concept
First of all, take a look at the explanation of index system in Baidu Encyclopedia: “Index system refers to an organism composed of several interrelated statistical indicators”. It mainly consists of two parts: index and system. In other words, scattered indicators are systematically integrated into a whole tree through certain relations.
Index refers to the quantified measurement value after business unit subdivision, which makes business objectives describable, measurable and disassembling. It is the combination of business and data, the basis of statistics and an important basis for quantifying effects.
The system is composed of different dimensions, and dimension refers to the “thinking Angle” from which users observe, think and express something. Dimension is the core of the index system. Without dimension, it is meaningless to simply say index.
Target classification
As for the classification of indicators, many masters and many books have been introduced, here is a brief review:
Atomic metric: A measurement based on a business process that is a non-separable metric in the business definition and a noun with a clear business meaning, such as the amount paid (event) (metric)
Derived metric: This type of metric is composed of atomic metric + multiple modifiers (optional) + time period. Transactional indicator: measures service activities, such as the number of new registrations. Inventory indicator: collects statistics on some status of entity objects, such as the total number of successful payments and the total number of registered users. The corresponding time period is generally the statistical end date in historical time. Derivative index/composite index: it is compounded on the basis of transactional index and stock-based index. There are ratio type, proportion type and statistical mean value
Why build index system
Before really starting to build the index system, we should first think about why the system is built and what kind of pain points it is to solve. Here are a few very common pain points in the enterprise:
1, for most developers will be based on the business side of mounting demand for development work, but in the end implementation of business requirements is not really achieve the desired effect, an enterprise launched a marketing campaign, for example, the main purpose is to achieve the user growth (la + active), so how to measure whether the activities to achieve the effect, At this time, business process quantification is needed, that is, how to quantify the understanding of business, which is commonly known as data-driven business. If it cannot be quantified or business is analyzed only by single and one-sided indicators, business growth cannot be ensured accurately and orderly. But also to see the business from an objective point of view
2. In most enterprises, an inevitable problem is that the same demand may be repeatedly developed, and the results of repeated development may be inconsistent. In order to avoid repeated development and reduce data inconsistency, it is necessary to build an indicator system to solve this problem. At the same time, avoiding repeated development from another perspective is to reduce the cost of using data for users, so some operation analysis and decision analysis may be carried out for users
3, or a certain enterprise held a marketing activity, although there are a lot of registered users, but the real order is very few, so in view of this situation, it is necessary to combine all kinds of index data to quickly locate and analyze the problem, and in view of the status quo through comprehensive index analysis to give solutions.
The establishment of the indicator system is an execution problem on the surface, but it more reflects the collection of four dimensions of experience, internal collaboration process, data and business, and is a management guideline for managers
How to build index system
A set of perfect index system needs a long period, so we can solve key problems first as a breakthrough point. Here with three steps, five ideas for the line to carry out the explanation
The three steps
The practice of index system refers to the following steps: 1, referring to the three methodologies, scientific planning index system here scientific planning, refers to the following five ideas; The three methodologies refer to OSM,UJM, and scenarioization
2. Establish a reasonable and efficient data acquisition system Before the construction of the index system, it is the basis to establish an efficient and accurate data access system, where data access includes but not limited to business data, buried data, external data reporting and other data types
3. Standard management of indicators Standard management is the premise of healthy growth of indicator system, but also to ensure the overall unification of indicators. There are naming conventions, development conventions, definition conventions, service specifications, and so on.
Five index thought
Idea 1: Disassemble business goals to structure them according to OSM thinkingOSM refers to Objective, Strategy, and Measurement.
When setting goals, we should follow the DUMB principle, which is explained by using our usual performance review as an example: For example, senior leaders of enterprises should consider whether the target is attainable (Doable) when setting targets. For example, the daily group income is 100W, and the target for the next Q is 1 billion. Understandable. Once the high-level objectives have been formulated, they are divided into lines of business, BU, group and individual. At this time, it is necessary to ensure that every employee of the enterprise has a unified understanding of the goal. 3. Manageable when you set personal tasks, which are goals that are Manageable to the business people on the front line, they are not set in stone and should be adjusted as you go along and if you find that the strategy that you set is Manageable. Every employee or senior person sets goals that will help, not hurt, the organization. Positive, favorable.
Idea 2: Sort out the User life cycle through UJM, calibrate the goal set by OSM UJM: User Journey Map, sort out the whole User life cycle through this idea, namely: 1, combing the user’s stage of each journey phase (comb) 2, analyze the user behavior in each stage (know) 3, confirm the goal of each stage of product (confirmation) 4, look for each stage and the user’s point of contact (positioning intersection) 5, from the point of contact to find products pain points and opportunities for some pain points (found) here in public, for example:
Idea 3: Implementation of scenario-based pushThe framework of the whole index system can be sorted out by combining OSM+UJM, but the framework is relatively large and abstract. So how to use the real means, can fast, modular, structured landing index system. At this point, implementation can be driven based on the concept of scenarioization. Here’s an example of a scenario summarized by GrowingIO:
Level-2 indicators are the path analysis and dismantling of level-1 indicators and are process indicators. When level-1 indicator data changes, you can quickly locate the problem by viewing the level-2 indicators.
The three-level index is the path analysis and disassembly of the two-level index, which is usually defined in the way of sub-processes or individuals. The willingness of the data fluctuation of the two-level index can be quickly located through the three-level index. Indicators at this level can guide front-line decisions, and often after seeing the results of indicators at level 3, direct action can be taken to change the results.
How to measure the index system
When we build according to the above routes and ideas, we need to measure the effect of the final construction with a digital system, so as to reflect the value. Then, several evaluation criteria are given here. Corresponding measurement indicators can be formulated based on the above ideas: 1. Explainable; 2. 4, systematic, can reflect business problems, and help problem location and goal formulation 5, reuse, reduce user cost