伴隨著移動互聯(lián)網(wǎng)、物聯(lián)網(wǎng)技術的普及和成熟，依托數(shù)字技術的新媒體，如微信公眾號、新浪微博、今日頭條、抖音、喜馬拉雅等，成為越來越多用戶青睞的媒體形式。新媒體的發(fā)展，帶來大量新媒體數(shù)據(jù)的積淀，有效分析新媒體數(shù)據(jù)能極大提高新媒體賬戶的業(yè)務效率和市場競爭力。本書系統(tǒng)性地給出新媒體數(shù)據(jù)如何準備、如何預處理、如何分析挖掘，新媒體數(shù)據(jù)的分析結果如何可視化，并以微信數(shù)據(jù)分析、微博數(shù)據(jù)分析、抖音數(shù)據(jù)分析、網(wǎng)絡輿情數(shù)據(jù)分析和新媒體數(shù)據(jù)營銷為案例，以常用的Excel為分析工具，詳細地闡述新媒體數(shù)據(jù)分析的過程，旨在幫助讀者提高新媒體數(shù)據(jù)分析的能力。本書適合作為普通高等本科院校及職業(yè)院校電子商務、市場營銷、新聞與傳播網(wǎng)絡與新媒體專業(yè)的教材。
朱小棟，1981年生，安徽太湖人，上海理工大學副教授，管理科學與工程專業(yè)、國際貿(mào)易學專業(yè)、國際商務（專碩）專業(yè)研究生導師，中國計算機學會高級會員，2009年7月畢業(yè)于南京航空航天大學計算機應用技術專業(yè)，獲工學博士學位。澳大利亞斯文本科技大學高級訪問學者。公開發(fā)表論文60余篇，出版專著1篇，出版教材3篇。目前主持完成的主要縱向科研項目包括：教育部高等學校博士學科點專項科研基金項目1項，教育部人文社會科學青年基金項目1項，教育部重點實驗室開放課題（安徽大學計算智能與信號處理重點實驗室）1項，上海市市教委科研創(chuàng)新項目課題1項，主持完成上海高校外國留學生英語授課示范性課程1項。參與國家自然科學基金項目2項，參與國家社會科學基金項目1項。獲上海市教學成果獎二等獎1次，中國機械工業(yè)科學技術獎二等獎一次。目前研究方向與研究興趣: 大數(shù)據(jù)管理與數(shù)據(jù)挖掘；網(wǎng)絡信息安全；國際電子商務。曾經(jīng)參與主持過多個科研項目，其中有：1、201909，主持上海高校智庫內(nèi)涵建設項目：人工智能與大數(shù)據(jù)背景下上海布局的新思維與新舉措。2、 201909，主持2019年上海高校大學計算機課程教學改革項目："信息安全原理”進階課程建設。3、201809-201902，主持上海市自貿(mào)區(qū)研究院（浦東智庫研究院）智庫研究項目：基于大數(shù)據(jù)與人工智能技術的上海市政府治理新思維與新舉措。4、201809-201812, 主持360集團江蘇復大科技有限公司委托科研課題：《信息安全原理與商務應用》編著建設研究。5、201807-201812, 主持上海高校智庫內(nèi)涵建設計劃（戰(zhàn)略研究）戰(zhàn)略研究項目：基于云電子商務的上海市數(shù)字資源共享戰(zhàn)略研究；6、201701-201712，主持2017年度上海理工大學"精品本科”系列教材建設項目：《UML與面向?qū)ο笙到y(tǒng)分析與設計》。7、2017.01-2017.12 主持上海理工大學教育發(fā)展2017年度教師教學發(fā)展研究項目，人文社科類本科生在全國挑戰(zhàn)杯大挑競賽中的競爭力研究。8、2015.12-2016.12 主持上海市教委出國訪學資助計劃，赴澳大利亞斯文本科技大學從事高級訪問學者。
目 錄
第 1 章 緒論 ····························································.1
1.1 數(shù)據(jù)分析的相關知識 ··································.2
1.2 新媒體與新媒體數(shù)據(jù) ··································.5
1.3 新媒體數(shù)據(jù)分析的過程 ···························.10
本章知識小結 ·····················································.11
本章考核檢測評價 ·············································.12
第 2 章 新媒體數(shù)據(jù)分析指標 ·························.13
2.1 新媒體數(shù)據(jù)分析指標體系 ·······················.14
2.2 數(shù)據(jù)運營維度 ············································.17
2.3 用戶增長維度——以微信公眾號
為例 ····························································.19
2.4 用戶屬性與互動維度——以微信
公眾號為例 ················································.22
2.5 圖文維度——以微信公眾號為例 ···········.24
2.6 用戶互動維度——以微信公眾號
為例 ····························································.28
本章知識小結 ·····················································.29
本章考核檢測評價 ·············································.29
第 3 章 新媒體數(shù)據(jù)的準備 ······························.31
3.1 新媒體數(shù)據(jù)來源 ········································.31
3.2 理解數(shù)據(jù) ····················································.39
本章知識小結 ·····················································.42
本章考核檢測評價 ·············································.42
第 4 章 新媒體數(shù)據(jù)的處理 ······························.44
