业务分析方法

概览

战略层面

了解行情

熟悉行业基础信息，了解行业整体情况。

PEST模型

通过PEST模型分析行业所处的政治、经济、文化、科技等环境因素如何影响行业，对未来企业的发展方向做出预判。

波特五力模型

分析内部市场环境。

学习标杆企业

分析竞争对手

产品层面

• 引入期：侧重监控用户行为数据，优化迭代产品

• 成长期：侧重监控用户新增、用户活跃、用户留存、渠道数据等，筛选优质渠道，扩大客户基数，提高用户活跃及留存，提高各个关键环节转化率

• 成熟期：侧重监控会员，成单数据等，提升盈利点

• 衰退期：侧重监控内容、市场品牌数据等，品牌驱动，设计出有效的营销策略，找出第二增长曲线或二次创新

数据指标

公司是一台复杂的机器，惟有这台机器上的各个零部件都做到及格水平，最终才有可能产出一个及格的结果。

在这一部分我们需要考虑：

• 不同岗位的业务指标制定的逻辑是什么

• 各种业务指标的差异和内在联系是怎样的

• 如何从繁复的指标中找到解决问题的关键指标

What is a good metric?

A good metric is comparative. Being able to compare a metric to other time periods, groups of users, or competitors helps you understand which way things are moving. "Increased conversion from last week" is more meaningful than "2% conversion."

A good metric is understandable. If people can't remember it and discuss it, it's much harder to turn a change in the data into a change in the culture.

A good metric is a ratio or a rate. Accountants and financial analysts have several ratios they look at to understand, at a glance, the fundamental health of a company. You need some, too.

A good metric changes the way you behave. This is by far the most important criterion. If you don't know how to act on the data, or if acting on it is a significant departure from your current behavior, it's best to find something else to focus on.

数据类型

数据分析法

对比分析

还是那句话，好的指标是比出来的。