Every operation student may have read a book called "Lean Operation". Which the author the customer's value judgment, I very much agree with: "For our customers, we need to be able to distinguish between what is real and valuable users, which just passing through, curious and even harmful to the user; sometimes, you need courage to ' warrior arm ' , Abandon some worthless markets and users. " Through channel analysis, the key behavior of judging user value can be advanced in advance and increase corporate ROI .
What is channel analysis
Channel analysis is used to analyze the source of users' visits, and evaluate the ability of new channels and channel quality through basic indicators such as new users, active users, accumulated users, and new retention for the next day. At the same time, it can be combined with analysis models such as user analysis, event analysis, and behavior analysis to jointly solve the high-frequency problems encountered by everyone in daily work.
E.g:
l What are the main sources of new APP users?
l How to evaluate the quality of each channel during paid promotion, and how to adjust the channel delivery strategy?
l How should the conversion effects of different channels be evaluated? What is the percentage of revenue from different channels?
Is channel analysis important for refined operations?
As we all know, the whole process of interaction between the user and the enterprise from the first contact to the order and enjoyment of the product or service by each user is called the user journey. Users will churn at every node of the journey, but no matter where they churn or choose to stay as a loyal user in the end, they initially establish contact with the company through channels.
Users entering through different channels experience different journeys. For companies, it is natural that they hope that the more users they ultimately choose to stay, the better.
However, this is not a simple matter. We need to understand the new capabilities of different channels and combine other analysis models to grasp the user characteristics of different channels, and to reach different operating strategies. The purpose is to get the most high-quality users with the least cost. The premise of all this is that we need to clearly understand the differences between different channels through data analysis.
Channel analysis starts from the channel, combined with different data indicators and analysis models, can accurately capture the key node data of the user from the beginning to the end of the journey, judge the new ability of different channels and the user quality level, and formulate operating strategies based on the data. Therefore, the channel Analysis is very important for refined operations.
How to use channel analysis
As an important part of refined operation, channel analysis should be used in actual work? We will combine examples, from perfecting channel information to analyzing channel data and how to adjust operating strategies based on data reports, to introduce you to how channel analysis is used in refined operations.
For example : A certain game APP integrates Huawei analysis. I want to view the data performance of the game in different channels in the next month, such as the new user trend of each channel, activity analysis, user payment status, etc., and adjust according to the data performance Operational strategy can be done like this:
1. Improve information from different channels
First, we need to sort out the main channels of the product. Secondly, developers can open the " AndroidManifest.xml " file in the project and configure the installation source of the application. Add the meta-data parameter under the root node of the " application " module , the format is as follows.
<application
……
<meta-data
android:name="install_channel"
android:value="install_channel_value">
</meta-data>
……
</application>
Replace " install_channel_value " with the source of the application installation. For example: if the installation source is Huawei App Market, replace " install_channel_value " with " AppGallery " .
Channel analysis can not only analyze the channel data of Huawei application market and Huawei terminal. Developers configure other installation sources in the SDK and put them in different application markets. Huawei analysis can obtain corresponding channel data.
2. Analyze data from different channels
a . View basic channel data
After completing the channel configuration and reporting relevant data, you can view the relevant channel analysis report on the "Huawei Analysis > User Analysis > Channel Analysis" page.
The top of the page shows the data trends of the application in different channels, including "new users", "active users", "cumulative users", and "new next day retention". Click on the channel selection column in the upper corner to select different channels to view data trends. The bottom of the page shows the channel details. Click the time selection box to select the time range you want to view. Now select the data of the last month, and click "Download Table" to export the data for custom analysis.
b . Compare the quality of users from different channels
For example, now I want to know which channel has the largest proportion of new users, active users, and returning users. What do I need to do?
Enter the new users, active users, and returning users pages in the user analysis, click the filter to filter out users from different channels, and then you can check which channels account for the most new users, active users, and returning users, and use comparative analysis at the same time Function, it can also judge the difference in the quality of users in each channel.
c . Tracking channel conversion ability
For example, now I want to know the conversion effect and final payment status of each channel user at each key node of the App . What should I do?
Enter the session path analysis, click the filter to add the channel to be viewed. You can view the conversion effects of users of different channels in each link.
Through the in-app purchase events in the event analysis, you can see the in-app purchases of users from various sources and help you analyze the differences in the conversion capabilities of users from different channels. Click Event Analysis, add filters, select the channel to be viewed, and select "In-App Purchase Event" to view the details.
3. Adjust the delivery strategy according to the data
It can be seen from the performance of the data that the users of Huawei's application market are ahead of other channels in terms of quantity and quality. Next, we can increase investment in this channel and reduce investment in other channels.
The above is the introduction of Huawei's channel analysis capabilities. Through channel analysis, you can accurately grasp the performance of APP in different channels. At the same time, as the cornerstone of refined operations, channel analysis can also be combined with other analysis models to gain in-depth insights into user data. Reach refined operation strategy and continuously improve enterprise ROI .
For more details, please refer to:
Huawei analysis official
websiteHuawei analysis demo DEMO
Obtain development guide documents:
Android SDK integration documentation
iOS SDK integration documentation
Web SDK integration documentation
Fast application SDK integration documentation