数据 术语
A brief review of the domain knowledge I gained from working on a Real-Life Retail Project
简要回顾了我从一个现实零售项目中获得的领域知识
I have said it before and I will say it again, “Data Science in itself is not one particular field”. It’s just not possible for all the “Data Scientists” on the planet to be “on the same level” in terms of their skillset and expertise and I will tell you why I say that in a second
我之前已经说过，我会再说一遍，“数据科学本身并不是一个特定领域”。 就他们的技能和专业知识而言，不可能所有星球上的“数据科学家”都“处于同一水平”，我将告诉您为什么我这么说
We all know a Data Scientist needs to be good with mathematics, Python, SQL and needs to have exceptional communication skills.
众所周知，数据科学家需要具备良好的数学，Python，SQL技能，并需要具有出色的沟通能力。
All of these skills are a must to make the “Perfect Data Scientist” but no matter how good you get at the mentioned skills, The one thing that will separate you from the rest of the lot is Domain Knowledge.
所有这些技能都是培养“完美数据科学家”所必需的，但是无论您对上述技能有多熟练，都可以将您与其他知识区分开的一件事是领域知识。
Yes, Domain Knowledge is something that differentiates a Data Scientist working in retail from a Data Scientist working in the telecom industry. Regardless of how experienced a particular individual is, If he/she lacks the know-how of the business he/she is trying to work for, It won’t be possible for that individual to add massive value to that firm.
是的，领域知识可以使从事零售业的数据科学家与从事电信行业的数据科学家区分开来。 不管某个人的经验如何，如果他/她缺乏他/她试图为其工作的业务的专业知识，那么该人就不可能为该公司增加巨大的价值。
So in this article, I will be going over some very important terms which I learned on my very first Real Life Retail Data Science project and believe can add value to anyone trying to gain domain knowledge in the retail domain for Data Science.
因此，在本文中，我将介绍一些我在第一个“现实生活零售数据科学”项目中所学到的非常重要的术语，并相信它们可以为试图在零售科学领域获得数据科学领域知识的任何人增加价值。
1.价格弹性 (1. Price Elasticity)
Price Elasticity is nothing more than “the ratio between the sales of the product to the price of the product”. Price Elasticity tells us how much does the demand of a given product “fluctuates” with a change in the “price” of the product.
价格弹性无非是“产品销售量与产品价格之间的比率” 。 价格弹性告诉我们，给定产品的需求随产品“价格”的变化而“波动”多少。
Products that don’t see much of a change in their sales due to a change in price are deemed as “Inelastic” whereas Products that do see a change in their sales volume are termed as “Elastic”. The more the products Demand is “sensitive” to a change in price, The more Elastic it is
因价格变化而销售额变化不大的产品被视为“弹性”，而因价格变化而发生销售额变化的产品被称为“弹性”。 产品需求对价格变化“敏感”的程度越高，它的弹性就越大
Companies are always on the lookout for the “optimum” Sales point by increasing the price of the product while keeping an eye on the Sales Volume to maximize profits.
公司总是在提高产品价格的同时寻找“最佳”销售点，同时关注销售量以最大化利润。
Too high a price would probably result in a “dip in Sales” and that is why a perfect balance has to be found and that is where Price Elasticity helps.
价格过高可能会导致“销售下滑”，这就是为什么要找到一个完美的平衡点，这就是价格弹性的原因。
So how is Price Elasticity calculated? Let us see.
那么如何计算价格弹性呢？ 让我们看看。
Price(OLD)=9
Price(NEW)=10
QDemand(OLD)=150
QDemand(NEW)=110
价格(旧)= 9 价格(新)= 10 QDemand(OLD)= 150 QDemand(NEW)= 110
In the above example, The price goes up by once unit and the quantity goes down by 40 units.
在上面的示例中，价格上涨了一个单位，数量下降了40个单位。
We first calculate the percentage change in the Quantity demanded
我们首先计算所需数量的百分比变化
[QDemand(NEW) — QDemand(OLD)] / QDemand(OLD)
[QDemand(NEW)— QDemand(OLD)] / QDemand(OLD)
[110–150] / 150 = (-40/150) = -0.2667
[110–150] / 150 =(-40/150)= -0.2667
Which is -0.2667 or -26.67%
是-0.2667或-26.67％
We, then calculate the percentage change in price:
然后，我们计算价格的百分比变化：
[Price(NEW) — Price(OLD)] / Price(OLD)
[价格(新)—价格(旧)] /价格(旧)
[10–9] / 9 = (1/9) = 0.1111 or 11.11%
[10–9] / 9 =(1/9)= 0.1111或11.11％
We now take the ratios of the two percentages to get out Price Elasticity which is:
现在，我们采用两个百分比的比率得出价格弹性，即：
PEoD = (% Change in Quantity Demanded)/(% Change in Price)
PEoD =(需求数量变化百分比)/(价格变化百分比)
PEoD = (-0.2667)/(0.1111) = -2.4005
PEoD =(-0.2667)/(0.1111)= -2.4005
Which shows that a unit change in price will result in a 2.4 times change in the Quantity of Demand.
