数据分析，怎么做才够“精细”
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“用数据分析，<span style="color: black;">精细</span>定位用户，<span style="color: black;">精细</span><span style="color: black;">发掘</span>用户<span style="color: black;">需要</span>，<span style="color: black;">精细</span><span style="color: black;">举荐</span><span style="color: black;">制品</span>”是<span style="color: black;">非常多</span><span style="color: black;">非常多</span><span style="color: black;">地区</span>都在吹的故事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而就像儿童故事《咕咚来了》，<span style="color: black;">大众</span>都听说了这个咕咚（<span style="color: black;">精细</span>），可<span style="color: black;">精细</span>到底长啥样，怎么数据就<span style="color: black;">精细</span>了，从来没人讲清楚过。<span style="color: black;">亦</span>搞得<span style="color: black;">非常多</span><span style="color: black;">朋友</span>很郁闷：领导天天让我<span style="color: black;">精细</span>，可我该咋<span style="color: black;">精细</span>？！今天<span style="color: black;">咱们</span>系统分享一下。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>完全不<span style="color: black;">精细</span>的场景</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有个经典相声叫《宇宙牌香烟》，描绘的<span style="color: black;">便是</span>八九十年代推销员的<span style="color: black;">平常</span>：我这个宇宙牌香烟真厉害，姑娘抽了<span style="color: black;">美丽</span>、小伙子抽了帅气，老人抽了长寿，小孩抽了能考上大学——这<span style="color: black;">便是</span>典型的完全不<span style="color: black;">精细</span>。看似<span style="color: black;">每一个</span>人群都适合，可<span style="color: black;">实质</span>上鬼都<span style="color: black;">晓得</span>姑娘、小孩不会抽好吧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然<span style="color: black;">非常多</span><span style="color: black;">制品</span>是人们生活的必需品，<span style="color: black;">然则</span><span style="color: black;">详细</span>到一个品牌、一款<span style="color: black;">制品</span>、一<span style="color: black;">按时</span>间段、<span style="color: black;">必定</span>价格，就不<span style="color: black;">必定</span>有人买。转化链条越长，用户流失的可能性就越大（如下图）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互联网的广泛<span style="color: black;">运用</span>，加剧了这个问题。以前人流多的<span style="color: black;">商场</span>街，一个城市就那几个，很容易靠旗舰店垄断流量。<span style="color: black;">此刻</span>在互联网上<span style="color: black;">各样</span>信息<span style="color: black;">途径</span>五花八门，信息形式丰富多彩，<span style="color: black;">引起</span>转化效率更低了。好在互联网平台能记录数据，这<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">经过</span>数据实现<span style="color: black;">精细</span>分析的前提。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q7.itc.cn/q_70/images03/20240627/77700407cddf42c3990687a088ba8ec3.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">精细</span>不是一个绝对值，而是一个相对概念。即：比闭着眼睛喊“王八蛋老板带着小姨子跑路了，全场一律9块9”要更<span style="color: black;">精细</span>地找到用户的手段，都叫“<span style="color: black;">精细</span>”。在提及<span style="color: black;">精细</span>时，常常<span style="color: black;">伴同</span>着“<span style="color: black;">状况</span>是多少，需要优化到多少”的讨论。这一点后边还会<span style="color: black;">说到</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">加强</span>投放<span style="color: black;">精细</span>度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用数据<span style="color: black;">提高</span><span style="color: black;">精细</span>度，<span style="color: black;">第1</span>步<span style="color: black;">便是</span>投放<span style="color: black;">途径</span>。信息得先到达用户，才有转化的可能。在<span style="color: black;">途径</span>上有两种<span style="color: black;">平常</span>做法：一是做减法，砍掉<span style="color: black;">显著</span>转化率很低的<span style="color: black;">途径</span>，节约成本；二是做加法，寻找新的，含<span style="color: black;">目的</span>用户很高的，转化率有<span style="color: black;">保证</span>的<span style="color: black;">途径</span>，提<span style="color: black;">有效</span>率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两种<span style="color: black;">办法</span>在<span style="color: black;">实质</span>工作中常常是结合<span style="color: black;">运用</span>的，<span style="color: black;">由于</span>多<span style="color: black;">途径</span>投放是常态，要<span style="color: black;">提高</span>效率，就得一条条<span style="color: black;">详细</span>看，做<span style="color: black;">摆列</span>组合（如下图）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q4.itc.cn/q_70/images03/20240627/c46a63160e6447aa95c78afd036437b1.