伴随着移动互联网、物联网技术的普及和成熟,依托数字技术的新媒体,如微信公众号、新浪微博、**头条、抖音、喜马拉雅等,成为越来越多用户青睐的媒体形式。新媒体的发展,带来大量新媒体数据的积淀,有效分析新媒体数据能极大提高新媒体账户的业务效率和市场竞争力。本书系统性地给出新媒体数据如何准备、如何预处理、如何分析挖掘,新媒体数据的分析结果如何可视化,并以微信数据分析、微博数据分析、抖音数据分析、网络舆情数据分析和新媒体数据营销为案例,以常用的Excel为分析工具,详细地阐述新媒体数据分析的过程,旨在帮助读者提高新媒体数据分析的能力。本书适合作为普通高等本科院校及职业院校电子商务、市场营销、新闻与传播网络与新媒体专业的教材。

目 录 第 1 章 绪论 ····························································.1 1.1 数据分析的相关知识 ··································.2 1.2 新媒体与新媒体数据 ··································.5 1.3 新媒体数据分析的过程 ···························.10 本章知识小结 ·····················································.11 本章考核检测评价 ·············································.12 第 2 章 新媒体数据分析指标 ·························.13 2.1 新媒体数据分析指标体系 ·······················.14 2.2 数据运营维度 ············································.17 2.3 用户增长维度——以微信公众号 为例 ····························································.19 2.4 用户属性与互动维度——以微信 公众号为例 ················································.22 2.5 图文维度——以微信公众号为例 ···········.24 2.6 用户互动维度——以微信公众号 为例 ····························································.28 本章知识小结 ·····················································.29 本章考核检测评价 ·············································.29 第 3 章 新媒体数据的准备 ······························.31 3.1 新媒体数据来源 ········································.31 3.2 理解数据 ····················································.39 本章知识小结 ·····················································.42 本章考核检测评价 ·············································.42 第 4 章 新媒体数据的处理 ······························.44 4.1 数据清洗 ····················································.44 4.2 数据加工 ····················································.52 本章知识小结 ·····················································.59 本章考核检测评价 ·············································.59 第 5 章 新媒体数据的分析视角 ····················.61 5.1 现状分析 ·······························��····················.61 5.2 原因分析 ····················································.65 5.3 预测分析 ····················································.71 本章知识小结 ·····················································.78 本章考核检测评价 ·············································.79 第 6 章 新媒体数据的可视化 ·························.80 6.1 可视化的意义 ············································.81 6.2 常用可视化图表 ········································.81 6.3 复杂图表 ····················································.97 6.4 利用编程语言绘图 ··································.122 本章知识小结 ···················································.124 本章考核检测评价 ···········································.124 第 7 章 微信数据分析 ·····································.125 7.1 微信数据分析概述 ··································.126 7.2 微信公众号数据分析 ······························.129 7.3 微信小程序数据分析 ······························.132 7.4 新榜数据分析平台 ··································.140 本章知识小结 ···················································.143 本章考核检测评价 ···········································.143 第 8 章 微博数据分析 ·····································.145 8.1 微博数据分析概述 ··································.145 8.2 微博基本数据分析 ··································.146 8.3 微博内容数据分析 ··································.151 8.4 微博粉丝数据分析 ··································.159 8.5 知微数据分析平台 ··································.164 本章知识小结 ···················································.170 本章考核检测评价 ···········································.170 第 9 章 抖音数据分析 ·····································.171 9.1 抖音数据分析概述 ··································.172 9.2 抖音基本数据分析 ··································.176 9.3 抖查查数据分析平台 ······························.180 9.4 飞瓜数据分析平台 ··································.183 本章知识小结 ···················································.189 本章考核检测评价 ···········································.189 第 10 章 网络舆情数据分析 ·························.190 10.1 网络舆情数据分析概述 ························.191 10.2 网络舆情基本数据分析 ························.193 10.3 新浪舆情通分析平台 ····························.205 本章知识小结 ···················································.208 本章考核检测评价 ···········································.209 参考文献 ··································································.210