Basic knowledge of data that operators must understand (I)
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text The purpose of this open class is to introduce some common data indicators in operation positions and some very basic methods of analyzing data to newcomers who have just entered the Internet industry and colleagues who are interested in operation data. The following is a text sharing. Due to the large amount of content, we will divide this open class into two articles for explanation, which can help everyone better sort out for reference and learning. In recent years, more and more people have begun to propose "data-based operations" and "data-driven operations" because data is of great significance to all Internet operations. So many times they hope to use data to guide operational strategies. For example, among these indicators, the one closest to everyone is KPI, which some companies call OKR. The leadership uses this to examine each person's operations and results, or to test our operational results. This indicator is called data, so understanding data knowledge is very helpful for an operator. For someone who has just entered the industry or wants to work in a related industry, if he can understand and analyze problems from a data perspective, he can grow very quickly. What is data? Before explaining data indicators in detail, let’s first give you a brief introduction to what data is. By defining which data indicators we should generally pay attention to, it can better help us handle our operations. First, let me introduce to you two non-existent products, Didi Toilet and Didi Beating, to help you better explain the problem. Didi Toilet, this product claims to be able to solve the defecation and urination problems of 1.3 billion people, making going to the toilet no longer a problem for people. Users who need to use the toilet can place an order, and users with vacancies can grab the order. The price is determined based on factors such as the comfort level of the toilet, the height of the floor, the cleaning method, and whether there is WiFi. The price ranges from 15,000 to 10,000 yuan. The second product is Didi Beat Up, which can search for nearby thugs to help you resolve your enemies and maintain world peace. Data is the expression and carrier of information, which can be symbols, text, numbers, voice, images, videos, etc. Data and information are inseparable. Data is the expression of information, and information is the connotation of data. Data and information are inseparable. Simple numbers cannot represent anything. Only numbers that contain information are useful. We do data analysis to find the information behind the data. Although there are other forms of information, we often encounter only numbers. What are data indicators and observation dimensions? Many people who are new to operational data often confuse the two concepts, so we must first understand what data indicators and observation dimensions are. Numerical indicators: Data indicators refer to specific data elements that can be measured by numerical values or ratios, can be expressed in numbers, and contain certain information. For example, the data indicators of Didi Toilet and Didi Beating App include: number of people using the toilet, number of times using the toilet, number of people beating, number of beatings, number of beating orders, etc. Observation dimension: Observation dimension refers to the attribute or characteristic that can cause the data indicator to produce different values. This cannot be expressed by data, but when it is combined with indicators, it will change the data in the indicator and help us better analyze the data. For example, the data indicator we just mentioned plus the time dimension is: a person goes to the toilet more times in a month than he poops in a day. One month and one day are the time dimensions. Young people generally hit people more often than old people, so young and old are age dimensions, which helps us intuitively understand the content of the two. A group member (Supo Man) asked what is the use of observation dimension? In fact, the observation dimension helps us define indicators. For example, if there are 100 people using the toilet, it is meaningless to mention this number alone. However, if we look at this indicator through auxiliary perspectives such as time, gender, and region, it can help us have a measurement label. If we do not provide this perspective, it is equivalent to looking at the indicator in the dark. What data should Internet operators pay attention to? Under the background of Internet+, all walks of life can be integrated with the Internet, so the core indicators that each industry focuses on are different. Even when the indicator names are the same, the definitions are different. So below I will only explain some common indicators to you, and you can quickly understand the others after you get in touch with them. All data indicators are defined by us based on actual needs. In fact, there is no strict definition. They can be modified according to the industry and requirements. As long as explanations and annotations are made, it will be fine. I personally tend to divide the data indicators of the Internet industry into four categories: new users, conversion, activity, and retention. New users: also known as the number of new users, there are two types. One is pure new users, like Telunsu, who have never used this product before. The other is old users, who have used this product before, but later stopped using it for some reasons or changed their mobile phones and used this product again. These are all old users. Conversion: Conversion is a very general word. Because it has so many usage scenarios, its meaning is completely different for different industries. For those who have the purpose of paying, they make this product just to collect money, so payment is conversion. However, some free applications do not charge any money at all, so for them, perhaps registration is conversion. Active : This is relatively easy to understand. It is the core function of the product. It is also not fixed according to the form of the product. For example, for a video website, if you hope more people watch the video, then watching is active. For e-commerce operations (Taobao, JD.com, etc.), purchasing is active, while for forums (Tianya Tieba), posting and replying are active. So the definition is different for different industries. Retention: Retention is an indicator to measure users' continued use of a product. The most common and most frequently used is the next-day retention rate . This means that if a user installs your product today, will he still use it tomorrow? If there is no retention, it means user loss, so retention involves two aspects: user continued use or user loss. Although we have explained the steps of acquiring new customers, conversion, activeness and retention in order, this is not a strict path, because except for acquiring new customers, the other steps do not have a strict causal relationship. No matter what product it is, once a new user comes in, it must be defined based on the product form. For example, New Oriental requires payment before users can use it and take classes, so conversion comes first and then activity. If it is free software, such as online games , we can stimulate some people to consume through free functions, so this is to first activate and then convert. For the two software mentioned above, which one becomes active first or converts first? Many people have thought of the key point of the problem, which is that the unclear definitions of conversion and activity will affect our standards for measuring these two indicators. In fact, I need to explain in advance that we call these two products platforms, which means that the software itself does not provide services, but only provides a platform for those who need it and those who solve its needs. For example, Didi Toilet does not wholesale toilets or provide toilets. It only provides you with information about toilets at home, and then you conduct transactions. After the transaction is completed on my platform, I will charge a certain commission. At this time, if we define transactions as conversions and define issuing and collecting orders as active, then this process occurs almost simultaneously. Because there is an inevitable connection between them, of course it does not deny some absolute situations, such as placing an order and then canceling it. In general, the connection between these two steps should be minimized, because if it is inevitable, then the relationship between the two indicators is inevitable. If we look at it as two indicators, one of them is meaningless, and we only need to observe one of them. We can define login as active, or define registration as conversion, so that the two indicators have specific meanings. How to change them depends on the specific situation. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @ kimiwhite compiled and published by (APP Top Promotion). 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