In the previous three articles, we talked about some commonly used data indicators from the three dimensions of user indicators, behavioral indicators, and business indicators. Does it mean that with these indicators we can conduct data analysis? This is definitely negative, because different products or different modules need to choose different indicators to describe. Therefore, in this article we mainly talk about: the general methodology for selecting data indicators. This methodology has three steps

Starting from the ultimate goal, to sort out our business modules,

First think: we What is the ultimate purpose of the product? If we take the following kitchen as an example, its ultimate purpose is to sell ingredients and cooking tutorials to make money.

Secondly, think about how to make the final goal bigger or more frequent. Taking the following kitchen as an example, we need to think about how to incorporate more ingredients and cooking tutorials.

Again, we thought that we can sell ingredients and cooking tutorials through recipes. However, recipes cannot directly sell ingredients. Here we need tools and support to support recipes. Recipes are the only way to go.

So we come to the conclusion: Xiachian is a food content community product. The ultimate goal of the product is to sell ingredients and cooking tutorials through community creation of exquisite pictures, texts, and video recipes to monetize it.

This is a common disassembly method. It is dismantled from the final purpose to each module. This will facilitate our next step to determine the type of each business module and select appropriate data indicators for them.

The business modules of the product are generally divided into four types: tool module, content browsing module, transaction module, and community module.

Content browsing modules and community modules help users save time, while tool modules and transaction modules help users save time. Tool modules and content browsing modules are of great value to users. from the product itself. For users, the value of the transaction and community modules comes from connecting to other resources through this module.

Let’s take a look at which functions of the kitchen belong to which modules:

Creating recipes and sharing my food creations belong to the tool module

For content production For readers: creating recipes, sharing my gourmet works, and participating immediately are tools provided by the platform for content producers to quickly publish.

The categories of Xiachian module (follow, recommend, discover) belong to the content browsing module

For content consumers: Browse various information through the categories of Xiachian, that is Said, the product brings both parties together to distribute information through the kitchen module.

The Xiachian module, follow, like, share and comment functions, and contacting sellers belong to the community module

For content producers: the Xiachian module is used to distribute information, comments, The Contact Merchant feature enables interaction with content consumers.

For content consumers: they can follow content producers, like them, share the content they produce, and interact with content producers.

In the market and classroom modules, the function of throwing vegetables into baskets belongs to the transaction module

For content consumers: a variety of ingredients can be purchased in the market module. In the classroom module, you can purchase courses to learn cooking with professional instructors.

From the above we can see that by working backwards through the business purpose of the product and splitting the product into different business modules, most business modules can be classified into these four types.

We split the Xiachian product into different business modules based on business goals, and after we have determined the types of each business module, we next need to select data indicators for different business modules.

First of all, before we choose corresponding data indicators for different business modules, we must understand what we pay attention to in different types of business modules?

What we care about is the effect. What we focus on is whether this tool can solve the problem for me. In this tool module, what we usually focus on is efficiency.

Therefore, the data indicators of tool modules generally start from three aspects: usage, goal achievement rate, and frequency.

Generally describe the accumulation and investment level, such as Let’s use the functions of creating and publishing works in the kitchen. Once this function is completed, it can increase the stickiness of users.

Using tools is generally to solve problems. What we focus on is the success rate of creating and publishing works. If this is done well, user satisfaction will be high.

Frequency refers to whether users regard this tool as a habit. Here we focus on the frequency of clicks to create and publish works. If done well, users will develop the habit of regular creation.

How many times the content of this module itself has been viewed, whether the user has interacted with it after browsing, whether it has been collected, commented or forwarded.... What we focus on here is the quality & quantity of content.

In this module we usually focus on four aspects:

The number of views describes how many times and how many people browse

The breadth of browsing describes Browsing behavior covers content inventory, and inventory utilization will be more efficient.

As we said above, the content browsing module is to help users kill time, so the longer the browsing time is, the less time users spend using competing products.

When content interaction is done well, it can strengthen users’ emotions towards the content, and when done well it can increase user stickiness.

The transaction module hopes that users: buy it, buy it! What we are most concerned about here is conversion rate.

Therefore, for transaction modules, we generally start with the following four indicators:

Generally, it describes the conversion rate of the core scene. The higher the conversion rate, the easier it is for us to do things. Sell ??it.

The amount is the total transaction size of the platform. The larger the transaction size, the more sales are made.

The unit price is the value of a single user. If this is done well, our value and benefit to a single user will be higher.

If all users buy once and then leave, then our product will have no continuity, so we use the repurchase rate as an indicator to observe whether users continue to buy after buying it. What is described here is the durability of the income. Once it is done, it will be sold more times.

As a functional class, the community module has little value. Its value lies in connecting users through this module, interacting on it, and generating content. Only when users are active on it can this module be valuable. Therefore, in this module we focus on activity.

Therefore, we generally observe this module from the following three perspectives:

The publishing volume describes the amount of user-created content. The higher the publishing volume, the more likely it is to be produced. topic.

The amount of interaction is the number of interactions between users. Once done well, the community will be more dynamic.

It describes the relationship between users. The better the hair is, the more likely the users will stay on our platform for a long time.

Through the above methodology, we use the ultimate goal to split the business process of the kitchen into four modules. Splitting the modules is not our purpose. Our purpose is to restore the business process through the modules. Therefore, in the process of restoring business, we should not mechanically apply the indicators mentioned above. We must analyze specific problems.

The following are the indicators I selected for the kitchen for your reference: