15 models you must master for private domain operations

"Private domain traffic" has always been one of the hot topics. Various tools and methods have emerged in an endless stream regarding the new customer acquisition, community operation, user operation, organizational structure, etc. of private domain operations .

Today, if you want to be a good "private domain person", you must understand and master these skills and tools.

So below I have listed 15 common private domain models from this aspect to help you open up your ideas for private domain operations.

Model Catalog

• 1. AARRR Model
• 2. RFM Model
• 3. AISAS model
• 4. AIPL Model
• 5. Pareto Hierarchical Model
• 6. User Pyramid Model
• 7. User Lifecycle Model
• 8.TOFA Model
• 9. User Addiction Model
• 10. A/B Testing
• 11. Six-step method for data analysis
• 12. Community fission model
• 13. Retention Analysis Model
• 14. User fission virus coefficient K value model
• 15.Organizational structure model

01 AARRR Model

Applicable scenarios: user growth/community operation

The AARRR model is one of the most common models in private domain traffic operations. Through the five processes of customer acquisition, activation, retention, monetization, and dissemination, we help merchants tap into new traffic from the public domain and build their own "private traffic pool."

5 dimensions of thinking:

• : How to turn potential users into users?
• : What is the user’s first experience like? How to interact with it?
• : Will users come back? How to keep them?
• : How to get users to buy multiple times?
• : Will users share it with others?

02 RFM Model

Applicable scenarios: User stratification/measuring user value

RFM is a commonly used tool to measure user value. R (Recency) represents the interval between the customer's most recent transaction and the current time, F (Frequency) represents the customer's transaction frequency, and M (Monetary) represents the customer's transaction amount.

Based on these three indicators, users can be divided into eight major customer types, and corresponding measures can be taken according to different customer types to promote corporate decision-making.

03 AISAS Model

Applicable scenario: traffic acquisition

The AISAS model is suitable for traffic acquisition businesses . Through the display of public domain content, it gradually guides users to complete private domain sedimentation. This is the most common practice for many companies, especially public domain e-commerce, live TV, and brand e-commerce.

Therefore, the AISAS model places more emphasis on a company's delivery capabilities and content production capabilities . Companies that only know how to spend money on advertising will find it difficult to have a successful end.

04 AIPL Model

Applicable scenarios: Private domain e-commerce/member marketing

The AIPL model is recognized as a high-quality model for private domain traffic. Its marketing system emphasizes the long-term relationship between users and companies, products, and services. It achieves new customer acquisition through a variety of technical methods in the AI ​​part, while PL focuses on retention and operations.

From the process of cognition → interest → purchase → loyalty, we can achieve quantification and chain operation of brand population assets, extend the user life cycle to the greatest extent, and tap into the value of members.

05 Pareto Hierarchical Model

Applicable scenario: User stratification

The Pareto hierarchical model is also called the 28-rule model. That is, 20% of users create 80% of value for the enterprise , and operators need to spend 80% of their energy to serve 20% of high-quality users.

Therefore, companies need to prioritize finding these 20% of customers and serve them well.

06 User Pyramid Model

Applicable scenarios: User operations

In actual work, users can be used to effectively manage users; and each module can be broken down into small pyramids as a management tool to increase the relationship between users.

Overall, the user pyramid model is more used for user management to ensure activation and retention.

07 User Lifecycle Model

Applicable scenarios: User operations

The user life cycle, in simple terms, is the entire process from the time the user first comes into contact with the private domain to the time he leaves. It can be divided into: introduction period, growth period, stability period, decline period and loss period.

Explain the user life cycle, the behavior of users in different life cycles, and the key tasks that operations focus on at different stages:

Introduction period: The corresponding user behavior is to transform from traffic to users. The core task of operation is to attract new customers and promote the activity of new users.

Growth stage and stable stage: The corresponding user behavior is to be active in the private domain and continuously keep users in the private domain. The core task of operation is to promote user activity, conversion/payment, and create retention.

Decline and churn period: The corresponding user behavior is to leave the private domain and stop repurchasing. The core task of the operation is to appease the sunken and lost users or to transfer them to new products.

08 TOFA Model

Applicable scenario: User research

The TOFA model is a conceptual model used to study regional consumption differences . The model believes that whether or not to accept external culture and whether or not to dare to spend money are two basic dimensions that affect the value of consumer culture. The former leads to changes in regional consumption patterns, while the latter dominates the basic style of regional consumption.

By introducing the fashion index (Style) and spending index (Risk), regional consumption is divided into four types, helping companies to effectively differentiate consumers when conducting private domain research in the early stages.

09 User Addiction Model

Applicable scenarios: User operation/incentive gameplay

The purpose of user addiction model design is to guide users to develop positive behavioral habits. The gameplay or system focuses on the following four aspects of design:

Trigger stage : behavioral reminder, whether the product behavior can be perceived by the player and remind the next action; Key points: The trigger method should be obvious, simple and direct, touching your heart and triggering the desire to act.

Action stage : behavioral persuasion, how the core behavioral operations of the product attract players to take place; key points: giving users sufficient motivation, the ability to complete the tasks accordingly, and effective triggering methods.

Reward stage : behavioral rewards, how to give positive feedback to reinforce the behavior during the behavior; key points: rewards need to be varied to meet the needs of different people and stimulate their desire to use.

Investment stage : user investment design, and after behavioral rewards, guide users to invest in forming value storage services; key points: investment must allow people to continuously and cyclically invest and use it. The more investment, the easier it is to form dependence, and finally form a habit.

10. A/B Testing

Applicable scenarios: User fission/fission poster test

A/B testing is often used to test fission posters. In the same time dimension, in order to test the impact of a certain factor on the result, this factor is used as a variable and other factors are tested quantitatively to find the variable scale with the best result.

11 Six-step method for data analysis

Applicable scenarios: Data analysis

Data analysis also requires certain skills. Don’t be obsessed with the ocean of data. Data is a tool and we should use it. There are 6 aspects to consider:

1. Ask a question : First of all, it should be clear what problem we are solving?

2. Make assumptions : What are our prior assumptions based on this problem?

3. Data collection : Based on this hypothesis, start collecting data.

4. Data processing : Processing the collected raw data, including data cleaning, grouping, retrieval, extraction and other processing methods.

5. Data analysis : After the data is sorted, it is necessary to conduct comprehensive and cross-analysis on the data.

6. Results presentation : Visualize data and obtain specific conclusive information.

12 Community fission model

Applicable scenarios: community operation/fission activities

There are usually 4 steps:

1. Existing traffic pool users participate in the fission activity through WeChat (friend circle/official account/WeChat group);

2. Forward posters/pictures to Moments or WeChat groups to inject traffic into the traffic pool;

3. Import new users into the traffic pool through personal accounts/own platforms or high-level WeChat groups, promote the activation of new and old users, and select them to enter a more accurate traffic pool through activation;

4. Convert the screened users into paid users.

13 User Retention Model

Applicable scenarios: user operation/community operation

The retention analysis model is an analysis model used to analyze user engagement/activity. It examines how many users who perform initial behavior will perform subsequent behavior. This is an important method to measure the value of private domains to users.

N-day retention : the number of days of retention, only users who complete return visits on the Nth day are counted

Unbounded retention (retention within N days) : Retention will accumulate and calculate all users who have completed return visits within N days.

Bracket retention (customized observation period retention) : for example, the first observation period: the next day; the second observation period: the 3rd to the 7th day; the third observation period: the 8th to the 14th day; the fourth observation period: the 15th to the 30th day.

14 User fission virus coefficient K value model

Applicable scenario: User fission

K value = number of newly invited users / number of actively invited users .

Simply put, the K value is the number of new users that each user can bring. The larger the K value, the better the propagation effect.

15 Organizational Model

Applicable scenario: team building

The concept of the position "private domain operation" is relatively broad and involves a lot of division of labor. Usually a standard private domain team includes: 1 person in charge, a content group (1-2 people), a planning group (1-2 people), an operations group (1-2 people), 1 data analyst, and 1 product selection group.

The organizational structure model given here is mainly for reference. The situation of each company is different and needs to be adjusted according to their respective private domain needs.

Author: Yan Tao

Source: Yan Tao Sanshou (ID: yantao-219)