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E-commerce campaign Guide

2022-07-07 09:01:00 【bboyzqh】

Catalog

background

pre-war

Promote operation plan

Full link piezometry

Sorting and verification of emergency plans

Pre plan implementation

Big promotion activity data configuration verification

Greatly promote the operation manual

In war

Promote key guarantee time points

Greatly promote the on duty personnel and cooperation

After the war

Summary

Reference resources

background

Generally, e-commerce companies will hold large-scale promotional activities on a regular basis （ Short for big promotion ） To improve the company GMV And the influence of the company , For example, tmall double 11、 JD.COM 618 etc. . The large flow is generally larger than the usual flow , And relatively concentrated at a fixed point in time , This tests the infrastructure capacity of e-commerce companies , It also has higher requirements for R & D personnel . The author is in 2020~2021 During the year, I was lucky to undertake the sub domain of promoting marketing PM、 General manager of Technology Department PM Wait for the character , Although the scale of its company is small , But it greatly promotes the overall process of combat “ tricks ” They often come to the same destination by different routes , Please correct any mistakes in the article ！

The overall campaign process can be divided into pre war 、 During and after the war , As shown in the figure below ：

pre-war

The work before the war will directly determine the success or failure of the whole promotion , The main work before the war includes Promote operation plan 、 Full link piezometry 、 Sorting and verification of emergency plans 、 Pre plan implementation 、 Big promotion activity data configuration verification and big promotion operation manual . Every part of the pre war work is an indispensable part , among Full link piezometry It is the cornerstone of promoting stability .

Promote operation plan

All big promotion starts from the big promotion operation plan , Often one month before the promotion, the operation plan has been preliminarily formed （ Here is no longer about the preparation for operation , Focus on Technology ）, The first is to promote the operation plan , The core participants mainly include Business PM And the core operation of each business 、 Head of core technology 、 The core business PD etc. . The main content mainly clarifies the following points ：

Greatly promote the rhythm of time , Including warm-up impounding period and official explosion period
Greatly promote preferential strategies and preferential efforts , If the seconds are full 50 reduce 30 etc.
The goal is GMV

Two words are emphasized here ： Preferential policies and Preferential strength . Preferential policies It refers to the marketing means commonly used by operations combined with a variety of marketing methods , Operating platforms often provide a variety of marketing methods, such as cumulative rebate 、 Full reduction, etc , But each marketing game has its own specific scenarios and limitations , In order to achieve better marketing effect , Operations often combine a variety of marketing methods to set up activities . for instance , Purchase goods A Regurgitation 10 reduce 5 Coupon （ Package activities ）, At the same time, goods A Participated in cumulative rebate activities , It means goods A At the same time, I participated in gift package activities and cumulative rebate activities , It may be distributed in two different venues at the same time , This requires technology PM When carrying out the promotion plan, we need to pay attention to specific preferential strategies , We need to pay attention to specific commodities when making a big promotion plan ID. in addition Preferential strength It refers to the degree of preference , Activities with a high degree of work will naturally attract a lot of traffic , Special treatment will also be given to the programs targeted at the promotion , For example, the discount strength of large amount seckill coupons is different from that of ordinary seckill coupons .

After the publicity of the operation plan , Next, the person in charge of each domain needs to select the big promotion technology PM、PTM、 And subdomains PM, Finally, the whole big promotion operation plan is decided by technology PM and PTM To plan and lead . technology PM and PTM The following items need to be confirmed ：

Is there any omission in the big promotion operation plan , If there is a problem , Is there an alternative
Full link voltage test support personnel and general time rhythm , Subsequently, it is necessary to formulate a full link voltage test plan
Promote duty personnel and time

Full link piezometry

Because of the limited space , And full link voltage measurement is a complex and labor-intensive work , Need a separate article , Please look here. Full link voltage test of the e-commerce campaign Guide

Sorting and verification of emergency plans

Emergency plan includes technical emergency plan and business emergency plan , The technical emergency plan is an emergency plan for system abnormalities, such as current limiting and degradation , The business emergency plan is used to deal with the problems that need to be handled urgently caused by non systematic exceptions such as business changes , Sometimes technical emergency plans and business emergency plans can complement each other to deal with abnormal scenarios . in addition , The verification of emergency plans is a very important work .

Pre plan implementation

The implementation of the pre plan mainly refers to the preparations for the promotion , If the machine restarts 、 Cache cleaning and preheating 、 Table data cleaning 、 Current limiting, etc. .

Big promotion activity data configuration verification

It is a non essential but important work to verify the data configuration of the promotion activities ,“ It's not necessary ” It refers to after the operation configures the activity data , Whether it is necessary to develop again check Again , This involves the problem of taking responsibility for the failure of operation activity data once it is configured incorrectly . The data configuration process of big promotion activities should be increased, such as auditing and multiple business prompts to minimize risks . Different business data are detected differently , The author is responsible for the development of marketing domain , Generally, it involves the verification of basic activity data （ Such as activity time 、 Quantity and amount of coupons ）.

Greatly promote the operation manual

The operation manual of the great promotion is the action basis of the whole great promotion support , The big promotion operation manual is a manual for solving common stability problems , The accumulation and improvement of manuals must be a normal work , Only in this way can we be as comprehensive as possible , I once wanted to try to collect all the stability problems and daily faults in the company and sort them out as “ Common solutions to stability problems ” manual , What level and breadth of tolerance is not enough , We can only summarize the stability of our own domain . Technical summary is accompanied by each R & D career , The author suggests that every R & D personnel should form the habit of technology summary . Examples are as follows ：

Common solutions and failure cases of memory inflation
Interface timeout learning troubleshooting method
......

In war

Promote key guarantee time points

Big promotion needs to rely on the big promotion operation plan to formulate the key guarantee time points and related businesses , It needs to be clear to the specific activity playing method 、 Watchman and the core applications involved , in addition , Online changes to core applications should be prohibited a week before the promotion （ Emergency changes should be approved ）. Examples are as follows ：

Greatly promote the on duty personnel and cooperation

In addition to the personnel on duty at the above key guarantee time points , There are other requirements such as operation and maintenance 、 front end 、 test 、 Business 、 technology 、 Data and other personnel at all times ready To deal with emergencies . The duty contents include ：

Focus on ensuring the time point and pay attention to the system alarm 、 Monitoring indicators
Greatly promote the resolution and recording of performance and business problems （ For example, work order 、 Screenshot 、 Log etc. ）
Core business indicators 、 Performance indicators, etc
......

Many system alarms will occur in the process of promotion , Such as qps Soaring, etc , Relevant research and development should constantly optimize invalid alarms in daily life , Improve the effectiveness of the alarm , Accurately identify system and business problems , At the same time, it will not be submerged in a large number of invalid alarms , For alarm optimization, please refer to ： Summary of invalid alarm optimization practice

After the war

After the big promotion, we need to do a good job in the resumption work , These include ：

System resource recovery , Including current limiting threshold adjustment 、 Cluster capacity reduction and other operations
The business problem 、 The reason why the stability problem reappears 、 Solution , And corresponding to the specific solution time point and responsible person
What's good and what's not good （ Such as missing points ）
......

Summary

The details and examples of each link of the above-mentioned campaign will be incomplete , But the overall idea of promoting the war is the same . in addition , The stability of the big promotion operation depends on the health of the daily system , Daily stability work is not done well , It is easy to expose stability problems in the promotion , As a research and development, we should participate more in our daily work 、 More observation and more solution related stability problems , Only in this way can we be orderly in the promotion .