u1jodi1q 发表于 2024-9-1 23:46:31

企业怎么样做好增长营销？9000字干货实践经验总结


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fbac17wmeIEWCStyXEeesNLS3gibd4WDJV0IJe0FPIFzFq3luHibK2uxgYKM9ep067sYw1pKJfxunLrRUv1KOQuw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></span></strong></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIFyMN0FiceZeU3Kcb9QUXJr95xQBZZicQKGPrO0mRuQXGOjCKQS8ttrKESSAcrtVicJ1zwjZn9HbagQw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" 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;"><span style="color: black;">源自</span>：文力营销笔记</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者：文力（艾奇在线专栏作者）</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这篇<span style="color: black;">文案</span>梳理有段时间了，<span style="color: black;">始终</span><span style="color: black;">无</span>发出来。这次重新梳理了一下，整理出来<span style="color: black;">期盼</span>对正在做<strong style="color: blue;">「增长」</strong>工作的你有<span style="color: black;">有些</span>启发。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">两年前，从互联网<span style="color: black;">机构</span>转战到金融<span style="color: black;">行业</span>，从<span style="color: black;">熟练</span>的流量运营转型到增长<span style="color: black;">行业</span>，<span style="color: black;">持续</span>摸索和思考做了一系列关于增长的项目。这段时间在<span style="color: black;">持续</span>反思和梳理，回头来看，把这两年在增长<span style="color: black;">行业</span>的实践心得做一个总的复盘。转换角色，<span style="color: black;">不仅</span>从参与者的<span style="color: black;">方向</span>看待问题，<span style="color: black;">更加是</span>从一个旁观者的视角重新审视这段成长历程。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">言归正传，接下来的内容都是关于<strong style="color: blue;">「增长」</strong>系列的思考，<span style="color: black;">区别</span>于只分享技巧层面，<span style="color: black;">更加多</span>的是从宏观<span style="color: black;">方向</span>看待<strong style="color: blue;">「增长」</strong>这件事情。</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;">「增长」</span></strong><span style="color: black;">概念起源于硅谷的互联网<span style="color: black;">机构</span>，这两年在国内<span style="color: black;">亦</span>是如同星星之火，呈现燎原之势。貌似<span style="color: black;">此刻</span>哪家<span style="color: black;">机构</span>的运营/营销负责人不谈谈增长就有点落伍的感觉。结合之前做SEM/DSP（互联网流量运营范畴）的经历，其实<span style="color: black;">非常多</span><span style="color: black;">机构</span>对互联网的玩法还是一知半解，真正谈的上<span style="color: black;">晓得</span><span style="color: black;">或</span>做过这类项目的企业其实并<span style="color: black;">无</span><span style="color: black;">大众</span>想象中的<span style="color: black;">那样</span>多。<span style="color: black;">非常多</span>人对互联网还是非常陌生的，只是<span style="color: black;">咱们</span>所处的圈子是在互联网氛围里面的，觉得<span style="color: black;">大众</span><span style="color: black;">好似</span>都<span style="color: black;">晓得</span>，<span style="color: black;">亦</span>是受限于<span style="color: black;">咱们</span>的认知。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">企业转型，<span style="color: black;">亦</span>是<span style="color: black;">非常多</span><span style="color: black;">机构</span>在发展过程中间遇到的<span style="color: black;">周期</span><span style="color: black;">困难</span>。其中<span style="color: black;">非常多</span>想转型互联网，借助互联网工具为<span style="color: black;">自己</span>赋能的<span style="color: black;">机构</span>，<span style="color: black;">尤其</span>需要有真正互联网运营实战经验从业人员的参与。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回顾过往在金融<span style="color: black;">行业</span>接触到的增长工作，与之前在纯互联网<span style="color: black;">机构</span>的项目相比较有<span style="color: black;">有些</span><span style="color: black;">类似</span>之处，<span style="color: black;">倘若</span>说最大的<span style="color: black;">区别</span>是什么，可能是<strong style="color: blue;">企业文化上面的迥异</strong>。增长工作内容<span style="color: black;">重点</span>有四个模块：<strong style="color: blue;">项目分析、团队组织、增长实践、项目洞察</strong>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">项目分析</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span>大型<span style="color: black;">机构</span>而言，一个项目本身能否被立项，牵涉到的面非常广的，<span style="color: black;">区别</span>于个体做一个小项目（<span style="color: black;">例如</span>个体写公众号，一个人就<span style="color: black;">能够</span>出内容，做好排版设计，投入相对较少）。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大<span style="color: black;">机构</span><span style="color: black;">针对</span>大型项目的判断是基于行业发展趋势，<span style="color: black;">将来</span>几年可能会<span style="color: black;">显现</span>的市场格局做的提前布局。基本类似三年规划、五年战略这种感觉，结合短期效果预计与长远行业地位判断。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长工作要从整体视角看待，不只是说“拉新”部分<span style="color: black;">罢了</span>，它<span style="color: black;">包括</span>了拉新、活跃、留存、变现等多个环节。</span><span style="color: black;">个人参</span><span style="color: black;">与的<span style="color: black;">重点</span>内容集中在“拉新”<span style="color: black;">周期</span>，<span style="color: black;">包含</span>拉新获客的活动策划、<span style="color: black;">制品</span>优化、渠道对接、<span style="color: black;">花费</span>结算、客诉答疑等工作。总的<span style="color: black;">目的</span>是做活跃，拉新获客<span style="color: black;">做为</span>活跃的<span style="color: black;">基本</span>，其<span style="color: black;">功效</span><span style="color: black;">不问可知</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">团队组织</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任何事情的开展离不开人，而单独的个体离不开有战斗力的团队。增长工作<span style="color: black;">更加是</span>离不开团队的<span style="color: black;">一起</span><span style="color: black;">奋斗</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2.1 团队成员</strong></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;">团队<span style="color: black;">构成</span>。</span></strong><span style="color: black;">团队由个体<span style="color: black;">构成</span>，<span style="color: black;">大众</span>都有着各自<span style="color: black;">区别</span>的成长经历和工作背景，在增长工作中发挥的<span style="color: black;">功效</span>各不相同，<span style="color: black;">仅有</span>将<span style="color: black;">大众</span>的技能进行组合<span style="color: black;">才可</span>发挥最大能效。项目里面最核心的是团队负责人，领头羊会全局把控和校验整体方向，时刻围绕核心KPI开展工作，避免偏离跑道。</span><span style="color: black;">常规增长团队需要有营销、<span style="color: black;">制品</span>、工程师、数据分析师、设计人员等。