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span><span style="color: black;">加强</span>内容<span style="color: black;">精细</span>度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二步是<span style="color: black;">加强</span>内容的<span style="color: black;">精细</span>度，<span style="color: black;">由于</span>信息到了用户那里，<span style="color: black;">倘若</span>内容做得<span style="color: black;">欠好</span>看，用户可能点都不点，那后边流程就直接断了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此时</span>候<span style="color: black;">能够</span>直接做ABtest，<span style="color: black;">或</span>打内容标签，观察<span style="color: black;">区别</span>内容的<span style="color: black;">实质</span>效果，来反推：用户其实更<span style="color: black;">爱好</span>XX类型。类似地，设计类问题都<span style="color: black;">能够</span>用测试/分组对比来观察效果，比直接用数据预测得更好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q0.itc.cn/q_70/images03/20240627/ee73b980bd634865b176cbbe2b36f4ab.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、</span>提高商品<span style="color: black;">精细</span>度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三步是<span style="color: black;">加强</span>商品的<span style="color: black;">精细</span>度。其基本思路，不是简单地强推一个<span style="color: black;">制品</span>，而是<span style="color: black;">经过</span>做多几个<span style="color: black;">选取</span>，来<span style="color: black;">加强</span>用户转化机会。但<span style="color: black;">重视</span>，这种做<span style="color: black;">大都是</span>有限制的，<span style="color: black;">由于</span>用户精力有限，<span style="color: black;">倘若</span>一次推太多款，反而容易<span style="color: black;">导致</span><span style="color: black;">选取</span>困难，<span style="color: black;">因此</span><span style="color: black;">尽可能</span>找用户购买<span style="color: black;">潜能</span>高的品类，集中推几款。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q7.itc.cn/q_70/images03/20240627/90e862158b81498fbb22b6dfe2574236.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5、</span><span style="color: black;">加强</span>价格<span style="color: black;">精细</span>度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">知道</span>了<span style="color: black;">途径</span>、内容、商品之后，最后一步是价格。<span style="color: black;">所说</span>价格<span style="color: black;">精细</span>，<span style="color: black;">便是</span>大数据杀熟，越忠诚的用户就宰得越欢快，<span style="color: black;">这般</span><span style="color: black;">才可</span>最大化利润和销量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这可能是互联网最<span style="color: black;">善于</span>干的事了。<span style="color: black;">由于</span>传统<span style="color: black;">途径</span>这么明目张胆搞价格<span style="color: black;">卑视</span>，不要说用户会造反，工商局都会打上门来。<span style="color: black;">然则</span>互联网<span style="color: black;">途径</span>里，用户之间信息没<span style="color: black;">那样</span>畅通，<span style="color: black;">非常多</span>商品价格不高，又是即时消费，<span style="color: black;">因此呢</span>宰就宰了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q4.itc.cn/q_70/images03/20240627/58609093da414228a221c35c294efa99.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">6、</span>实现<span style="color: black;">精细</span>分析的<span style="color: black;">过程</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正<span style="color: black;">由于</span>影响<span style="color: black;">精细</span>度的环节有<span style="color: black;">非常多</span>，<span style="color: black;">因此</span>在<span style="color: black;">实质</span>开展项目的时候，<span style="color: black;">必定</span>要先清晰<span style="color: black;">精细</span>的<span style="color: black;">目的</span>，梳理业务流程，<span style="color: black;">认识</span>当前数据<span style="color: black;">状况</span>，<span style="color: black;">认识</span>业务方能在业务流程里做<span style="color: black;">那些</span>事。