4.1 數(shù)據(jù)清洗 ····················································.44
4.2 數(shù)據(jù)加工 ····················································.52
本章知識小結 ·····················································.59
本章考核檢測評價 ·············································.59
第 5 章 新媒體數(shù)據(jù)的分析視角 ····················.61
5.1 現(xiàn)狀分析 ····················································.61
5.2 原因分析 ····················································.65
5.3 預測分析 ····················································.71
本章知識小結 ·····················································.78
本章考核檢測評價 ·············································.79
第 6 章 新媒體數(shù)據(jù)的可視化 ·························.80
6.1 可視化的意義 ············································.81
6.2 常用可視化圖表 ········································.81
6.3 復雜圖表 ····················································.97
6.4 利用編程語言繪圖 ··································.122
本章知識小結 ···················································.124
本章考核檢測評價 ···········································.124
第 7 章 微信數(shù)據(jù)分析 ·····································.125
7.1 微信數(shù)據(jù)分析概述 ··································.126
7.2 微信公眾號數(shù)據(jù)分析 ······························.129
7.3 微信小程序數(shù)據(jù)分析 ······························.132
7.4 新榜數(shù)據(jù)分析平臺 ··································.140
本章知識小結 ···················································.143
本章考核檢測評價 ···········································.143
第 8 章 微博數(shù)據(jù)分析 ·····································.145
8.1 微博數(shù)據(jù)分析概述 ··································.145
8.2 微博基本數(shù)據(jù)分析 ··································.146
8.3 微博內(nèi)容數(shù)據(jù)分析 ··································.151
8.4 微博粉絲數(shù)據(jù)分析 ··································.159
8.5 知微數(shù)據(jù)分析平臺 ··································.164
本章知識小結 ···················································.170
本章考核檢測評價 ···········································.170
第 9 章 抖音數(shù)據(jù)分析 ·····································.171
9.1 抖音數(shù)據(jù)分析概述 ··································.172
9.2 抖音基本數(shù)據(jù)分析 ··································.176
9.3 抖查查數(shù)據(jù)分析平臺 ······························.180
9.4 飛瓜數(shù)據(jù)分析平臺 ··································.183
本章知識小結 ···················································.189
本章考核檢測評價 ···········································.189
第 10 章 網(wǎng)絡輿情數(shù)據(jù)分析 ·························.190
10.1 網(wǎng)絡輿情數(shù)據(jù)分析概述 ························.191
10.2 網(wǎng)絡輿情基本數(shù)據(jù)分析 ························.193
10.3 新浪輿情通分析平臺 ····························.205
本章知識小結 ···················································.208
本章考核檢測評價 ···········································.209
參考文獻 ··································································.210
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