</span><span style="color: black;">借助平台本身已有的资源，所在增长团队常驻人员有三个：<strong style="color: blue;">一个组长，两个运营</strong>。</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;">工作分工。</span></strong><span style="color: black;">团队组长负责类似PMO (项目管理，Project Management Office)的工作，协调各方资源。</span><span style="color: black;">运营工作内容<span style="color: black;">重点</span><span style="color: black;">包括</span>活动策划、<span style="color: black;">制品</span>对接、数据分析、商务拓展、<span style="color: black;">分部</span>支持等</span><span style="color: black;">，侧面<span style="color: black;">亦</span>反应出来，其实<span style="color: black;">非常多</span>大厂在增长工作中的职责分工其实<span style="color: black;">亦</span>并<span style="color: black;">无</span><span style="color: black;">大众</span>想象中的<span style="color: black;">那样</span>清晰明了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从职责分工<span style="color: black;">这儿</span><span style="color: black;">亦</span>延伸出<span style="color: black;">另一</span>一个问题，大厂螺丝钉真的<span style="color: black;">非常多</span>么？除非一家<span style="color: black;">机构</span>的增长团队很完善<span style="color: black;">或</span>预算多的没<span style="color: black;">地区</span>花，<span style="color: black;">尤其</span>是针对<span style="color: black;">有些</span>转型期的<span style="color: black;">机构</span>，<span style="color: black;">针对</span>团队成员的<span style="color: black;">需求</span>都不会低，<span style="color: black;">此刻</span><span style="color: black;">非常多</span><span style="color: black;">机构</span>都是<span style="color: black;">处在</span>精兵简政的状态，只会招<span style="color: black;">有些</span>战斗力相对较强的成员。<span style="color: black;">无</span>战斗力的成员其实<span style="color: black;">亦</span>呆不<span style="color: black;">很久</span>，迟早会被高强度的工作氛围拖垮。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回归主题，增长工作在<span style="color: black;">非常多</span><span style="color: black;">机构</span>都是核心项目，重要性显而易见。常规的增长团队，项目经理、数据分析师、运营算是基本配置。虽然市面上有<span style="color: black;">有些</span>书籍会写增长团队需要<span style="color: black;">这般</span>的人、那样的人，<span style="color: black;">实质</span>每家<span style="color: black;">机构</span>所<span style="color: black;">持有</span>的资源和<span style="color: black;">要求</span>都是<span style="color: black;">区别</span>的，即使大厂<span style="color: black;">亦</span>未必会配置充足的人员。</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;">学习能力。</span></strong><span style="color: black;">这项能力是从事增长工作的<span style="color: black;">必须</span>技能。<span style="color: black;">亦</span>是个体最重要的能力，增长本身<span style="color: black;">便是</span>一个实践学科，没有固定不变的<span style="color: black;">办法</span>，<span style="color: black;">更加多</span>的还是依靠数据测试和经验做判断。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2.2 例会制度</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">开会，<span style="color: black;">非常多</span>人都不<span style="color: black;">爱好</span>，<span style="color: black;">然则</span>却很重要。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">开会<span style="color: black;">能够</span>加强团队成员的内部沟通。个人所处团队比较特殊，团队<span style="color: black;">掰开</span>两地，个人在上海负责拉新获客<span style="color: black;">关联</span>工作，项目经理和团队其他运营同事在深圳，<span style="color: black;">长时间</span>依靠邮件和<span style="color: black;">tel</span>沟通。<span style="color: black;">平常</span>沟通成本相对较高，<span style="color: black;">因此</span><span style="color: black;">定时</span>会议显得格外重要。会议<span style="color: black;">重点</span>由晨会和双周会两块内容<span style="color: black;">形成</span>。</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;">晨会，顾名思义，<span style="color: black;">每日</span>早上的会议。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>团队是分隔两地沟通，个人对晨会还是比较<span style="color: black;">注重</span>的，这<span style="color: black;">亦</span>是个人<span style="color: black;">平常</span>工作内容的一部分。正常上班时间上午9:00，这些年个人工作习惯是早到<span style="color: black;">机构</span>，准备一天的工作议程。到<span style="color: black;">机构</span>先在个人工作笔记本上写下这天的<span style="color: black;">重点</span>工作内容，分出次重点，<span style="color: black;">尤其</span>是需要紧急<span style="color: black;">处理</span>的问题。在晨会上和深圳同事<span style="color: black;">即时</span>沟通，需要支持的部分提<span style="color: black;">需要</span>，重点跟进的部分<span style="color: black;">即时</span><span style="color: black;">处理</span>，不拖延。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">晨会频率比较高，<span style="color: black;">能够</span>把时间<span style="color: black;">掌控</span>在半小时内<span style="color: black;">处理</span>。<span style="color: black;">非常多</span>大厂的会议室资源是非常紧张的，<span style="color: black;">通常</span>早上10点<span style="color: black;">起始</span>会议室就会<span style="color: black;">处在</span>紧张状态，<span style="color: black;">因此</span><span style="color: black;">咱们</span>团队基本都是9:30—10:00占一个会议室，快速过一下工作内容。比较难<span style="color: black;">处理</span>的事情，会后<span style="color: black;">tel</span>再重点梳理。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">起始</span>晨会之前<span style="color: black;">能够</span>将内容<span style="color: black;">能够</span>列个小提纲，<span style="color: black;">例如</span>本周三个核心工作，当天三个重点事项，<span style="color: black;">尽可能</span>做到今日事今日毕。事情是永远<span style="color: black;">亦</span>做不完的，<span style="color: black;">然则</span>核心的事情其实并<span style="color: black;">无</span><span style="color: black;">非常多</span>。抓大放小，集中个人有效时间去处理核心问题。</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;">双周会，每两周开一次的重要会议。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">双周会<span style="color: black;">触及</span>到的内容较多，除了自己内部团队，还会<span style="color: black;">触及</span>到其他5-6个<span style="color: black;">分部</span>的领导和同事。</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;">1）提前预定会议室</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">预定会议室是一件很重要事情，<span style="color: black;">尤其</span>是<span style="color: black;">触及</span>多方的会议，<span style="color: black;">由于</span>其他<span style="color: black;">分部</span>其实<span style="color: black;">亦</span>是<span style="color: black;">咱们</span>团队的服务对象。<span style="color: black;">必定</span>要提前预定好会议室。跨地区的会议，对会议的体验<span style="color: black;">需求</span>是比较高的，<span style="color: black;">倘若</span>领导<span style="color: black;">已然</span>准备就位，其他团队<span style="color: black;">倘若</span><span style="color: black;">由于</span>会议室迟迟<span style="color: black;">无</span><span style="color: black;">即时</span>到场，势必影响会议进度和效率。</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）邮件<span style="color: black;">通知</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">提前1-2天编辑双周会邮件（内容<span style="color: black;">包含</span>会议的三方号、会议室号、参与方、接收人与抄送人等信息），给<span style="color: black;">大众</span><span style="color: black;">有些</span>准备材料的时间，避免过于匆忙，让<span style="color: black;">大众</span>临时加班加点制作会议材料（很消耗时间）。</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;">3）会议纪要</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从会议<span style="color: black;">起始</span>的点名<span style="color: black;">报告</span>，到会议中的笔记记录工作。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">会议结束之后需要<span style="color: black;">第1</span>时间整理会议内容，把核心的工作安排和需要<span style="color: black;">处理</span>的问题<span style="color: black;">所有</span>记录下来，整理成会议纪要，邮件抄送给参会人员。<span style="color: black;">重视</span>会议纪要的格式和排版，</span><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">重点</span>内容是各方团队信息/会上遇到的问题和<span style="color: black;">日前</span>工作进度/对接人/记录日期</span><span style="color: black;">，<span style="color: black;">详细</span>纪要格式<span style="color: black;">能够</span>在网上搜索一下，<span style="color: black;">自动</span>排版。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">会议纪要的<span style="color: black;">重点</span><span style="color: black;">功效</span>是为了方便<span style="color: black;">大众</span>在接下来的两周时间内结合<span style="color: black;">详细</span>工作内容，<span style="color: black;">即时</span>对照和校验工作进程，避免做无用功。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2.3 <span style="color: black;">平常</span>工作内容</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长工作<span style="color: black;">每日</span>都<span style="color: black;">详细</span>在做什么呢？可能各家<span style="color: black;">机构</span>有所<span style="color: black;">区别</span>，但核心内容肯定还是要围绕年初制定的KPI来推进。以手上增长工作里面的拉新获客为例，</span><span style="color: black;"><span style="color: black;">重点</span>考核指标是拉新获客数据、入金数据、千元户数据</span><span style="color: black;">。金融类拉新获客考核指标这么多，<span style="color: black;">详细</span>要<span style="color: black;">怎样</span>在<span style="color: black;">平常</span>工作中围绕这些<span style="color: black;">目的</span>开展工作呢，需要做以下几件事情。</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;">1）数据报表</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从事运营工作，<span style="color: black;">平常</span>必做的一件事情是什么？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看数据！看数据！看数据！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网营销不是凭感觉<span style="color: black;">办事</span>，需要结合<span style="color: black;">平常</span>数据去分析业务，<span style="color: black;">经过</span>数据驱动业务增长。那怎么获取数据呢？自然离不开大数据团队<span style="color: black;">研发</span>报表。增长工作需要获取前端的PV/UV数据，<span style="color: black;">同期</span>还需要获取后端的<span style="color: black;">实质</span>转化数据。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从事过SEM (搜索引擎营销，Search Engine Marketing)工作的<span style="color: black;">朋友</span>可能会好理解一点，<span style="color: black;">通常</span><span style="color: black;">媒介</span>方（类似百度、360、搜狗、神马等）都会<span style="color: black;">供给</span>数据报表。<span style="color: black;">倘若</span><span style="color: black;">机构</span>有<span style="color: black;">必定</span>的规模，<span style="color: black;">同期</span>对数据安全比较看重的话，都会依靠大数据团队自己<span style="color: black;">研发</span>报表。个人所在<span style="color: black;">机构</span>属于行业头部，增长类的数据报表设计都是内部<span style="color: black;">自动</span><span style="color: black;">研发</span>，报表设计这块个人参与较少，<span style="color: black;">重点</span>是在<span style="color: black;">运用</span>层面接触较多。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">报表<span style="color: black;">重点</span>类型<span style="color: black;">包括</span>如下。</span></p><strong style="color: blue;"><span style="color: black;">拉新报表</span></strong><span style="color: black;">：日报、周报、月报、累计报表</span><strong style="color: blue;"><span style="color: black;">库存数据</span></strong><span style="color: black;">：库存监控报表</span><strong style="color: blue;"><span style="color: black;">MOB报表</span></strong><span style="color: black;">：T+1月留存、T+2月留存……T+12月留存</span><strong style="color: blue;"><span style="color: black;">offer消耗报表</span></strong><span style="color: black;">：按日、按时间段<span style="color: black;">查找</span></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">活动数据</span></strong><span style="color: black;">：各类型的活动汇总报表</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上<span style="color: black;">重点</span>是偏后端转化报表，前端PV/UV报表有现成可<span style="color: black;">运用</span>的，无需<span style="color: black;">研发</span>。其他后台<span style="color: black;">或</span>报表类似</span><span style="color: black;">营销活动配置后台、活动<span style="color: black;">相关</span>平台、数据标签系统等</span><span style="color: black;">，需要对接的各类平台非常的多。一家大型<span style="color: black;">机构</span>想要做好增长工作，<span style="color: black;">需求</span>是不低的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了数据报表，<span style="color: black;">平常</span>数据又需要关注<span style="color: black;">那些</span>内容呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了数据要看什么呢？怎么<span style="color: black;">经过</span>数据分析业务呢？每日必做的<span style="color: black;">包含</span><span style="color: black;">基本</span>数据，<strong style="color: blue;">转化日报数据，库存消耗日报等</strong>。有了数据，查看数据趋势变化，日变化曲线，周变化趋势，同比/环比这类数据。<span style="color: black;">经过</span>数据来查看和分析业务，<span style="color: black;">从而</span>诊断。数据<span style="color: black;">反常</span>，对不上的问题，需要<span style="color: black;">即时</span>跟大数据<span style="color: black;">同期</span>沟通，尽快排查和<span style="color: black;">处理</span>。</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;"><span style="color: black;">经过</span>数据来判断和决策<span style="color: black;">平常</span>活动。</span></strong></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">外边</span><span style="color: black;">途径</span>数据</span></strong><span style="color: black;">，清楚<span style="color: black;">晓得</span>哪家供应商的<span style="color: black;">途径</span>质量更优，方便更好的做<span style="color: black;">宣传</span>投放优化；</span><strong style="color: blue;"><span style="color: black;">内部<span style="color: black;">途径</span>数据</span></strong><span style="color: black;">，<span style="color: black;">能够</span>判断哪个<span style="color: black;">途径</span>质量更好，分析<span style="color: black;">途径</span>权重高低；</span><strong style="color: blue;"><span style="color: black;">营销活动数据</span></strong><span style="color: black;">，<span style="color: black;">晓得</span>哪个活动的质量更好，数据更优，预判哪类活动适合哪类<span style="color: black;">途径</span>；</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">活动成本数据</span></strong><span style="color: black;">，依据成本核算，计算出各个<span style="color: black;">途径</span>的<span style="color: black;">花费</span>消耗，活动的获客成本多少；</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 style="color: black;">外边</span><span style="color: black;">途径</span>拓展</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">外边</span>商务拓展工作<span style="color: black;">亦</span>是比较消耗时间的一项工作，想接入一家<span style="color: black;">外边</span><span style="color: black;">途径</span>商，<span style="color: black;">首要</span>得去找这些供应商资源，<span style="color: black;">倘若</span>之前从来<span style="color: black;">无</span>接触过自然很难找。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">平常</span>的找<span style="color: black;">外边</span>供应商的<span style="color: black;">办法</span>。</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;">参加各类沙龙活动</span></strong><span style="color: black;">，<span style="color: black;">能够</span>联系到<span style="color: black;">有些</span><span style="color: black;">途径</span>商<span style="color: black;">伴侣</span>，交流过程中多搜集<span style="color: black;">有些</span>名片；</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;">互联网平台</span></strong><span style="color: black;">，有<span style="color: black;">有些</span>互联网<span style="color: black;">机构</span>会<span style="color: black;">供给</span>合作平台，留下自己的联系方式和项目<span style="color: black;">需要</span>；</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;">行业交流群</span></strong><span style="color: black;">，时常刷一下存在感，提出自己的业务<span style="color: black;">需要</span>，<span style="color: black;">亦</span><span style="color: black;">能够</span>找到<span style="color: black;">有些</span>合作伙伴；</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;">朋友<span style="color: black;">举荐</span></span></strong><span style="color: black;">，<span style="color: black;">通常</span>找到<span style="color: black;">途径</span>商之后，<span style="color: black;">大众</span>之间<span style="color: black;">亦</span>会相互<span style="color: black;">举荐</span>；</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">项目合作是双向的，<span style="color: black;">针对</span>供应商TA有自己的标准，<span style="color: black;">针对</span>项目<span style="color: black;">供给</span>方<span style="color: black;">亦</span>有自己的考核<span style="color: black;">需求</span>，<span style="color: black;">仅有</span>双方<span style="color: black;">同期</span>满足各自<span style="color: black;">需要</span>的时候<span style="color: black;">才可</span>完成一次合作。<span style="color: black;">通常</span>挑选<span style="color: black;">途径</span>商需要看一下</span><span style="color: black;">合作方的规模、资金实力，行业历史经验等</span><span style="color: black;">。确认好合作之后，准备走合同法务流程，后期结算还有财务流程。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这中间<span style="color: black;">触及</span>到见面沟通谈判，项目<span style="color: black;">状况</span><span style="color: black;">需求</span>，合同细节条款，<span style="color: black;">花费</span>结算周期。总之能完成一次供应商谈判合作是相当耗时耗力的，<span style="color: black;">因此</span><span style="color: black;">爱惜</span>每一个能合作的<span style="color: black;">途径</span>商。合作过程中间，不要过于依赖单个<span style="color: black;">途径</span>商，<span style="color: black;">创立</span>一两个核心<span style="color: black;">途径</span>商，再逐步测试。</span><span style="color: black;">合作是双向的，甲方<span style="color: black;">亦</span>不是baba，遵循合</span><span style="color: black;">作共赢的原则</span><span style="color: black;">。</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;">3）活动策划</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然做增长，自然少不了需要<span style="color: black;">有些</span>“抓手”，<span style="color: black;">这儿</span>的“抓手”<span style="color: black;">重点</span><span style="color: black;">指的是</span>营销活动。<span style="color: black;">日前</span>APP拉新<span style="color: black;">平常</span>的互联网形式有SEM（搜索引擎营销）、应用市场投放、ASO、社群等，不管哪种形式，<span style="color: black;">最后</span>承载这些流量的载体基本都是营销落地页。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做好营销落地页，自然需要策划<span style="color: black;">有些</span>活动用来吸引用户参与。<span style="color: black;">区别</span>类型的活动效果千差万别，更加需要结合<span style="color: black;">途径</span>特性去针对性策划。有针对纯新客的拉新活动，<span style="color: black;">亦</span>有针对老客的活动设计。<span style="color: black;">通常</span><span style="color: black;">平常</span>的新客活动页面<span style="color: black;">便是</span>注册APP送新人礼券这种形式，老带新活动页面设计<span style="color: black;">重点</span>的关键是页面内容整理清楚，礼品展示清楚，活动规则，参与方式等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整理好<span style="color: black;">需要</span>文档，跟<span style="color: black;">研发</span>/测试/前端都要提前沟通清楚，将不明白的<span style="color: black;">地区</span>提前归纳好。设计师/交互师都需要提前沟通清楚，页面反复修改，为了减少修改，<span style="color: black;">意见</span>提前想好<span style="color: black;">怎样</span>设计页面和策划，<span style="color: black;">这般</span>会减少不必要的时间浪费。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拿策划banner<span style="color: black;">照片</span><span style="color: black;">来讲</span>，<span style="color: black;">倘若</span>想<span style="color: black;">提高</span>转化率，在策划设计的时候，<span style="color: black;">照片</span>的颜色</span><span style="color: black;">、文案信息这些都需要花很<span style="color: black;">长期</span>去思考细节。细节的打磨比想象中要消耗时间和花费精力。</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;">4）<span style="color: black;">制品</span>优化</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任何一个活动上线之前<span style="color: black;">通常</span>都需要经过小流量测试，AB测试。用来验证<span style="color: black;">制品</span>本身在投放生产之后<span style="color: black;">是不是</span>会有bug<span style="color: black;">显现</span>。即使<span style="color: black;">无</span>大毛病，在全量投放之后还是需要<span style="color: black;">持续</span>的<span style="color: black;">经过</span>数据反馈和<span style="color: black;">即时</span>优化<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，活动<span style="color: black;">揭发</span>不足，是投放<span style="color: black;">途径</span><span style="color: black;">不足</span>？还是宣传力度<span style="color: black;">不足</span>？点击量/UV量不足是什么<span style="color: black;">原由</span><span style="color: black;">导致</span>，宣传物料设计<span style="color: black;">不足</span>吸引人，文案<span style="color: black;">不足</span><span style="color: black;">明显</span>？礼品的<span style="color: black;">实质</span>核销率<span style="color: black;">是不是</span>有<span style="color: black;">提高</span>，<span style="color: black;">倘若</span>有<span style="color: black;">提高</span>，<span style="color: black;">提高</span>多少，哪个礼品最受欢迎；<span style="color: black;">倘若</span><span style="color: black;">无</span><span style="color: black;">提高</span>，能否<span style="color: black;">经过</span>数据排查出<span style="color: black;">原由</span>，找到核心症结，针对性的<span style="color: black;">处理</span>掉问题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>优化这块<span style="color: black;">重点</span>还是结合<span style="color: black;">实质</span>数据来判断，<span style="color: black;">尤其</span>是<span style="color: black;">有些</span>关键节点的数据进行优化，</span><span style="color: black;"><span style="color: black;">仅有</span><span style="color: black;">提高</span>了关键节点的数据，<span style="color: black;">才可</span>把握好整理的活动效果。</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;">5）客诉问题</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">区别</span>于乙方侧重在运营效果侧，甲方上线活动之后，在客服端会花费不少精力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">活动上线之后，<span style="color: black;">显现</span>了客诉问题要怎么处理？<span style="color: black;">是不是</span>有完善的机制处理这些问题。客诉问题处理<span style="color: black;">触及</span>到多方：<span style="color: black;">外边</span><span style="color: black;">触及</span>客户，内部<span style="color: black;">触及</span>客服人员、<span style="color: black;">显现</span>客诉问题的<span style="color: black;">相关</span>方（<span style="color: black;">通常</span>是<span style="color: black;">途径</span>方）。针对客户的客诉问题，<span style="color: black;">是不是</span>有对应的话术、内部排查机制。<span style="color: black;">例如</span>7日内给出答复，<span style="color: black;">实质</span><span style="color: black;">原由</span>的排查等，<span style="color: black;">即时</span>做好客户安抚工作。</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;">客服人员</span></strong><span style="color: black;">，虽然都是内部同事，但未必<span style="color: black;">认识</span>运营手上活动的<span style="color: black;">详细</span>细则，<span style="color: black;">是不是</span>在<span style="color: black;">机构</span>内部知识库（<span style="color: black;">关联</span>数据进行有序存储的数据库）上传过活动介绍及对应处理<span style="color: black;">方法</span>。<strong style="color: blue;"><span style="color: black;">途径</span>对接人</strong>，给出问题解答的截止日期，对应的处理<span style="color: black;">办法</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对客诉问题，周期性汇总和排查，从<span style="color: black;">制品</span>的源头去<span style="color: black;">处理</span>和处理，<span style="color: black;">不可</span>只是单点处理问题，<span style="color: black;">仅有</span><span style="color: black;">跟踪</span>溯源<span style="color: black;">才可</span><span style="color: black;">基本</span>上<span style="color: black;">处理</span>问题。</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;">6）<span style="color: black;">分部</span>对接</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>拉新类的活动属主，内部其他<span style="color: black;">分部</span>前期各类问题自然会咨询会比较多，需要<span style="color: black;">非常多</span>耐心去解答各团队的疑问。类似活动本身的问题、客诉处理、<span style="color: black;">花费</span>申请。<span style="color: black;">分部</span>对接工作<span style="color: black;">亦</span>是一项需要耐心的事情，在沟通上面需要消耗的时间超过<span style="color: black;">咱们</span>的想象。<span style="color: black;">亦</span>许问题三分钟能说清楚，<span style="color: black;">然则</span>需要花费<span style="color: black;">非常</span>钟<span style="color: black;">才可</span>沟通清楚。</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）财务问题</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">涉及到<span style="color: black;">花费</span>的问题永远是需要紧绷神经的，不容有半点差池。财务问题分为内外两部分。内部<span style="color: black;">重点</span>是<span style="color: black;">触及</span>礼品<span style="color: black;">花费</span>核销类的，<span style="color: black;">外边</span><span style="color: black;">重点</span><span style="color: black;">触及</span><span style="color: black;">途径</span>商款项结算。</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;">（a）内部礼品<span style="color: black;">花费</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整理好<span style="color: black;">详细</span>的明细数据，做好备份，月度明细，年度总计都需要整理清楚，方便后期内部对账。</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;">（b）<span style="color: black;">外边</span><span style="color: black;">途径</span><span style="color: black;">花费</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每家<span style="color: black;">途径</span>商的<span style="color: black;">花费</span>函、<span style="color: black;">花费</span>明细、<span style="color: black;">途径</span>数据、确认邮件、投放截图等都需要整理清楚。<span style="color: black;">外边</span>数据需要跟财务、<span style="color: black;">外边</span><span style="color: black;">途径</span>商确认无误之后<span style="color: black;">才可</span>发正式邮件。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">增长实践</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.1 统一口径</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长工作牵涉多个团队，<span style="color: black;">因此</span>统一标准就很重要，减少后期扯皮的事情。拉新报表统计口径、<span style="color: black;">外边</span>法务合同模板、财务结算周期、<span style="color: black;">花费</span>申请流程。