Author: Analysys Digital Marketing Manager Zhao Yan
Empirical data from the drive to the drive, we went through a whole digital wave development. We have been in progress, the data driver told us before making decisions, we need data to assist in decision-making, after the execution, the data we need to verify the correctness of the decision. Data and decision-making to form a good loop, PDCA is widely used in product operations.
However, when we use data-driven Lean growth, segmentation dimensions of the data determines the proportion of data for decision-making guidance, that is the access level and event level. If you are still concerned about the operational side as well as UV and PV bounce rate, make sure you him, and told him, concerned about event-level data, will open the door to a new world.
In this article, I focus on the access level data and event-level data as specific data segment two dimensions.
What is the access level and event level? (Website for example)
Level data access:
With access to data related to, for example, the number of unique visitors (UV), page views (PV), the average number of pages visited, average length of visit, bounce rate.
By accessing level data, we can get some insight from the data page is accessed, such as my bounce rate is high, it is not because the information on the landing page does not meet the user's search intent, or UV, PV Increase Decrease It means reducing the user's attention, but also superficial know my site's performance situation.
The question is, access level indicators can really make data-driven decisions it? There may be some guidance, but completely inadequate.
For example:
1, I want to know why so many visitors, so few orders?
2, I want to know, different browsers will not have compatibility problems?
3, I want to know click on the Follow button users how much?
4, I want to know my users are coming from, how to behave?
If you know the cause of these problems, then we will know how to optimize our products, resulting in better data-driven growth.
However, the access level data is completely impossible. This time, our data analysis capabilities need to be upgraded, and another segment to see the dimension data.
Event-level data:
Event-triggered data dimension-based computing event of different events, triggered by people, as well as attributes and attribute values to understand events.
for example:
Event: Click the Add to Cart button
Event Properties: Add to Cart commodity
Event attribute values: Product Name
Upload this data to Analysys Ark, we can know how many people, how many clicks the Add to Cart button, and you can know which products are distributed through the subdivision dimension.
Such data tell us which items are added to the number of shopping cart and more, can be constructed by a funnel event analysis, performance tracking and other advertising sources, so that you can adjust the targeted optimization, analysis of events is smaller particle size the dimensions of behavior analysis, which is fully accessible level data not available.
With event-level data access level and then look at the data, we find a phenomenon, that is, only if individual-level data access, it provides very little help for decision-making, can not fully achieve data-driven.
Access-level data combined with event-level data, the data is more comprehensive.
Not to say, do not have event-level access level, still need a lot of data access level, such as page views can exist as an event, such as the number of views a page, the trigger of the event and the number of triggers, so you can browse grade as an integral funnel which exist to help us better analysis.
As the application event like Lego, you can create countless possible according to their needs, doing data analysis is usually the first demand, followed by a structuring ideas, and then to reproduce their ideas by building event, last seen performance data . Therefore, to improve our ability to drive data, we need to change the dimensions of the segments, the evolution of data from access level to pay attention to event-level data.
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