Data analysis should focus on methods and ideas, and the basic source of ideas is the understanding and thinking of business. Don't sit at your desk thinking about data or drag it around.
A data analyst who has just joined an Internet company, he found out that the company's advertising business loses hundreds of customers every month (most of the profit models of Internet companies are advertising and games). After giving feedback to his superiors, he launched an "Internet Advertising". "Customer Churn Analysis" project, carefully extracted the relevant data of lost customers from the system, and after a few days of brainstorming analysis, only got the "customer's advertising effect is not good" as the reason for the loss. After another 2 months, he was sent to the customer service department for an internship, and by the way, he investigated the reasons for the recent loss of customers. After calling the lost customers one by one with the front-line customer service, he realized that the world is far more complex than abstract data indicators, and has extremely rich scenarios and stories. The following table shows the feedback of some lost customers;
There are various reasons for customer churn. In addition to some uncontrollable reasons, there are many churns caused by lack of product functions, and churn caused by the realization of unpredictable special needs. These reasons cannot be imagined by "analysing the statistics on the computer with the force of the formula". Once you understand the reasons for customer churn, and then compare the data, it is not difficult to find churn customers with similar problems. Based on the above-mentioned first-line research process, the analyst finally wrote the following churn analysis report. Let's see if it is more profound and richer than the analysis conclusion of "the effect of customer advertising is not good"!
Case: Ad Churn Analysis Conclusion
On the one hand, compared with TV media, Internet media has more location resources that can be placed, so its customer base should be broader, and many small and medium-sized enterprises can promote their products online. However, the common problem of small and medium-sized enterprises is that their ability to resist risks is not strong, and there is often a shortage of funds. Short-term credit services can be provided to help them make promotional investments. Some small and medium-sized enterprises have little understanding of new Internet things, so they need to be trained in marketing concepts and provide convenient offline payment channels , and even some traditional media (such as radio and TV) to advertise the effectiveness of Internet marketing to improve the effectiveness of Internet marketing. The popularity of the platform.
On the other hand, product functions also need to be improved . For example, there is currently no tool for customers to evaluate the sales growth brought about by promotion , so customers can only experiment by stopping the promotion in a simple and rude way; the complexity of Internet advertising products is too high, which often limits advertising Lord's will to use. Because they need a lot of learning costs to master the delivery method, they prefer one-stop hosting ; some advertisers only want to promote their brands on the Internet, and do not need to sell through online channels. In response to this demand, more subdivided products can be developed .
Only with sufficient research and thinking about the business can valuable analytical ideas be produced. Otherwise, make various assumptions and fantasies about the data in the office, and the final conclusion can only float on the surface of the data.
This article first published CSDN: http://blog.csdn.net/yuanziok/article/details/76501898