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Data analysis thinking analysis methods and business knowledge - analysis methods (III)
2022-07-06 00:20:00 【Begin to change】
Analysis method
Group analysis method
What is it? ?
- According to a certain characteristic , Divide the data into different groups , Then compare the data of each group
What's the usage? ?
Analyze how the user retention rate changes over time
- Why keep ?
- Why lose ?
How to use ?
First use the group analysis method , Find groups with low or high retention , Then use hypothesis testing 、 Correlation analysis and other methods , Study why these groups have low or high retention , After finding the reason, you can optimize the product accordingly
Instance of a
Video platform user churn analysis
Group by month of new user registration
- Drawn as a horizontal axis is time , The vertical axis is the retention rate , Then compare the broken lines of each group
Example 2
Twitter user retention analysis
Core users
- Visit at least every month 7 Man of heaven
General users
- People who use products less frequently
Indifferent users
- People who stop using the product after using it once
Examples of three
- Financial industry expectations
matters needing attention
- In addition to grouping by time , It can also be determined according to specific business scenarios
RFM Analysis method
What is it? ?
The last consumption interval (Recency)
- The closer it is to the last consumption ,R The smaller the value. , The higher the user value
Consumption frequency (Frequency)
- The more frequently you buy ,F The bigger the value is. , The higher the user value
Consumption amount (Monetary)
- The higher the consumption amount ,M The bigger the value is. , The higher the user value
User classification rules
- 1、 Important value users ( high , high , high )
- 2、 Important development users ( high , low , high )
- 3、 It's important to keep users ( low , high , high )
- 4、 Important to keep users ( low , low , high )
- 5、 General value users ( high , high , low )
- 6、 General development users ( high , low , low )
- 7、 General user retention ( low , high , low )
- 8、 Generally retain users ( low , low , low )
What's the usage? ?
- Use different operational strategies for users with different values , Maximize resources
How to use ?
- First step : Calculation R,F,M Value
- The second step : to R,F,M Value score by value
- The third step : Calculate the average value
- Step four : The user classification
matters needing attention
- R,F,M Indicators are defined differently under different businesses , It should be applied flexibly according to specific business
- R,F,M How to determine the scoring rules by value
- R,F,M These three indicators can be flexibly combined with other analysis methods
AARRR Analysis method
What is it? ?
Get users (Acquisition)
- How users find us
Activate user (Activation)
- What's the user's first experience like
Improve retention (Retention)
- Will users come back
increase income (Revenue)
- How to make more money
recommend (Referral)
- Will users tell others
What's the usage? ?
- It involves the whole process of users using the product , It can help analyze user behavior , Specify decisions for product operations , To achieve user growth
How to use ?
Get users
Channel exposure
- How many people see the information of product promotion
Channel conversion rate
- How many people become users because they see advertisements
Number of new users per day
- How many new users are added every day
Daily app downloads
- How many users download products every day
Customer acquisition cost
The cost of acquiring a customer
Ways to reduce costs
Language
- How to move the user's heart
channel
Search engine
- Improve the ranking of products on the search results page through search engines
Application market
Payment channels
- Display advertising space (CPM)
- Search advertising (CPC)
- Information flow advertising (CPA)
Word of mouth channels
- Users actively recommend products to people around
Activate user
Aha moment
- Users can't help but like the product highlights 、 A moment of admiration , For example, Netease cloud music review
To activate users , You need to draw a road map to aha moment , Analyze the user conversion rate of each node in the process , Look at the loss of users at that stage , In order to optimize the product , Improve user experience
Retain
- The core goal of retention is to let users develop usage habits , In this link, we need to pay attention to the retention rate index
- Alipay ant forest
- Shared bicycle
increase income
Service income
- Paid services in products
Advertising revenue
- Advertisements placed in products
Grip
- Where potential gains are lost
recommend
The contagion itself
- Know enough about your products
The environment needed for infectious agents to function
- User's environment
People's behavior of spreading infectious substances
- Why share products
matters needing attention
- Flexible use
Funnel analysis method
What is it? ?
Measure the conversion rate of each step of the business process
Link conversion rate
- Link conversion rate = Number of users in this phase / Number of users in the previous phase
- Measure the transformation of adjacent business links
Overall conversion
- Overall conversion = Number of users in a certain link / Number of users in the first phase
- In order to measure the overall transformation from the first ring to this link
What's the usage? ?
Locate the problem node , That is, find out where the problem business link is
- User conversion rate
- User churn rate
How to use ?
matters needing attention
- Different business processes are different , Funnel analysis diagram is also different
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