It often takes a long time to write various temporary scripts and log with business personnel. They want to use third-party tools to improve efficiency, but they spend money and pay, and the company’s approval process is particularly slow… These are the personal experience of data engineers.
Analysys Argo is launched to solve everyone’s dilemma. Analysys digital will invest more than 100 million in user behavior analysis products for free. It integrates “data collection, data management and data use”, collects all end-user behavior data, and helps business personnel realize self-service real-time data query and data use.
So how to use Analysys Argo to quickly set up a refined operation platform for free? On the developer day of Shenzhen station of 2020 Analysys A10 data Intelligence Summit, from Shenzhen high-tech enterprisesXia Bin, technical director of weixiuhui, shared their team’s application practice based on Analysys Argo data analysis platform.
Established in 2014, weixiuhui is a mechanic service platform. There are three ways to repair products, which are used for APP, small programs, technicians, and official account of employment training platform, official account and small program of blue collar vertical social platform.
Weixiuhui encountered a bottleneck in community operation in 2018. A large amount of R & D cost investment in fine operation did not bring continuous growth of business data to the company, resulting in the shelving of the company’s fine operation construction.In 2020, weixiuhui began to use Argo and quickly built its own refined operation platform.
1、 Why choose Argo?
There are three main scenarios in the refined operation of products and users. Whether you are cross marketing or waking up sleeping users, you can’t escape these three scenarios:Product iteration, user operation, user marketing。 Argo is also in these three application scenarios, providing help for weixiuhui’s fine operation.
1. Product iteration: use operation monitoring to improve products and optimize experience
Argo in data acquisitionIt supports both front-end data collection, that is, the front-end product forms can be collected through SDK, and back-end server data collection, that isFull end data acquisition。
The data collected at the whole end can be displayed in the form of thermal diagramFor example, what is the average length of stay of users through users’ clicking data? Which category is rich in clicks? Which menu on the navigation page is not clicked? What kind of information has high hits? Which commodity does the store manager recommend to buy the most? How many individual masters, service outlet bosses and outlet masters are there in each user role? What behavior tracks do they have on the platform? What kind of topics are hot topics in the community? Thus, the page of the product is optimized and the buttons and plates are updated in the iteration of the version.
The picture is from Argo’s demo
2. User operation: user layering and personalized recommendation
Argo can liberate data engineers, business students can customize user layers according to user events and attributes, formulate different operation strategies for different layered users, and realize personalized recommendation.
The picture is from Argo’s demo
In addition, some theories about user growth have been popular in recent years,Some good operational modelsFor example, how to establish a member value model (RFM) and how to correspond and quickly apply it in the data analysis platform,Argo can quickly land and advance。 Without Argo, the company’s developers need to do embedding, background, analysis, and even more complex things.
3. User marketing: driving business decisions with data
Data can not only help enterprises do product iterations, but also help enterprises make more accurate business decisions。 For example, via Argo, weixiuhui found that Gree has the highest proportion of mobile phone brands used by its user groups, breaking through everyone’s previous cognition. The user marketing activities launched thereby will achieve better results than those without user portrait support.
Weixiuhui put some advertisements in today’s headlines before, and the click opening rate is very high, but the proportion actually converted into registered users is less than 20%. Through Argo’s funnel analysis, it is finally found that the problem lies in the short message channel. The short message opening rate for users to obtain the verification code during registration is low, resulting in a low number of successful registered users. After replacing the channel and switching the reserve channel, the problem has been gradually improved. There are many usage scenarios for the company’s operation team, such as double 11 shopping. Many problems can be found and solved through such a funnel analysis.
In addition,Argo’s funnel analysis also has the function of tripping, divide the users into groups after drilling, and each group will have a user portrait of this group for comparison with other groups.
The picture is from Analysys Argo’s demo
2、 Argo’s practice in weixiuhui
Argo is the first privately deployable and free user analysis and lean operation product in ChinaIt supports full-end data collection, real-time analysis and query, self-service multi-dimensional analysis of business personnel, and its open link ability can be connected with the enterprise’s own system. In addition, there is community support. These are the unique advantages of Argo and the reason why weixiuhui chose Argo.
1. Throughout the product life cycle
Internet products, especially those on the C-side, need continuous iteration. In addition to the launch of new functions, many product iterations come from users. The needs of users vary greatly. For example, in the blue collar industry where weixiuhui is located, the comprehensive cultural quality of its user group is not high, and the ability to use the Internet is also very weak. Their use needs are simplified. thereforeWe can’t think about the needs of all users with unified thinking, but speak with data。 The output demand of the product manager should also be supported by data. The feasibility of the demand can be seen from Argo’s funnel analysis and thermal diagram.
After completing the output requirements, it is necessary to output the buried point scheme. R & D students all know that burying points is boring and cumbersome, andArgo’s support for visual buried points is equivalent to making the work of buried points civilian, there is no need for R & D, and the operators will bury it.
Visual burial point, the picture is from the demo of Analysys Argo
Through tripartite discussions among product managers, technicians and R & D personnel, weixiuhui forms a complete set of buried point scheme, which is handed over to R & D personnel for development and online, and then looks at the changes of data from Argo, so as to determine whether the functional requirements are well done and whether the purpose can be achieved? In this way, a closed loop of “Argo → data analysis → output demand → output buried point scheme → development online → Argo” is formed. It can be seen that,Argo can run through the whole product life cycle。
2. System wide access
What is the most important feature of data drive? It is necessary to give full play to the value of data in real time in order to guide our product operation and user operation.If the real-time performance is difficult to guarantee, many actions that make decisions through data cannot be implemented quickly. Now many similar products adopt ETL. The data seen today may be the result of yesterday,Argo is a real-time data acquisition, which can achieve the second level data return, and the minute level can be presented in the index layer。 Weixiuhui’s current C-end products, H5, applets and apps have all been connected to Argo for storage, calculation and analysis. In addition to access products,Weixiuhui also brings Argo into Bi, SCRM and other application scenarios。
Weixiuhui has its own set of Bi reports for management analysis, half of which are from Argo. In addition, the understanding of some product data before operation is captured by Excel on various platforms. After accessing Argo, you can directly build an operation Kanban to reduce cumbersome work and improve efficiency.
At the SCRM level, weixiuhui has many external customers of enterprise wechat, such as the wechat group of 700 or 800 home appliance maintainers. By putting these chat data, user portraits and wechat group portraits into Argo, weixiuhui can accurately screen the users in need and use wechat as a push channel. For example, when installing new fans for customers, we couldn’t find the installer who received the order. Through Argo user tag search, we retrieved about 30 installation and maintenance personnel who were active in the app and had seen the contents related to new fans in the past 30 days. They pushed messages to them through wechat and solved the problem immediately. This is only a small application scenario. By connecting Argo and divergent thinking, we can complete the innovation of more application scenarios.
The picture is from Analysys Argo’s demo
Many free products may be just a free component without actual application scenarios. It is the basic capability of a technology for free. butArgo’s free is a true end-to-end technical solutionXia Bin, technical director of weixiuhui, said:“Argo has been polished to a very powerful state, which can basically meet 60% ~ 80% of the application scenarios of any company.”There is no need to care about how to do data-driven, but only about the innovative business itself, which Analysys has been practicing“Civilian data capabilities”The embodiment of the mission.