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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