Week1.1-区分三种商业指标Business Metrics

最新推荐文章于 2020-07-08 12:29:14 发布

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最新推荐文章于 2020-07-08 12:29:14 发布

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分类专栏：数据分析Coursera笔记文章标签：数据库数据分析

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课程笔记：(Coursera) Bussiness Metrices for Data-Driven Companies

商业指标分为：收入、盈利率和风险指标

（Revenue metrics, profitability metrics, and risk metrics）

收入指标与销售和市场活动相关
Revenue metrics relate to sales and marketing
盈利率指标和效率、物流、生产以及运作相关
Profitability metrics to efficiency and logistics, production, and operations
风险指标与风险管理相关，并且被公司的债权人和外部的投资者们广泛使用
risk metrics to risk management, and are widely used by a company’s creditors, and outside investors

收入指标revenue metrics

是针对外部活动的。
Revenue metrics are outward facing.

每一项和销售直接或间接相关的数据都属于收入指标，它告诉我们该公司在市场营销和销售产品方面到底做的是好是坏。
Everything that relates directly or indirectly to selling is a revenue metric. They tell us something about how well or badly the company is marketing and selling its products.

销售sales

一家公司的销售人员（通常由销售副总监带领）会想了解：
The company sales force, typically led by a vice resident of sales

某时间段内各类产品的销售量，以及和去年或前年同期相比的情况
how many units of each product were sold over a given time interval, and how this compares to the same time interval last year and the year before.
不同地区、不同产品以新老客户的销量情况
sales by region, by product and by new versus repeat customers.
销售漏斗：已被识别的未来潜在客户，以及他们在促成最终购买的流程中正处于哪个阶段。
sales funnel: the potential future customers who have been identified, and where they are in the step by step process of moving towards making a purchase.

市场营销marketing

通常由市场部副总裁带领的市场营销部门，会想知道：
the marketing team, typically led by a VP of marketing

任何一场市场营销活动的有效性，例如某一广告到底有多少人看过，或者某一市场营销活动的电子邮件得到多少比例接收者的反馈等等
how effective any marketing campaigns may be. How many people have seen a particular advertisement or email marketing piece or mail offer? What percentage have responded, etc?

盈利率指标profitability metrics

与公司创造产品、向客户提供服务的流程有效性有关，这些都是公司负责生产的人员所关心的运营指标，通常在一家大公司都是由首席运营官负责的。
Profitability metrics have to do with the efficiency of the processes by which the company creates and delivers its products and services to customers. These are operational metrics, sought after by those people in the company responsible for production. Typically led in a large company by the chief operating officer.

例如未销售库存占用了多少现金、由于损坏浪费造成多少产品不能销售（比如如果没有及时销售掉这些芒果造成最后腐烂掉），或者另一极端的情况：公司由于产品库存不足而无法满足客户的紧急需求，导致失去了销售机会。产品线上有多大比例的产品属于残次品、在可变成本、原材料、人力、每单位产品上的成本多少等等。这些都属于效率指标。
Anything that relates to how much cash is tied up in the form of unsold inventory, how much production is unsaleable due to spoilage or wastage, we didn’t sell those mangoes in time, and now they’re rotten, like that. Or at the other extreme, how often the company is unable to meet urgent customer requests and loses sales because of insufficient production or inventory. What portion of products off a production line are rejected as defective, how much is spent on variable costs, raw materials and labor, per unit product, etc. These are all efficiency metrics.

特别注意：即使是一家收入迅速大量增长的公司，也会因为运作效率低下而导致无法盈利。而成立已久的大型公司收入可增长的空间相对已经很小，但是也可以通过关注并改进运营效率而显著提高其盈利率。
Note that even a company with large and rapidly increasing revenues will fail to be profitable if it cannot deliver its offerings efficiently. Large established companies with relatively little room to increase revenues can often achieve significant increases in profitability by focusing on improving operational efficiencies.

风险指标risk metrics

与如何监控并降低一家公司面临的众多潜在风险有关。
Risk metrics have to do with tracking and where possible reducing the many potential dangers a company faces.

例如一家公司每个月在负债的利息上花费很大部分的净现金流，随后由于经济不景气之类的某些极端情况，即使收入只是小幅减少，都有可能造成该公司的破产和土崩瓦解。受保护的债权人如果没有按时得到付款，那么他们就有权获得公司资产，而这将导致业务的倒闭。
For example, if a company is spending a large portion of its net cash flow every month on interest on its debts, then even a small drop in revenues caused by some external shock, like a recession, could cause the company to become insolvent and collapse. Secured creditors have the right to seize a company’s assets if they’re not paid on time and that would close down the business.

所以净现金流永远是需要被监控的最重要的指标，例如以目前花费的速度公司还能支撑多少个月。
Net cash out is always the most important metric to track. How many months can the company survive at the present burn rate?

风险指标的另一个例子是客户流失率。如果一家基于订阅收入模式公司客户流失率过高，即新的订阅者在一年内减少，那么长期以往就会带来风险，即潜在的新客户会越来越少，很难带来收入的增长，甚至无法维持收入。
Another example of risk metric is churn, a company with a subscription based revenue model that has a very high churn rate, the rate at which new subscribers drop off within a year, runs the risk that over time, there are fewer targets who have never been customers and it becomes impossible to maintain revenue growth or even hold steady.

一家公司越是依赖长期重复购买的客户，就越少依靠新的潜在客户的转化，这样从很大程度上减少了风险。
The greater the reliance on long term recurring revenue customers, the less dependent a company is on constantly successfully converting new prospects into clients and that’s a lot less risky.

关于风险指标的其他例子主要存在于财务领域。发行信用卡的银行要追踪任何时刻有可能欠款不还的客户的数量，以及目前或者未来6个月多大比例的客户可能会欠款不还。
Other examples of risk metrics are specific to the financial industry. Banks that issue credit cards are in the business of tracking how much exposure they have to potential customer defaults at any time and what percentage of their customers are expected to default in the next six months or are in default now.

贷款经理使用返款波动率（又叫做最高历史高水标位）作为风险暴露控制组合的方法。
Money managers use volatility of returns and something called the maximum historical drawn down from high water mark, as a proxy for their portfolio’s risk exposure.

我已经注意到通常来说大多数的风险指标都是以某种杠杆方式存在的，任何一家公司的存活如果要依仗其偿还大金额欠款能力，都面临着任何灾难带来的放大的风险。
I’ve noticed in general that most risk metrics are related in one way or another to leverage. Anyone whose survival depends on their ability to pay back a large amount of borrowed money faces a magnified risk from any misfortune.