The organization and structure design of information in Google Business system

Article Description: The organization and structure of information about the Google Business system.

Mention Google believe that no one will feel unfamiliar, many people every day in the use of his rich user products and services. As a huge internet giant, Google also has a complex and robust commercial product system behind the user's products. In advertising alone, Google earns more than 30 billion dollars a year. So how does Google organize his business, and what's behind it is a topic worth analyzing and thinking about. Recently, the author of Google's business system for a centralized comb, try to find out some of the business Information organization principles and methods. Because of the complexity of the business system, only the information structure and the guidance angle of the online system are tried to interpret.

Information and material capital, human capital, is a kind of production factor that needs economic accounting. The reasonable flow of information structure is convenient for users to obtain information, find the prerequisite and protection. Compared with the general user products, commercial products are a special system. It should not only pay attention to the user's guidance and information transmission, but also with the offline sales and service system to cooperate. Most American business owners are aware of the impact of online advertising and the ability to buy and operate an ad. As a result, Google's online commercial products are more standardized and play a more important role in the whole process of sales and service.

Structurally, Google has set up a business solution (Business Solutions) page that can be used as a hub to radiate to all commercial and related product lines. In the page for the product features and functions, from the user needs of the classification of the category.

Figure 1

In this page, we can see that Google is trying to integrate the existing complex products, to provide customers with a one-stop business services efforts. If we make a further analysis of the products linked to the page, we will find that Google's online products have the following architecture:

Figure 2

As we can see from Figure 2, Google's business system is very clear and clearly has a very clear idea and positioning. What kind of mystery is behind this system?

I. From the point of view

The first question we have to ask ourselves is: "What does Google want to do?" ”。 Peter Drucker, a modern management master, once said: "A person who attaches importance to his contribution, who is responsible for the outcome, regardless of his position, is still a senior manager", thus clearly the importance of the purpose to the design. As a commercial system directly linked with revenue, its design is closely related to commercial purposes. According to Product features and functions, Google's commercial products can be divided into four categories:

1, Advertising marketing page "cluster";

2, to AdWords, AdSense, GA focus on product delivery system;

3, related acquisition brand (Double Click, YouTube, AdMob, teracent, Invite Media);

4, ancillary products.

Figure 3

However, from the point of view of the purpose, these systems have no two core purposes: to attract customers and service customers. The former corresponds to the sales link, the goal is to explain the value of Google products and advantages, attract purchase, the latter corresponds to customer service links, the goal is to manage and optimize customer use, improve efficiency. In Figure 3, the Advertising product page "cluster" and the acquisition of the brand emphasis on attracting customers, placing and ancillary products with emphasis on serving customers.

From the structure of Figure 2, Google in the Business Solutions page and advertising product page "cluster" to complete the introduction of the advertising product group, and the customer into the offline sales process or online registration, so as to achieve from the potential customer to the customer transformation. Delivery system combined with auxiliary products to complete the introduction and use of their own functions, and set up an independent help center and blogs, forums, microblogging and other help products to solve the user's use of different information content requirements. This structure makes Google's advertising services are directly presented in front of the end customer, transparent and standard. All customers can reach the introduction and delivery system of all important commercial products from the first two steps to better serve the sales purpose.

Figure 4

Ii. Requirements Identification and subdivision

The second question we have to ask ourselves is: "What do customers need?" ”。 We want to sell commercial products and customers are willing to accept is not the same concept, the middle of the role of conversion is an important gap. After defining the location of each position page, Google has identified the customer type and subdivided the requirements. From the link structure, the two entrances on Google's home page correspond to two different needs: The advertising program entrance allows the intention to make it easier for customers to open and use, and the Business Solution Portal seeks more opportunities for potential users and customers to add value.

Figure 5

In the content, Google's advertising product page cluster also from the customer demand point of view clearly elaborated a variety of advertising products characteristics and advantages. Google's display advertising as an example, Google from the customer, advertising planning, control costs, measuring the effects of the most concern advertisers, Google's display ads are introduced. These introductions are not simply from the product point of view of the scripted, but from the customer's interest in the timely relief.

Figure 6

Three, less is more

In the process of information transmission, maintaining a reasonable signal-to-noise ratio is an important principle to ensure the quality of information. This is particularly true in the information delivery of commercial products. Compared with the user's products, there are a lot of concepts, data and analysis in the commercial products, so it is an important task in the structure design to ensure that the information is presented to the appropriate people in a timely manner. From Google's point of view, it has accumulated a lot of valuable business information. Through the guidance and streaming of different demand users, Google provides different information support for different users. Whether it is new customers, old users or advertising agency optimization company, can be in its system to obtain the required content, so that Google's advertising products have a clearer understanding, and formulate a more targeted delivery and marketing programs.

Figure 7

Through the above analysis, we can find that when a business system reaches a certain scale, we should pay attention to the design of information organization and structure. Reasonable information structure can better guide users to obtain the most needed information in the network map, so as to avoid customers lost in the complex information maze. Information is always two-way, Google is eager to convey is often what customers desperately need, the difference is only the way to tell the story. And Google's commercial products are based on the framework of customer demand recognition and grasp to achieve this balance.