<span style="color: black;">触及</span>到<span style="color: black;">花费</span>申请和业绩归属和统计的事情都要提前协商，这是增长工作中大方向上的把控，<span style="color: black;">仅有</span>做到总体大盘的不慌不乱<span style="color: black;">才可</span>在后期坚定的执行和反馈。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.2 参数<span style="color: black;">跟踪</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拉新获客的数据<span style="color: black;">怎样</span>统计，需要一套完整的<span style="color: black;">跟踪</span>标准。</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;">1）参数定义</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从事过SEM<span style="color: black;">宣传</span>投放的<span style="color: black;">朋友</span>都比较容易理解，<span style="color: black;">通常</span>都是<span style="color: black;">运用</span>UTM（Urchin Tracking Module）参数<span style="color: black;">跟踪</span>，</span><span style="color: black;">设定好UTM参数，<span style="color: black;">就可</span><span style="color: black;">跟踪</span>网站、活动的流量<span style="color: black;">源自</span>，以及<span style="color: black;">区别</span>流量<span style="color: black;">源自</span>所占的比例等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">UTM参数<span style="color: black;">包含</span>5个参数。</span></p><span style="color: black;">utm_source，<span style="color: black;">宣传</span><span style="color: black;">源自</span>；</span><span style="color: black;">utm_medium，<span style="color: black;">宣传</span>媒介；</span><span style="color: black;">utm_term，<span style="color: black;">宣传</span>关键字；</span><span style="color: black;">utm_campaign，<span style="color: black;">宣传</span>名<span style="color: black;">叫作</span>；</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">utm_content，<span style="color: black;">宣传</span>内容；</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">APP<span style="color: black;">运用</span>的参数<span style="color: black;">跟踪</span>分为站外路径和站内路径，站外<span style="color: black;">途径</span>路径<span style="color: black;">运用</span>outerid，<span style="color: black;">途径</span>子路径<span style="color: black;">运用</span>cid，站内<span style="color: black;">途径</span>路径<span style="color: black;">运用</span>innerid，对应活动<span style="color: black;">运用</span>campaignid。以上参数<span style="color: black;">跟踪</span>形式结合各家<span style="color: black;">实质</span>技术<span style="color: black;">要求</span>做参考。</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）材料文档</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对应的参数<span style="color: black;">跟踪</span><span style="color: black;">规律</span>和标准都需要整理成完整的word文档，对应的Q&amp;A，数据问题对接人等内容以邮件形式整理和梳理发送给各团队对接人。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.3数据标签</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">参数<span style="color: black;">跟踪</span>问题<span style="color: black;">处理</span>了，接下来自然<span style="color: black;">触及</span>到运营和<span style="color: black;">宣传</span>投放环节了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>针对裂变营销这块重点梳理一下。有H5活动，这只是其中的流量载体，流量怎么筛选呢？怎么筛选<span style="color: black;">目的</span>客群呢？怎么能<span style="color: black;">保证</span>投放之后就<span style="color: black;">必定</span>会带来效果呢？</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;">客群<span style="color: black;">选取</span><span style="color: black;">显出</span>尤为重要</span></strong><span style="color: black;">，对应到<span style="color: black;">媒介</span><span style="color: black;">宣传</span>平台，<span style="color: black;">能够</span>理解为地域、人群、时段、性别、年龄这些字段，而<span style="color: black;">针对</span>内部存量客群，则<span style="color: black;">能够</span><span style="color: black;">经过</span>数据标签的形式进行圈定和投放。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>裂变拉新，想针对老用户投放，<span style="color: black;">那样</span><span style="color: black;">能够</span>设置标签：</span><span style="color: black;">已下载APP+近7天活跃+年龄20-40</span><span style="color: black;">。数据标签设置投放之后<span style="color: black;">亦</span>需要依据数据查看<span style="color: black;">实质</span>效果。同个<span style="color: black;">宣传</span>位、同个标签、<span style="color: black;">宣传</span>素材、<span style="color: black;">宣传</span>文案多维度测试和<span style="color: black;">评定</span>，找到转化率最高的组合，<span style="color: black;">这里</span><span style="color: black;">基本</span>上<span style="color: black;">持续</span>的迭代更新。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.4 活动模型</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">结合场景思考，<span style="color: black;">这儿</span>个人对场景化的拓展方向有两个：一个是<strong style="color: blue;">时间维度</strong>，一个是<strong style="color: blue;">空间维度</strong>。时间维度<span style="color: black;">能够</span>理解为在<span style="color: black;">平常</span>生活中从早上睁开眼睛的那一刻到<span style="color: black;">夜晚</span>睡觉闭上眼睛这段时间都<span style="color: black;">能够</span>在时间维度的场景进行思考和营销。而空间维度可能<span style="color: black;">更加多</span>的嵌入到潜在<span style="color: black;">认识</span><span style="color: black;">其中</span>了，有点像电影盗梦空间，多维度在人的潜<span style="color: black;">认识</span><span style="color: black;">其中</span>起<span style="color: black;">功效</span>，<span style="color: black;">例如</span>坐公交听喜马拉雅，跑步时候听音乐，冥想时候的思考等，属于内在<span style="color: black;">认识</span>里面的<span style="color: black;">功效</span>和影响。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">场景跟活动模型有什么关系呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">触及</span>到一个</span><strong style="color: blue;"><span style="color: black;">活动+情景</span></strong><span style="color: black;">的思考。不是所有的活动模型都适合在所有场景下的推广和营销。举个栗子，拼团类的活动，<span style="color: black;">针对</span>拼多多<span style="color: black;">这般</span>的电商<span style="color: black;">机构</span>是没问题的，<span style="color: black;">大众</span>助力拼个锅，买个电风扇之类的都<span style="color: black;">无</span>问题。金融理财、贷款这些<span style="color: black;">触及</span>到个人隐私的部分，依靠助力等拼团玩法就未必合适。不符合场景化的思考。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">结合场景，<span style="color: black;">供给</span>符合行业调性的活动，进行促销和推进。<span style="color: black;">区别</span>行业的玩法剖析和<span style="color: black;">诠释</span>会有所<span style="color: black;">区别</span>，同种类型的活动<span style="color: black;">不可</span>100%的复制迁移到<span style="color: black;">另一</span>一个<span style="color: black;">行业</span>，需要依据行业特性进行整改。