伴隨著移動互聯網、物聯網技術的普及和成熟，依托數字技術的新媒體，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。新媒體的發展，帶來大量新媒體數據的積淀，有效分析新媒體數據能極大提高新媒體賬戶的業務效率和市場競爭力。本書系統性地給出新媒體數據如何準備、如何預處理、如何分析挖掘，新媒體數據的分析結果如何可視化，并以微信數據分析、微博數據分析、抖音數據分析、網絡輿情數據分析和新媒體數據營銷為案例，以常用的Excel為分析工具，詳細地闡述新媒體數據分析的過程，旨在幫助讀者提高新媒體數據分析的能力。本書適合作為普通高等本科院校及職業院校電子商務、市場營銷、新聞與傳播網絡與新媒體專業的教材。
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、國際貿易學專業、國際商務（專碩）專業研究生導師，中國計算機學會高級會員，2009年7月畢業于南京航空航天大學計算機應用技術專業，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，中國機械工業科學技術獎二等獎一次。目前研究方向與研究興趣: 大數據管理與數據挖掘；網絡信息安全；國際電子商務。曾經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涵建設項目：人工智能與大數據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，主持上海市自貿區研究院（浦東智庫研究院）智庫研究項目：基于大數據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涵建設計劃（戰略研究）戰略研究項目：基于云電子商務的上海市數字資源共享戰略研究；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與面向對象系統分析與設計》。7、2017.01-2017.12 主持上海理工大學教育發展2017年度教師教學發展研究項目，人文社科類本科生在全國挑戰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 數據分析的相關知識 ··································.2
1.2 新媒體與新媒體數據 ··································.5
1.3 新媒體數據分析的過程 ···························.10
本章知識小結 ·····················································.11
本章考核檢測評價 ·············································.12
第 2 章 新媒體數據分析指標 ·························.13
2.1 新媒體數據分析指標體系 ·······················.14
2.2 數據運營維度 ············································.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 新媒體數據的準備 ······························.31
3.1 新媒體數據來源 ········································.31
3.2 理解數據 ····················································.39
本章知識小結 ·····················································.42
本章考核檢測評價 ·············································.42
第 4 章 新媒體數據的處理 ······························.44
4.1 數據清洗 ····················································.44
4.2 數據加工 ····················································.52
本章知識小結 ·····················································.59
本章考核檢測評價 ·············································.59
第 5 章 新媒體數據的分析視角 ····················.61
5.1 現狀分析 ····················································.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 新媒體數據的可視化 ·························.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 微信數據分析 ·····································.125
7.1 微信數據分析概述 ··································.126
7.2 微信公眾號數據分析 ······························.129
7.3 微信小程序數據分析 ······························.132
7.4 新榜數據分析平臺 ··································.140
本章知識小結 ···················································.143
本章考核檢測評價 ···········································.143
第 8 章 微博數據分析 ·····································.145
8.1 微博數據分析概述 ··································.145
8.2 微博基本數據分析 ··································.146
8.3 微博內容數據分析 ··································.151
8.4 微博粉絲數據分析 ··································.159
8.5 知微數據分析平臺 ··································.164
本章知識小結 ···················································.170
本章考核檢測評價 ···········································.170
第 9 章 抖音數據分析 ·····································.171
9.1 抖音數據分析概述 ··································.172
9.2 抖音基本數據分析 ··································.176
9.3 抖查查數據分析平臺 ······························.180
9.4 飛瓜數據分析平臺 ··································.183
本章知識小結 ···················································.189
本章考核檢測評價 ···········································.189
第 10 章 網絡輿情數據分析 ·························.190
10.1 網絡輿情數據分析概述 ························.191
10.2 網絡輿情基本數據分析 ························.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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