How to analyze the number of users ' behavior with business thinking

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There are so many data, different kinds of data, how to deal with it? "Some people said:" The initial product, activities as a supplement, processing data is stable. "Some people say:" Product medium-term, activity-oriented, processing data is regulated. "Some people say:" At the end of the product, activities for nuclear, processing data is incentive. "Others said:" To deal with product data to four steps ahead!

1th step: Look at the overall data, mainly to see what the overall data is abnormal, and what data trends better (for example, the overall data, the number of games stable, monthly income contrast extreme)

2nd step: Look at the subdivision data (for example, segmentation data, game added users and the loss of active paid users directly proportional to the new users do not pay, big R loss of serious)

3rd: Combined with data analysis (for example, analysis of data, why do paid players lose? No pay competition?) or pay to reach the top of the pyramid at the end of the game?

4th step: According to the data action (for example, update version, launch player recall activities, change volume ...)

It is estimated that such knowledge has already been backwards. In this article, which is shared by Dark Horse, the author will explore the value of data and business thinking in the Internet with the operation of children's shoes. The author thinks: the Data ≠ mathematics! If you use functional thinking to see the game, it can only say that you are good at maths; in the internet industry, it is necessary to combine user behavior data with business thinking in order to create Internet value.

1. Business sensitivity to data development

Recently saw a studio senior frequent resignation, the project team was cut, the major headhunting busy Rob People's news, recently, and HR talk, learned that now a Web resume has risen to 15 dollars A; Initially, there is no correlation, thin taste, the relationship is very large, if the conversion of thinking, it is another scene ...

For example, the website mainly looks at the registered amount, and hard wide/wait for the routine, HR to buy a resume to wisdom, not necessarily to get the resume, and headhunting is Wenfengerdong, often initiative, master most of the high-quality resumes, not only save money, but also get good resources; Putting this principle into the game is not hard to find, if the user of an MMO game is lost (because of the other ...) And as another MMO product, can you smell the business in advance? If not, then the user back to the channel (other games), then you can no doubt only continue to wait for the channel alms flow, this is undoubtedly a failure.

Of course, we can not from the background of other people to fetch data, then generally from where to see the other game data trend? Look at the Competition Products Forum, game Update Dynamics, see the Forum user activity, can see a trace of clues, and then in-depth contact with the user, all natural to find out, as to how to draw users, nature is different.

2. The derivative sensitivity of the culture data

If the market's toothbrush sales increase, can you feel the increase in toothpaste sales? If put in the Internet market, it is not difficult to see a very pessimistic fact, the toothbrush sales increase, overnight, white jade toothbrush, ivory toothbrush, cartoon toothbrush, agate toothbrush and so on products overnight rise, the final inflation, we do not have to do.

In this case, it is the developer's mindset that so I can't say anything; this paragraph mainly refers to the derivative of the data sensitivity, such as a rare equipment from 100 yuan to 200 yuan, then the production of rare equipment copy/special map of the entry props will rise from 10 yuan to 20 yuan; props Rose, The player's recharge strength will have to increase; players recharge efforts to increase the value of the ARPU, how to maximize the promotion of ARPU value; from the product level, increase recharge activities, adjust the probability of equipment output, seize the user needs, and to achieve maximum benefits, rather than equipment value-added, and then add a variety of equipment, This will only backfire.

3. Think of the data in transposition

Some of the CP selection Channel, will pay attention to the flow of this thing, no matter how the product, as long as the channel flow is good, it will be kept on the ground channels, shop promotion, marketing ....

Flow this thing, pay attention to is suitable, channel flow more, that is not your, even if it is yours, it is not you alone, think differently; From the perspective of the channel to look at products, channels to see products, look at the transformation, pay, look at the retention; it's a two-way street, it's just different angles, If you really want the quantity, at least use the product data Exchange channel data.

In other words, if the product of various types of data is higher, it is best to understand the user is from that channel, the main contributor to the user group who? Thus, product design can be more inclined to user preferences, so the behavior is to promote the conversion rate of a good way. (for example, in the case of MMO mix, the user can be identified by the channel, easy to understand)

4. Use business thinking to look at behavioral data

Behavioral data, that is, user behavior share, such as activity, retention rate, pay rate ...

Business thinking, that is, interest analysis, such as user cycle value, users can explore the value of exploration ...

For example, two guild conflicts, the game in the Open, the guild members to fight active, than the level, the guild president of the outfit, than recharge, two parties, not dead, whether online or recharge have reached a considerable level; What do you do when you run? If you do nothing, be there secretly happy, and smug; I read a book, the book said a word: "Sitting is to die!" If you do not believe that the next month two guild and good, or a guild was kicked out of the game, regret also late.

"Do you want to sit and die?" If you do not want to, you have to learn to use business thinking to look at behavioral data; For example, what are the competitive platforms for these two gangs? What are the people who are active and who are paying? Who is it that affects them?

How do you balance this relationship? The ball effect is very important, the harder the pressure, the higher the bounce, no matter what, will only play the lower, to be calm; At present, the game is more common is to support this catalyst; indeed, it has a role to play, but the symptoms are not the root cause; If you think with business thinking, with the end of the Earth as an example, the topic already exists, Real users already exist, so Word-of-mouth marketing is easy to achieve, through the topic of the original users, to attract potential users, to bring more business interests, through the user's habits (such as: love) and human weaknesses (such as: The higher the status, the better face) of the control, to create a marketing, such marketing effect is significant, The most important thing is not money!

Very simple once user behavior, very common user behavior data, another angle analysis, perhaps is a commercial marketing!

5. Look at the relationship between users and products through data

Many people value fixed data, ARPU and other core data form a set of advertised, countless people check, measure their own products good or bad, countless operations to check, measure the success of operations, if you are just for KPI, then you are successful, if you want to do higher, then this is not enough.

User and product relationship, most students also defined in the user positioning, product positioning, and then in-depth, is a set of core data assessment, operating procedures ....

The author thinks, the data, the user, the product; three form a triangular relationship, can explore the aspect too much, for example: a user online 5 minutes, a user online 10 minutes, what is the difference between them? If 10 minutes are defined as active users, where is the 5-minute user and the 10-minute user's online target? What time period does the user of the level segment hold? These are miscellaneous and easily overlooked.

For example, if a user buys two gems at a time, is he a one-time purchase? Do not underestimate this type of data, the user purchase and purchase a single time to determine the user's demand, the same number before the interval value is very large!

Finally change the industry to think, the screenwriter industry has a definition of the script, the script is only 5 minutes! This 5 minutes is not about the film cycle, but you only have 5 minutes to impress your users, if five minutes, users will lose patience; The game is the same, back to the beginning said, a user online 5 minutes, a user online 10 minutes , their difference is not just the difference in time, more is the product's time stickiness, take this as an example, if the opening animation is very exquisite, enter the game picture is also very good, the user uses 10 minutes to indulge in this, is very easy situation, if the opening novice guide cumbersome drag, then the Guide 5 minutes also cannot support.

Finally, through the data to see the relationship between users and products, through data discovery problems, through the user sorting problems through the product to solve the problem, which not only involves the operation, but also involved in planning, art and other departments, after all, the product is not on the line to the operation, a team, unity and cooperation

Data a lot, also very miscellaneous, they form a network of each other, touching the whole body, as to how to understand the specific, different people have different understanding, can only say: "Data is very important!" The important thing is not how accurate his algorithm is, but the grounding gas! He told us what to do next! "

Author: VV5