How to operate mini program data?

The mini program has been open for some time. Among the functions that have been updated successively, in addition to the continuous enhancement of application capabilities, the background data analysis of the mini program has become more and more comprehensive based on the background data analysis of the official account.

Friends who operate public accounts very well all have such a conclusion: "No data, no operation". Sometimes when we don't know where to start the operation, we can often find a breakthrough in data analysis. The monetization value of general traffic is decreasing, and many people have turned their attention to precise fans. Therefore, the operation of precise traffic monetization is also called "precision marketing."

How to implement precision marketing of mini programs?

1. Be rigorous in analyzing data

The data analysis of mini programs and official accounts is slightly different. When mini programs analyze data, the basic data displayed in the background is not very helpful for operations except for reference. What kind of data do we need to obtain? The current mini programs can already clearly see which group or person the user has shared with, including what the sharing page is, who initiated the sharing, and almost all of these can be seen. Therefore, if you want to operate the mini program well, you must focus on accurate data and use the background data as a reference (similar to testing the market for products to understand consumer attributes).

2. Optimize mini programs

This situation has happened to some mini-programs before. During the development, there were some issues that had not been resolved, and then they were rushed online. Unexpectedly, users liked them very much, and the number of reposts and the opening rate were quite high. However, due to the lack of optimization, user interest continued to decline, and there was no attention at all.

Therefore, before the mini program goes online, you must test it repeatedly. If there are any problems, deal with them in advance. When you feel that there are really no problems, submit it for review.

3. The analysis needs to be comprehensive. One-sided analysis is not very valuable.

When doing analysis, it is not enough to just find a few sets of beautiful data (or one set of data with better results). A single set of data cannot provide valuable information. For example, a combined analysis based on the city, device model, and the user's preset gender in WeChat can provide a comparison on the one hand, and analyze user categories on the other.

4. Conduct multi-dimensional analysis in a timely manner

Because the process of data analysis is actually a process of continuous hypothesis and verification. When we see a certain data, we will propose a hypothesis. Based on this hypothesis, we will use the analysis system to obtain the corresponding results through multi-dimensional combinations. On the basis of this result, we need to constantly propose new hypotheses to further obtain the results we want and verify our conclusions. Therefore, the whole process is real-time combination of dimensions and timely query results.

5. Identify the source

Currently, there are four ways to promote on WeChat: QR code, search, sharing, and referral by own public accounts. We can have multiple QR codes with different parameters, and then publish these QR codes to Moments or offline stores, so as to accurately evaluate the promotion effect of each channel under the only promotion form.

6. User behavior track

Through individual behavior, we can study the motivation of user behavior, and we can also map out product problems through user behavior trajectories. At the same time, after multi-dimensional segmentation of user behavior, we must know who the users who perform these behaviors are. Only by doing this can we have the ability to carry out funnel analysis and automatic user grouping.

In the past (PC era), we used CNZZ or Baidu Statistics to analyze websites, and GA was used for advanced ones. However, these only provide us with statistical data, and we cannot deeply study the users behind the data and the behavioral characteristics of individual users. Now, mini programs can do this.

7. User Group Classification

Through the above multi-dimensional analysis, all users can be divided into different groups for management or analysis according to established rules or behavioral characteristics. For example, users can be divided into high conversion user groups, potential conversion user groups, etc.

8. Integrate data

The data of WeChat Mini Programs are independent and difficult to connect and integrate with external data. So how to make better use of this data and maximize its value lies in how to choose statistical analysis tools, or to send the entire data back to implement private BI display or connect with your own CRM data.

This article may seem confusing to some friends who are not familiar with mini programs, but if you have used mini programs, you will definitely understand the content of this article. Data operations have been very common in the operation of official accounts before. Mimi Meng’s assistant was interviewed earlier, and didn’t he talk about doing public account data analysis every day? This can be regarded as emphasizing the importance of data operations.

Mini Programs are the most intuitive development application platform for WeChat operators, so if you want to operate a Mini Program well, data operation is an essential link!