，直到拿到5票將拿到5票的挑戰(zhàn)，貼到前面的夾紙板上時(shí)間：20分鐘Page

10數(shù)據(jù)分析（Data

Analysis）數(shù)據(jù)是事實(shí)，也稱觀測(cè)值，是實(shí)驗(yàn)、測(cè)量、觀察、調(diào)查等的結(jié)果，常以數(shù)量的形式給出。數(shù)據(jù)分析是有目的地收集數(shù)據(jù)、分析數(shù)據(jù)，使之成 為信息的過(guò)程。這一過(guò)程是質(zhì)量管理體系的支持過(guò) 程。涵蓋產(chǎn)品的整個(gè)生命周期。數(shù)據(jù)分析的目的是把隱沒(méi)在一大批看來(lái)雜亂無(wú)章的 數(shù)據(jù)中的信息集中、萃取和提煉出來(lái)，以找出所研 究對(duì)象的內(nèi)在規(guī)律。在實(shí)用中，數(shù)據(jù)分析可幫助人 們作出判斷，以便采取適當(dāng)行動(dòng)Page

11數(shù)據(jù)分析的類型01.

描述性數(shù)據(jù)分析02.

探索性數(shù)據(jù)分析03.

驗(yàn)證性數(shù)據(jù)分析描述性數(shù)據(jù)分析Page

12驗(yàn)證性數(shù)據(jù)分析探索性數(shù)據(jù)分析數(shù)據(jù)分析的類型描述性數(shù)據(jù)分析驗(yàn)證性數(shù)據(jù)分析探索性數(shù)據(jù)分析描述性數(shù)據(jù)分析：側(cè)重于用數(shù)據(jù)描述某個(gè)狀態(tài)下的狀況Page

13“它是什么？”大區(qū)地區(qū)2017YTD銷售金額A-荊襄大區(qū)A-贛州地區(qū)26,476,270A-徽州地區(qū)19,659,475A-楚州3地區(qū)18,523,747A-汴州地區(qū)14,137,512A-楚州2地區(qū)12,825,941A-楚州1地區(qū)11,610,937匯總103,233,882數(shù)據(jù)分析的類型描述性數(shù)據(jù)分析驗(yàn)證性數(shù)據(jù)分析探索性數(shù)據(jù)分析驗(yàn)證性數(shù)據(jù)分析：側(cè)重于已有假設(shè)的證實(shí)或證偽?！八袷裁?？”P(pán)age

14大區(qū)地區(qū)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率A-荊襄大區(qū)A-贛州地區(qū)26,476,270125.2%33.6%A-徽州地區(qū)19,659,475120.0%30.0%A-楚州3地區(qū)18,523,747118.9%34.5%A-汴州地區(qū)14,137,512104.3%26.3%A-楚州2地區(qū)12,825,94193.6%10.0%A-楚州1地區(qū)11,610,937105.9%21.0%匯總103,233,882113.0%27.2%數(shù)據(jù)分析的類型描述性數(shù)據(jù)分析驗(yàn)證性數(shù)據(jù)分析探索性數(shù)據(jù)分析坐標(biāo)軸標(biāo)題Page

15探索性數(shù)據(jù)分析：側(cè)重于在數(shù)據(jù)之中發(fā)現(xiàn)新的特征“它有什么？”MAT：Moving

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16在小組中嘗試總結(jié)以下內(nèi)容類型最大價(jià)值何時(shí)適用典型需求常用方法典型結(jié)論描述性數(shù)據(jù)分析展示數(shù)據(jù)組合提供定制狀態(tài)簡(jiǎn)單需求小片段分析YTD銷售客戶覆蓋數(shù)據(jù)透視分類匯總分類片段標(biāo)注關(guān)鍵數(shù)據(jù)驗(yàn)證性數(shù)據(jù)分析展示匹配程度展示程度回顧性分析能力評(píng)估隊(duì)列評(píng)估MAT達(dá)成率/增長(zhǎng)率業(yè)務(wù)能力評(píng)估雙柱狀圖蛛網(wǎng)圖股價(jià)圖匹配度達(dá)成率探索性數(shù)據(jù)分析展示新的發(fā)現(xiàn)展示可能性前瞻性分析

可能性分析機(jī)會(huì)/風(fēng)險(xiǎn)判斷品牌認(rèn)知分析業(yè)務(wù)機(jī)會(huì)分析業(yè)務(wù)趨勢(shì)分析趨勢(shì)線中位分析回歸分析核心機(jī)會(huì)/風(fēng)險(xiǎn)高價(jià)值行為

認(rèn)知狀態(tài)/機(jī)會(huì)數(shù)據(jù)分析中的誤區(qū)與真實(shí)誤區(qū)：“業(yè)務(wù)管理又不是電腦算命，環(huán)境總是在變化當(dāng)中，當(dāng)你看見(jiàn)數(shù)據(jù)的時(shí)候，它已經(jīng)過(guò)時(shí)了！”“有豐富的業(yè)務(wù)經(jīng)驗(yàn)就夠了，數(shù)據(jù)并不能帶來(lái)價(jià)值”“現(xiàn)在的數(shù)據(jù)水分太大，沒(méi)有什么用處！”“我們手里的數(shù)據(jù)太少，無(wú)法進(jìn)行準(zhǔn)確分析”“代表不愿意配合，我們無(wú)法強(qiáng)迫他們”“數(shù)據(jù)背后的可能性太多了，很難快速分析”真實(shí)：數(shù)據(jù)不止代表狀態(tài)，也能體現(xiàn)趨勢(shì)數(shù)據(jù)分析并不拒絕經(jīng)驗(yàn)，它能豐富和升華我們的經(jīng)驗(yàn)數(shù)據(jù)就像軸承，不用就會(huì)生銹其實(shí)數(shù)據(jù)分析就是通過(guò)少量的數(shù)據(jù)片段，進(jìn)行有效的 推理和判斷代表不愿意配合，除非，讓他們意識(shí)到數(shù)據(jù)能幫助他 們，而非只是監(jiān)督他們我們通過(guò)建立標(biāo)準(zhǔn)與常模，就能快速分析，發(fā)現(xiàn)機(jī)會(huì)與風(fēng)險(xiǎn)Page

17看清“數(shù)”，洞察“據(jù)”有效判斷Page

18精準(zhǔn)切入數(shù)據(jù)分析的“輸入”與“輸出”發(fā)現(xiàn)決策行動(dòng)依托

業(yè)務(wù)規(guī)律通過(guò)

數(shù)據(jù)片段理解

市場(chǎng)策略數(shù)據(jù)分析“輸入端”業(yè)務(wù)規(guī)律數(shù)據(jù)片段市場(chǎng)策略數(shù)據(jù)分析“輸出端”關(guān)鍵發(fā)現(xiàn)決策支持行動(dòng)指南Page

19數(shù)據(jù)分析的目的智能導(dǎo)航儀定制儀表盤(pán)精準(zhǔn)變速箱業(yè)務(wù)規(guī)律分析邏輯針對(duì)性的搜集數(shù)據(jù)片段，基于特定領(lǐng)域的營(yíng)銷規(guī)律和分析方法，做出有效的判斷，以此幫助營(yíng)銷團(tuán)隊(duì)：及時(shí)了解運(yùn)營(yíng)狀態(tài)（儀表盤(pán)）定位切入點(diǎn)和提供有效建議（變速箱）12