<span style="color: black;">这般</span><span style="color: black;">才可</span>找准发力点，从简单到困难地扫荡问题，<span style="color: black;">提高</span>效果（如下图）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q0.itc.cn/q_70/images03/20240627/ae0dd6098ffb479387c578e44ca62635.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">工作的基本思路，<span style="color: black;">能够</span>概括为：先抓白犀牛，再抓黄蛤蟆，放弃黑天鹅。即：1、转化流程里明显的短板，先改进</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">处理</span>大问题后，再从到小搞细节</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、突发、随机、一次性问题，直接放弃</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>站在结果<span style="color: black;">方向</span>，一次推广的影响<span style="color: black;">原因</span>实在太多，不可能指望一次分析就包打天下。数据分析实现<span style="color: black;">精细</span>是需要过程，需要时间，需要经验<span style="color: black;">累积</span>的。把<span style="color: black;">显著</span>的问题先处理好，<span style="color: black;">否则</span>有太多的细节<span style="color: black;">能够</span>让人沉迷，最后<span style="color: black;">亦</span>看不到效果改进。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>做数据的新手很容易犯一个问题，<span style="color: black;">便是</span>：不看场景，直接怼模型。<span style="color: black;">例如</span><span style="color: black;">非常多</span><span style="color: black;">朋友</span>一听“<span style="color: black;">精细</span>”，就脑子一热想做<span style="color: black;">举荐</span>算法（并且还是用<span style="color: black;">相关</span>规则做，<span style="color: black;">由于</span>做协同过滤<span style="color: black;">或</span>算距离函数需要<span style="color: black;">海量</span>标签，太麻烦，<span style="color: black;">相关</span>规则多简单）。不管<span style="color: black;">详细</span>业务场景，不管价格，不管内容，是很难做出好结果的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span><span style="color: black;">朋友</span>沉迷于：淘宝<span style="color: black;">便是</span>XXX。拜托，淘宝这种超级应用的用户量、数据量、用户粘性不是其他平台<span style="color: black;">能够</span>比的，<span style="color: black;">况且</span>淘宝平台又不需要对某个商家某个SKU负责，<span style="color: black;">因此</span><span style="color: black;">不可</span>简单照搬。脚踏实地，把自己的流程、<span style="color: black;">状况</span>、业务<span style="color: black;">目的</span>整明白，很重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>在业务上，对<span style="color: black;">精细</span>的理解问题<span style="color: black;">更加多</span>，<span style="color: black;">例如</span>……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">7、</span>对<span style="color: black;">精细</span>分析的<span style="color: black;">平常</span>错误理解</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">估计<span style="color: black;">非常多</span>策划、营销、运营，看到这会说：这个感觉不<span style="color: black;">精细</span>啊！是滴，不懂数据的人，心中的<span style="color: black;">精细</span>大概是<span style="color: black;">这般</span>的（如下图）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q6.itc.cn/q_70/images03/20240627/435a9e02909b4eb494104eb6d47cb783.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从本质上看，不存在一个品牌+一个<span style="color: black;">制品</span>+一<span style="color: black;">按时</span>间内+<span style="color: black;">必定</span>价格内所有人都会消费的<span style="color: black;">状况</span>。即使强大如<span style="color: black;">微X</span>，<span style="color: black;">亦</span>才11亿日活，只覆盖不到80%国人，<span style="color: black;">因此</span>更不要指望你<span style="color: black;">哪些</span>小品牌，非爆款，价格干<span style="color: black;">不外</span>拼多多的<span style="color: black;">制品</span>能包打天下。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>业务方不要企图在<span style="color: black;">精细</span>营销之类工作中当甩手掌柜，认真地分享营销计划、投入<span style="color: black;">花费</span>、作战意图、内容创作、和数据分析共创，才是更好的<span style="color: black;">提高</span>之道。<a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛：www.fok120.com</span>，查看<span style="color: black;">更加多</span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">责任编辑：网友投稿</span></p>
“沙发”（SF，第一个回帖的人）
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