这表明，单位价格变化将导致需求量变化2.4倍。
2.)季节性 (2.) Seasonality)
Seasonality is used to find “trends” in the data over a given period on a yearly, monthly or even weekly basis.
季节性用于每年，每月甚至每周在给定时期内查找数据中的“趋势”。
It occurs for a number of reasons such as Holidays, Sporting events and more.
它的发生有多种原因，例如假期，体育赛事等。
A great example of Seasonality is the Christmas season which experiences a rise in sales due to more shoppers finding their way to Malls etc.
季节性是一个很好的例子，圣诞节是销售旺盛的季节，这是因为越来越多的购物者前往购物中心等。
It helps Data Scientists to pinpoint and investigate “dips” or “rise” in Sales and conclude whether these “anomalies” are a mere coincidence or is there a specific reason behind it.
它可以帮助数据科学家查明和调查销售中的“下降”或“上升”，并得出结论，这些“异常”仅仅是巧合还是背后有特定原因。
By pinpointing and investigating these “trends” does the Data Scientist better understand the data he/she is working with and helps him/her make better recommendations to the client being dealt with.
通过查明并研究这些“趋势”，数据科学家可以更好地了解他/她正在使用的数据，并帮助他/她向所处理的客户提出更好的建议。
3)。 空间弹性 (3). Space Elasticity)
Companies pay a lot of money to stores to put their products on their shelves. The more the shelf space and the more the “visibility” of the shelf space, The higher the price.
公司向商店支付了很多钱才能将其产品放在货架上。 货架空间越多，货架空间的“可见性”越高，价格越高。
Companies always want their best selling products to be displayed on the shelves with the highest visibility and are always looking to optimize the space shelf to reduce the cost of the space rent but keep the sales at a decent point. And even if the company were to decide to buy more shelf space, It needs strong proof that the extra shelf space would result in more sales.
公司始终希望将最畅销的产品展示在货架上，从而获得最高的知名度，并且始终希望优化空间货架以减少空间租金的成本，但要保持销售的合理性。 即使公司决定购买更多的货架空间，也需要有力的证据证明额外的货架空间将带来更多的销售。
This the where the whole concept of Space Elasticity comes in. Basically, How much do the Sales of a particular product change with an increase or decrease in shelf space.
这就是整个空间弹性概念出现的地方。基本上，特定产品的销售额会随着货架空间的增加或减少而变化。
Does the extra shelf space result in more sales?
多余的货架空间会带来更多销售吗？
If yes, then is the product that is on display the “best” product to be on display?
如果是，那么所展示的产品是否是要展示的“最佳”产品？
All of these questions are answered using the concept of Space Elasticity and as a Data Scientist trying to give important recommendations to the client, It’s a MUST to be aware of the concept of Space Elasticity.
所有这些问题均使用空间弹性的概念来回答，并且作为数据科学家试图向客户提供重要建议，必须意识到空间弹性的概念。
4和5)连锁店和零售商 (4 & 5) Chain and Retailers)
A “Chain” as the name suggests is nothing more than a “chain of supermarkets and retailers”. A common example of a chain is Lulu or Walmart which operates multiple retail stores across the globe. The concept of Chain and Retailer is very important to be aware of because if a particular Chain is not performing well, We start investigating where the problem is and we start with the “retail stores” which are not performing well. Then we move further down to which “products” are not performing well in that particular store and continue out investigation further
顾名思义，“链”无非是“连锁超市和零售商”。 连锁店的常见示例是Lulu或Walmart，后者在全球范围内设有多家零售店。 连锁店和零售商的概念非常重要，因为如果特定的连锁店表现不佳，我们将开始调查问题所在，并从表现不佳的“零售店”入手。 然后，我们进一步探究在该商店中哪些“产品”表现不佳，并继续进行进一步调查
结论(Conclusion)
I am still working on this retail project, It has taught me immensely but the most important thing that I have learned is that Learn to add value.
我仍在从事这个零售项目，它极大地教会了我，但是我学到的最重要的事情是学会增加价值。
Guys, Trust me, It’s cool and fancy if you can work with SVM, Decision Trees, and Random Forests but if the “knowledge” you know doesn’t add value, It’s not worth it to the client. So in short, be someone who can add value.
伙计们，请相信我，如果您可以使用SVM，决策树和随机森林，那就太酷了，但是，如果您知道的“知识”没有增加价值，那么对客户来说就不值得了。 简而言之，成为可以增加价值的人。
[1]: Thought co.. A Primer on the Price Elasticity of Demandhttps://www.coursera.org/learn/machine-learning
[1]：思想公司。需求价格弹性入门https://www.coursera.org/learn/machine-learning
[2]: Forbes: Seasonality In Business And Economics: A Primerhttps://www.forbes.com/sites/billconerly/2014/12/15/seasonality-in-business-and-economics-a-primer/#7b7b474b7870
[2]：《福布斯》：商业和经济学的季节性：入门https://www.forbes.com/sites/billconerly/2014/12/15/seasonality-in-business-and-economics-a-primer/#7b7b474b7870
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