Jul 31, 2022
In Christianity Forum
Based on the participation of two leading footwear and apparel retail companies in CDP and MA projects and member-related data products, this article discusses the Number List construction of a member analysis system under the digital wave that I understand. 1. Build a goal-oriented membership analysis system Knowing it and knowing why, the ultimate goal of user analysis and management is to obtain the most profit from users, that is, LTV - maximizing the lifetime value of users. Therefore, from the overall business goals of the company, look at the position of member analysis and then lower it down. solution, and build a goal-oriented member analysis system (members are included in users). As shown in the figure, the membership analysis system needs to provide data that can support strategy formulation upwards, and needs to complete the target of member operation downwards. This target may increase the strategic transformation target on the basis of LTV. For example, if the brand is younger, then the target of user operation will be User age composition, customer unit price, etc. are adjusted accordingly, so the user analysis system must be designed or adjusted on the premise of clear user strategic goals. 2. The composition of the member analysis system After confirming the strategic goal of user operation, the work content and division of labor structure of the department and the KPI of each module are used to form an analysis system. Each corporate member operates in a different department, but the logic is the same. According to management and workflow, three sections can be abstracted to form a membership analysis system, namely strategic planning + cycle/daily analysis + execution tracking . 3. Strategic planning analysis The purpose of this part is to know the status quo and trends when making business analysis and related decisions for the enterprise level; at the same time, after confirming the strategic goals, it will periodically review/assess the achievement of the goals.