識(shí)別可能的機(jī)會(huì)與風(fēng)險(xiǎn)（導(dǎo)航儀）3Page

20數(shù)據(jù)分析-讓業(yè)務(wù)管理更有效智能導(dǎo)航儀定制儀表盤(pán)精準(zhǔn)變速箱業(yè)務(wù)規(guī)律分析邏輯區(qū)域下一周期會(huì)有哪些變化？競(jìng)爭(zhēng)者對(duì)我們的影響如何？針對(duì)下一周期的變化，我們需要改變什么？省總/代表/我需要做什么？我們做到了嗎？我們做大了嗎？我們是在變好還是在變壞？Page

21數(shù)據(jù)分析常見(jiàn)的問(wèn)題/困惑Page

22數(shù)據(jù)分析常見(jiàn)的困惑：分析用來(lái)干什么？無(wú)從下手不清楚如何分析找不到真正的原因不清楚提出怎樣的改進(jìn)措施沒(méi)有結(jié)論/沒(méi)有意見(jiàn)建議……目標(biāo)/目的不明確、不完整原始數(shù)據(jù)錯(cuò)誤/不全面/時(shí)間段無(wú)可比性分析方法不佳、片面就數(shù)據(jù)分析而分析/數(shù)據(jù)的堆積/分析不透徹忽略數(shù)據(jù)背后的原因“你看見(jiàn)的是事實(shí)，但是卻得出了錯(cuò)誤的結(jié)論！”P(pán)age

23推廣團(tuán)隊(duì)的數(shù)據(jù)任務(wù)智能導(dǎo)航儀定制儀表盤(pán)精準(zhǔn)變速箱業(yè)務(wù)規(guī)律分析邏輯個(gè)人任務(wù)：2020年Top3數(shù)據(jù)任務(wù);事業(yè)部小組任務(wù)：2020年Top

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數(shù)據(jù)任務(wù);請(qǐng)將任務(wù)寫(xiě)到便利貼上，每張便利貼寫(xiě)一個(gè)任務(wù);請(qǐng)將任務(wù)貼到金字塔的相應(yīng)位置;Page

24對(duì)數(shù)據(jù)分析的需求銷售隊(duì)伍管理層：根據(jù)環(huán)境變化和管公理司層整體策略，評(píng)估進(jìn)展/及時(shí)調(diào)整評(píng)估代表狀態(tài)，提升隊(duì)伍能力MKT代表Page

25數(shù)據(jù)分析品牌管理：確定并評(píng)估業(yè)務(wù)團(tuán)隊(duì)活動(dòng)與品牌策略的連接程度評(píng)估行動(dòng)效果，了解市場(chǎng)競(jìng)爭(zhēng)機(jī)會(huì)與需求績(jī)效個(gè)體：了解公司策略、任務(wù)和要求評(píng)估行動(dòng)效果，了解自己區(qū)域的機(jī)會(huì)與需求評(píng)估并量化行動(dòng)方案與產(chǎn)出數(shù)據(jù)的“真相”數(shù)據(jù)程度狀態(tài)趨勢(shì)差異數(shù)據(jù)顯示狀態(tài)完成率、增長(zhǎng)率數(shù)據(jù)顯示程度客戶質(zhì)量、貢獻(xiàn)度數(shù)據(jù)顯示趨勢(shì)MAT、趨勢(shì)線數(shù)據(jù)顯示差異完成率、增長(zhǎng)率Page

26看清數(shù)據(jù)營(yíng)銷中的四類數(shù)據(jù)01.結(jié)果數(shù)據(jù)02.行動(dòng)數(shù)據(jù)03.策略數(shù)據(jù)04.Page

27能力數(shù)據(jù)看清數(shù)據(jù)-結(jié)果數(shù)據(jù)及其價(jià)值Page

28界定績(jī)效結(jié)果的數(shù)據(jù)，通常是客觀數(shù)據(jù)完成率、增長(zhǎng)率、EV同比、環(huán)比、、MAT,價(jià)值顯示即時(shí)狀態(tài)：通過(guò)結(jié)果數(shù)據(jù)界定是否達(dá)成目標(biāo)顯示趨勢(shì)變化：連續(xù)、規(guī)律的比較結(jié)果數(shù)據(jù)，能界定績(jī)效趨勢(shì)應(yīng)用規(guī)則即時(shí)性：YTD；當(dāng)月/季；一致性：MAT/MQT比較：同比；環(huán)比；EV；看清數(shù)據(jù)-行動(dòng)數(shù)據(jù)及其價(jià)值Page

29為達(dá)成績(jī)效結(jié)果所付諸的行為努力覆蓋的地域/醫(yī)院/科室/客戶數(shù)量拜訪/活動(dòng)：頻率價(jià)值通過(guò)行為數(shù)據(jù)能判斷結(jié)果的產(chǎn)生原因，原則上，在相同的環(huán)境條件下，同樣 的行為會(huì)產(chǎn)生同樣的結(jié)果應(yīng)用規(guī)則一致性階段匯總平均數(shù)/離散度看清數(shù)據(jù)-策略數(shù)據(jù)及其價(jià)值Page

30行為背后，顯示計(jì)劃和模式的數(shù)據(jù)客戶比例拜訪/活動(dòng)分布價(jià)值策略數(shù)據(jù)能顯示業(yè)務(wù)模式和對(duì)環(huán)境機(jī) 會(huì)的預(yù)期陽(yáng)光普照型精準(zhǔn)轟炸型狙擊手型應(yīng)用規(guī)則用績(jī)效分層分析（與績(jī)效結(jié)果密切相關(guān)）月/季/年度分析看清數(shù)據(jù)-能力數(shù)據(jù)及其價(jià)值Page

31能顯示個(gè)人/團(tuán)隊(duì)能力的數(shù)據(jù)業(yè)務(wù)效率：費(fèi)效比（ROI）、計(jì)劃達(dá)成率；新患者比例；轉(zhuǎn)換率客戶把控：講者分布與話題、客戶質(zhì)量模型、客戶升級(jí)比例品牌影響：品牌相關(guān)話題、品牌活動(dòng)反饋；價(jià)值決定了對(duì)不同策略的選擇，預(yù)估策略執(zhí)行的風(fēng)險(xiǎn)與機(jī)會(huì)，應(yīng)用規(guī)則比較性的數(shù)據(jù)或主觀評(píng)價(jià)季度/年度評(píng)價(jià)“四維”數(shù)據(jù)Page

32數(shù)據(jù)層級(jí)定義作用舉例結(jié)果數(shù)據(jù)界定績(jī)效結(jié)果的數(shù)據(jù)，通常通過(guò)是客觀數(shù)據(jù)結(jié)果數(shù)據(jù)界定是否達(dá)成目標(biāo)，連續(xù)、規(guī)律的比較結(jié)果數(shù)據(jù)，能界定績(jī)效趨勢(shì)完成率、增長(zhǎng)率同比、環(huán)比、EVMAT,etc行為是結(jié)果數(shù)據(jù)的來(lái)源，特定行

通過(guò)行為數(shù)據(jù)能界定結(jié)果的產(chǎn)生原因，為塑造特定的結(jié)果

原則上，在相同的環(huán)境條件下，同樣的行為會(huì)產(chǎn)生同樣的結(jié)果客戶覆蓋、頻率、活動(dòng)、數(shù)據(jù)過(guò)程數(shù)據(jù)策略數(shù)據(jù)行為背后，顯示計(jì)劃和模式的數(shù)據(jù)策略數(shù)據(jù)能顯示資源投入和對(duì)環(huán)境機(jī)會(huì)

