Necessary infrastructure for private domain user operations!

Selection of target users and construction and application of the actual data system. From an efficiency perspective, pushing the right content to the right users at the right user path will result in a higher conversion rate; the role of data is to enable you to objectively judge the effectiveness of the project and guide the pace of iteration.

Therefore, from the essence of user operations , reach and data systems are important infrastructure for operations.

In the retail brand camp, most are still in the stage of building a traffic pool, and the intervention of user operations needs to be gradually built; we use the example of an e-commerce new user acquisition project to illustrate: "Improve the conversion of new users on the site and promote new user consumption"

1. Reaching the system

The establishment of a traffic pool is the construction of the base for user operations, and the purpose of reaching out is to more efficiently activate the fish in the pool.

1. Overview of the contact system

We summarize and sort out the user reach capabilities and classify them according to different channel forms:

• Type: The types of reach are differentiated based on whether they are completely private or not. The completely private type of reach is more private and requires users to take the initiative to visit the site to reach out.
• Channels: Segmented according to common means, including self-built channels (APP, mini-programs), public-to-private channels (mini-programs, public accounts, Weibo...), and traffic plazas (SMS, phone calls, off-site advertising);
• Form: classified according to the channel push content, pictures and texts, notifications (of course many are text), videos, and voice;
• Crowd: classified according to the cost paid by users and the information obtained by brands, degree: completely private domain, deeply private domain, basically private domain, and the general public;
• Recommendation: Classification recommendations are made based on user cost and degree of disturbance.

There are many means and many projects carried out at the same time, so every promotion occupies and consumes resources. A high conversion rate is an important way to improve overall benefits.

2. Some principles of user operation

Most commercial markets are not irreplaceable monopoly markets or oligopoly markets. There are only a few cards in hand that can establish super close links with users. Every card needs to be carefully considered whether it will affect the relationship between the two parties (brand and customer). Therefore, from the perspective of retail/brand, the strategy of reaching out and recommending needs to be strongly based on user experience.

As the saying goes, when you open a business, you need to make friends with customers instead of thinking about how to "chew leeks".

Therefore, there are some important recommended principles:

1) Managing customers is like managing relationships. When making friends, you should focus on relationship management. Only old friends will support you!

• New friends: They have just established a friendship (or love) relationship with the brand. What they need more is the continuous understanding and warming of each other. It is not suitable to carry out too many marketing activities for them. They need more warm and considerate service suggestions and emotional maintenance;
• Old friends: slowly build up the depth of the relationship between the two parties. What you need to think about is how to make them meet frequently and establish a close relationship. Only good friends will help and support each other! Therefore, paid products and fission activities are mostly participated by old customers (not discussing price-sensitive users).

2) Understand that different groups of people behave differently. Observation + summary = effective rules

• The basic stage of information reach is to express what the brand wants to say. At this time, it is more about general recommendations and expressions, but people are different, so precision marketing is born;
• The essence of precision marketing lies in summarizing the characteristics of the crowd, deriving preferred content based on the characteristics, iterating through continuous recommendation-results, and accumulating effective recommended content over a long period of time.

3) Have meaningful interactions and meaningful things, and keep doing them

• In today's information-filled world, companies are too impatient to solve problems or seem busy hoping to generate more links with users, so there are many activities and operations. But we must believe that most of them are just a drop in the bucket, and most users are indifferent and unaware of them.
• We need to do meaningful things, balance the needs of the brand, and meet the development and needs of human nature. Positive energy, such as environmental protection, is the trend of human development and behavioral choice. Therefore, users will pay attention to excessive consumption, and will have unique trust and praise for brands that are truly dedicated and persistent. Most formalism will be exposed in the test of time.
• Brand concept and proposition are the soul of the brand, but they cannot be understood and accepted by users in a short period of time. This is the establishment of feelings, which requires time accumulation. This is an objective fact.

4) Be open and transparent, and understand users not only through data, but also through real interactions.

• In addition to activities and recommendations, reaching out to others requires listening to and understanding each other at a deeper level. Customer service and offline meet-ups are more sincere and real means.
• In addition to conveying some good content and culture, we can also convey the content of our self-examination and self-correction. This is a companionship relationship, and we trust each other more.

2. Data System

Data is an important criterion for business evaluation. It can not only judge the quality of business results (result data), but also provide directional support for further business development (process data). Establishing a complete and scientific data system is an important indicator of business development.

1. Business data model

The establishment of a data model is a test of the business manager's familiarity with and insight into the business.

Before the business is started, it is necessary to put forward correct, reasonable and scientific business data requirements for the project, which will make it difficult to evaluate the effect after the project goes online, and will also make you at a loss for the pace of project optimization and iteration.

