Have you been operating for a few years but still haven’t mastered the essentials? Maybe you haven’t mastered the core skills of operational review.

Reviewing should not just be a tool , the highest level is to form a habit.

When facing new businesses and new projects, reviewing can help you quickly find problems, summarize experiences, discover blind spots or misunderstandings in existing ideas, and brainstorm to find new breakthroughs.

For old businesses and mature projects, review can optimize processes, optimize copywriting to improve conversion rates , find the key core, continuously expand the business scale, and innovate in time to keep the business fresh.

For personal growth, an operations person with the ability to review past experiences can learn more in one year than an ordinary operator can in three years. Reviewing is a process of continuous learning, summarizing, reflecting, refining and continuous improvement. Fortunately, Xiaoxian is regarded by many friends as a person with strong ability in reviewing and summarizing experience.

Core skills of operational review

Reviewing the game is a method in learning Go. It means that after playing a game, students have to replay the game to see where they played well and where they played poorly, and then deduce and analyze the good and bad moves. As for how to do it specifically, here we strongly recommend the deduction review method and the GR AI analysis review method.

1. Deduction and review method

The deductive review method is to describe and record the thoughts and behaviors generated during the entire project operation and execution process in chronological order.

The overall operation of the deduction and review method is not difficult. Just follow the timeline of project execution. The specific content and direction of the work record can refer to these 11 questions:

Q1: What is the background of your project (why do you do it)?

Q2: What is the target population of your project (how to define it)?

Q3: What are the main metrics of your project?

Q4: What is the target value of the project measurement indicator?

Q5: What are the key links that affect the achievement of goals?

Q6: What are the root causes that affect key links?

Q7: What solutions were adopted at that time?

Q8: What are the possible risks of the plan? How does the plan avoid risks?

Q9: What are the implementation plans, milestones and key monitoring points?

Q10: Comparison between the actual and expected project indicators?

Q11: What are the causes of the deviation and optimization suggestions?

In order to improve the efficiency of the deduction and review method, here is the project recording skills shared by @626_羚羊:

"I started keeping a work diary every day at the beginning of the event, so I knew the whole process very well. When reviewing, I just need to go through this part of the diary again, list a timetable for the actual work, and compare it with the planned timetable in the plan, which part of the work was done ahead of schedule, which part of the work was delayed, which part of the work was added temporarily, and how the completion rate was. The success and failure in efficiency are obvious, and can also be attributed to individuals, and praised or criticized."

2. GRAI review method

Goal (goal review), Result (result statement), Analysis (process analysis), Insight (classification summary), compared with the deduction and review method based on the timeline, it has higher requirements on the business operation ability and logical structure ability of the operation.

(1) Goal review phase

High-quality projects are often accompanied by clear preset goals. If the goals themselves are unreasonable, the conclusions drawn from the review will hardly be convincing. Therefore, when reviewing, we also start with the rationality of goal setting and the conditions under which the goals were set in the first place.

If the overall goal of the project is large, it is recommended to use a goal branching tree to decompose the goal and form sub-goals or phased goals to facilitate the measurement and follow-up of the goal. Taking e-commerce event planning as an example, the sub-goals that affect transaction volume include: traffic , conversion rate, average order value, and repurchase rate.

(2) Results statement

The presentation of results is mainly a display of data, both good and bad should be shown. In order to more intuitively reflect whether the results meet expectations, it is best to compare the actual results with each sub-target indicator (absolute value/percentage), and introduce more external typical project samples. This can make the conclusions of the result evaluation more objective and enable the project team to expand its operational vision horizontally.

(3) Cause analysis

When it is found in the result presentation stage that the data far exceeds the target indicator or is far below the target indicator, the fishbone diagram method can be used to analyze layer by layer to find the key reasons for the deviation and verify it as much as possible in combination with the existing project data. Specific operation drawing process:

• Fill in the fish head (core issue) and draw the main bones.
• Draw the main bones and fill in the main factors. List no less than 4 core influencing factors that cause the problem and regard them as the main factors. This is why I mentioned that the GRAI review method has relatively high requirements on the business operation and logical capabilities of operations. Management issues generally identify "people, things, time, place, and objects" as the major factors, while marketing issues generally identify "price, channel , advertising, and promotion", depending on the type of project and the problem.
• Draw the middle bone and small bones, and fill in the small and medium factors.

Major factors are business logic and must be described with neutral words (without indicating good or bad), while medium and minor factors must be judged by effects (such as...bad). Minor factors have a direct cause-problem relationship with medium factors, and minor factors should be analyzed to the point where direct countermeasures can be taken.

The picture below is a fishbone sketch I drew. When drawing the key points, ensure that the large bone forms an angle of 60 degrees with the main bone, and the middle bone is parallel to the main bone.

(4) Summary of rules

If the reasons obtained from the analysis are verified by data, we can refine the reasons into rules and share the rules of success and failure, which will be a wealth for both ourselves and the team. It should be noted that the more categories and summaries you make, the better. It would be great if you can share 2-3 valuable experiences after a project.

Under normal circumstances, the above-mentioned tasks are sufficient for the internal review of the project team. If the results of the project review need to be displayed and shared externally, the data, screenshots, and materials collected during the review process need to be packaged according to local conditions.

Operational review presentation format

1. Display to the market

The display to the market is to extract and share the highlights of the entire project, which is a means of secondary dissemination of the project. Commonly found in market brand operation projects, the most basic writing routine is to describe the results as the result of users' spontaneous participation in the display.

In order to attract everyone to finish reading the "soft article", when writing pictures and texts of market review, it is usually necessary to start with some enviable effect data, and then list some awesome and rhyming secondary titles and corresponding case descriptions in the middle, and finally make a point at the end to again promote the highlights of the event and leave room for imagination for what will happen next.

2. Display of the company

Compared with the market presentation, in addition to displaying the highlights and data of the project, it will also explain the project background and focus on sharing the detailed execution process of the project, which is the conclusion drawn from the cause analysis in the GRAI review method. Distill reusable experiences, skills and tools, and share them with other colleagues in the company with pictures and facts.

In addition, it is very important to praise the students who provided help with the project at the beginning and end of the presentation. This will help you establish better links with colleagues in other departments and encourage relevant colleagues to spread the project for the second time.

3. Showcase your team

It is a textual description of the entire project review. Compared with the previous two types of review presentations, it not only needs to include analysis of highlights, but also shortcomings.

At the data level, it differs from company-related review presentations in that the data granularity is finer, including the conversion rates of all key paths, PV/UV of project pages, channel copywriting and clicks, reflecting the daily situation of each data item and analyzing the reasons for the data peaks and troughs.

Reviewing a situation requires "clear goals". It starts with sorting out the initial goals, and then getting to the bottom of the issues to find out the root causes of the differences between the results and the goals, and what reflections, experiences and insights there are. It can be said to be a goal-driven learning summary.

The most important thing for operations in project review is that company leaders themselves are aware of it and take the lead in reviewing themselves, but this point is often the easiest to overlook, and they habitually leave the review work entirely to front-line operations.

Reviewing should not just be a tool, the highest level is to form a habit.

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This article was compiled and published by the author @陈维贤(Qinggua Media). Please indicate the author information and source when reprinting! Site Map