教育行业为了延长转化路径，有0元试听、1元解锁这类玩法，<span style="color: black;">从而</span>推出高客单价的课程；电商<span style="color: black;">行业</span>的低价爆款，<span style="color: black;">更加多</span>的是为了引流，再组合包装出售其他高毛利<span style="color: black;">制品</span>；金融<span style="color: black;">行业</span>，有体验金、免息券玩法，让用户多参与<span style="color: black;">制品</span>的体验。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.5 数据分析</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>端-数据端的思考。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">分析各类客群人群属性，类似<span style="color: black;">目的</span>客群集中在哪个年龄段、地域、收入等信息。运营工作的数据分析<span style="color: black;">区别</span>于大数据的分析，<span style="color: black;">更加多</span>的是结合<span style="color: black;">平常</span>数据进行业务层面的分析，<span style="color: black;">经过</span>数据驱动，推进业务发展，优化<span style="color: black;">制品</span>。</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;">看库存数据</span></strong><span style="color: black;">，<span style="color: black;">晓得</span>每日礼品消耗，提前预估和判断，做好准备工作；</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;">看转化数据</span></strong><span style="color: black;">，<span style="color: black;">能够</span>分析成本和产出<span style="color: black;">状况</span>，<span style="color: black;">即时</span><span style="color: black;">调节</span>，最大化ROI；</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">分析数据<span style="color: black;">不仅</span>是简单的分析数据表层的问题，<span style="color: black;">更加多</span>的还是需要<span style="color: black;">按照</span>数据去洞见<span style="color: black;">背面</span>的本质。运营的数据在一定程度上<span style="color: black;">能够</span>反应出<span style="color: black;">制品</span>端和用户端的<span style="color: black;">有些</span>问题，<span style="color: black;">每日</span>看数据就像经常拆解活动案例<span style="color: black;">同样</span>，<span style="color: black;">能够</span>培养自己的感觉，对数据形成一种<span style="color: black;">敏锐</span>度。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.6 数据迭代</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长是一门实践学科，类似在实验室做实验，需要<span style="color: black;">持续</span>的测试和验证。提出一个假设<span style="color: black;">目的</span>，<span style="color: black;">经过</span><span style="color: black;">实质</span>活动和运营，结合数据<span style="color: black;">持续</span>A/B测试，看<span style="color: black;">最后</span>的结果<span style="color: black;">是不是</span>符合预期。&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长工作中少不了测试这关，</span><span style="color: black;">活动上线—小流量测试—数据验证—放大投放—数据验证—数据分析—<span style="color: black;">连续</span>优化—迭代更新。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数字营销<span style="color: black;">行业</span>A/B测试<span style="color: black;">能够</span>说是无处不在，<span style="color: black;">优良</span>在于低成本验证，<span style="color: black;">不消</span>消耗<span style="color: black;">太多</span><span style="color: black;">研发</span>人力，<span style="color: black;">更加多</span>的是在运营层面<span style="color: black;">就可</span>操作。当然<span style="color: black;">亦</span>有它的局限性，A/B测试<span style="color: black;">重点</span>是局部验证，很难做到全方位的确认，<span style="color: black;">亦</span>比较消耗设计资源。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">项目洞察</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.1组织文化</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长团队是一家<span style="color: black;">机构</span>的重要<span style="color: black;">构成</span>部分，但不是<span style="color: black;">独一</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任何一个团队在组织里面都有它的<span style="color: black;">功效</span>和影响力，需要清楚团队的<span style="color: black;">重点</span>职责，在大环境下做</span><span style="color: black;">好赋予团队的<span style="color: black;">功效</span>。企业的文化氛围，团队的归属感，<span style="color: black;">最后</span>会影响到团队成员的去或留。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网<span style="color: black;">机构</span>呆过比较成熟的大厂，<span style="color: black;">亦</span>在创业型互联网<span style="color: black;">机构</span>呆过，传统行业呆过两家处在转型期的<span style="color: black;">机构</span>，<span style="color: black;">区别</span>的<span style="color: black;">机构</span>文化，给人的感觉是各不相同的。<span style="color: black;">针对</span>个人<span style="color: black;">来讲</span>，最重要的是有<span style="color: black;">无</span></span><span style="color: black;">自我学习和净化的能力</span><span style="color: black;">。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长工作里面<span style="color: black;">连续</span>学习和敢于创新应该是团队重要的核心竞争力，不管是0-1的团队组建还是<span style="color: black;">制品</span>创造、<span style="color: black;">途径</span>打磨，<span style="color: black;">倘若</span>只是停留在现有<span style="color: black;">基本</span>上的修改，终究是小打小闹，容易局限在当前的状态，很难继续突破。组织内部要有核心元素，超强的学习能力、超强的自我净化、<span style="color: black;">持续</span>的翻新自己。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.2 <span style="color: black;">知道</span>职责，争取<span style="color: black;">更加多</span>支持</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增长团队<span style="color: black;">区别</span>于传统组织架构，团队本身既是业务属主，<span style="color: black;">同期</span>还需要协调其他团队工作。自然会遇到<span style="color: black;">非常多</span>阻力，沟通中间产生矛盾<span style="color: black;">亦</span>很正常。<span style="color: black;">非常多</span>问题的<span style="color: black;">处理</span>和处理都需要<span style="color: black;">得到</span>领导层的有力支持<span style="color: black;">才可</span>正常进行。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国内<span style="color: black;">非常多</span>增长团队负责人一般都是直接<span style="color: black;">报告</span>给CEO，需要清晰界定增长团队的职责。<span style="color: black;">知道</span>了各团队的<span style="color: black;">重点</span>职责，<span style="color: black;">这般</span><span style="color: black;">亦</span><span style="color: black;">能够</span>减少团队之间的<span style="color: black;">有些</span>不必要的摩擦，专注出结果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.3 <span style="color: black;">基本</span>设置建设</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">数据的<span style="color: black;">功效</span>在增长工作的影响是非常重要的，<span style="color: black;">非常多</span>时候起到了决定<span style="color: black;">功效</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内部业绩统计，<span style="color: black;">外边</span><span style="color: black;">途径</span>商数据对接，增长工作中的数据分析，这些都少不了数据。