Data misunderstanding about the effect of website operation and popularization

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I think it's time to thank one of my colleagues for giving me a story about her recent job interview and giving me the inspiration to write this article. A few days ago, she complained to me on QQ met a need interview, and then the heart produced a big question mark: What is the current network company for the website Operation promotion position definition in the end is what? Only the main bidding, but also do a blog to do the question and answer job. If the auction can bring customer traffic performance, which only blog to do the question and answer for what? But the definition that the boss gives, this is the website operation promotion, I as long as the effect.

I remember replying to her for such a passage, the current more network platform is to use the name of the network to do the traditional activities, so, has been suffering from the operation of the Demons around. Therefore, the definition of website operation promotion becomes more and more vague. It may be a bit arbitrary to judge an industry, but her experience, but also let me have some new thinking and understanding ...

Why are so many people flocking to the bidding?

There is only one reason for bidding: effect conversion. To achieve it in the short term, the only purpose is to bid on the springboard. This is also a bidding customer Commissioner and network companies in charge of the consensus. Can not say not to do the bidding will not produce results, but did the bidding, we must consider the effect and cost. Many network companies to open the bid to set up an independent position, is the hope that the use of the force of the bidding commissioner to play the effect of the entry. But such results tend to be a great deviation, that is, if the effect of the entry conversion is not good, either the pricing strategy has been a mistake, or the bidding Commissioner's optimization means not smart.

And in my opinion, pay attention to the bidding strategy in fact limited the direction of operation, a short period of time will be the transformation of customers, long-term planning has been the auction platform for vicious kidnapping, because you do not, the entry to stop the show. In fact, many internet companies have long been aware of this problem, but because the interests of customer transformation is not driven by it. In addition, if the optimization means, in fact, this should be attributed to the results of the bidding platform technology flow, even if it is again brilliant optimization commissioner also guessed the competitive platform Operation Technology transformation of the logical direction, because you only use permissions, not control permissions. Have the ability to bid operations can be declared outside, I am familiar with the bidding process, but can not be irresponsible, if I come to bid, I can bring to the site how much performance. may be achieved in the short term, but in the long run is absolutely impossible.

Who does the promotion team need to work with?

If the project team announced five years ago that their team is fully operational and promotional, it must have a strong professional advantage. Now, the operation of a project, by bidding alone is far from enough, more and more projects need to operate a promotional nature of the team to support the operation.

However, the current industry direction, network promotion has no authoritative mode, but the network on the promotion of the experience of the article is everywhere. Many people who are familiar with the experience of the article can boast about what is the network promotion, network promotion means how many. And some network companies to promote the position of the network to create a specific model, such as Understanding the Forum, blog, question and answer, such as the implementation of promotional means.

In my opinion, to build a promotional team, promotion is an external factor, the concept of the most important. Otherwise, it is easy to have a thankless situation. If only a single request to promote this basic condition, lack of professionalism, according to the current industry environment, through the batch processing software can be realized, and then create a team is to waste the company's personnel resources. and professional not refers to have the corresponding work experience or many years of work experience, happens to be in these work experience or more than the time limit on the industry's understanding, this is the key.

To put it simply, a person who simply posts would be better off using the software; a person who knows the pros and cons of posts and posts, the team might as well make good use of it.

IP,PV Data and website transformation

Put the data in the middle, my idea is, first, as a promoter must understand why the current network companies are so keen on the real reason for bidding; second, if you do not understand the previous two points of the problem, in fact, the 3rd to say the relevant results of the monitoring analysis, will not be able to control. For example, IP,PV, Baidu Index, Alexa ranking these items have been the network project to promote the effectiveness of the detection of important indicators. Some companies in order to pursue the completion of the target data, directly in each cycle to delimit specific data requirements, and then to the extension of the work limit, no matter what method, as long as the data can be reflected.

In my opinion, important indicators of the data to have, but that is only a horizontal standard, and can not be a site operation success or failure of the important basis. Because there is a need to remove some of the impurities, that is to find out the effectiveness of the data and the effectiveness of the comparison. This set of data scale contrast indicators should be listed as a practical embodiment of the effectiveness of the site transformation, for example, through the introduction of 5000 flow, this group of traffic to visit the number of keywords to meet the site theme, how many jump rate, how many have been converted to two visits. The data must have a clear expression. Popular point This is the synthesis of two sets of data for operation and promotion. Therefore, the promotion of the basic data is increasing, but the conversion rate has not been high, this is definitely a problem of operation. If the promotion of the basic data has been unchanged, but the conversion rate is improving, it must be the issue of promotion. Together, there is only one point, when the basic traffic is increasing, including the promotion team of all the people's operational awareness must be to the marketing transformation; if it is only a symptom and not a cure, the promotion of the work will only appear to promote staff feel hard, the company management and feel the promotion of the team not enough to promote the embarrassing end.

How to operate and promote the performance of the hook?

In the end is the operation of the promotion linked together, or operation of the operation, to promote the promotion, this is a need to explore a deeper problem. Many network companies put the two together, but the conventional work is to promote the embodiment, but most of the results will appear in the above mentioned phenomenon. This can not be said that the company's operational planning in the gap, can only be said to be affected by the development of the industry, or also have their own business factors.

One theory I've always adhered to: the operation is a big direction, is the real strategic; the promotion is a small direction, is the true execution layer; To fully embody the value of both, we must coordinate the three-dimensional all-round; that is, operators must translate the user value experience into a goal, The promotion staff naturally takes the flow as the first direction. If the two are combined, the team must make higher demands on the quality of the personnel.

Of course, whether it is a combination, or even together, the performance of how to reflect it? My personal opinion is that teamwork should be the main route. Because each promotion means, the style is different, the operation of the Creative and Planning program implementation, but also need to promote the implementation of personnel. To the last truly achievable value, nature is the full embodiment of the entire data platform.

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