Activity operation review data indicators!

After each activity, it is necessary to review the entire process and results. Do you understand all the data indicators involved in the review process?

Organizing an event is like a sprint, which requires a short burst of energy accumulated over a period of time. Those in charge of the operations of e-commerce promotions must have a deep understanding of this. Every year on Double 11 and 618, there are countless colleagues who prepare day and night to provide an IP feast for the products they operate and their users. In addition to large S-level events, hot topics such as festivals, solar terms, and company anniversaries may also make users happy through short, frequent, and fast events.

So, what is the value of event operations? In my opinion, activities can help operators grow in the following aspects:

The entire process from event planning to online launch is equivalent to the birth process of a small product, and the operation in this process may go through product design, interaction, vision, front-end and back-end research and development and testing, as well as the final online promotion. Of course, for companies with marketing products, operations may need to be completed in collaboration with marketing products.
After completing multiple activities, you will have a deeper understanding of users and understand what interests, topics, copywriting, schedules, category preferences, visual styles, and forms of interaction your target users are more interested in. The more you understand users, the more helpful it is to grasp their psychology and create better activity results.
Creative and communication thinking. Event operation requires a deep understanding of user communication psychology, as well as ideas and creativity to make users interested in the event and spread the word spontaneously, or to drive users to spread the word through sufficiently large interest points. A successful campaign requires both.

Every activity has its purpose at the beginning, so returning to the main purpose of today's article, I mainly want to summarize what categories of indicators will be included in the activity data review (the author is writing an activity summary recently, just like the mood of not listening to the teacher's explanation of the questions after the test scores come out...)

1. Page traffic

1. Page PV, UV

Page traffic refers to the number of people and times that the activity page is opened. It is the most basic indicator of an activity. Without opening the activity page, there will be no participation in the activity and subsequent processes.

The higher the page UV, the better the activity effect tends to be. Then you need to look at the multiples of PV to UV. The higher the multiples, the more you need to consider the interactive mechanism to determine whether the user doesn't quite understand how the activity works, or whether the page is stuck, or whether the user is interested and willing to play multiple times. Similarly, if the multiple is too low, you need to consider whether users feel too bored and check whether there are any abnormalities based on the dwell time.

2. Page event PV, UV

In addition to the exposure of the entire page, the various points on the page reflect the path of traffic, the click-through rate of key buttons, the second-jump rate of the page, and the exposure and clicks of the page folding module.

3. Traffic Sources

Traffic sources can be divided into on-site and off-site. On-site traffic mainly refers to the resource locations that users see after opening the APP. Off-site traffic includes external paid marketing channels such as Toutiao information flow and Moments ads; off-site users awakened by on-site users sharing; H5 applications and mini-programs in WeChat; and traffic awakened by cooperation with peers and cross-industry partners.

Mainly analyze the traffic contribution of each channel to determine which channel is better.

2. Number of participants

Participation means that the user not only visits the page, but also completes the specified behavior and interacts with the page. The following are some common participation behaviors:

1. Registration

Collect information from those who are willing to participate in activities, generally in preparation for offline activities; the data indicators are: the number of registrations and the registration rate.

2. Questionnaire survey

It is generally used in user satisfaction surveys, product usage surveys, etc. The data indicators are: the number of people who submitted questionnaires and the submission rate.

3. Voting

Similar to the "Idol Producer" call-out and the recently popular "Pick Wang Ju", users' preferences are understood through voting. The data indicators are: the number of voters and the voting rate.

4. Share

Most activities need to expand the scope of dissemination through sharing, allowing users to drive other users, so sharing links will be designed in the activity mechanism, using social relationship chains to increase the sharing rate. Common ones include accumulating likes, group buying, friends helping to bargain, collecting words for rewards, etc. This type of sharing has a guest state, and the interaction needs to consider the operating procedures of the host and guest states.