<span style="color: black;">因此</span>，在做增长这件事情之前，需要投入相当多的人力和资源来完善数据和测试的<span style="color: black;">基本</span><span style="color: black;">设备</span>。需要定义好各类数据统计口径，做好<span style="color: black;">途径</span>数据<span style="color: black;">跟踪</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接触过<span style="color: black;">有些</span>比<span style="color: black;">很强</span>规模的<span style="color: black;">机构</span>，<span style="color: black;">基本</span><span style="color: black;">设备</span>建设<span style="color: black;">非常多</span>企业其实并不<span style="color: black;">必定</span>有技术能力做到这点。个人所在的头部<span style="color: black;">机构</span>，增长获客类的报表<span style="color: black;">亦</span>是临时<span style="color: black;">研发</span>出来的，并<span style="color: black;">无</span>从一个长远的<span style="color: black;">方向</span>出发。可想而知，<span style="color: black;">哪些</span>技术能力薄弱的<span style="color: black;">机构</span>更难<span style="color: black;">研发</span>如此<span style="color: black;">繁杂</span>和庞大的数据系统。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.4 <span style="color: black;">制品</span>的<span style="color: black;">功效</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不懂<span style="color: black;">制品</span>的运营不是合格的增长黑客。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运营的岗位<span style="color: black;">显现</span>的时间其实短于<span style="color: black;">制品</span>岗位，<span style="color: black;">平常</span>的比喻是<span style="color: black;">制品</span>负责生<span style="color: black;">孩儿</span>，运营负责养<span style="color: black;">孩儿</span>。做运营的前提是得有一个“<span style="color: black;">孩儿</span>”。巧妇难为无米之炊，<span style="color: black;">无</span>一个好的<span style="color: black;">制品</span>，再怎么运营其实<span style="color: black;">亦</span>很难做好。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可能在互联网行业进里面容易忽略<span style="color: black;">制品</span>的<span style="color: black;">功效</span>，<span style="color: black;">重点</span>是<span style="color: black;">此刻</span><span style="color: black;">非常多</span>互联网<span style="color: black;">机构</span>的<span style="color: black;">制品</span>都做的比较成熟，见怪不怪。<span style="color: black;">制品</span>在传统行业的影响力还是<span style="color: black;">显出</span>比较<span style="color: black;">明显</span>的，格力的空调、海尔的洗衣机，在<span style="color: black;">选取</span>某类<span style="color: black;">制品</span>的时候，是能够直接吊起<span style="color: black;">咱们</span>对某个品牌的认知。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网<span style="color: black;">制品</span>里面，俞军老师的<span style="color: black;">制品</span><span style="color: black;">办法</span>论能够给到<span style="color: black;">有些</span>启发和思考。其中有两个关于<span style="color: black;">制品</span>的观点印象深刻：</span><span style="color: black;">用户不是自然人，是某一类<span style="color: black;">需要</span>的集合；<span style="color: black;">制品</span>的价值=新体验-旧体验-迁移成本。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基于此，<span style="color: black;">能够</span><span style="color: black;">认识</span>到用户的<span style="color: black;">需要</span>是多层次的，<span style="color: black;">这般</span>就比较好的理解了<span style="color: black;">为何</span>同一个用户<span style="color: black;">同期</span>下载抖音，<span style="color: black;">亦</span>会下载快手，满足了用户的多方面的<span style="color: black;">需要</span>。想让用户多体验<span style="color: black;">制品</span>的价值，新体验就要大于旧体验和迁移成本之和。<span style="color: black;">制品</span>价值的<span style="color: black;">实质</span><span style="color: black;">表现</span>一方面是<span style="color: black;">制品</span>本身能够<span style="color: black;">供给</span>的核心功能，附加的部分是用户体验部分。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>和运营二者是分不开的</span><span style="color: black;">，越是从事运营工作久了之后，这种感觉越是<span style="color: black;">显著</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.5 <span style="color: black;">商场</span>的本质思考，具备洞见能力</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对<span style="color: black;">商场</span>本质的思考，看上去很<span style="color: black;">高挑</span>上。往大了说，<span style="color: black;">各样</span>宏观和微观的<span style="color: black;">商场</span>环境对<span style="color: black;">平常</span>生活的影响。简单点，<span style="color: black;">怎样</span>在<span style="color: black;">平常</span>运营工作中理解和思考这些问题。</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;"><span style="color: black;">商场</span>化的思考本质还是创造价值</span></strong><span style="color: black;">，<span style="color: black;">怎样</span>对现有<span style="color: black;">商场</span>活动进行深度思考，探索问题的本质。</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;">创造价值，最直接的<span style="color: black;">表现</span><span style="color: black;">便是</span><span style="color: black;">商场</span>变现。</span></strong><span style="color: black;"><span style="color: black;">宣传</span>投放，花了多少钱，<span style="color: black;">实质</span>带来多少利润。<span style="color: black;">例如</span><span style="color: black;">平常</span>刷<span style="color: black;">宣传</span>经常看到的各类付费学习，<span style="color: black;">咱们</span>看到的是<span style="color: black;">宣传</span>展示和<span style="color: black;">揭发</span>，再到后期的付费学习<span style="color: black;">这般</span>的流程。<span style="color: black;">然则</span><span style="color: black;">针对</span>投放<span style="color: black;">宣传</span>方<span style="color: black;">来讲</span><span style="color: black;">不仅</span>需要<span style="color: black;">思虑</span>到用户的<span style="color: black;">全部</span>体验流程，还需要思考更深入的层面。这类项目的市场多大，竞争者多少，怎么<span style="color: black;">才可</span>实现盈利。站在<span style="color: black;">背面</span>去思考问题，</span><span style="color: black;">多在事物的因上看问题。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点分享</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点点赞</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点在看</span>




货源网 发表于 2024-9-9 12:29:55

外链论坛的成功举办，是与各位领导、同仁们的关怀和支持分不开的。在此，我谨代表公司向关心和支持论坛的各界人士表示最衷心的感谢！

qzmjef 发表于 2024-11-10 06:12:25

你的见解真是独到，让我受益良多。

qzmjef 发表于 3 天前

你的见解独到，让我受益匪浅，期待更多交流。
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