Almost all operators are busy with planning, scheme and group support, and they feel like a handyman at every activity, so they can't help wondering if operation really has a future.

In fact, the reason for this situation is that they missed an important action, that is, after the event, they made a resumption of the event.

The purpose of making the resumption is to sum up experience, and to know which links can be further optimized, so that the next activity can be done better. If you don't resume, you don't know why the activity was successful, and why the activity didn't meet expectations, so it's difficult to improve your activity operation level.

1. Review the activity

First of all, from the result data presented, we should know whether the activity expectation has been achieved or not. Then look at the data indicators in the process, split the customer path conversion rate of each step according to the sop of the previous activities, and then see if the activities in each stage have reached the expectations.

2. Explain the information of the activity

① Introduce the background of the activity, including the objective, strategy, time, etc.

② Specific activity execution process, and make a good copy of the user path, including speech greeting and poster screenshots, etc.

③ Implementation in stages, such as: what actions were done in the warm-up period, what things were done in the early stage of the activity, and what strategies were used in the middle of the activity. However, an activity may affect all aspects, such as a promotion. The issuance of coupons can increase the registration of new users, increase the repurchase of old customers, and improve DAU. If you grab your beard and eyebrows, you can't say it clearly. Therefore, we must closely combine the purpose and goal of the activity, and give priority to the directly affected indicators as the main indicators. The implication is that there are some sub-indicators to measure. For example, if the activity is to bring new ideas, the main indicator is the number of newly registered users; If the activity is to improve the retention rate of new users, the main consideration is the retention within 1-7 days, but no indicator can explain all the problems clearly, so the new activity depends on the ROI of the channel, the retention activity depends on the activity of the retained users and so on.

The following are the design of main and auxiliary indicators for different types of activities:

When evaluating the effect, it is most taboo to make hundreds of indicators and then make huge and complicated evaluation formulas. The more things are confused, the more space there is for word games, and the easier it is to whitewash the peace. Generally speaking, one main indicator plus two sub-indicators can explain the problem. The higher the main indicator, the better. The sub-indicators cannot be lower than a certain threshold. The simpler and clearer the evaluation, the easier it is to see the problem.

then analyze the information obtained from the data:

① What is the reason for the high user participation rate

② What is the reason for the high user click-through rate

4. Summary of problems

① What problems occurred during the activity: for example, bugs encountered, customer service problems encountered, and process problems

② Solutions triggered by these problems: for example, what ways and means were used to solve the problems.

5. Highlights and optimization schemes of the activity

What are the good ones, such as innovations in speech, copywriting and posters on the user path, and what are the points of innovation and good experience on the user; What can be optimized, such as problems found, can be avoided in the future, and highlights can be reused later.

6. Personal thinking and summary of operators

Step 1: Based on the activity itself, see if it has been done properly. For example, we can try to use other tools to do the activity, such as the micro-manager tool of Weisheng Enterprise, which can help marketing to get customers, quickly increase the number of users and carry out customer operations

Step 2: Based on user needs, look at the user feedback of this activity and see if there are any new solutions.

summary: the positioning of the activity itself is short, flat and quick, and the effect is often difficult to last. This is not to deny the importance of the activity, but the user's acceptance after the activity still depends on the core value of the product. During the implementation of the activity, there are always some unpredictable situations in the early stage, so it is easy for us to think when the activity resumes: "If I had done something, I could have avoided this." This kind of self-reproach psychology is very torturous, and it is useless to improve the ability of event planning. It is normal that there are many situations in the execution of activities, so what we need to do is to analyze the problems in the process of activities carefully, and sum up new experience in the process, which is the progress of skills.