客戶比例、拜訪/活動(dòng)分的預(yù)期

布、能力能力數(shù)據(jù)決定了對(duì)不同策略的選擇，同

講者分布與話題、ROI能顯示個(gè)人/團(tuán)隊(duì)能力的數(shù)據(jù)

時(shí)也能預(yù)估策略執(zhí)行的風(fēng)險(xiǎn)與機(jī)會(huì)，通

（費(fèi)效比）、計(jì)劃vs.達(dá)常是比較性的數(shù)據(jù)或主觀評(píng)價(jià)

成；品牌相關(guān)話題數(shù)據(jù)推廣團(tuán)隊(duì)的數(shù)據(jù)任務(wù)（續(xù)1）參照前面的推廣團(tuán)隊(duì)的數(shù)據(jù)任務(wù)請(qǐng)將完成三個(gè)任務(wù)所需要的數(shù)據(jù)分別用不同 顏色的便利貼匯總出來(lái)，每張便利貼上，寫(xiě) 一個(gè)數(shù)據(jù)請(qǐng)按照數(shù)據(jù)特點(diǎn)，將便利貼按照目前準(zhǔn)備度（現(xiàn)有/尚未準(zhǔn)備）貼到數(shù)據(jù)分類表中數(shù)據(jù)類型Page

33現(xiàn)有數(shù)據(jù)需求數(shù)據(jù)結(jié)果數(shù)據(jù)行動(dòng)數(shù)據(jù)策略數(shù)據(jù)能力數(shù)據(jù)營(yíng)銷數(shù)據(jù)分析：CDI思路與CADS流程Part

02“敲黑板”?。?！智能導(dǎo)航儀定制儀表盤(pán)精準(zhǔn)變速箱業(yè)務(wù)規(guī)律分析邏輯數(shù)據(jù)分析的目的：針對(duì)性的搜集數(shù)據(jù)片段，基于特定領(lǐng)域的營(yíng)銷 規(guī)律和分析方法，做出有效的判斷，以此幫助 營(yíng)銷團(tuán)隊(duì)：及時(shí)了解運(yùn)營(yíng)狀態(tài)（儀表盤(pán)）識(shí)別可能的機(jī)會(huì)與風(fēng)險(xiǎn)（導(dǎo)航儀）定位切入點(diǎn)和提供有效建議（變速箱）Page

35CDI-數(shù)據(jù)分析的三維思路分：數(shù)據(jù)分類組合析：做出合理推斷/判斷業(yè)務(wù)推斷的三個(gè)方向：C-承諾度：我們做夠了嗎？

D-精準(zhǔn)度：我們做對(duì)了嗎？

I-影響度：我們做好了嗎？營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

36CDI-數(shù)據(jù)分析的三維思路C-承諾度：我們做夠了嗎？我們?yōu)槿〉脴I(yè)務(wù)成果，投入了多大的業(yè) 務(wù)努力？我們的產(chǎn)出是否來(lái)自足夠多的醫(yī)院/科室/客戶？我們是否做了足夠多的拜訪？我們是否做了足夠多的活動(dòng)？營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

37CDI-數(shù)據(jù)分析的三維思路D-精準(zhǔn)度：我們做對(duì)了嗎？我們得到的產(chǎn)出是否與我們預(yù)期的一致？我們的目標(biāo)市場(chǎng)/醫(yī)院/科室是否帶來(lái)主要的產(chǎn)出？我們的客戶是我們最需要的嗎？我們的重要客戶是否得到了應(yīng)得的關(guān)注？我們的講者分布是否足以傳遞品牌信息？營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

38CDI-數(shù)據(jù)分析的三維思路影響度：我們做好了嗎？我們做的效果如何？我們的拜訪/活動(dòng)，效果如何？客戶對(duì)我們的品牌認(rèn)知如何？我們講者的影響力和話題質(zhì)量如何？營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

39CDI-數(shù)據(jù)分析的三維思路營(yíng)銷策略/業(yè)務(wù)規(guī)律：我們的模式與標(biāo)準(zhǔn)“4R”營(yíng)銷模式常見(jiàn)典型業(yè)務(wù)規(guī)律（行業(yè)共識(shí)）營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

40RightCustomersPage

41RightMessageRightResourcesRight

Coverage/Frequency針對(duì)正確的客戶傳遞正確的信息“4R”-專業(yè)營(yíng)銷的本質(zhì)典型業(yè)務(wù)規(guī)律平均專業(yè)拜訪人次/天“為什么每天非得拜訪12次？4次不行嗎？20次不行嗎？”P(pán)age

42客戶分級(jí)最佳拜訪頻率“頻率這事不靠譜！按照你那個(gè)頻率，我們根本就無(wú)法hold住客戶！”最低目標(biāo)客戶數(shù)/代表“既然80%的業(yè)務(wù)來(lái)自20%的客戶，那么我們?yōu)槭裁葱枰采w那么多客戶？”典型業(yè)務(wù)規(guī)律1：平均專業(yè)拜訪人次/天拜訪類型：專業(yè)拜訪：專業(yè)目標(biāo)+專業(yè)信息社交拜訪：關(guān)系活動(dòng)邀請(qǐng)：活動(dòng)安排單次專業(yè)拜訪時(shí)間長(zhǎng)短與領(lǐng)域特點(diǎn)有關(guān)方案治療：>20分鐘序貫治療：10-20分鐘對(duì)癥治療：3-8分鐘－日拜訪客戶人次＋＋平均客戶影響度－原則：績(jī)效與品牌影響和應(yīng)用（類型）的數(shù)量成正相關(guān)，單一客戶無(wú)法提供符合目標(biāo)要求的應(yīng)用數(shù)量單個(gè)客戶的品牌影響與拜訪時(shí)間正相關(guān)Page

43典型業(yè)務(wù)規(guī)律2：有效拜訪頻率準(zhǔn)確識(shí)別客戶狀態(tài)適合的拜訪目標(biāo)與策略有效拜訪頻率Page

44典型業(yè)務(wù)規(guī)律2：拜訪頻率高高低低潛力支持度潛力相對(duì)固定支持度可變A2A1BA1DCPage

45典型業(yè)務(wù)規(guī)律2：拜訪頻率不同的客戶，我們的拜訪目標(biāo)有什么不同？客戶級(jí)別拜訪目的拜訪頻率（月）A1防御：保持新鮮度，鞏固理念抵御競(jìng)爭(zhēng)，建立標(biāo)桿3-4A2進(jìn)攻：推動(dòng)客戶轉(zhuǎn)變，快速增加患者應(yīng)用和品牌認(rèn)知6-8B偵查：了解可能性、發(fā)現(xiàn)并把握機(jī)會(huì)2C信息：建立信息渠道，及時(shí)溝通信息1-2D警戒：傳遞正向信息，避免負(fù)面影響<=1Page

46典型業(yè)務(wù)規(guī)律3：目標(biāo)客戶數(shù)月均總拜訪人次：?jiǎn)卧缕骄菰L日X

日拜訪人次=108--252單月拜訪日：18天日拜訪人次：6-14次月均覆蓋客戶數(shù)：月均總拜訪人次/月均客戶拜訪頻率=27-63月均客戶拜訪頻率：4季度平均客戶覆蓋：月均最多客戶數(shù)/月均客戶覆蓋比例=40-90季度客戶覆蓋比例100%月均最低客戶覆蓋比例：70%人均目標(biāo)客戶數(shù)：季度平均客戶覆蓋x（1+客戶異動(dòng)比例）=48-108客戶異動(dòng)比例：20%人均需要有多少客戶？品牌影響目標(biāo)總應(yīng)用程度Page