In the case of non-compulsory invitation of friends, there will be a sharing button at the top of the page, which can be used to share the entire activity with friends. The higher the sharing rate, the higher the customer arousal rate, and the more successful the product design is. Of course, it may also be that the activity rewards are attractive enough.

There are also many definitions for calculating the sharing rate, which can be clicks/exposures of sharing buttons, sharing users/participating users, etc., depending on the specific activity definition.

5. Place an order

The most common activity goal is to facilitate transactions. The lavish activities during Double 11 and 618 are all aimed at users completing their orders and increasing the transaction volume of the e-commerce platform. There are two data indicators to look at: order UV and order conversion rate. If subsidies are used, you can also look at the coupon usage rate and subsidy rate.

6. Make an Appointment

For activities with a longer period or flash sales, it is necessary to expose the activity in advance to accumulate traffic. The appointment reminder function allows the users accumulated in the early stage to burst out on the day of the activity, thereby increasing the data value of key dates. There are two data indicators to look at: the number of reservations and the reservation rate.

7. Other forms of interaction

Depending on how the activity is played, there are many forms of interaction, including various types of online games. Users are considered to have participated in the activity when they complete the target path. The activity participation rate is also an indicator that is often looked at. The number of participants/number of page visits reflects the degree of attractiveness of the activity to users.

3. Prizes

1. Business Attraction

The sources of prizes for an event may be supplier sponsorship, project team procurement, company budget, and external investment promotion, etc. If it involves external resource provision, then investment promotion is required. Investment promotion requires the exchange of resources between both parties. For example, Tmall’s Double 11 cat head posters jointly released by multiple brands exchanged resources and promoted with major brands; or Dianping’s 517 Food Festival jointly with multiple merchants provided free dishes and free meals, with one party providing online traffic resources and the other providing physical rewards.

The data indicators include the total number of investment promotions, including the number of participants, the total number of prizes, the number of cities covered, etc.

2. Collect

What we need to look at here is the data on prizes distributed, how many prizes were distributed in total, what types of users claimed them, how many prizes were claimed per user, and the success rate of claiming.

If the event prize distribution involves probability, it is necessary to check the prize distribution status in real time and make adjustments based on the user's collection status to ensure that the prizes can be issued and users can receive them to the greatest extent, thereby improving the user experience.

3. Use

The utilization rate refers to the redemption rate of electronic coupons or electronic packages, and the order satisfaction rate of full-discount activities.

4. Inventory

After the event is over, you also need to look at how the prizes are distributed, how the remaining stock can be used in the next event, or distributed through other channels.

The data indicator is inventory consumption rate.

4. Goal Completion

1. Market growth

The overall market is divided into traffic and orders. The increase in the overall market mainly depends on the growth in traffic compared with the same period last year (taking into account the year-on-year natural growth), the week-on-week increase this year, the historical peak, and the increase in traffic conversion rate (the conversion rate will generally increase if there is a subsidy).

2. Transaction flow

The core indicator of e-commerce is GMV, the transaction amount, which is the total amount of all paid and unpaid orders.

3. Water storage and return

This indicator is used to see the traffic brought by the warm-up activities to the main venue. The form may be that the coupons issued during the warm-up activities can only be used when the activity officially starts, or the lottery results of users participating in the activity need to be known after the activity starts, so as to sprint the traffic and order peak during the official period of the activity.

4. Communication coverage

The communication and promotion of an event after it goes online is crucial to the effectiveness of the event. Large IPs have invested huge amounts of time and money in the communication level. The communication coverage here mainly measures how much user exposure the event's promotional resources are expected to cover. Some channels, such as subway advertisements, are not easy to calculate directly, but the approximate magnitude can be estimated based on the flow of people.

The above is my classification summary of some data indicators of activity review. Different activities have different gameplay and goals, which determines their core indicators.

Moreover, many indicators need to be prioritized, and the definition scope also needs to change according to the business. The significance of all data lies in how the data users view this data, and figure out the significance of this data and its guiding role in the future.

Author: Qian Xia Qiu Qing

Source: Review of Operations