Huawei Analysis Service | Three simple steps, precise operation

1. What is precision operation?

A thousand readers have a thousand Hamlet in their hearts, and different users have different requirements for products. Therefore, in the process of product use, users' content preferences, behavior paths, marketing sensitivity, etc. are not the same. In the process of today's Internet operations, the concept of thousands of people, user grouping, etc. has become more and more popular. It is not difficult to find that when you use various apps, they can always accurately recommend content, products, or send coupons to users to promote the fulfillment of orders. This is the result of precise operation.

Accurate operation is to form a representative audience and target group through the use of the application, so as to take targeted operational measures or data analysis for this group of people.

So, how can we achieve precise operation? Let's look at it concretely from the following three steps.

2. How does Huawei's analysis services help precise operations?

1. Delineate user groups flexibly to achieve precision marketing

Precision marketing can be said to promote the right products to the right people. A simple example: during the e-commerce promotion period, an e-commerce APP operation has a coupon of 100,000 yuan that wants to be distributed to users. How can this coupon be issued to achieve the best effect? Defining key audience groups is the key.

According to the RFM model that measures customer value, the user group can be delineated from three aspects: the user's consumption level, consumption frequency, and recent consumption situation.

Through the powerful audience tagging function of Huawei Analytics Service, high-value users can be flexibly circled. For example, users whose "Payment level in the last 30 days" is selected as "High" and users whose "cumulative payment amount" is greater than "100" are saved as audiences , Combined with the intelligent operation platform, sending push messages or short messages to some users can promote the conclusion of the transaction.

2. Insight into application usage, guide product development and optimize user experience

What is the actual usage of the application? What is the favorite feature page of high-value users? What are the commonly used time periods for placing orders? These problems can be solved through Huawei analysis services.

For example: create a user group with "high" for the "paid amount level in the last 30 days" on the audience page. First of all, on the detail page of the page analysis report, filter high-value users through "filters", you can observe the product's page access trend, and determine which features/pages are more popular with users. Secondly, using session path analysis, you can understand the actual usage of the application, and you can also use the funnel model for drill-down analysis. In addition, event analysis, startup analysis, etc. can use filters for further data analysis.

3. Analyze the reasons for lost users and increase the recall rate of lost users on APP

Through Huawei's analysis service, it is possible to accurately circle the group of lost users, combine audience analysis to understand the reasons for the loss of app users, and guide these users in advance to reduce the user churn rate or increase the user recall rate through different reach methods.

For example: in the audience function, users who select "the average number of uses in the past 30 days is 1" are saved as users who are about to lose. Through audience analysis, it can be seen that low-value APP users are mainly concentrated in third- and fourth-tier cities, and free welfare activities can be issued to increase the stickiness of the local population and reduce the user churn rate.

HUAWEI Analytics Service has launched user tags in the dimensions of user behavior, consumption attributes, and device attributes, and the content of the tags is constantly being expanded. At the same time, combined with the rich event attributes of HUAWEI Analytics Service, it helps to refine the circle selection of multiple groups of people and improve different scenarios. Demand for refined operations.

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