Author: Analysys senior digital marketing manager Zhao Yan
Indicators quantitative metrics to measure the target units or methods, such as data analysis of the electricity supplier, the most common indicator is the UV and PV, and for the APP, the most common is the DAU, MAU.
With indicators also know we should start to start data analysis, data-driven we are already doing core guiding the direction of subscriber growth and product optimization, we will drive data from custom data to use the data from which point of view is divided into three steps:
1, the development of data analysis indicators based on core objectives
2, indicators point to restore to bury program
3, beginning around the core goal of data analysis
The most critical step is how to develop indicators, metrics with business associate recently, and it is the most flexible of a step, because the different business metrics completely different in business data analysis power, the index of business with the transactions, the software business indicators will do with registration, although the transaction will be attributed to the van, but still slightly different indicator system to build on, we summarize some general indicators of the industry can get started quickly, you begin to suggest some indicators of system before analysis website or APP .
Before indicators build, let us talk, you want to see what data?
Electricity supplier website (APP) should be concerned with data Kanban what?
From a practical business, for example CXO, marketing, operations three core roles, each need to look at different content
** CXO: ** For business data, can only passively waiting for analysis under the need for more intuitive way to grasp the real data, timely insight.
** Operations: ** a lot of operational activities, not how effective analysis, analysis of existing channels is insufficient to support the refinement of operations, lack of data support system.
** Market: ** spend out of budget, like spilled water, how to measure results? How ad tracking to improve ROI?
(A) According to the data requirements set by the electricity supplier analysis indicators
With these indicators, equivalent to master the basic behavior of the user on the product. By the simple combination of these indicators will get the data we need.
But when building indicators, it is difficult to one-time all indicators thought, nor should the starting point be comprehensive. The most appropriate way is to build indexes and conversion stream conversion goals revolve around plans for growth in the core. Index build from small to large, from simple to comprehensive.
(B) Example: Order flow rate indicator electricity supplier
Electricity supplier data analysis often involves the number of payments orders from start (landing) to pay the whole process is the order of the order flow. The figure is a funnel visualization report we need to hope that through this funnel to see conversion rates and the loss of the user between different behaviors.
(C) indicators:
1, product details page to the shopping cart conversion rate
2, shopping cart to submit orders conversion rate
3, submit orders to pay for the conversion of orders
……
Once we have the data analysis indicators, we will be very clear focus on what data should go to the development of targeted Buried program.
Indicators, Buried, data reporting, all subsequent operations are deployed around an early increase in demand.
So what is an example of the electricity demand growth in order flow business, I guess you already thought.
That is, reduce churn order flow, improve the conversion rate.
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