What is your methodology when doing data analysis?
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This is a methodology. Yes, there is no actual case. I searched a lot of articles related to data analysis on Zhihu, Wosh IP M, PMCaff, Product 100, etc., but found that there were not many suitable for me because the content was too fragmented. So I bought a set of books and started to study systematically. When you complete a data analysis report, have your boss ever asked you, "What is your analysis methodology?" If the analysis methodology is incorrect or unreasonable, what is the reference value of the analysis results? 1. Confusion I believe that many people often encounter these problems when doing data analysis: they don’t know where to start the analysis; the content and indicators of the analysis are often questioned whether they are reasonable and complete, and they themselves cannot explain why. Of course, I am the same. I am still in the learning stage of data analysis and often feel confused about these issues. This is why emphasis is placed on data analysis methodology. Only when the methodology is combined with actual business can the integrity of the data analysis dimension and the effectiveness of the results be ensured to the greatest extent possible. The three main functions of data analysis are: current situation analysis, cause analysis and predictive analysis. When and what kind of data analysis to carry out needs to be determined based on our needs and purposes. General steps for data analysis: 2. Clear up doubts The clearer the purpose of data analysis, the more valuable the analysis will be. After clarifying the purpose, you need to sort out your ideas, build an analysis framework, break down the analysis purpose into several different analysis points, and then determine the analysis method and specific analysis indicators for each analysis point; finally, ensure the systematization of the analysis framework (systematization, that is, what to analyze first and what to analyze later, so that there is a logical connection between each analysis point) to make the analysis results convincing. So, how to ensure the systematization of the analysis framework? Guided by marketing , management and other theories and combined with actual business conditions, an analysis framework is built to ensure the integrity of data analysis dimensions and the validity and correctness of the results as much as possible. Theoretical models in marketing include: 4P, user behavior, STP theory, SWOT, etc. Theoretical models of management include: PEST, 5W2H, time management, life cycle, logic tree, pyramid, SM AR T principle, etc. Here we mainly explain five classic and practical theories: PEST, 5W2H, logic tree, 4P, and user behavior, and learn how to apply them as guidance when building a data analysis framework. (1) PEST: mainly used for industry analysis. PEST stands for Political, Economic, Social and Technological P: The key indicators that constitute the political environment include the political system, economic system, fiscal policy, tax policy, industrial policy, investment policy, defense spending level, government subsidy level, and public participation in politics. E: The key indicators that constitute the economic environment include GDP and growth rate, total import and export volume and growth rate, interest rate, exchange rate, inflation rate, consumer price index, residents' disposable income, unemployment rate, labor productivity, etc. S: The key indicators that constitute the social and cultural environment include: population size, gender ratio, age structure, birth rate, death rate, racial structure, women's fertility rate, lifestyle, purchasing habits, education status, urban characteristics, religious beliefs and other factors. T: The key indicators that constitute the technological environment include: the invention and progress of new technologies, the rate of depreciation and obsolescence, the rate of technological updates, the rate of technological dissemination, the rate of technological commercialization, national key support projects, national R&D expenditures, the number of patents, and the status of patent protection. Eg: This is just an example, it does not mean that only these factors are considered (2) 5W2H: It has relatively wide applications and can be used for user behavior analysis, special analysis of business issues, marketing activities, etc. 5W2H, namely Why, What, Who, When, Where, How, How much This method is widely used in corporate marketing and management activities. It is very helpful for decision-making and executive measures, and also helps to make up for omissions in considering issues. Eg: This is just an example, it does not mean that only these factors are considered (3) Logic tree: can be used for thematic analysis of business issues. Logic tree, also known as problem tree, deduction tree or decomposition tree. It lists all the sub-problems of a problem in layers, starting from the highest level and gradually expanding downwards. The main function of the logic tree is to help you sort out your thoughts and avoid repetitive and irrelevant thinking. The logic tree can ensure the integrity of the problem-solving process, subdivide the work into easy-to-operate tasks, determine the priority of each part, and clearly assign responsibilities to individuals. The use of logical trees must follow the following three principles. Elementization: Summarize the same problems into elements. Framework: Organize various elements into a framework, adhering to the principle of no duplication and no omission. Relevance: The elements within the framework maintain necessary relationships with each other, which is simple but not isolated. Disadvantages: There may be omissions in the related issues involved. Although brainstorming can be used to summarize the issues involved, it is still difficult to avoid some shortcomings. Therefore, when using a logic tree, try to consider the issues or factors involved carefully. Eg: This is just an example, it does not mean that only these factors are considered (4) 4P: Mainly used for analysis of the company's overall operating conditions. 4P, namely Product, Price, Place, and Promotion Eg: This is just an example, it does not mean that only these factors are considered (5) User behavior: Its purpose is relatively simple, which is to study and analyze user behavior. User usage behavior refers to the various actions taken by users to obtain and use items or services. Users first need to have a process of understanding and becoming familiar with the product, then try it out, and then decide whether to continue consuming and using it, and finally become loyal users. The complete process of user behavior: We can use user behavior theory to sort out the logical relationship between the key indicators of product analysis and build a product analysis indicator system that conforms to the company's actual business. Eg: This is just an example, it does not mean that only these factors are considered These methodologies are not limited to use alone. Appropriate methodologies can be selected and used in a nested manner according to specific circumstances. 3. Final Thoughts Clarify the main role of data analysis methodology: (1) Sort out the analytical thinking and ensure that the data analysis structure is systematic. (2) Break the problem down into related parts and show the relationships between them. (3) Provide guidance for subsequent data analysis. (4) Ensure the validity and correctness of the analysis results. Clarify the difference between data analysis methodology and data analysis method: Data analysis methodology mainly guides how to conduct data analysis from a macro perspective. It is like a preliminary plan for data analysis, guiding the implementation of subsequent data analysis work. Data analysis rules refer to specific analysis methods, such as comparative analysis, cross analysis, correlation analysis, regression analysis, etc. Data analysis method mainly guides how to conduct data analysis from a micro perspective. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @杜王丹is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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