3 steps to complete operational data reporting

What analysis dimensions can be written in Data Insights?

Open rate – A touchstone for title/cover/abstract, which can directly reflect the appeal of these three items to the existing fans of the official account. It should be noted that this value should be derived from the number of people who read and received the message within the official account, rather than the cumulative number of fans. Users can stop receiving official account push notifications. For example, after we try the title methods shared by the masters, such as digital titles, hot titles, inventory titles, etc., we can compare the opening rates and sharing rates of different titles to summarize the title skills suitable for operating accounts.

Reading data – The reading volume has a more detailed division in the data dimensions provided by the background:

① The reading volume displayed at the bottom of the article is different from the value displayed in the background, which is divided into the number of readers (UV) and the number of readings (PV);
② The number of readings is divided into readings within the official account and readings in the circle of friends, which together with the number of shares constitute the basis for the spread of tweets;
③The official account platform also provides reading channel data divided by time dimension. This data dimension reflects the user's reading habits. For example, you will find that some users regularly browse historical article pages to read tweets, and some articles are shared by users in chat sessions instead of Moments, etc.

Reading time – By trying different push time points and reading related data, the active time of the fans of the operating account can be tested, which is suitable for formulating appropriate push time.

Column attractiveness – This is applicable to public accounts that regularly plan to push content. Generally, public accounts, whether they are brands or self-media, will plan the frequency of pushing columns and column articles based on account positioning. After accumulating data for a period of time, the average reading data of each column is calculated to adjust the content and push frequency of the column in a timely manner.

Tweets unfollowed – By comparing article reading data with user unfollow data, we can understand the user’s preference level. Of course, there are many reasons for unfollowing, and this dimension can only be used as a reference. It is more suitable for tweets without activities. For example, the unfollow rate of crude tweets about making money may be higher than that of tweets with useful information. When there is an event, it is very easy for passers-by fans who are lured by benefits to remember that they have not unfollowed you when the event is over and the article is pushed. Golden Data survey forms, placed in menus or tweets, sending template messages, etc., are also good ways to collect user suggestions.

Interaction data – In the new media era, the remote controls in users’ hands have evolved to the extreme. Only by allowing users to feel involved can we truly build stickiness. This is why many personalized accounts have higher rates of user comments, views and shares, and even join the community to have fun together. Don’t forget that there are people behind the numbers. Guide users to participate in interactions, reply to user messages in a timely manner... Speak nicely and speak human language.

User growth – In addition to new followers, unfollowing and net increase, the source of followers is also an indicator that cannot be ignored. The fields provided in the background are very detailed and can help to precipitate effective methods of increasing followers. For example, offline exhibitions and fission activities are mainly followed by scanning QR codes; users attracted by the content follow through the tweet page; physical stores can establish connections with offline users by setting up post-payment follow-up, etc. It is recommended that small and medium-sized enterprises and individual operators carry out traffic diversion activities at staggered times, while large enterprises have the conditions to manage and monitor QR codes to achieve more in-depth source analysis. You can also label users from different sources, and even push them in groups to tailor tailored for each user. This is another difficult question (pitfall) related to refined operations. You can chat with us privately.

Menu data – The menu is the main way to establish functional connections with users and is also one of the entrances to SCRM for many brand public accounts. Common menu settings are inseparable from content entrances (historical articles, positioning introductions, etc.), brands (micro-websites, brand stories, etc.), and monetization entrances (business cooperation, contact consultation, WeChat mall, etc.). Generally speaking, the click data when push is given will be higher than when there is no push. A menu that establishes a functional (urgent need) connection with users can increase the frequency of communication with users.

Sales-oriented – Regardless of whether it is self-media or agent operation, the operation of the public account should ultimately still be considered from a business perspective. Set up e-commerce/product monitoring QR codes or text links in tweets, set up shopping malls in the menu, etc., and analyze the sales conversion success rate through the sales data provided by the comprehensive shopping mall background. It should be noted that the official account is not a transaction tool, but a platform for exporting its own value in an era where even good wine needs to be hidden if it is not well-known.

The same approach can be used not only for data analysis on public account platforms, but also for any data reports that need to be submitted regularly . The dimensions that need daily analysis can be stored in EXCEL, summarizing data from various new media platforms, and even cross-analyzing data from different platforms and sales data. It’s still the familiar formula, it’s still the familiar taste, it’s a method of updating operational reports that can be done by anyone without technical or design skills, without departing from the native functions of Office.