How does operations perform data analysis? 4 steps!

Although the content of different operation directions varies greatly, if you want to achieve the best operation, you must continue to use data analysis thinking to improve your methods and enhance your experience.

What exactly does operations do?

Perhaps many people who do operations cannot explain it clearly. We have summarized the following conditions based on the work content. If the following four conditions are relatively excellent, then you will definitely become an operations expert.

1. Be sensitive to data and be able to identify potential problems in products and operations;
2. Communication and execution skills, mobilizing resources to attract new users and maintain existing user groups;
3. Imagination and creativity, planning excellent operations and activity plans;
4. Copywriting skills, able to attract users with excellent content.

Ultimately, the core of operational work lies in two things: traffic building and user retention , and user retention can be divided into user operation , event operation and content operation . The method to judge and improve the above-mentioned abilities is through data analysis.

1. Data Analysis of Traffic Operations

Traffic operation refers to improving the website's traffic indicators through various promotions , diffusion, marketing , and activities. These are usually the PV, UV, registration conversion , and SEO traffic operations that need to be paid attention to.

1. Traffic conversion funnel

The importance of traffic is self-evident. The greater the traffic, the more users will enter the funnel, and the larger the base user base that can be converted. If the conversion rate reaches a bottleneck, then continuous and huge traffic will be the key factor for a website or a product to continue operating for a long time.

Therefore, summarizing the retention data of each link and analyzing the loss funnel of each channel can help find the missing links in the funnel and quickly fill the gaps.

2. Evaluation of traffic cost-effectiveness

Comparing the effects of different channels to select better channels is an important task in traffic operations. Compare and analyze the retention indicators, churn indicators, revenue indicators, etc. of each channel, and screen out the channel source that best suits the product through chart data, so as to adjust the resource investment tendency and improve the input-output ratio.

3. Evaluation of traffic user population matching

In the long run, only when the attracted users are highly matched with the target users of the product can this group of users be operated accurately. Therefore, it is necessary to deconstruct the user portraits of different channels at different stages and formulate promotion plans that are precise and targeted at target users. If conditions permit for refined operations, maintenance can also be carried out for different users based on versions or activities.

2. Data Analysis of User Operations

After having traffic and users, most of the operations work is to continuously and effectively promote user activity and retention, and to discover valuable and even high-value users, because these users will continue to bring value to the product and generate revenue.

User operation is to formulate operation plans or operation mechanisms based on user needs to improve user activity, retention and payment. User operation has now developed to the stage of implementing targeted operation strategies for different types of users.

Specifically, it is to introduce new users, retain old users, keep users active, encourage users to pay, and recover lost or silent users.

1. Establishing User Portraits

Are your users mostly male or female? What age groups are they distributed in? In which provinces are they concentrated? What is their educational level? What are their interests? These are all pointers for basic user analysis. The analysis of basic users will determine what operation strategies the operators should adopt, what operation tools they should use, and what operation activities and content they should publish.

2. Analysis of activity, retention, and payment

In addition, what user operations need to do is to understand the size of the user base and its growth or decline, and to perform appropriate user segmentation. How many new users are there, how many old users are there, what is the daily growth scale, and what stage of the user life cycle is there.

Only by clarifying this point can we understand what stage the product is in, what stage the users are in, and then understand the goal of operating for users, so as to choose the appropriate operation method.

3. User behavior analysis and conversion

By analyzing user behavior data, flexibly apply event analysis models, retention models, and conversion funnels. Understand why users come, why they leave, why they are active, and why they stay. There are corresponding measures for the growth of new users, the activity and retention of existing users, the promotion of payment among active users, and the recovery of lost users. Only by making all decisions traceable rather than "snap decisions" can we truly improve activity, retention and payment.

3. Data Analysis of Activity Operations

1. What is event operation?

The main task of event operations is to drive short-term improvements in one or more indicators by carrying out independent and joint activities. For Internet products, event operators are almost a standard configuration, because events are the work that users perceive most obviously.

Event operations have many responsibilities and can achieve many goals. Activities can pave the way for products, and many product functions can be summarized and refined from activities.

• For example: an e-commerce website finds that promotional discounts are very popular among users, so it can solidify them into system modules such as group buying system, coupon system, and flash sale function.
• For example, if a community website finds that invitation activities can effectively attract registered users, it may solidify such activities into a promoter mechanism ;
• For example: If a product finds that it can use activities such as check-ins to increase users' continued activity and guide user behavior, then it may solidify such activities into a task system, etc.

The content of event operation is quite rich, including copywriting, process design, rule formulation, cost control, revenue expectations, A/B test implementation, effect evaluation and summary, event solidification, etc. There will be more planning-oriented content, so I will not go into details here and will focus on the content related to data analysis.

2. A/B data testing

The purpose of A/B testing is to optimize operations and product logic through data, come up with an idea, make a prototype, and test it. For example: testing whether a new gameplay can improve retention and make everyone love it. No matter how much the product colleagues boast, it is useless because it ultimately needs to be verified by users.

The goal of operations is to use A/B testing to quickly verify and determine through data whether the version meets expectations. Reduce losses and increase profits. What operations need are small and sophisticated things that can be continuously verified quickly.

How to verify?

The main method is AB testing.

3. Word-of-mouth analysis and retention analysis

Usually, the quality of activity design will be reflected in users' public opinion at the first time. Comprehensive analysis combined with public opinion data can often achieve the goal of optimizing the product. Similarly, the participation retention of the event itself can also provide feedback on the success of the event design, which will provide a good basis for judging the consolidation of excellent events.

4. Data Analysis of Content Operations

1. What is content marketing?

Content operation refers to improving the content value of Internet products by collecting, creating, organizing and presenting content. Create operational content that promotes user stickiness and user activity.

From the perspective of the entire content operation logic, it can be simplified into 4 steps:

1. Create content (collect or create original content and edit it into text);
2. Recommendation and feature production;
3. Find the people who need this content and push it to them;
4. Make adjustments and optimizations based on data and user feedback.

2. Active and interactive analysis

Content operation is a job that requires great copywriting skills, and it requires the incumbent to have flexibility of thinking, creativity, and logic. The number of carriers has also experienced explosive growth compared to the past, and the number of channels has increased a lot. With the rise of mobile Internet , each content operator is not only tested on their ability to learn and apply new media and new terminals, but also on whether they can design content in accordance with the characteristics of different communities, channels and terminals.

3. Word-of-mouth analysis and retention analysis

Similarly, content operations also need to pay attention to the reputation of content creation and user retention .

V. Conclusion

Having said that, we can see that operations really involve all aspects, and the content of different operations directions varies greatly. However, if you want to achieve the best in operations, you must continue to use data analysis thinking to improve your methods and enhance your experience. I hope this article can provide some ideas for operations students.

Author: Han Jin, authorized to publish by Qinggua Media .

Source: Shushu Technology