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Data analysis thinking analysis methods and business knowledge - business indicators

2022-07-02 15:14:00 【Begin to change】

data

User data

meaning （ Who am I ）

full name 、 Gender 、 Age and other basic information

User data indicators

New users
- meaning
  - Number of new users
- effect
  - The effect of the method can be judged by the number of new people
Active users
- Activity rate
  - The formula
    - Number of active users / Total users
  - Daily activity rate
    - Number of active users in a day / Total users
  - Weekly activity rate
    - The total number of users active at least once a week / Total users
  - Monthly activity rate
    - The total number of users active at least once in a month
  - effect
    - The activity rate represents the number of users logging in for a period of time , The low activity rate indicates that the product has great problems
Inactive users
Retain users
- meaning
  - The new users haven't lost after a period of time
- significance
  - Retention can evaluate the stickiness of product functions to users , That is, whether the customer likes
- Next day retention rate
  - Among the new users on the first day , The number of users who used the product the next day / Total number of new users on the first day
- The first 3 Daily retention rate
  - Among the new users on the first day , The number of users who used the product on the third day / Total number of new users on the first day
- The first 7 Daily retention rate
  - Among the new users on the first day , The number of users who used the product the next day / On the seventh day, the total number of new users
- The first 30 Daily retention rate
  - Among the new users on the first day , In the 30 Number of users of angel products / Total number of new users on the first day
Lost users

Behavioral data

meaning （ What did I do ）

Which products have you browsed 、 What products have been purchased

Behavioral data indicators

PV（ Number of visits ：page view）
- The number of views of a page in a certain time , Every time a user opens a web page, it can be regarded as a PV
UV（ Number of visitors ：Unique Visitor）
- The number of people who visit a page in a certain time （ One person opens it many times and records it as one ）
Forwarding rate
- The formula
  - Forwarding rate = The number of users forwarding a function / The number of users who see this function （UV）
Conversion rate
- Related to business scenarios
  - Conversion rate = Number of people who buy products / All the people who arrived at the store
  - Ad hits = People who click on advertisements to enter promotion websites / The number of people who saw the advertisement
K factor
- effect
  - To measure the effect of recommendations
    - That is, how many new users can a recommended user bring
- The formula
  - K factor = On average, how many people are invited by each user * The conversion rate of people who receive invitations into new users
- significance
  - When K>1 when , The number of new users will increase like a snowball
  - When K<1 when , When new users reach a certain scale, they will stop growing through self propagation

Product data

meaning （ What to sell ）

The product name 、 Product category 、 Product reviews

Product data indicators

An indicator used to measure the total volume of business
- Total turnover （GMV（ Running water ）
  - sales
  - Cancel order amount
  - Rejected order amount
  - Return order amount
- Number of deals
- The access time
Indicators used to measure the per capita situation
- Pay per capita （ Customer unit price ）
  - Pay per capita = Gross income / Total users
- Paying users pay per capita （ARPPU）
  - Gross income / Number of payers
  - It is used to calculate the average income of paying users
- Per capita visit duration
  - Per capita visit duration = Total duration / Total users
  - It is used to count the average length of time each user uses the product
Indicators used to measure payment
- Rate
  - Rate = Number of payers / Total users
  - Reflect the liquidity and user quality of the product
- Repeat purchase rate
  - meaning
    - It refers to the number of users who consume more than twice in a certain time / Number of payers
  - Frequency of repeat purchases , It is used to reflect the payment frequency of users
Indicators used to measure the relevant situation of products
- meaning
  - Measure which products are good from the perspective of products , Which products are bad ; Good products focus on selling , Bad product analysis reasons
- Number of popular products
- Number of highly praised products
- Number of poor products

Promote payment indicators

Display advertising

It usually appears on websites or collections APP At the top of the 、 Open screen, etc
Pay per show （CPM）, That is, how many people saw the advertisement

Search advertising

For example, keyword search advertisements of search engines , E-commerce search advertising ; Advertisers bid for a search keyword , The search results users see are ranked according to the advertiser's bid
Pay per click （CPC）, That is, how many people click on the advertisement

Information flow advertising

For example, Weibo 、 Today's headline 、 You know 、 Advertisements in the circle of friends , This is recommended according to users' interests
Pay per click （CPC）
Pay according to the actual effect of the launch （CPA）
- Press APP Number of downloads paid （CPD）
- Install by APP Pay for the quantity , That is, how many people installed after downloading APP（CPI）
- Pay according to the number of users or sales completed （CPS）

indicators

Summary

Examples of indicators

Open Zhihu APP Advertisements displayed in the first few seconds of the screen are called pay per display （CPM）
You are interested in advertising , Click on the ad , It's called pay per click （CPC）
See the introduction in the advertisement , I couldn't help placing an order and buying goods , It is called paying according to the actual effect of the launch （CPA）

Product examples

We should first know who the target users are , Where are the target users , Clear direction ; For example, a software for enterprises , Advertising on entertainment websites is very inappropriate
When promoting a new product , To select an APP Download number is paid （CPD）; Because no one knows about the new product , It is more cost-effective measured by the number of downloads , After accumulating certain brand influence , Then according to the number of clicks （CPC） Or pay according to the actual effect of the launch （CPA）

How to select indicators

A good data indicator should be proportion

Find Polaris indicators according to business priorities

Core indicators for measuring business

Index system and statements

Index system

What is the index system
- Sort out the business from different dimensions , Organize the indicators systematically
  - Index system = indicators + system
What is the use of the index system
- Monitor business
- Find current business problems by disassembling indicators
- Assess where the business can improve , Find out the direction of the next step
How to establish an index system
- Clear Department KPI, Find the primary index （ The core index used to evaluate the operation of the company or department ）
- Understand the business , Find secondary indicators
- Combing business process , Find the tertiary indicators
- Monitor indicators through reports , Constantly update the index system
Precautions for establishing index system
- There is no primary indicator , Can't grasp the point
- There is no logical relationship between indicators
- The indicators of disassembly have no business significance
- Don't communicate with other departments