47工作強(qiáng)度客戶數(shù)常用數(shù)據(jù)waCPD：日拜訪次數(shù)（內(nèi)部數(shù)據(jù)的統(tǒng)計(jì)基礎(chǔ)）DC：客戶覆蓋數(shù)量（基于品牌的客戶覆蓋）CF：客戶拜訪頻率（基于目標(biāo)的CDI分析）DQ：客戶質(zhì)量（不同級(jí)別客戶的比例）EF：客戶活動(dòng)頻率（客戶戰(zhàn)略組合）DIR：客戶影響指數(shù)（如何衡量客戶有效性）CQ：拜訪質(zhì)量（拜訪質(zhì)量的量化衡量）SIR：講者有效性指數(shù)（測(cè)試品牌影響的方式）Page

48常用數(shù)據(jù)日拜訪次數(shù)（日拜訪次數(shù)的統(tǒng)計(jì)基礎(chǔ)）行業(yè)常數(shù)為：6-14

（根據(jù)品牌不同）作為基礎(chǔ)數(shù)據(jù)，評(píng)價(jià)業(yè)務(wù)模式和團(tuán)隊(duì)承諾度CPDCF客戶拜訪頻率（基于目標(biāo)的CDI分析）中國(guó)和國(guó)際慣例的數(shù)據(jù)差異巨大！頻率的差異決定于對(duì)客戶的定義和業(yè)務(wù)目的！中國(guó)行業(yè)常數(shù)：A1類客戶（3-4次）；A2類客戶（6-8次）；B類客戶（1-2次/月）；C類客戶作為基礎(chǔ)數(shù)據(jù)，評(píng)價(jià)品牌影響度和業(yè)務(wù)方向DCPage

49客戶覆蓋數(shù)量（基于品牌的客戶覆蓋）行業(yè)常數(shù)區(qū)間：50-120

（依據(jù)TA的不同）作為關(guān)鍵數(shù)據(jù)，衡量品牌影響和潛在業(yè)務(wù)機(jī)會(huì)與風(fēng)險(xiǎn)常用數(shù)據(jù)DQ客戶質(zhì)量（不同級(jí)別客戶的比例）用于衡量業(yè)務(wù)影響度和業(yè)務(wù)機(jī)會(huì)行業(yè)標(biāo)準(zhǔn)：A1/A：10-30%；A+B/all：>60%客戶活動(dòng)頻率（客戶戰(zhàn)略組合）整體客戶活動(dòng)頻率：顯示業(yè)務(wù)承諾度，常模為2-4次/月/代表分級(jí)別客戶活動(dòng)頻率：顯示業(yè)務(wù)方向是否正確，以及品牌影響EF客戶影響指數(shù)（如何衡量客戶有效性）方法：A類客戶四類資訊收集率；A類客戶計(jì)劃達(dá)成率；A類客戶關(guān)系層級(jí)標(biāo)準(zhǔn)：重點(diǎn)客戶資訊收集率：>80%；客戶計(jì)劃達(dá)成率70%；重點(diǎn)客戶伙伴關(guān)系20%Page

50DIR常用數(shù)據(jù)CQ拜訪質(zhì)量（拜訪質(zhì)量的量化衡量）衡量方法：整體拜訪質(zhì)量和A類客戶拜訪質(zhì)量衡量拜訪的三個(gè)問(wèn)題Message

Recall（關(guān)鍵信息記憶）SIRPage

51講者有效性指數(shù)（測(cè)試品牌影響的方式）用于衡量品牌影響標(biāo)準(zhǔn)：整體講者比例：10-30%（根據(jù)品牌不同）講者質(zhì)量：講者的平均患者數(shù)/A類客戶平均患者數(shù)（>1）話題多樣性：>2個(gè)CDI-數(shù)據(jù)分析的三維思路三種典型的業(yè)務(wù)模式陽(yáng)光普照：通過(guò)廣泛增加客戶覆蓋，提升客戶應(yīng)用的可能性精準(zhǔn)轟炸：在精準(zhǔn)定位的基礎(chǔ)上，通過(guò)大量的活動(dòng)和拜訪，提升重點(diǎn)客戶群體的支持度狙擊手在精心計(jì)劃和準(zhǔn)備的基礎(chǔ)上，通過(guò)提升單次拜訪/活動(dòng)的效果，來(lái)提升特定客戶支持度營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

52CDI-數(shù)據(jù)分析的三維思路三種典型的業(yè)務(wù)模式陽(yáng)光普照：績(jī)效數(shù)據(jù)表現(xiàn)：產(chǎn)出與潛力常出現(xiàn)不匹配核心業(yè)務(wù)邏輯：人多力量大，群體效應(yīng)最佳應(yīng)用場(chǎng)景：癥狀治療產(chǎn)品/OTC/陌生領(lǐng)域/品牌成熟后期團(tuán)隊(duì)能力要求：信息傳遞與收集能力營(yíng)銷管理要點(diǎn)：速度/頻率/覆蓋/流程營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

53CDI-數(shù)據(jù)分析的三維思路三種典型的業(yè)務(wù)模式精準(zhǔn)轟炸：績(jī)效數(shù)據(jù)表現(xiàn)：績(jī)效與潛力匹配，重點(diǎn)區(qū)域應(yīng)用較多核心業(yè)務(wù)邏輯：集中優(yōu)勢(shì)兵力，塑造壓倒優(yōu)勢(shì)最佳應(yīng)用場(chǎng)景：序貫治療產(chǎn)品/快速增長(zhǎng)期-成熟前期團(tuán)隊(duì)能力要求：計(jì)劃能力，活動(dòng)執(zhí)行能力，營(yíng)銷管理要點(diǎn)：計(jì)劃；流程；頻率營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

54CDI-數(shù)據(jù)分析的三維思路三種典型的業(yè)務(wù)模式狙擊手：績(jī)效數(shù)據(jù)表現(xiàn)：績(jī)效分布極不均衡核心業(yè)務(wù)邏輯：精心準(zhǔn)備，徹底轉(zhuǎn)變最佳應(yīng)用場(chǎng)景：方案性治療產(chǎn)品/新產(chǎn)品/新市場(chǎng)/高競(jìng)爭(zhēng)市場(chǎng)團(tuán)隊(duì)能力要求：客戶深度溝通能力，機(jī)會(huì)把握能力營(yíng)銷管理要點(diǎn)：核心客戶管理/核心項(xiàng)目跟進(jìn)/KA管理營(yíng)銷策略業(yè)務(wù)規(guī)律D精準(zhǔn)度I影響度C承諾度Page

55數(shù)據(jù)分析的CADS流程Chain

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56數(shù)據(jù)分析的CADS流程Chain

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57Chain-建立數(shù)據(jù)閉環(huán)明確任務(wù)目的：管理者的意圖：年度：發(fā)展規(guī)劃；指標(biāo)分配；業(yè)績(jī)報(bào)告；精英培養(yǎng)季度/半年：指標(biāo)增加；策略調(diào)整；資源調(diào)整隨時(shí)：機(jī)會(huì)把握；項(xiàng)目跟進(jìn)明確分析類型：描述性驗(yàn)證性探索性數(shù)據(jù)分析的CADS流程Chain

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58Chain-建立數(shù)據(jù)閉環(huán)明確數(shù)據(jù)類別：結(jié)果數(shù)據(jù)行動(dòng)數(shù)據(jù)策略數(shù)據(jù)能力數(shù)據(jù)明確數(shù)據(jù)標(biāo)準(zhǔn)：信度：數(shù)據(jù)的量化和可驗(yàn)證效度：數(shù)據(jù)的系統(tǒng)化和及時(shí)性數(shù)據(jù)vs經(jīng)驗(yàn)—討論VS數(shù)據(jù)經(jīng)驗(yàn)局部的微觀的方向性整體的中觀的流程的Page

59數(shù)據(jù)不可信？數(shù)據(jù)采集環(huán)節(jié)控制，可以提升數(shù)據(jù)置信度連續(xù)的數(shù)據(jù)采集，其呈現(xiàn)的趨勢(shì)具有極高的可信度多種數(shù)據(jù)處理手段可以幫助剔除不可信數(shù) 據(jù)，或減少數(shù)據(jù)離散度Page

60數(shù)據(jù)分析的CADS流程Chain

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61Aim-三種典型方法，發(fā)現(xiàn)數(shù)據(jù)中的“魔鬼”“縱-橫”法透視業(yè)務(wù)報(bào)表縱向比標(biāo)準(zhǔn)：縱向比較數(shù)據(jù)列的標(biāo)準(zhǔn)標(biāo)準(zhǔn)：均數(shù)標(biāo)準(zhǔn)；中位標(biāo)準(zhǔn)；分位標(biāo)準(zhǔn)橫向看趨勢(shì)：橫向界定近期趨勢(shì)變化趨勢(shì)：遞增/遞減/動(dòng)蕩數(shù)據(jù)分析的CADS流程Chain

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62案例背景：探索“藍(lán)海戰(zhàn)略”的抓手某公司的A（抗感染）產(chǎn)品線，有針劑和片劑，用于院內(nèi)感染和社區(qū)感染2016年整體超額達(dá)成，但面臨競(jìng)爭(zhēng)和政策壓力，2017年開(kāi)始實(shí)施“藍(lán)海戰(zhàn)略”即：產(chǎn)品下沉，拓展市場(chǎng)/客戶區(qū)域總監(jiān)希望通過(guò)數(shù)據(jù)分析，評(píng)估2017年的計(jì)劃實(shí)施情況，并為2018年的目標(biāo)尋找機(jī)會(huì)小組任務(wù)：標(biāo)記數(shù)據(jù)小組內(nèi)討論，所分配的報(bào)表中的哪些數(shù)據(jù)關(guān)鍵？從所分配報(bào)表中，小組發(fā)現(xiàn)了什么？時(shí)間：20分鐘表一：分大區(qū)、分季度業(yè)務(wù)結(jié)果Page

63YTD12月Q1Q2Q3Q4大區(qū)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A-荊襄大區(qū)103,233,882113.0%27.2%103.7%9.5%23.7%104.2%18.1%-1.8%128.7%47.2%15.2%116.7%37.6%-1.6%A-西涼大區(qū)101,209,502101.6%12.0%107.0%3.6%34.0%100.8%17.3%-7.9%99.4%7.3%-8.1%98.8%22.3%7.9%A-西蜀大區(qū)80,545,130106.5%15.2%103.1%8.8%19.6%104.6%13.8%-0.9%113.7%18.1%1.4%105.2%20.7%0.4%A-南越大區(qū)71,328,995108.0%16.6%105.9%20.9%18.1%104.8%21.9%-3.4%122.2%14.1%8.7%100.1%10.3%-11.2%356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%表二：分地區(qū)、分季度業(yè)務(wù)結(jié)果Page

64大區(qū)地區(qū)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A-荊襄大區(qū)A-贛州地區(qū)26,476,270125.2%33.6%99.9%4.4%14.0%113.7%17.0%11.2%153.7%65.0%26.0%135.9%53.3%-4.0%A-徽州地區(qū)19,659,475120.0%30.0%115.8%19.1%31.3%111.9%23.7%-5.6%123.9%33.5%4.1%128.4%45.0%12.4%A-楚州3地區(qū)18,523,747118.9%34.5%105.8%12.3%18.4%104.3%23.1%-3.7%143.5%71.2%28.0%123.9%37.1%-6.0%A-汴州地區(qū)14,137,512104.3%26.3%101.2%4.5%34.7%104.2%29.6%0.6%108.3%43.6%-3.8%103.8%35.3%3.7%A-楚州2地區(qū)12,825,94193.6%10.0%101.4%16.2%28.8%81.9%-6.0%-21.1%105.7%22.7%20.4%86.0%7.8%-11.8%A-楚州1地區(qū)11,610,937105.9%21.0%95.7%-0.5%20.6%102.0%22.2%4.2%120.8%33.9%10.4%106.2%32.4%-4.6%A-荊襄大區(qū)匯總103,233,882113.0%27.2%103.7%9.5%23.7%104.2%18.1%-1.8%128.7%47.2%15.2%116.7%37.6%-1.6%A-西涼大區(qū)A-函谷1地區(qū)31,443,803104.1%15.0%112.0%4.8%42.5%103.0%26.2%-10.2%106.5%13.6%-3.6%94.8%19.2%-3.4%A-函谷2地區(qū)19,126,969105.8%15.4%110.0%8.9%34.6%109.2%25.8%-3.1%103.1%7.0%-11.9%100.7%21.7%6.0%A-甘州地區(qū)17,224,813105.1%16.4%105.8%-5.9%28.7%99.8%33.1%-7.8%116.7%29.4%9.1%98.9%18.9%-8.1%A-高昌1地區(qū)17,081,17294.0%5.8%100.8%0.7%36.7%92.7%0.0%-10.2%78.9%-10.2%-20.6%102.4%37.3%40.8%A-高昌2地區(qū)16,332,74597.3%5.4%102.6%9.6%21.4%97.8%1.4%-6.9%88.0%-6.5%-16.1%100.2%17.2%23.6%A-西涼大區(qū)匯總101,209,502101.6%12.0%107.0%3.6%34.0%100.8%17.3%-7.9%99.4%7.3%-8.1%98.8%22.3%7.9%A-西蜀大區(qū)A-錦官城1地區(qū)23,199,07097.3%5.8%97.0%6.2%20.4%98.9%10.7%-0.4%101.3%-5.3%-4.5%92.4%13.3%-1.0%A-渝都2地區(qū)17,384,246117.0%25.9%99.9%4.3%14.4%120.0%26.2%17.4%136.4%47.3%6.0%113.6%28.6%-9.7%A-錦官城2地區(qū)13,954,626125.2%31.9%124.4%27.2%26.3%112.0%31.7%-12.0%131.8%35.7%9.7%132.8%33.3%9.3%A-渝都1地區(qū)13,721,72399.0%7.0%95.3%-2.6%11.2%95.8%-1.9%-1.9%102.1%17.1%-0.6%102.9%18.7%9.4%A-錦官城3地區(qū)12,285,465103.1%14.1%108.2%15.7%27.4%100.0%8.2%-9.7%107.0%19.6%-0.2%97.4%13.3%-1.3%A-西蜀大區(qū)匯總80,545,130106.5%15.2%103.1%8.8%19.6%104.6%13.8%-0.9%113.7%18.1%1.4%105.2%20.7%0.4%A-南越大區(qū)A-湖海地區(qū)23,434,525128.5%39.9%120.5%62.4%25.1%128.0%53.8%3.7%150.9%29.5%13.0%116.1%22.5%-16.5%A-彩云地區(qū)18,077,82199.0%3.8%97.2%-7.3%2.2%89.4%13.2%-10.1%109.2%9.9%11.5%101.1%2.8%0.5%A-永州地區(qū)17,819,902102.6%14.2%102.6%24.0%32.5%101.4%10.7%-3.5%112.2%4.1%2.5%95.1%20.5%-8.0%A-夜郎地區(qū)11,996,74798.4%5.4%102.4%15.9%14.9%98.7%6.6%-5.8%112.2%8.9%6.0%81.1%-10.0%-21.5%A-南越大區(qū)匯總71,328,995108.0%16.6%105.9%20.9%18.1%104.8%21.9%-3.4%122.2%14.1%8.7%100.1%10.3%-11.2%356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%表三：分醫(yī)院級(jí)別業(yè)務(wù)貢獻(xiàn)-整體Page

