Event planning is more common APP operating method, but also quickly pull a new, active users of one method; a good activity through the correct channels serving, bring the spread effect is very powerful! Now the emphasis is on refinement operation, anything is need to speak with the data; therefore every activity, during the on-line pre-event, event, after the event recovery disk should be concerned about a variety of data indicators.
Event planning (preparation stage) need to think about what data index
Planning an event, it must be clear what their own activities is an object? More emphasis is brand communication, a new pull? Or more for active users and improve user retention? Through the activities want to achieve what the specific effects? Therefore, before planning activities, you have to clear various data indicators on the active line.
Normally, all walks of life are inseparable from operating activities APP following basic data indicators:
- User indicators : including user credit rating, active, retention, conversion rate, customer price (the average amount of investment), the distribution of users (accounting for each grade), and so on interactive index
- Indicators marketing channels : channel sources, the conversion rate channel, channel success rate, distribution costs, etc.
- Marketing activity indicators : Activity costs, sources of channel activity, activity conversion rate, the number of spread, the number of new fans / users and so on
- Activities budget estimates
Of course, APP different businesses in different industries is not the same activity data for indicators of focusing on trying to achieve; "with Seohyun school operations" in comes from the current form of Internet products, it can be divided into non-product operations planning activities trading interactive activities and transactional products do promotional activities, both types of product interest data index is a relatively big difference.
For "transactional products", more common is the electricity supplier APP promotional activities, Finance APP! such as:
Target electricity supplier APP concern are:
- UV active page, PV
- Marketing Transformation: The total volume of transactions, the total turnover, the number of users to buy goods, per capita consumption of single
- User behavior data: Browse through which goods are placed in the number of shopping carts, from the cart to the conversion rate of orders
- If coupons and other types of activities, but also need to focus on the amount of the coupon payment, as well as receive and the amount of sales, etc.
Financial Planning APP: user growth is concerned, user acquisition costs, tied to the amount of card users, the number of active and so on.
For "interactive activities of non-trading", it is more common social APP, tools APP, lifestyle APP.
- Social APP : In addition to the basic indicators of activity data, but also to the functional requirements for the scene itself APP products and the development of data; such as a brush face APP, do activities is to increase the number of users to publish selfie graphics, then you have to do this target portion;
- Tool Type APP : concern is user metrics, including number of users, active, retention, conversion rate, and so on.
When the activity operators do their own activities in a clear specific goals you want to achieve after, it will complete a series of objectives towards the execution of the activities planned and the active line.
During the event on-line, you should be concerned about what data index
During line operation at the event, the most important thing is to monitor whether the activities the normal up and running for the activities of operators, the need to focus on:! Timely activity UV, PV, traffic of different channels of entry, the user each time an increase in the number / activity / participation, activities and so on winning rate!
If you find a problem occurs activity, it should immediately analyze the causes and timely solutions corresponding to the normal operation to ensure that activities!
Off the assembly line after the event, what data recovery disk indicators concern
Replay activities after the event is the most important, through the activities of data recovery disk, identify problems, summed up the law and experience; well done data recovery disk can help operators take a lot less detours do activity in the next.
Activity data also need to re-set before the event we do target the estimated finishing contrast, in order to reflect our estimate of the activity when the target is too high or too low, data indicators after each activity forecast has helped .
Activity data recovery disk is usually inseparable from the following indicators:
UV (1) active, PV, conversion
The event overall understanding of participating users is the number of the active page open rate is the number, open rates of major placements within the application.
(2) the time period in which the activity is relatively high open rates
Each time by UV, PV contrast, take a look at what period of time the user participation is relatively high, more active; then compared with APP daily activity period of time to see if the discrepancy.
(3) participate in the activities of the new and old customers to compare
It can be monitored through a variety of distribution channels to new and old customers, old and new deeper learn the user's preferences for user operations after all has a very large value.
(4) conversion activities
Conversion operations staff is one of the important indicators of activities to do, the conversion of different industries also focus on different; for example, I was electricity supplier APP, I'm going to focus on sales conversion, user participation and see how much of the purchase after the event the app products, there is a need to analyze the data can also be based on the number of purchases and the average purchase amount; such as I am concerned registrations, I will focus on registration conversion rate, take a look at this event to bring a number of new APP user.
(5) Active Channels delivery transformation
A good part of the activities of small channels running, bringing the activities of the effect will be relatively reduced.
- If you are operating activities for users within the APP application, it can be pushed through the message, start page, banner and so were put in position; then after the event, it should be calculated for the major activities of placements corresponding open and conversion rates and the like;
- If you are doing activities outside the APP application delivery channels, more to pull new users! Then you have to calculate the single-channel delivery of UV / PV / registration transformation / user cost of a new, and so on.
(6) the final budget activities
The event has invested much money, for example, put the number of coupons or prizes, how many new users, each new user how much it costs.
(7) the number of shared concern activities
Share Analysis by the number of activities, we can see the effect of what kind of activities spread!
Every event planning, from the planning stage, data is re-set after the active line and activities, all data is needed to support; With data objects around the target planning activities; after the active line, focus on activities and timely data to ensure that activities the normal operation; after the event offline data recovery disk, summary data, sum up experience; of course, APP different businesses in different sectors of interest data indicators are not the same, should be targeted for data analysis!
