6 data analysis tools that you must know for operations, free and practical!

Communities , official accounts, product promotion, content operations , event planning, brand marketing , product push …operations are a basket that can hold anything. In the process of "packing" in, operations practitioners are prone to encounter this problem: there are a lot of things to do, but where is their core value? This is why I have always advocated that before starting to do something, you should first consider the operational value and the basis for the decision, and then start to do it.

At the same time, with the rapid development of mobile Internet , a large number of APPs are constantly emerging, and competition in various industries and fields is becoming increasingly fierce, higher requirements are placed on data-driven operations, namely, how operations make decisions based on data and how to use data to prove their operational value. Today I recommend five data analysis tools that I often use, hoping that they will be helpful for everyone to achieve data-driven operations. Xiaoxian’s motto is: It doesn’t matter how many tools there are, as long as you can use them well.

Function: Statistical analysis, operation tools, industry data solutions

Official website: http://www.umeng.com/

"Umeng+" is formed by the merger of Umeng, Diyuanxin and CNZZ. As the world's leading third-party global big data service provider, it relies on its independently developed global data platform to provide customers with one-stop data solutions. On the one hand, it provides data products, including APP development tools, basic statistical tools, advertising effect monitoring tools, etc. On the other hand, it provides data output and professional data analysis and consulting services, including DMP, vertical field data solutions, data operation analysis reports, etc.

In China, there are many channels for acquiring users, such as Weibo, WeChat, mobile operator stores, operating system stores, app stores, pre-installed products by mobile phone manufacturers, CPA advertising, limited-time free products, etc. Operations can use "Umeng+" to evaluate channel promotion effects and user quality, and formulate correct promotion strategies and optimization directions for subsequent advertising .

(Link promotion effect tracking settings of Umeng track)

In addition, when you post on forums such as Douban to promote a special page, are you very curious about how many people clicked on the special link on Douban?

If so, you can click track.umeng.com/apps/ (currently you can only enter the domain name) and use Umeng track to generate a Umeng short link with statistical function. Umeng track is a data analysis tool that was abandoned after Umeng upgraded to "Umeng+". It can quickly generate Umeng short links that can count link clicks and track each link click.

Function: real-time app ranking, ASO analysis, comment tracking

Official website: http://aso100.com/

As a professional iOS data analysis platform, ASO100 provides accurate and detailed APP ranking changes. In addition, it also provides ASO optimization analysis and data query tools to help us better explore keywords with customer acquisition potential in the app store.

(ASO keyword expansion tool-recommendations related to operations)

Since ASO100 can record the ranking of products over a long period of time, operators can use it to clearly understand the product's market position and study the promotion status of similar competing products in the industry.

Take the analysis of app downloads of cross-border e-commerce on Black Friday in 2015 as an example. Cross-border e-commerce platforms expanded their user base at a very rapid pace throughout November 2015. On the evening of November 27, Xiaohongshu and Yangmatou even occupied the top two spots on the list for a long time, and their download popularity surpassed super apps as well as entertainment and video apps.

(Cross-border e-commerce download ranking trend chart in November)

Judging from the overall ranking trend in the past month from November 1st to November 27th, the competition in the cross-border industry is that the market growth rate of Pomegranate Global Shopping is the fastest, while Yangmatou and Xiaohongshu are the most stalemate. Compared with the volatile highs of Mengdian, Xiaohongshu, which claims to make Black Friday a big hit, has better marketing strategies and stability.

Function: website statistics, promotion analysis, mobile statistics

Official website: http://aso100.com/

Baidu Statistics is a free professional website traffic analysis tool launched by Baidu. It can tell operations "how users find and browse your website, and what visitors do on the website." This information can help us improve visitors' experience on the website and continuously improve the website's return on investment.

Baidu Statistics provides dozens of graphical reports that can track visitor behavior throughout the entire process. At the same time, like Google Analytics, Baidu Statistics also integrates Baidu promotion data to help users timely understand the effectiveness of Baidu promotion and optimize promotion plans (Google Statistics integrates Google AdWords).

Currently, the functions provided by Baidu Statistics include: order analysis, trend analysis, source analysis, page analysis, visitor analysis and some commonly used tools in search engine optimization. For operations, the most common usage scenario of Baidu Statistics is to let technology help implant the Baidu Statistics code when developing h5, so that you can clearly grasp the UV and traffic sources of the h5 page as well as the online time and interactive clicks from Baidu Statistics.

Function: search index, demand map, public opinion insight

Official website: http://index.baidu.com/

Baidu Index is a data sharing platform based on Baidu's massive Internet user behavior data. It is one of the most important statistical analysis platforms in the current Internet and even in the entire data era. Since its release, it has become an important basis for many corporate operational decisions.

