Channel operation, how to make good use of data to increase users?

Recently, many cities began to issue consumer vouchers, which is a very common means to obtain customers in the field of Internet users' growth. Channel operation is closely related to user growth. The common way of growth is to use coupons as a hook to reach users in global channels (inside and outside the station, public domain and private domain), transform users and finally realize user growth. Today, I will focus on how to build a "global channel-digital marketing system" to realize user innovation and user transformation. Say a seemingly simple coupon, the growth methodology of digital marketing behind it. 1. What is a "global channel operation" digital marketing system? First of all, the above picture states that the following contents are only personal experience and may not be completely correct. Whether they are applicable to your work depends on your actual situation. Personal suggestions are suitable for large-scale platforms or businesses, which can be reached by large-scale users, promote transformation and boost trading users or income online. The company has perfect marketing products, rich user data accumulation and its own operating channel traffic. Compared with traditional marketing methods, digital marketing system is mainly different in three aspects: 1. Different users who arrive at the scene are richer and smarter. More abundant, it is to establish an online multi-channel access scenario, and the data between channels is * * *. Very suitable for large-scale platforms to engage in activities, coupons issued orders over one million. More intelligently, the reach rules are uniformly scheduled by the marketing system, and users' preferred channels are selected to reach first, and users who do not convert can reach them many times. According to users' tolerance for marketing rights, different fatigue degrees are designed. Effectively avoid problems such as repeated multi-channel access, one-size-fits-all access frequency, and inconsistent multi-channel rights and interests. How to do it specifically will be introduced in detail later. 2. Different digital marketing systems with user stratification will build more diversified user models, not just the rough stratification of new and old users. And in the permission design, the user model will be combined to match the differentiated permissions. In the distribution of rights and interests, in addition to the predetermined business rules, it can also be distributed in real time through the algorithm model combined with user characteristic data. Achieve a higher equity cancellation rate and maximize the per capita payment ARPU. 3. The common ways to promote the conversion of rights and interests are: when the user leaves the page after receiving the coupon, keep the user to receive it and go directly to the use page after receiving it. If the user does not use it this time, it will be stored in the user's card package to remind the user to use it next time. Digital marketing system records complete user data from the moment it arrives at users. In the whole life cycle before the coupon expires, the coupon will reach the users again in various forms and channels, which will promote the use of users and improve the rate of rights write-off. To sum up, the digital marketing system is a product system that can realize multi-channel intelligent access, distribute personalized rights to users, and improve the overall conversion rate during the whole life cycle of coupons. Its advantages are: multi-channel unified strategy, avoiding waste of resources, improving the overall return on investment, reducing user interference and better experience. Make full use of the characteristics of user data and channel differentiation to carry out life cycle operation and achieve higher conversion efficiency. Through user hierarchical model, differentiated rights design and refined operation strategy, a higher ARPU can be achieved. Second, how to build a "global channel operation" digital marketing system? A complete coupon marketing link can not be separated from the three core links of "scenario, users and rights", that is, to answer the question of what kind of users to reach, what kind of rights to give and what kind of commercial purpose to achieve under what scenario. Let's take a large-scale promotion as an example to see how to do it. 1. How to design business goals and strategies? How to come up with a business strategy, first of all, we should make it according to the business objectives, and the business objectives should be determined according to the strategic objectives of the company. The following is an example: 1) Number of trading users in fiscal year. For example, this year, the company's strategy is to continue to expand the market, need more users, and set the target of active trading users (AAC) in fiscal year. Based on this goal, the business strategy of 1 is to recall the silent old users, and the strategy of 2 is to introduce more new users to make them pay. As for the per capita payment, ARPU will not particularly pursue it, so it can be considered at this time. 2)GMV/ Revenue If the company's strategy this year is to stabilize the user scale and stop market competition, the focus will be on generating income and creating more income, and set the goal of revenue growth. Then the business strategy should focus on improving the ARPU of users, so that each user can pay as much as possible and generate more transactions. So we can't use special offers to promote sales. The key point is to tap high-value users and generate high consumption and repurchase. You can also disassemble more detailed strategies: with the above more detailed strategies, you can combine the following user models to do targeted operational actions. 