How to Drive Products and Operations with Data

? It is no accident that the content is getting more and more attention. With the gradual decline of demographic dividend and soaring traffic cost, the track (tools, platforms, social networks) that could have obtained huge traffic dividend has long been firmly controlled by the giants represented by BAT. There is no opportunity for business in the "circulation" link, and institutions can only focus on the "production" link-making content. In the foreseeable future, content will become a new source of "traffic bonus".

? However, it is not with good content that traffic and users will follow. The so-called wine fragrance is also afraid of the deep alley. So how can we find traffic and users? At present, the number of users on the mobile side has greatly exceeded the number of users on the PC side, which is followed by the change of traffic portal from a search engine represented by Baidu to a super APP represented by WeChat, Weibo, Today Headline and Handamoy.

After seeing the enthusiasm of the content, many organizations are involved, and the cost of producing content is rising rapidly. Although everyone knows that the power of super IP is enormous, it is not a day's work. At the same time, the increasing dispersion of traffic channels leads organizations to invest more time and energy in channel operation in order to obtain enough traffic and users, and the operating cost is pushed up invisibly. Faced with this situation, if organizations want to gain a place in the competition, they must start to get rid of the previous extensive operation, start to use data to drive the growth of users, build a refined operation system, improve the dissemination effect of content, and find the traffic channel with the highest input-output ratio.

However, organizations that want to be data-driven face the dilemma of not being able to obtain data. For example, if you post a live broadcast on WeChat, you can only use third-party tools. However, because the third-party tools are not docked with WeChat, they have no right to view the data in the open background. In this way, it is completely impossible to understand how users watch live broadcasts, and data-driven and refined operations are out of the question.

Based on this situation, learning companion software, which aims to connect institutions and users, came into being. According to the supporting software, the place where there is content is the institution, no matter whether the form of ta is enterprise, network celebrity or school.

? In the whole life cycle of an organization, five elements are indispensable, namely, the organization itself, content, users, data and channels. The organization produces content, such as live broadcast, recording and broadcasting, pictures, texts, etc., and then provides the content to users through portals, mobile apps and other channels, and users generate feedback after consuming the content. In the process of interaction among institutions, content and users, data is constantly generated. After the organization obtains the data, it can judge the quality of channels and content, understand the user's behavior path and portrait, and then adjust the production and dissemination strategy of content, thus expanding the number of users. In this process, data has achieved the role of driving user growth.

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For organizations, in order to spread content better and faster, it is natural to have an all-round traffic portal. However, to achieve all-round traffic portal, it is necessary to integrate a large number of third-party systems, which many small and medium-sized organizations can't do. Therefore, compared with the strategy of all-round coverage, we should be more targeted and seize the main channels.

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Since WeChat has become the number one APP in China, it has absolute advantages in opening frequency and using time. Learning companion software launched the product of micro-learning companion and put the organization in WeChat. Micro-learning partner is a set of online education solutions based on WeChat official account, which helps institutions put schools into WeChat. It provides a set of functions to support online education, such as live online video, uploading and recording courses, community management, user management, content management and so on. At the same time, you can also access marketing tools such as SMS and email. Educational institutions can conduct online teaching through micro-learning partners, and can also complete a series of behaviors from enrollment, class attendance to after-school management.

After binding the official WeChat account, educational institutions can conveniently carry out user operation, content operation and activity operation. Based on the data statistics and analysis functions provided by micro-learning partners, institutions can distinguish different types of users, carry out relevant marketing work in a targeted manner, improve the purchase rate and update rate of WeChat fans, expand the enrollment scale and improve the teaching effect.

In most people's understanding, users are only divided into fans and non-fans when operating WeChat, but in the micro-learning companion products we developed, we divided users into five layers according to their behavior paths and loyalty to educational institutions:

Potential users: as the name implies, they are the target users of institutions, but they are not directly related to educational institutions;

Wechat "fans": users who pay attention to the official account of WeChat, of course, including users who have added WeChat personal friends and joined the WeChat group;

Registered users: users who, after becoming "fans", have a certain recognition of educational institutions and have registered behavior, but have not yet made purchase behavior;

Sleeping users: users who have purchased in the last 30 days but have no further interaction. This is partly because the content produced by consumer organizations is no longer used for various reasons. At this time, we should think about how to activate these users again through promotion and other means;

Buying users: users who have made purchases can be paid courses or 0 yuan experience courses; Buyers can be further stratified according to three dimensions: recency, frequency and money. According to different user attributes, make subsequent marketing and service plans;

? In the past, organizations could only send voice, pictures and small videos on WeChat. With the help of micro-learning partners, the content forms that institutions can publish can be more diversified, such as live broadcast, courses, etc., and the interaction with users can be increased through richer content.

In the process of content operation and user operation of WeChat ecosystem, organizations will have various actions. Effective monitoring and collection of data can be achieved through the overall solution provided by micro-partners. After the micro-students see the relevant data, the organization can optimize the content and manage the users at different levels. With data, education is no longer "blind people touch the elephant" in marketing promotion and content production, but "targeted".