What does an excellent event operation data report look like?

Without data, operations cannot know the effectiveness of their activities. Without data, if an activity is successful, operations will find it difficult to replicate it, and if an activity fails, operations will have no way of learning from experience. As an excellent event operator, you must not only be able to organize events, but also be able to prepare event data reports .

Generally, operators will make an event plan before the event starts, and the expected goals of the event are the key content of the event plan. But how to calculate whether the expected goals have been achieved? This requires a relatively complete activity operation data report. So what does a good activity report look like? What should it include?

Here, the editor takes the data report of a certain activity as an example to make a detailed explanation.

1. Number of views

The number of views of the activity page, in Internet terms, is PV. PV, as one of the essential indicators of Internet operation data, still has a very important meaning in activity operation data.

• The historical cumulative number of views and the number of people allow operators to understand the popularity of the event
• Today's new page views and visitor numbers will help operations determine which day of the campaign will be most effective.

2. Number of participants

When an activity is pushed to a user, he or she may open it and browse it, but may not necessarily participate in it. Or maybe they are not interested, or the copywriting or prizes are not attractive. How can we let the operation know whether the event content or prizes are attractive? Adding the number of participants in the event data report can solve this problem.

User participation data records the level of user participation at each stage and at different times during the launch of the activity, making it easier for operations to check for omissions and fill in the gaps during the activity.

3. Number of Winnings

Nowadays, most online activities have some rewards, either physical or virtual items. In order to ensure the controllability of activity costs, the operator will set a winning rate for the activity. Neither all winners can win, nor can none of them win.

The real-time winning data of the event can help operations monitor the rationality of the winning probability. Once the winning data is abnormal, operations can adjust the winning probability in the shortest time and bring the event back on track.

4. Number of Redemptions

Wherever there is a prize, there is a prize redemption process. The number of prizes won is a monitoring of the probability of winning, and the number of prizes redeemed is a control of the rationality of the prize redemption process and the attractiveness of the prizes.

The prize redemption process is too complicated, and users don’t bother to redeem the prizes; the prizes are too low-quality and have no practical value, so users are too lazy to pay attention. Through the prize redemption data report, the operation can understand the opinions of the event participants on the event process and prizes. If there are any unreasonable aspects, they can be changed immediately; if they cannot be changed, they will not be changed again.

5. Number of shares

The word "sharing" is very popular in the era of WeChat marketing . For a WeChat article or an H5 activity, the vast majority of PVs are brought by participants' sharing. However, not every article or activity can be forwarded and shared willingly by users. Only those that meet users' tastes and needs will have more sharing opportunities.

The number of activity shares is also an assessment of the quality of the entire activity, such as activity content, form, prizes, channels, etc. If an activity has been shared too many times or too few times, operations should analyze the reasons immediately upon seeing the data.

6. User Data

Whether it is event marketing or content marketing , users play a crucial role. Activities without user participation are worthless, and content without user attention is meaningless. Therefore, user data is indispensable in activity operation reports.

User data includes two major aspects: gender analysis and regional analysis.

• Gender analysis: By analyzing the gender ratio of users participating in the event, we can determine whether the target users of the event are male or female.
• Regional analysis: including the user's identity and city, to draw a regional heat map for operations. For example, an online clothing mall wants to take advantage of the upcoming Mid-Autumn Festival to hold a promotion on its WeChat official account to understand which provinces the official account’s fans mainly come from. This can be achieved through user regional analysis data.

Data is both indirect productivity and direct productivity. An operations staff member can use real-time data reports of an activity to promptly determine what to do next and how to adjust any problems that arise with the activity. A complete and excellent activity operation data report can provide a basis for summarizing successful or failed experiences.