本书以跨境电商数据分析相关岗位需求为导向，将跨境电商数据的理论知识和实践应用相结合，设置了 8 个教学项目，主要包括：跨境电商数据分析概述，跨境电商数据采集、清洗及处理，跨境电商数据化选品，跨境电商市场数据分析，跨境电商客户数据分析，跨境电商运营数据分析，跨境电商数据诊断与复盘，以及跨境电商数据可视化。每个教学项目分别包含学习目标、思维导图、情景案例、理论知识和拓展实训等板块。通过理论学习+实践操作+拓展实训，学生不仅能够掌握跨境电商数据分析的技术和方法，还能够利用数据化思维独立分析和解决跨境电商运营中存在的问题。

莫川川，广州番禺职业技术学院副教授，中国国际电子商务中心-国家专业技术人员继续教育基地特聘专家。主编国家十四五规划教材《跨境电商基础与实务》销量超过10万册。通过“丝路电商”云上大讲堂课程为38个国家9000名商务人士培训电商技能。梁娟娟（女），副教授，获全国优秀教师、南粤优秀教师称号。阿里巴巴跨境电商数据运营高级考评员。拥有二十年电子商务一线教学和培训经验。编写电子商务相关教材10部。指导学生参加专业技能大赛获得全国特等奖2项、全国一等奖8项目，全国二等奖6项，省级一等奖4项，省级二等奖10项。十次获得大赛优秀指导教师。

项目一 跨境电商数据分析概述···································································001
任务一 认识跨境电商···········································································003
任务二 认识跨境电商数据分析·······························································008
项目二 跨境电商数据采集、清洗及处理·······················································012
任务一 跨境电商数据采集·····································································014
任务二 跨境电商数据清洗·····································································024
任务三 跨境电商数据处理·····································································032
项目三 跨境电商数据化选品 ······································································040
任务一 认识跨境电商选品·····································································042
任务二 跨境电商站内数据化选品····························································047
任务三 跨境电商站外数据化选品····························································090
项目四 跨境电商市场数据分析···································································101
任务一 跨境电商市场基础数据分析·························································104
任务二 跨境电商市场竞争数据分析·························································110
项目五 跨境电商客户数据分析···································································121
任务一 跨境电商客户画像·····································································124
任务二 跨境电商客户来源数据分析·························································132
任务三 跨境电商客户价值数据分析·························································142
任务四 跨境电商客户消费数据分析·························································148
项目六 跨境电商运营数据分析···································································154
任务一 跨境电商店铺数据分析·······························································157
任务二 跨境电商供应链数据分析····························································172
项目七 跨境电商数据诊断与复盘································································180
任务一 认识跨境电商数据诊断·······························································182
任务二 跨境电商数据诊断与复盘案例解析················································186
项目八 跨境电商数据可视化 ······································································193
任务一 跨境电商数据可视化认知····························································196
任务二 跨境电商数据可视化图表····························································200
参考文献 ··································································································219