First, what is buried point?
Baidu Encyclopedia’s explanation is: buried point analysis is a common data collection method for website analysis. Data burying point can be divided into primary, intermediate and advanced methods, which are as follows: Primary: Statistical codes shall be implanted in key points of product and service transformation, and data collection shall not be repeated according to their independent ID (such as click rate of purchase button); Intermediate: Multiple pieces of code are implanted to track the user’s series of behaviors on each interface of the platform, and the events are independent of each other (such as opening the product details page — selecting the product model — adding to the shopping cart — placing an order — completing the purchase); Advanced: Collect and analyze the full user behavior in cooperation with the company’s engineering and ETL, establish user portraits and restore the user behavior model as the basis for product analysis and optimization.
Undoubtedly, data burial point is a good way to privatize deployment data acquisition. Accurate data collection meets the needs of enterprises to remove the dross and select the essence to achieve rapid optimization and iteration of products and services. However, because of the huge amount of manual embedding, and carelessly prone to error, become a lot of engineers pain. The development cycle is long and time-consuming, and many smaller companies do not have the ability to bury their own sites. No buried point becomes the new favorite of the market. It will be interesting to see which of the two technologies will be the winner.
As we know, in addition to generalizing requirements and prototyping, digesting data is also a part of a product manager’s job. In layman’s terms: if you don’t do data burial, you can’t do data analysis. If you don’t do data analysis, you don’t know what’s going on. If you don’t know what’s going to happen, your product will fail. If you make a bad product, your business will be bad. You don’t do well and you get fired. If you get fired, you won’t have any money. You don’t have money, you sleep on the road. You can get hit if you sleep on the road. You shit when you get hit by a car! So in order not to shit, must do a good job of data buried point! \
Two, why do you want to do buried point?
The point of burial is to do behavioral analysis. So for this kind of action, you need to know what is the purpose of making burials? Are you judging a feature or do you want to know where the pop rate has been lately? How to judge this situation? Visitors? Market research? Ask each design, r&d, testing personnel??
For example, when we pay, we open Alipay, scan it, scan the qr code of the other party, input the amount (2 yuan, small amount is free of entering the payment password), click confirm, and the payment is successful.
You made two assumptions about the safety of your money. Open the alipay, open the scan, scan the qr code of the other party, the pop-up prompts “you are payment, please enter the password”, then you pay input password (can’t avoid input), then the input amount (2 yuan), click on the confirmation, pop-up prompts “in order to ensure your safety, please first real-name authentication”, then to jump to the authentication page.
Regardless of whether these two Settings are reasonable or not, you can collect the two pop-up actions in the form of buried points, and conduct serial behavior analysis of the corresponding actions, and form the final data such as user portraits based on this. Note: here if you only make a trigger judgment buried point, then do the primary buried point; If you make the burying point of the entire payment action, then it is intermediate burying point; As for how to calculate the senior buried point, this or has more than ten thousand users of social, e-commerce, payment product managers are more competent ~~ \
Three, primary buried point how to do?
Primary burying point: planting relevant statistical codes in key parts of product processes to track each user’s behavior and count the degree of use of key processes.
In any case, product managers want users to experience and use new functions, and a large number of users are full of praise for this function. Take the APP registration function as an example, we optimized the registration function in the upgrade to 2.0. Users can not only register by mobile phone number, but also log in through a third-party account — wechat. We put a buried judgment in the registry, and a day later we collected 100 pieces of data. There were 20 users who opened the APP and quit (these are lost users), 80 users entered the registration function to register, but only 5 users successfully registered and entered the home page. So we can judge the registration function here has a BUG, the success rate is too low.
For example, when you find a product’s UV(UV is short for unique Visitor, a natural person who visits the web page over the Internet). Very high, very low sign-ups, you need to analyze the behavior of users on the front page, say 20% of users quit the product, 80% of users go to the sign-up page, but only 5% of users sign up for the product. This also means that there may be problems in the registration process. It is necessary to further refine the registration process, increase the data burying point, analyze the conversion rate between the processes, find the problems of the product and solve them. Specific to their own products, how to bury data, we need to design according to their own product task flow and product objectives. This is a process of iterative optimization from coarseness to fineness.
The simplest use: baidu statistics tongji.baidu.com/web/welcome…
Its function includes 8 big modules, these 8 big modules are used well, you can be qualified for a good job as a data analyst, and is a free professional website traffic analysis tool, can tell users how visitors find and browse the user’s website, what they do on the website, with this information, It can help users improve the experience of visitors on the user’s website, and constantly improve the return on investment of the website. “The world is complicated, baidu knows you better,” baidu Statistics provides dozens of graphical reports that track the behavior of visitors throughout the journey. \
Four, what are the intermediate buried points?
Intermediate burying point: Multiple action codes are embedded to track a series of user actions on each interface of the module, independent of each other
Such as registration function: any page – registration page – click register – fill in the mobile phone number – judge the mobile phone number format is correct – obtain verification code – enter the correct verification code – enter the password – write database – registration success.
Click third party register – get third party information – authorization successful – write to database – registration complete.
If you do not bury the point, the success of registration in addition to speculation, experience, simulation tests, the most reliable or take real data to speak. The product manager proposed the demand of buried point, and the r&d completed the data burying point and data extraction. The product manager and data analyst began to analyze the data, display the data charts, and form data reports according to the data results. Use the results in the data report to re-adjust the registration function, carry out version iteration, re-test to see the effect, and finally form a good functional application.
The process of burying is to prepare the action to be analyzed, observe the data, extract valuable data, analyze the data, simulate and judge the analysis result, form data report, and finally judge the function with the result. \
Five, senior buried point!
Advanced buried point: collect and analyze the user’s full behavior together with the company’s engineering and ETL, establish the user portrait, restore the user behavior model, and serve as the basis for product analysis and optimization.
What is the purpose of the burial site? The ultimate goal of a burial site is data analysis, and data analysis is an ultimate part of the product manager’s job description. The foothold of the product has four points: mass, mainstream, high frequency, rigid demand. If you have one then you can make a product; Meet two of them and your product will explode; Meet any three and your product will conquer the market. Get four and you can summon the Dragon.
We can do user portraits to represent data. Burying point is just a small node of product manager’s work. Data behind burying point and using data to drive demand, improve demand and enhance demand are very good means to improve the overall quality of product manager.
The last is to list a table of buried return values. If you don’t understand the code, you can improve the table and then let the r&d to implement it.
