Analysis of 15 years of successful marketing experience

From November 6 to November 7, 2012, the 7th Annual Ereli Summit was grandly opened in Shanghai Kerry Center Hotel. This meeting is the tenth anniversary of the establishment of iResearch Group, following Beijing and Guangzhou this year after another industry event. With the theme of "embracing change", the summit focused on the changes and innovations in the era of big data, focusing on the trend of the new Internet economy, analyzing the successful experience of Internet marketing in the past 15 years and closely tracking the development trend of the mobile Internet in the ascendant.

The following is the mushroom Street CEO Chen Qi published a "focus on operational data clear pulse of e-commerce business" as the theme of speech Record:

(The picture shows Mushroom Street CEO Chen Qi)

Chen Qi: Thank you! Irene has such a chance to thank for sharing with everyone, today's venue we mainly talk about the data. I give you a little dry goods is our own practice in data operations.

Mushroom Street first talk about the growth curve, which is January to October this year, the growth curve, almost four times the growth. This is the growth of our users. The second data 9.5 million quite interesting, in March of this year, the last iResearch annual meeting, just in March 9.5 million, these days is more than 30 million this year's growth is still very fast .

Do you trust my data? Because there are a lot of media recently said how the industry, what kind of negative growth. We will see a lot of third-party data, and then there are all kinds of rumors, here involves the data, how to believe a data, which is our Mushroom Street in their own operation, spent a very, very much energy Things to do.

Mushroom Street, a social shopping guide site, we are very concerned about the clarity of the data.

A simple example, Mushroom Street, every product will have a user like, that favorite action for our sorting is very, very important thing. But because now the traffic is relatively large, almost the same mix to a category of the first screen tens of thousands of UV a day to the business is very happy, there are many people to do SUV, we have a lot of data clarity energy.

The left vertical axis of the figure is like the number, horizontal axis is the time and time changes. The second picture has a very clear platform, this picture can be very easy to see, during that time, a bunch of people rushed to point like a quick, this case, we will use a variety of ways to solve this operation Problems, if not resolved, we will have a great impact on the show.

Second, we think conversion rate is a very important issue for the electricity supplier, the conversion rate in the industry has a reasonable range, your data significantly more than a suitable range of conversion rate, there must be a problem . Mushroom Street, the left side of the product search results, until the user point of love, until the end a lot of people to buy, which has a very reasonable conversion rate, which is actually a very simple model, used to dig deep Web site Very important.

Hundreds of users from the beginning, how many people are interested in the user, the last few people have a reasonable conversion rate. For us, we set up such a model on the one hand, and we hope to make the conversion rate higher and higher. For the electricity supplier, the conversion rate is also the most important in the lifeline.

How we use data to operate when we improve conversions. First of all, we have a model, we will put a wide range of social shopping guide. In fact, Show, I personally understand that there are three levels, the first social, second community, the third socialization. Social Two people who know each other are recommending something, which is the most common social model. Community model, there is a Daren or community opinion leaders will say this thing is good, or that thing is good, then a group of netizens inside the community will discuss Ye Hao, or follow him Ye Hao, is a broadcast mode, a person Radiation pattern of many people. The last one is a socialized model. Without the knot of a center, it is always a division of people. For us, young, older women like European and American style, like Japan and South Korea are different styles of people. We are pursuing a social approach.

Everyone wants to collect what they like, but by collecting the socialized behavior, we finally deduce a result and a promotion result to more people. The whole mechanism we promote is not based on the familiarity and mutual introduction of two people, nor is it based on a few intermediate nodes broadcast to more people. It is based on the data from social shopping guide analysis.

The diagrams on the left and the right I myself have not been well resolved. The figures on the left are from internal experts and external experts. They consider the hottest and may become explosions. The figure on the right Is a social behavior, we elaborate users, cleaning those cheating data, the final result, the results of the cleaning re-sort the page, and then use the same flow to do the test, you will find a social way The conversion rate will be more than 30% higher than that of pure labor.

Oneself understanding is the shopping guide is very fast response crowd of people's minds, for experts, whether it is external people, they as a rapid response to the user's herd mentality more difficult, but we can through data-based psychology can be implemented in a few steps Mushroom Street analysis of ten minutes to enhance the overall conversion rate.

The whole point down our own practice, the premise of data operations is to establish a very reasonable data model, the data model conversion rate and data cleaning to spend energy.

This is a very simple one to share, thank you!