Usually in small talk, when we evaluate the business attributes of a company, we often express it like this: Company A is a technology-driven company, while Company B is more operational. It can be seen that different types of companies have different degrees of bias at the specific business level.
Compared with positions such as product and R&D, operations positions are new positions that have emerged in recent years. Both serve the company and products, but the biggest difference between the operation post and the first two is that the work of the operation post is carried out around users.
Operation is mainly to drive revenue and continuously create value for users. Of course, it also includes feedback of work results through data effects. The more contact points a company’s products and services have with users, the wider the scope of its operations, which is what we often call “re-operation”.
So, how to judge whether the operation is effective? Next, let us together take a look.
According to specific functions, there are content operations, event operations, brand operations, community operations, channel operations, new media operations, etc. on the market; in specific e-commerce and O2O fields, it can also be subdivided into merchant operations, platform operations, etc. .
There are many fields involved in operations and a wide range of coverage. Sometimes team fights, sometimes one person has multiple roles. Whether the division of labor is fine or rough depends on factors such as the company’s size, development stage, and specific business composition.
So, what are the issues that operations usually think about? For example, what is the conversion rate from shopping cart to payment order? How to stock up in different regions? Which products are selling well? How to increase order volume? Where is the best pit in the homepage? How about the sales on different floors? What is the appropriate coupon ratio? Which features are popular? What is the hot money?
Through thinking and solving these problems, we can provide data and feedback for our refined operations.
It may be because they are trapped in the lengthy user service process. The similarities of the above-mentioned segmented operations are also obvious. The premise is to revolve around users, understand users, and interact with users through various forms.
For example, content operations need to know who your audience is? What is your preference? What value do they want from the content? And channel operators need to know who the target audience is? The main audience composition and behavior habits of each channel. So how to surround the user? First of all, we must understand the user. Revolving around the three major goals of user acquisition, business growth and user retention, this involves user portraits/user research, user behavior analysis, user channel preferences, and user life cycle.
Now that we have recognized the premise of user-centric and user-oriented operations, the rest are just differences in specific channels, forms, and carriers. Therefore, we can boil it down to: Operation is actually an extension of the concept of user operation, and the basis of all operations actually revolves around user operation.
What are the operations busy every day
“Operation, what are you busy with every day?”
This sentence can be a cross-examination by others or self-deprecating by the operator. As an operator, I often feel that I am nothing but nothing. Next, let’s take a look at what is the daily life of an operator?
Scene Example: In the work the road , the small Z advance in user group activities under the last line of micro-channel group, the sentence chicken fight with you today is a day full of vitality. Sit at the work station, start to check the data feedback from the previous day, analyze the pros and cons, and formulate plans to achieve indicators at different stages. At 11 o’clock, I finished ordering the same mobile phone used for take-out, and started user research. At two o’clock in the afternoon, I directed and acted in the WeChat group to share the experience of using the product with a friend in private chat.
The fine-separation drama is not over yet. After three o’clock, I have to fight for channel resources with other departments, and communicate the content and design of the material requirements of the online channels. The colleagues in other groups have begun to clean up and get off work. Then, on the To do list that operates the small Z, what to do today is only a third of the left.
Content, community, activities, planning, analysis, execution, communication… Such a complex business process, as well as all kinds of detailed and cumbersome execution and docking, with limited personal energy, it is really difficult to do many things Be thorough. Operations are always doing things that are not important but necessary, such as collecting user information and statistical data reports. Therefore, when a colleague from the previous operation told me “she is so difficult”, I did not refute it.
What kind of new role do we need to operate
The three core values of operation are delivering product value, creating product ecology and creating fresh gameplay. Being caught in a cumbersome and lengthy process is the problem of daily operation “getting into the pit”.
At the moment when products are becoming increasingly homogeneous, and today when traffic dividends are exhausted, it has become the consensus of many companies to rely on operations to drive them. Letting operations fall into various “pits” is equivalent to digging holes for the company. With the development of digital technology for so many years, in fact, technical means could have been used to solve the cumbersome tasks at the process and execution level, so that operations can truly do “what people should do.”
So, what new role do we need for operations? With the help of digital means to allow operations to drive the development of enterprise products, what we need is smart user operations. Not long ago, Analysys Ark released a new intelligent user operation product suite, including intelligent analysis, intelligent portrait and intelligent operation. At the same time, Analysys Ark has refined and summarized the ARGO growth model of intelligent user operation based on the practical methodology of refined operation (click to view directly).
What is smart user operation? Focusing on the user, by quantifying the key behaviors of the key scenarios in the user journey, the life cycle stage of the user and the segmentation of the group of the user are divided, and the operation goals are formulated for different stages of the user life cycle and different subdivided groups. Provide differentiated services for different user groups and achieve operational goals through tools and methods.
Based on data-driven, around the user life cycle, it can intelligently and efficiently enhance user value and service experience. Utilize the current data technology capabilities to free up people’s time and energy while giving full play to people’s creativity. Therefore, smart user operation is a work methodology that we advocate. Data technology can provide support in terms of work efficiency and professionalism, and form a closed loop of data verification. Those who operate, devote more energy to the level of creative strategy.
For example, the marketing activities in the e-commerce field for the Spring Festival and New Year’s goods season should first be classified according to different user preferences , and plan different graphic content for mothers and children, trendy people, preferential sensitive groups, and overseas purchase preference groups, and then Send to users in the form of text messages and emails to form statistics on the user’s clicks to return to the platform, verify the effect of the strategy and form user analysis, before the second repurchase marketing and the new activation recall strategy can be carried out.
From the above process, we can see that the working idea of smart user operation is actually based on user behavior analysis, through appropriate time and channels, to implement targeted and personalized content push.
The work of operating “people” should mainly focus on the formulation of strategies, the production of content to reach the crowd, and more attention, and the user portrait and grouping in the early stage, as well as the subsequent channel analysis and user feedback verification, etc., are handed over to the ” Intelligent user operation platform with the role of “data robot”.
In the cycle mentioned above, each time is a process of continuous trial and error, adjustment, and optimization, and this is also the process of continuous evolution of the company and products in the operation part, just like Dalio’s theory of improvement and evolution, it is also a process of enterprise and product Realize the lean growth path of fast running in small steps and circular verification .
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/in-fact-the-operation-is-not-that-mysterious/ Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.