2. When does the scene reach the user? Scene 1: A big promotion activity, where users collect their rights and interests at the main venue, and they are finished. Scenario 2: In the promotion activity, the user receives the rights and interests at the main venue, but does not use them at this moment. Touch the user again to complete the write-off. Because it is online marketing, users have a certain decision-making cycle, deciding what to buy, where to buy it cheaper, how to make up the order and so on. And there are many factors to consider, and generally it will not be converted immediately. Scenario 2 is a scenario where most users use coupons, and it needs to invest key resources to do it. 1) Formulate a unified distribution rule for all channels in Scenario 2. When reaching users again, we should follow the principle of giving priority to using free channels with easy conversion and high ROI (own traffic resources) and then using paid channels (such as SMS, intelligent customer service calls, advertisements, etc.). ), and formulate unified arrival priority rules and omni-channel fatigue rules. For active users in the station, it is best to give priority to using the channels in the station to reach them. Users who are inaccessible in the station, inactive or silent users can only choose channels outside the station, such as short messages, applets, advertisements and so on. Easy-to-convert channels are judged according to historical delivery efficiency, exposure click rate, write-off rate and other indicators. In the calculation of ROI, we can use revenue (click traffic x click rate x write-off rate xARPU)/ cost (single user traffic cost x number of users arriving) to determine which channel has a higher ROI. 2) To formulate life-cycle reach rules, it is necessary to design life-cycle reach opportunities according to the user's decision-making cycle and the validity period of coupons. Set different access channels and frequencies on the same day, the second day, the third day and the last seven days. The day of collection, the next day and before the coupon expires are all very critical opportunities and need to be touched. In addition, in terms of access timing and channel selection, we should be careful not to use the paid channel to arrive early, otherwise it will waste the budget. Because users have a certain decision-making cycle when using coupons, there will be a natural transformation in the early stage. Therefore, in the order of access opportunities, priority should be given to free channel access, and finally users who are difficult to convert should be left to paid channels to maximize the ROI of user access conversion in the whole life cycle. 3) Formulating the reach form of channel characteristics In terms of reach methods, it is necessary to formulate differentiated display forms according to different channel characteristics. The background depends on the mastery of user data. Data level: Presentation form: According to the mastered user data, combined with the channel presentation form, different reach contents can be designed, and each reach content is closely related to users, which greatly improves the conversion efficiency. 3. How to build a user hierarchy model? The purpose of establishing a user hierarchical model is to reach more carefully, design what kind of users to reach and what kind of business purpose to achieve. There are two kinds of user stratification, one is pyramid model, and the other is RFM model (suitable for e-commerce). 1) The pyramid model of user model can stratify users according to business characteristics and their value and activity, and then cross them to get a hierarchical model. According to the different user clustering models obtained by cross-cutting, different operation strategies are designed to match different rights and interests and carry out refined operation. In addition to the commonly used pyramid model, it can also be layered in one dimension or cross-layered, and the RFM model can also be cross-layered according to the frequency, amount and time of the latest transaction. For companies with algorithm development ability and rich user data, we can try to use algorithm model to model with richer features such as user portraits, historical transaction data and rights preferences to predict the conversion probability of user rights. Finally, the algorithm matching logic between users and rights and interests is realized, and the rights and interests that are easier to transform are recommended for each user, instead of determining the matching logic between people and rights and interests through operating rules. This has the advantage that the algorithm can bring higher overall conversion efficiency. 2) Equity design can adjust variables in multiple dimensions, such as equity content, preferential strength, preferential threshold, conversion mode, number of coupons, etc. In order to design a gradient and differentiated rights to match the refined operation strategy and achieve the purpose of hierarchical operation for different users. So far, I have answered questions such as what kind of scene, when, what kind of users to reach, what kind of authority to give, what kind of strategy to use, and what kind of business purpose to achieve. A "digital marketing" system with the core of user growth, multi-channel acquisition, promotion of transformation and promotion of transaction users/income has been basically introduced, from strategy to product construction framework. Due to the limited space, the specific functional details will not be explained one by one. If you are interested, you can leave a message on the official WeChat account. WeChat WeChat official account: Shu Fei Growth