The establishment and analysis of data models are of great significance in guiding business development.

1) Business needs guide data requirements

Business needs refer to the data that needs to be monitored in order to better evaluate business results and analyze business situations.

Senior business managers need to have a clear idea of ​​the data to be tested before project development, and sort out the data indicators as early as possible to facilitate the subsequent product technology to reserve points for development and data collection; to avoid the embarrassing situation of having no analyzable data after the project goes online, and the waste of manpower caused by repeated development.

• Type: Whether the data indicator directly represents the business effect is determined by whether it is a process indicator or an outcome indicator. Outcome indicators are usually output-oriented, easy to measure, but difficult to improve or influence. Process indicators are usually input-oriented, difficult to measure, and easy to influence.
• Key indicators: Find data that can represent outcome indicators or process indicators.
• Specific indicators: further connotation of key indicators.

2) Data requirements guide product placement

Only after the business side has clear data indicators and definitions can the product manager clearly sort out the tracking needs and communicate with technical development for implementation. Otherwise, we may not be able to see the data we need after going online. Data tracking is an important part of data visualization. Do not ignore its importance when doing each project. It should be part of the standard SOP for project launch.

3) Build the required data dashboard

The dashboard is a closed-loop capability of the project, which uses data visualization to transform highly complex data into key elements that help to display and gain insights into business issues. Data needs to be presented in the most intuitive form so that business parties can clearly and quickly see the problem and predict trends. Provide timely warnings for abnormal data indicators and trends. The lack of data dashboard display makes it seem as if the project progress is in the stage of blind men groping in the dark. In this regard, the data insights provided by Tmall’s business advisor are indeed quite good and clear.

2. Some principles of business data analysis

Sailing in the ocean of data can indeed help us better understand the business, as well as be more clear about who our target group is, and assist in formulating the next iteration strategy.

But sometimes too much information will increase the difficulty of data cleaning and analysis, and paying too much attention to content will easily deviate from the normal project track.

1) Result indicators are the strongest auxiliary to process indicators!

• No matter what time, the most important thing to focus on is the result indicators, which are the direct and intuitive situation that reflects the performance of the business, and are also the project lead data that the boss values ​​most.
• Process indicators require careful insight, analysis and comparison. All businesses have room for optimization, but how to optimize and how big the space is can be answered from process indicators. If the optimization space is difficult to improve, it means that either a different plan should be used or this is the stable level of the project.

2) Rich data dimensions are not a good thing, the main thing is key indicators

• Data indicators are divided into primary indicators, secondary indicators, tertiary indicators, etc. From the perspective of business insight, primary indicators are direct data. When primary indicator data fluctuates abnormally, we need to drill down to the secondary/tertiary data to find the cause of the change; for example, "overall exposure data of resource positions" is a primary indicator. When the overall indicator is abnormal, we drill down to the secondary indicator "various resource positions" to see the fluctuations, and so on, until we know how to find the cause of the change.
• When we look at too much data, it is easy to think of a whirlpool that entangles our thoughts, so we should start with the overall market data, and extrapolate downward when there are abnormal situations, rather than immediately getting stuck in the details of the lower-level data.

3) Record the time and content of each strategy adjustment and monitor data changes in a timely manner

• The final outcome of each operation project is reached through repeated iterations and accumulation. We need to record the process with an experimental spirit to facilitate the subsequent application of effective experience and the closure of ineffective experience.
• In addition to the impact of changes in the overall market, every adjustment to the operating strategy will have more or less fluctuations in the project data. In order to facilitate the comparison of changes in different strategies in the future, we need to record as much as possible.

4) Project data changes with more assumptions for further experience

• The change in data must be caused by some underlying reason. The first reaction of operations colleagues when seeing the data change should be to have more assumptions about the reasons for the change, and then verify and confirm the assumptions. This is the logic of the experiment, which makes the tracing of the cause clearer and more logical.
• Changes in data may be caused by adjustments to our strategy. We have to believe that there are gods on the scene. When we are not clear about the reasons for the changes, we might as well experience it according to the most real user path, and we may be able to find the reasons for the changes.

The above is the understanding of the underlying logic of user operations in daily practice.

The most important thing in operations is to find a quick, accurate and ruthless way of playing, and at the same time implement and complete it efficiently, and pay attention to repeat business and accumulation. Only then can you accumulate your own methodology on the road of operations, which is the depth of experience.

Resources are bound to be limited, especially in large-scale enterprises. Improving efficiency can help a company increase revenue, which is the purpose of efficiency.

Data will increasingly become a compulsory course. It reflects the situation more objectively and scientifically, but don’t get lost in the data maze. Make use of the data!

Author: In Nice

Source: In Nice