65YTD12月Q1Q2Q3Q4地域品牌2017整體醫(yī)院分級(jí)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A113,839,444112.0%20.4%106.0%9.5%25.7%107.5%21.6%-3.7%123.8%30.3%3.3%112.3%22.2%-2.3%A-針劑A2146,100,431105.3%13.9%100.6%6.7%19.2%101.2%10.6%-2.2%115.8%18.8%5.7%104.5%20.2%-2.5%A343,216,281105.1%22.2%98.7%12.6%30.0%101.9%18.4%-2.2%111.7%24.1%2.1%109.1%35.6%4.4%B73,220,804110.3%21.3%114.4%8.7%27.6%106.3%30.3%-6.1%116.7%24.4%5.4%104.5%24.9%-1.1%整體AA-針劑匯總276,376,959106.9%17.4%104.0%8.3%23.3%102.9%17.0%-3.3%115.8%21.5%5.0%105.6%23.8%-1.1%A12,920,299116.4%25.0%105.5%35.6%17.1%104.4%7.4%-4.6%153.3%44.0%36.9%105.3%13.9%-25.5%A-片劑A244,118,782105.1%14.6%103.1%11.3%22.7%105.2%13.4%-1.6%111.1%16.6%-1.6%101.6%17.6%-1.0%A310,877,449110.9%30.6%113.0%24.8%40.8%104.7%46.7%-9.2%118.4%26.0%1.7%108.2%27.9%-1.6%B22,024,020111.3%23.0%118.6%12.1%37.0%105.6%24.4%-10.6%110.5%24.8%-0.5%110.4%33.2%9.2%A-片劑匯總79,940,549107.9%19.2%108.5%13.9%28.6%105.2%19.6%-5.3%113.3%21.0%0.4%105.0%22.9%0.5%整體A匯總356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%總計(jì)1,256,268,416103.8%12.9%104.8%10.2%16.0%102.9%12.3%-0.6%106.9%14.8%2.0%100.7%14.7%-2.4%表四：分級(jí)別醫(yī)院達(dá)成情況-分區(qū)域針劑Page

66YTD12月Q1Q2Q3Q4品牌大區(qū)2017整體醫(yī)院分級(jí)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A16,813,817117.3%23.1%122.0%3.5%21.7%110.7%52.4%-12.2%126.7%45.4%6.7%110.6%8.0%-5.3%A-西涼大區(qū)A244,124,477102.4%13.9%104.6%7.1%33.3%104.2%17.5%-4.1%101.1%9.9%-10.1%99.5%22.6%6.8%A38,652,02291.5%6.3%95.6%-8.9%38.3%99.1%14.7%1.2%74.6%-9.2%-29.8%95.2%36.1%38.4%B24,120,919104.7%10.5%118.1%5.2%38.3%97.5%14.2%-16.7%103.7%4.5%0.3%99.8%20.6%4.4%A-西涼大區(qū)匯總83,711,235102.8%12.8%108.5%4.4%34.2%102.2%18.4%-8.0%100.6%8.6%-8.2%99.9%22.1%7.7%A12,501,362130.5%50.4%92.4%15.5%15.5%141.8%52.7%50.0%148.9%58.2%-2.1%141.0%74.2%2.7%A231,434,690123.8%31.1%108.9%13.1%16.2%110.9%16.3%-0.6%154.2%69.7%29.0%123.9%30.6%-12.4%A-荊襄大區(qū)A324,753,700100.6%17.3%93.1%7.2%26.9%89.0%-1.6%-10.3%112.1%32.4%14.2%110.2%36.3%4.8%B21,969,992108.4%27.0%101.1%-1.8%16.4%103.9%34.8%5.6%117.5%41.5%9.7%111.0%40.2%4.1%A-荊襄大區(qū)匯總80,659,744111.8%26.0%100.8%6.9%19.5%102.2%15.5%-0.9%129.4%49.4%18.0%116.1%36.1%-2.6%A-針劑A11,736,88796.8%8.1%86.8%-9.6%9.4%100.6%16.1%13.2%105.4%10.1%-2.2%95.4%18.9%-1.8%A-西蜀大區(qū)A244,459,415102.4%11.7%95.7%2.6%17.6%99.0%7.9%0.9%112.7%14.3%5.1%103.1%23.3%-1.2%A3844,18493.7%0.1%77.9%6.9%-26.7%100.8%34.9%26.4%85.5%-16.3%-20.9%113.8%-13.9%17.5%B9,981,597132.2%32.8%140.5%41.6%27.3%133.2%30.0%-6.4%129.5%33.3%-3.6%126.2%27.0%10.7%A-西蜀大區(qū)匯總57,022,084106.2%14.5%101.0%7.8%18.1%103.7%11.8%0.2%114.4%16.3%2.9%106.5%23.0%1.0%A12,787,37898.2%3.7%96.2%37.3%56.5%83.6%-28.4%-22.7%111.0%-1.7%4.4%106.2%26.4%0.1%A-南越大區(qū)A226,081,84897.3%1.1%94.6%6.6%4.6%90.9%-1.1%-5.7%108.3%-2.5%9.0%96.4%2.1%-5.2%A38,966,374145.7%70.1%130.3%97.5%41.1%161.9%135.9%16.0%169.0%40.9%7.8%124.5%41.5%-19.7%B17,148,295110.3%25.1%113.1%12.7%26.3%109.7%53.0%-2.6%128.8%30.7%12.2%91.9%10.6%-19.9%A-南越大區(qū)匯總54,983,896107.1%15.9%104.3%18.2%17.8%104.1%22.9%-2.5%122.3%12.7%9.6%99.0%10.5%-12.2%針劑匯總276,376,959106.9%17.4%104.0%8.3%23.3%102.9%17.0%-3.3%115.8%21.5%5.0%105.6%23.8%-1.1%整體匯總356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%總計(jì)1,256,268,416103.8%12.9%104.8%10.2%16.0%102.9%12.3%-0.6%106.9%14.8%2.0%100.7%14.7%-2.4%Page

