Recently, I have been thinking about the operation rhythm of B-end products and building a data indicator system. In essence, it is to feed back the products through data to better experience, and establish a To B operation strategy. The specific implementation in business is to solve problems such as customer acquisition, conversion and renewal. This requires that products and businesses need to formulate Polaris indicators at different stages.
After clarifying the North Star indicators in each stage, you need to pay attention to the key indicators in the entire life cycle of the customer (the AARRR model can be cited here):
1. Customer acquisition stage
In the customer acquisition stage, focus on channel expansion and brand promotion. Therefore, the data indicators that are focused on are:
(core indicators in the customer acquisition stage)
2. The activation stage of
In SaaS products, the activation stage is to synchronize the customer to test the account and run it for a period of time before guiding the payment. Therefore, the data indicators that are the core focus are:
(core indicators in the activation stage)
3. Retention stage
In the retention stage, what customers really care about is whether it can be really helpful in the use stage, and they should pay attention before and after payment. Therefore, the data indicators that are focused on are:
(core indicators in the retention stage)
4. Paid conversion stage
In the paid conversion stage, customer behavior data and customer stratification are continuous, and the overall business operation analysis data and sales personnel sales data need to be uniformly organized. Therefore, the data indicators that are the core focus are:
(core indicators in the paid conversion stage)
5. Renewal stage
Once the customer pays, the customer continues to run with him and does a good job in customer success are the key points of renewal. Therefore, the data indicators that are focused on are:
(core indicators in the renewal stage)
After sorting out product data indicators through AARRR, you will find out how to sort out the corresponding modules and sales plan strategies of the product:
1. Business data indicators for management —such as: the number of active customers, the number of potential paid customers, the contract amount, the number of paid customers, the paid conversion rate, the market share, etc.;
2. Product user analysis indicators : The core is to help product managers iterate quickly and improve the experience. For example: usage of specific functions, behavioral burial points of core paths, new retention and activation of users, etc.;
3. Market-oriented data indicator : The core is to help sales find business opportunities. Such as: classification and characteristics analysis of target customer groups; market structure, customer groups of competitors, etc.
One thought:
Think about the operation of the B-side, you must spend a lot of time in this industry to accumulate and settle down, calm down, and don’t be impatient.
In data operations, how to help enterprises quickly grasp business status through effective data operations, and use accurate and timely data to understand and optimize business processes, thereby guiding business decisions and creating new business opportunities is a long-term process.
When the product manager sorts out the operational strategies and data indicators, he sees the stars and seas.
Author | John 1. Focus on Internet thinking 2. Focus on Internet products 3. Teach and solve doubts for product managers
