Operation is not about a function or a technology, but about living people. We need to rack our brains to study users, to hit users’ feelings in a short time and to understand them in a long time.
Operation must have strong data awareness. Data analysis may sound like a programmer’s job, but it’s creeping up on everyone in the business.
Why analyze the data?
“Data is the foundation of operations, like a rope that runs through them. It is not only the direct presentation of operation KPI assessment, but also the theoretical support of operation direction “. Operations generate data, and data support operations.
How do product features iterate? How to optimize the conversion process? How to make accurate placement according to user portrait? How to effectively activate users based on their behavior? … The shortcomings and limitations of these things, which previously seemed to be decided by a snap of the head, are still great in the face of objective data.
In fact, in a slightly more formal public operation, refined operation trend is becoming more and more obvious. The following data is analyzed from the top four aspects of the operation:
1. User analysis
The production of the content of the public account is to be built on the basis of the user portrait, only when the content matches the maximum user tag, can it arouse the interest of the user. This is like a big framework to define the nature of the content, out of the user portrait of this circle, the content is done well, and your users have nothing to do, commonly known as “hi”.
At present, the data of user portrait in the background of the public account mainly focus on:
User attributes: Focus on gender
User growth: Number of followers and sources of followers
2. Text and text analysis
In the public account background, the presentation of graphic data is relatively detailed, there are key data analysis of a single text, but also the key data analysis of all the text, of course, the analysis cycle also includes every hour, every day, every week and every month. It is worth noting that on some data, the maximum period in the background is only captured to one week.
3. Menu analysis
According to statistics, more than 75% of all messages sent by users to public accounts are event messages. User click menus account for 80% of all event messages, and when extended to all messages, menu clicks can reach more than 60%. So a good menu is one that a lot of users will click on.
4. Message analysis
The data that is most often overlooked by operators is the data that they interact with their users
Data operation is a closed-loop and process-based work, which should be constantly verified and amended in combination with operation strategies, so as to improve the accuracy of data analysis, which is also the embodiment of the value of data operation. So how do you analyze the data and tailor your work to that data?
Analyze user attributes to help you do your own content
Suggestion: In addition to the background data, design a questionnaire survey to really understand users, know their reading preferences and pain points, analyze the reading amount, and improve the writing ability of topic selection
Low reading, low proportion of friends: poor title, bad writing Low reading, high proportion of friends: poor title, good writing high reading, low proportion of friends: good title, bad writing high reading, high proportion of friends: good title, good writing according to the data, correct positioning and re-planning
The number of users is too high: the content is deviated from the direction or the quality of the article is not good. The opening rate is too low: the topic is not good or the title is not good. The reading amount is very high, but the new users are very low
We should pay attention to the operation of the menu bar. We should often change and optimize the menu bar and adjust the automatic reply according to the background message data
Keywords: automatic reply After new users pay attention to automatic reply according to graphic analysis data, sorting quality topic selection
Regularly arrange topic selection direction according to popular articles, slowly accumulate simple point open rate of high article can sort out the title according to the annual goal split task, adjust the progress
At present, the development of the public account is relatively mature and stable. The traditional operation by feeling or experience is not the mainstream point of view. Refined operation is to ensure the survival in this highly competitive market, and even progress.
Operation should learn to set a small target for themselves every day, record the rise and fall of data before going off work, analyze the reasons, and review competing products.
If you have a better new media operation skills can share with me in the comments section, we can learn together.
Article source: first rise network, reprint please reserve source