68表五：分級(jí)別醫(yī)院達(dá)成情況-分區(qū)域片劑YTD12月Q1Q2Q3Q4品牌大區(qū)2017整體醫(yī)院分級(jí)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A11,323,836132.8%52.1%103.3%27.5%62.3%123.8%55.3%13.1%201.9%61.6%52.1%108.9%63.3%-41.5%A-西蜀大區(qū)A215,900,275101.8%12.4%103.3%7.7%18.0%102.3%13.0%-3.6%105.8%21.6%-3.6%96.3%8.7%-1.0%A31,438,010126.0%41.1%132.8%32.1%38.3%122.0%70.4%-10.3%124.5%53.4%-10.5%124.3%20.4%8.4%B4,860,925115.8%18.8%119.8%15.4%31.5%115.5%22.0%-4.1%111.2%8.9%-8.8%116.5%30.0%13.0%A-西蜀大區(qū)匯總23,523,046107.2%16.9%108.0%11.4%23.4%106.8%18.9%-3.4%112.1%22.8%-2.2%102.2%15.4%-1.1%A1495,774130.5%39.4%138.8%78.3%50.4%117.5%5.3%-17.3%144.4%57.2%14.6%122.0%30.6%-8.3%A-荊襄大區(qū)A210,773,001115.1%27.4%113.5%21.4%45.2%111.5%21.6%-6.5%122.7%29.0%2.7%113.4%39.4%0.0%A34,489,731120.2%33.0%108.9%12.5%43.2%110.4%30.7%-1.8%137.0%44.5%7.8%127.4%49.5%-1.4%B6,815,632119.7%38.1%118.8%16.5%28.1%112.4%40.3%-2.9%124.3%53.2%8.0%123.1%46.8%9.3%A片劑A-荊襄大區(qū)匯總22,574,138117.8%31.9%114.6%19.0%39.5%111.6%28.0%-4.8%126.3%39.2%5.5%119.1%43.5%2.3%A1723,840103.5%4.3%102.1%37.0%-13.3%69.3%-33.9%-33.7%131.8%33.7%77.3%112.5%-5.6%-7.3%A-西涼大區(qū)A27,904,22093.6%5.1%89.5%-9.8%18.4%93.4%8.8%1.5%98.2%4.0%-2.3%93.7%21.6%3.6%A32,447,76784.6%2.5%93.9%12.7%33.9%92.2%24.0%-4.3%73.9%-27.9%-25.3%77.4%8.8%13.7%B6,422,440103.7%16.4%118.1%5.0%61.5%101.0%19.0%-15.9%94.2%10.0%-12.6%100.9%38.1%16.3%A-西涼大區(qū)匯總17,498,26796.0%8.6%100.3%0.1%32.9%94.9%12.4%-7.6%94.2%1.5%-7.3%94.3%23.5%8.6%A1376,84987.1%-9.5%87.0%15.2%-17.8%105.7%-5.9%18.6%84.9%-5.7%-25.0%70.7%-34.0%-9.7%A-南越大區(qū)A29,541,286111.7%14.0%104.6%31.5%13.1%115.6%9.9%5.2%121.1%8.5%-2.3%106.3%9.4%-5.9%A32,501,942123.1%61.9%137.5%65.8%45.9%101.6%139.8%-25.1%145.2%66.8%31.9%110.1%18.6%-17.7%B3,925,022105.8%16.6%117.9%15.0%23.7%92.0%13.1%-20.5%115.4%28.5%17.7%99.0%10.5%-4.6%A-南越大區(qū)匯總16,345,099111.0%19.3%111.7%30.8%19.1%107.4%18.6%-6.1%122.0%19.5%5.9%103.9%9.5%-7.6%片劑匯總79,940,549107.9%19.2%108.5%13.9%28.6%105.2%19.6%-5.3%113.3%21.0%0.4%105.0%22.9%0.5%整體匯總356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%總計(jì)1,256,268,416103.8%12.9%104.8%10.2%16.0%102.9%12.3%-0.6%106.9%14.8%2.0%100.7%14.7%-2.4%數(shù)據(jù)分析的CADS流程Chain

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theTrigger呈現(xiàn)轉(zhuǎn)變抓手Page

68案例背景：探索“藍(lán)海戰(zhàn)略”的抓手某公司的A（抗感染）產(chǎn)品線，有針劑和片劑，用于院內(nèi)感染和社區(qū)感染2016年整體超額達(dá)成，但面臨競(jìng)爭(zhēng)和政策壓力，2017年開(kāi)始實(shí)施“藍(lán)海戰(zhàn)略”即：產(chǎn)品下沉，拓展市場(chǎng)/客戶區(qū)域總監(jiān)希望通過(guò)數(shù)據(jù)分析，評(píng)估2017年的計(jì)劃實(shí)施情況，并為2018年的目標(biāo)尋找機(jī)會(huì)小組任務(wù)：標(biāo)記數(shù)據(jù)小組內(nèi)討論，所分配的報(bào)表中的哪些數(shù)據(jù)關(guān)鍵？從所分配報(bào)表中，小組發(fā)現(xiàn)了什么？時(shí)間：20分鐘分地區(qū)、分季度業(yè)務(wù)結(jié)果Page

69大區(qū)地區(qū)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A-荊襄大區(qū)A-贛州地區(qū)26,476,270125.2%33.6%99.9%4.4%14.0%113.7%17.0%11.2%153.7%65.0%26.0%135.9%53.3%-4.0%A-徽州地區(qū)19,659,475120.0%30.0%115.8%19.1%31.3%111.9%23.7%-5.6%123.9%33.5%4.1%128.4%45.0%12.4%A-楚州3地區(qū)18,523,747118.9%34.5%105.8%12.3%18.4%104.3%23.1%-3.7%143.5%71.2%28.0%123.9%37.1%-6.0%A-汴州地區(qū)14,137,512104.3%26.3%101.2%4.5%34.7%104.2%29.6%0.6%108.3%43.6%-3.8%103.8%35.3%3.7%A-楚州2地區(qū)12,825,94193.6%10.0%101.4%16.2%28.8%81.9%-6.0%-21.1%105.7%22.7%20.4%86.0%7.8%-11.8%A-楚州1地區(qū)11,610,937105.9%21.0%95.7%-0.5%20.6%102.0%22.2%4.2%120.8%33.9%10.4%106.2%32.4%-4.6%A-荊襄大區(qū)匯總103,233,882113.0%27.2%103.7%9.5%23.7%104.2%18.1%-1.8%128.7%47.2%15.2%116.7%37.6%-1.6%A-西涼大區(qū)A-函谷1地區(qū)31,443,803104.1%15.0%112.0%4.8%42.5%103.0%26.2%-10.2%106.5%13.6%-3.6%94.8%19.2%-3.4%A-函谷2地區(qū)19,126,969105.8%15.4%110.0%8.9%34.6%109.2%25.8%-3.1%103.1%7.0%-11.9%100.7%21.7%6.0%A-甘州地區(qū)17,224,813105.1%16.4%105.8%-5.9%28.7%99.8%33.1%-7.8%116.7%29.4%9.1%98.9%18.9%-8.1%A-高昌1地區(qū)17,081,17294.0%5.8%100.8%0.7%36.7%92.7%0.0%-10.2%78.9%-10.2%-20.6%102.4%37.3%40.8%A-高昌2地區(qū)16,332,74597.3%5.4%102.6%9.6%21.4%97.8%1.4%-6.9%88.0%-6.5%-16.1%100.2%17.2%23.6%A-西涼大區(qū)匯總101,209,502101.6%12.0%107.0%3.6%34.0%100.8%17.3%-7.9%99.4%7.3%-8.1%98.8%22.3%7.9%A-西蜀大區(qū)A-錦官城1地區(qū)23,199,07097.3%5.8%97.0%6.2%20.4%98.9%10.7%-0.4%101.3%-5.3%-4.5%92.4%13.3%-1.0%A-渝都2地區(qū)17,384,246117.0%25.9%99.9%4.3%14.4%120.0%26.2%17.4%136.4%47.3%6.0%113.6%28.6%-9.7%A-錦官城2地區(qū)13,954,626125.2%31.9%124.4%27.2%26.3%112.0%31.7%-12.0%131.8%35.7%9.7%132.8%33.3%9.3%A-渝都1地區(qū)13,721,72399.0%7.0%95.3%-2.6%11.2%95.8%-1.9%-1.9%102.1%17.1%-0.6%102.9%18.7%9.4%A-錦官城3地區(qū)12,285,465103.1%14.1%108.2%15.7%27.4%100.0%8.2%-9.7%107.0%19.6%-0.2%97.4%13.3%-1.3%A-西蜀大區(qū)匯總80,545,130106.5%15.2%103.1%8.8%19.6%104.6%13.8%-0.9%113.7%18.1%1.4%105.2%20.7%0.4%A-南越大區(qū)A-湖海地區(qū)23,434,525128.5%39.9%120.5%62.4%25.1%128.0%53.8%3.7%150.9%29.5%13.0%116.1%22.5%-16.5%A-彩云地區(qū)18,077,82199.0%3.8%97.2%-7.3%2.2%89.4%13.2%-10.1%109.2%9.9%11.5%101.1%2.8%0.5%A-永州地區(qū)17,819,902102.6%14.2%102.6%24.0%32.5%101.4%10.7%-3.5%112.2%4.1%2.5%95.1%20.5%-8.0%A-夜郎地區(qū)11,996,74798.4%5.4%102.4%15.9%14.9%98.7%6.6%-5.8%112.2%8.9%6.0%81.1%-10.0%-21.5%A-南越大區(qū)匯總71,328,995108.0%16.6%105.9%20.9%18.1%104.8%21.9%-3.4%122.2%14.1%8.7%100.1%10.3%-11.2%356,317,509107.1%17.8%105.0%9.5%24.5%103.4%17.6%-3.8%115.2%21.4%3.9%105.4%23.6%-0.7%Page71分地區(qū)、分季度業(yè)務(wù)結(jié)果大區(qū)地區(qū)2017YTD銷售金額2017YTD達(dá)成率2017YTD同比增長(zhǎng)率Q1達(dá)成率Q1同比增長(zhǎng)率Q1環(huán)比增長(zhǎng)率Q2達(dá)成率Q2同比增長(zhǎng)率Q2環(huán)比增長(zhǎng)率Q3達(dá)成率Q3同比增長(zhǎng)率Q3環(huán)比增長(zhǎng)率Q4達(dá)成率Q4同比增長(zhǎng)率Q4環(huán)比增長(zhǎng)率A-荊襄大區(qū)A-贛州地區(qū)26,476,270125.2%33.6%99.9%4.4%14.0%113.7%17.0%11.2%153.7%65.0%26.0%135.9%53.3%-4.0%A-徽州地區(qū)19,659,475120.0%30.0%115.8%19.1%31.3%111.9%23.7%-5.6%123.9%33.5%4.1%128.4%45.0%12.4%A-楚州3地區(qū)18,523,747118.9%34.5%105.8%12.3%18.4%104.3%23.1%-3.7%143.5%71.2%28.0%123.9%37.1%-6.0%A-汴州地區(qū)14,137,512104.3%26.3%101.2%4.5%34.7%104.2%29.6%0.6%108.3%43.6%-3.8%103.8%35.3%3.7%A-楚州2地區(qū)12,825,94193.6%10.0%101.4%16.2%28.8%81.9%-6.0%-21.1%105.7%22.7%20.4%86.0%7.8%-11.8%A-楚州1地區(qū)11,610,937105.9%21.0%95.7%-0.5%20.6%102.0%22.2%4.2%120.8%33.9%10.4%106.2%32.4%-4.6%A-荊襄大區(qū)匯總103,233,882113.0%27.2%103.7%9.5%23.7%104.2%18.1%-1.8%128.7%47.2%15.2%116.7%37.6%-1.6%A-西涼大區(qū)A-函谷1地區(qū)31,443,803104.1%15.0%112.0%4.8%42.5%103.0%26.2%-10.2%106.5%13.6%-3.6%94.8%19.2%-3.4%A-函谷2地區(qū)19,126,969105.8%15.4%110.0%8.9%34.6%109.2%25.8%-3.1%103.1%7.0%-11.9%100.7%21.7%6.0%A-甘州地區(qū)17,224,813105.1%16.4%105.8%-5.9%28.7%99.8%33.1%-7.8%116.7%29.4%9.1%98.9%18.9%-8.1%A-高昌1地區(qū)17,081,17294.0%5.8%100.8%0.7%36.7%92.7%0.0%-10.2%78.9%-10.2%-20.6%102.4%37.3%40.8%A-高昌2地區(qū)16,332,74597.3%5.4%102.6%9.6%21.4%97.8%1.4%-6.9%88.0%-6.5%-16.1%100.2%17.2%23.6%A-西涼大區(qū)匯總101,209,502101.6%12.0%107.0%3.6%34.0%100.8%17.3%-7.9%99.4%7.3%-8.1%98.8%22.3%7.9%A-西蜀大區(qū)A-錦官城1地區(qū)23,199,07097.3%5.8%97.0%6.2%20.4%98.9%10.7%-0.4%101.3%-5.3%-4.5%92.4%13.3%-1.0%A-渝都2地區(qū)17,384,246117.0%25.9%99.9%4.3%14.4%120.0%26.2%17.4%136.4%47.3%6.0%113.6%28.6%-9.7%A-錦官城2地區(qū)13,954,626125.2%31.9%124.4%27.2%26.3%112.0%31.7%-12.0%131.8%35.7%9.7%132.8%33.3%9.3%A-渝都1地區(qū)13,721,72399.0%7.0%95.3%-2.6%11.2%95.8%-1.9%-1.9%102.1%17.1%-0.6%102.9%18.7%9.4%A-錦官城3地區(qū)12,285,465103.1%14.1%108.2%15.7%27.4%100.0%8.2%-9.7%107.0%19.6%-0.2%97.4%13.3%-1.3%A-西蜀大區(qū)匯總80,545,130106.5%15.2%103.1%8.8%19.6%104.6%13.8%-0.9%113.7%18.1%1.4%105.2%20.7%0.4%A-南越大區(qū)A-湖海地區(qū)23,434,525128.5%39.9%120.5%62.4%25.1%128.0%53.8%3.7%150.9%29.5%13.0%116.1%22.5%-16.5%A-彩云地區(qū)18,077,82199.0%3.8%97.2%-7.3%2.2%89.4%13.2%-10.1%109.2%9.9%11.5%101.1%2.8%0.5%A-永州地區(qū)17,819,902102.6%14.2%102.6%24.0%32.5%101.4%10.7%-3.5%112.2%4.1%2.5%95.1%20.5%-8.0%A-夜郎地區(qū)11,996,74798.4%5.4%102.4%15.9%14.9%98.7%6.6%-5.8%112.2%8.9%6.0%81.1%-10.0%-21.5%A-南越大區(qū)匯總71,328,995108.0%16.6%105.9%20.9%18.1%104.8%21.9%-3.4%122.2%14.1%8.7%100.1%10.3%-11.2%356,317,509107.1%17.8%105.0%9.5%24.5%103.4%