Find attributed role is to help us find out what the main event of a yes.
Too often our business processes is a lot of steps, such as from open - browse - orders - payment - the payment was successful, in this case, we often need to know the user through the steps in front of the whole affair, for he finally completed this event factor is what.
Consider : Our business has some very specific business goals, such as buying, leaving the data, recharge and other acts. When we know the behavior of these events in front of the steps of its contribution to the value after how many there are, what can we do?
First, what is attributed search method?
Attribution method is to find the business process for dismantling, and depending on the nature of the business, throughout the process to determine what events are a key part of the overall impact of the completion of the event.
After determining the critical section, select Find a different attribution method.
Second, the common law attributed Find What?
Common attribution search method, there are three, they each have different application scenarios:
1. The last attribution
Usually applied to the contribution comes down to the last user interface to the contact of the product or function buttons.
For chestnut: We are now a stranger Trader social product, add friends have a lot of patterns, such as: people in the vicinity, phonetic matching, the topic Square.
We recently on an intelligent matching function, users in the end we want to know is which function to add friends through the process of adding a friend in the real.
In this scenario, the conversion path is relatively short (to use a feature, plus a friend), and there is a strong correlation between events (add friends either by people in the vicinity, either voice to match either topic Square or is a new on-line intelligent matching function).
Thus, in this type of scenario where we can use the last attribution, all contribute to the final act.
2. decreasing attribution
Suitable for conversion path is long, not non-target event (not the final event) differences, no step has played a leading role fully.
For chestnut: an online project management tool, which provides a to-do list of events, Pomodoro, calendar management and other functions, if you can pay to upgrade to the Premium version to avoid ads. Therefore, to observe the target product is that users can eliminate the advertising, In this method can not find an event attributed to the nearest that step, but starting from the last step, gradually decreasing to Wang Qianmian this factor.
For example: 60% last step, 40% penultimate step, the reciprocal of the third step 20%, such a ratio of 6/4/2. Of course, it can also be other proportions, such as the ratio of 5/3 / 2,1 / 1/1, this ratio needs with our business hook, different business options to scale our business.
3. The first attribution
Business scenario applies to the strong dependence of flow, pull people is more important than all subsequent things.
Regardless of all fully behind the event, and only the occurrence of events associated with the end of the first step together, say, our current lack of flow in this business, you need a lot of people, this step corresponds to a major market instruments and operational methods, attribution to the first step, we will be able to adjust marketing strategies or operating strategies.
The above is attributed to three different search method, each of which is suitable for different business scenarios, operational rules are not the same.
When the work we do is due to find, will definitely encounter some other cases, there may even be attributed find some other method, but most is due to find methods are based on the evolution of these three.
Third, case analysis
1. The last attribution
For chestnut: this is our company of a live class products, top-user behavior model describes this path, we performed last attribution to see what the thing for the user is and recharge.
Through this model we can see that this event will recharge two key nodes: gifts and private letter anchor.
There are close to 7,000 individual accounts is no money when gifts and recharge, while more than 4,000 people after the private letter anchor and recharge, this is why? So some users may want to privately express his love for anchor.
Thus, we can know, the original user and not just gifts and recharge, they will recharge after a private letter anchor, then a reward or operate red hair and the like, which paid products and paid a great experience for the subsequent design help.
2. decreasing attribution
For chestnut: Here is a game products, but also recharge our final game of the attention, but the games more complicated, if the last imputation, will ignore a lot of points.
Let's say the game consumer, why users would consume, we can see that by decreasing imputation, he bought a synthesis equipment, in which user behavior is very long, the user's mental model is continuous, and that every step of every act They are helpful for the final conversion, so here we use the law of diminishing attributed more reasonable.
3. The first attribution
For chestnut: We are a small loan APP product manager, for this product, as long as the user, and platform for manual review, the average user qualifications are not the problem, then the loan will be issued to the user.
Products such as these, there is no need to worry about the back will not be transformed, we need to care about is: Are there many users coming, so, the product is the lack of traffic channels.
Well, here attributed search method has been done for chat.
Answer questions about the beginning of the article mentioned, attribution search method of application scenarios:
- Able to achieve the goal of splitting the individual modules or line of business, so the statistical contribution of each module or each line of business
- Explore how to improve the product in the final business metrics, so they know the main factors of the current index reached.
Here we use a chart to summarize architecture diagram:
