In the ToB field, customers go from brand recognition to click-to-view, landing page, registration conversion, lead acquisition, business opportunity, potential customer, contact customer, product display/quote, contract signing, delivery, customer service/renewal, referral, The entire customer link belongs to the stage of B-side operation.
So, what is the full link of user conversion operated by To C? I think you should think: AARRR model, acquire users - increase retention rate - increase activity - gain revenue - self-propagation.
Similarly, the entire customer link of To B can also be summarized into five stages: customer acquisition stage - lead stage - business opportunity stage (cultivation stage) - paid conversion stage - customer success stage.
However, the data indicators that country email list B-side operations focus on at each stage have different focuses.
01
[Establishing the underlying logic of the data analysis indicator system from 0 to 1] and the definition of data indicators mentioned, let's review it now. A "metric" is a way of measuring a goal. The constituent elements are dimension + summary method + measure.
Dimension: answer the question from what perspective?
Aggregation method: answer the question of what methods are used to measure?
Metrics: Answer the question What is the goal?
The so-called "data indicators", in simple terms, can quantify an event and form numbers to measure goals, which can be used by everyone in daily work. To a certain extent, "data indicators" can reveal the behavior and business level of product users. We will pay attention to some data indicators in our work, such as conversion rate, retention rate, daily activity, monthly activity, etc.
However, in different stages of B-side operation, what data indicators are there, and what data indicators are worthy of our attention, or effective, and can help product business lines find their own direction for improvement.
02
1) Judging the quality of channels based on channel data (including official website), user behavior data, activity data, etc., to improve customer acquisition capabilities
Channel data:
Delivery consumption: the amount spent during the statistical period
Customer acquisition cost (roi): the amount spent/new number of people during the statistical time.
Impressions: The number of ad impressions delivered through the App Marketplace.
Clicks: The number of times an ad is clicked, which is the premise for the APP to be downloaded and activated.
Downloads: The number of users who download APPs through channels such as the app market.
Activations: The number of users who open the app for the first time after installing the app.
Activation Conversion Rate: User conversions from download to activation.
New registrations: that is, the number of users who have registered for the APP.
Registration Conversion Rate: User conversion from activation to registration.
Number of businesses created: The number of businesses created.
The proportion of the average daily natural volume: the number of new/new people in the natural volume.
Proportion of new user channel sources
Retention rate of each channel: For each promotion channel source, the x-day retention rate is the percentage of new users who started the app today.