WeChat official account mainly focuses on: user analysis, graphic analysis, traffic analysis, menu analysis and activity analysis.
1) User analysis: excel data can be exported from the background of WeChat official account, and then the data of this month and its ring ratio can be analyzed by excel or BDP personal edition;
User growth: including attention, customs clearance, cumulative number, etc. , analyze how the recent change trend of users is distributed, and what are the reasons for the change? It is also necessary to analyze the year-on-year situation of the same cycle as before. What is the reason for the change? Whether it's going up or down, you have to analyze the data and find out the reasons. These are valuable experiences in operating the official WeChat account, which will provide many ideas and basis for your future work.
User attributes: background data includes gender, province and other information. I find it interesting to analyze user attributes. For example, the gender ratio, if your official WeChat account is related to cars, there are suddenly a lot more female fans this week. Have you done anything on the official WeChat account recently? 72.46% of my official WeChat account is male. Because my official WeChat account is related to Internet technology, I pay more attention to men. It is not surprising that you have to analyze your own official WeChat account. For example, which provinces and cities the new users come from, and the reasons for their distribution should also be analyzed.
Analyzing users' attributes can help websites or products better locate target users, and help children's shoe operators better understand their users, thus laying a good data foundation for future marketing and activities.
(This is Weibo's fan attribute, similar to WeChat) The picture is from BDP Personal Edition ~
2) Graphic analysis
All pictures and text:
—Basis: main page reading, original page reading, interactive data (sharing, forwarding, commenting, collecting, etc. Interactive data can judge the quality of graphics and text, and the second is to judge the interactive quality of your fans);
-Extension: several articles this month, how to distribute the types of articles and judge the work situation;
Each graph
Data indicators refer to all articles used for analysis;
The following is a simple chart of basic data such as reading and forwarding. Let's analyze other data ourselves!
3) Flow analysis
It is mainly about the channels for users to pay attention to the official WeChat account (which can mainly help you understand how to promote your official WeChat account) and the channels from which the traffic of reading pictures and texts comes.
4) menu analysis
Wechat official account menus generally set the content that websites and platforms need to highlight, as well as the content that needs to be displayed to users, so the click on the menu is also very important.
How many users clicked on the menu? Did you meet your expectations? How the click data of each menu module is distributed, you can see at a glance which content users are more interested in, and you can adjust and modify the menu content based on this.
5) Activity analysis: There is no such data in the background, which is my conclusion based on the actual situation.
For us, the activities of WeChat are generally in line with the activities of the website. As a publicity platform for website activities, we can count the data of WeChat during the activities and make a comparison with the usual data. Let me give you an example. For example, we did an activity before, and the main analysis dimensions are as follows:
Understand the reading, exposure and interaction data of the activity list, and compare it with the average reading, exposure and interaction data on weekdays;
In addition to looking at those, we are e-commerce, paying more attention to how many purchase conversions are brought by single products, and comparing them with the usual purchases;
If the activities are carried out in stages, it is necessary to compare the activity data in different periods and then sum up the experience;
No matter what "content" you have done on the official WeChat account, you must learn to analyze and summarize the problem from the perspective of data. Don't just publish articles and activities. Every time you do something, you should know whether everything you do is reasonable from the data and user feedback. Only in this way can you keep improving, more users will keep changing, and leaders will see your progress and efforts! Don't say that you can't analyze data. Data analysis is very difficult, and complicated data analysis is really difficult. Otherwise, how can data analysts mix? But as a WeChat operator, you only need to learn some simple data analysis. After all, you are not an analyst. It is enough to analyze common data dimensions. Moreover, the data indicators in the WeChat background are fixed, but the specific values are changing. After completing the visual dashboard in BDP Personal Edition for the first time (the data charts are all from BDP Personal Edition), the original official WeChat account data can be directly replaced in BDP for the second time, and the data results will change accordingly, so the data analysis is not so complicated, and it can be solved at one time. You don't need to do it every time, it's not complicated, and the data analysis is fast. I attach the data template of WeChat, and the chart data is just an example. We mainly refer to the idea of template analysis.