The Baidu Index can tell us: how big the search volume of a certain keyword is on Baidu, the rise and fall trend over a period of time and the related changes in news and public opinion, what kind of netizens pay attention to these words, where are they distributed, and what related words are searched at the same time, to help users optimize digital marketing activities.

Because I am currently operating the public account "APP Top Promotion", I am more concerned about the user search results for the keyword "operation", so I hope to mine user data through Baidu Index to help me better operate the public account.

Part 1: Trend Research

(Keyword "operation" search index trend chart)

1) Judging from the search trends of the keyword "operation" in the past five years, the attention paid to operation positions is constantly increasing, and it is worth continuing to serve new operation personnel.

(30-day search index of the keyword "operation")

2) The search volume for the keyword "operation" is low on weekends. It seems that everyone needs a rest on weekends and is not very enthusiastic about learning. It is an unwise choice to promote practical knowledge on weekends.

Part 2 : Demand Map

(Related search demand for the keyword "operation")

1) Netizens who search for the keyword "operation" have also paid close attention to Shanghai Disneyland recently. You can consider writing some articles on how to leverage Disney's momentum.

2) There are a lot of searches for “Taobao” and “official account”, so subsequent articles can increase the proportion of Taobao operations .

Part 3 : Public Opinion Insights

（Ranking of keywords related to “operation”）

1) Those who search for the keyword “operation” are more concerned about the specific responsibilities of operations and what Taobao operations do every day.

Part 4 : Crowd portrait

(Regional distribution of search requests for the keyword "operation")

1) Those who search for the keyword “operation” are concentrated in Beijing, Guangdong, Zhejiang, Shanghai and other places. If you have subsequent promotion plans, you can focus on these places.

(Distribution of search request attributes for the keyword “operation”)

2) Those who search for the keyword "operation" are mostly male, and 70% are between 20 and 40 years old. In addition to college students, many working people are also quite concerned about operation-related issues.

Function: community check-in, community announcement, community data analysis

Official website: http://www.tiankongd.com/

Community Space is a third-party service plug-in developed based on WeChat, which provides tools such as group games , group check-ins, group announcements, group data analysis, etc., to help users with efficient operations to manage communities and realize data-based community operations. For WeChat groups that use the community space service, key behaviors such as "joining, speaking, signing in, and exiting" will be recorded from the moment the user enters the community. The operator can clearly know the number of people joining and leaving the group every day, and can see the activity of the group.

Activity = [number of group member spokespersons + number of group members who visit the community space - number of duplicate visits] / total number of group members.

Through the algorithm of the community space, we can know the daily activity of the WeChat group. When the activity rate continues to be below 40%, it is recommended to consider introducing new members to eliminate lurking members. Below is the user activity monitoring done by the "Operation Research Society" of Hui's community using the community space. You can experience the data-based management of the community.

(Activity of Operational Research Club)

（Daily attendance of the community）

(Number of speeches made by community members per week)

Function: event publishing, ticket management, data analysis and display

Official website: www.grouplus.com

Group+ (Gu Lu) is a leading community operation tool in China. Its usage scenarios include activities, crowdfunding, questionnaires, surveys, rewards, influence rankings, text messages, etc., helping to make community operations more efficient and extreme. Starting from simple event editing and publishing, the information such as registrants and WeChat avatars is accumulated, and the background automatically and intelligently presents the event dissemination and conversion data, which is close to all the pain points of operations.

Operations can use group+ for activities such as user survey questionnaires, crowdfunding, rewards, and product sales. Among them, the tag function and user trajectory, traffic, conversion, and communication channel monitoring are two functions that I value very much, because it can help operations understand user characteristics at a glance. Today I used Goup+ to buy special tickets for the "Operation Learning and Living Museum" - Mantou Business School's Brand Operation Class. For those who are interested in brand operation, you can click to read the original text to experience it and enjoy the special learning price.

(Activity promotion channel effect monitoring background)

The above 6 tools are relatively common data analysis tools for operations. Each vertical product also has professional data analysis tools. For example, e-commerce companies have Ali Index, Alibaba Price Index, Kandianbao, Taobao Cube...; video companies have Weibo Rating Index, Youku Index, China Box Office List, Douban Movie List..., Weipiaoer Box Office Analysis; finance companies have World Bank Data, Wangdaizhijia...

Finally, I would like to recommend a navigation site for data analysis tools: http://hao.199it.com/ You can click and explore it.

If you want your APP to get more real users, please click on the link: Introduction to ASO Optimization Service

This article was written by @Product Rookie Chen Weixian and was compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!