How much do you know about the 15 model that private domain operations must master?

Light up the reading guide: Today, mastering more and more skills and tools has become an essential prerequisite for becoming an excellent "personal person". 15, which is common in private domain, helps you to open up new ideas for private domain operation. This is the trend, and all walks of life are laying out; "Private domain traffic" has always been one of the hot topics, and tools and methods related to private domain operation, such as innovation, community/user operation, team building and organization, are emerging one after another. Nowadays, mastering more and more skills and tools has become a necessary prerequisite for becoming an excellent "private". Let's start with 20 common modes of private domain and open the idea of private domain operation. Private domain model directory 1. AARRR model ii. RFM model 3. AIAS model 4. AIPL model 5. Pareto hierarchy model 6. User pyramid model 7. User life cycle model 8. Model 9. User addiction model 10. A/ B test model 1 1. Six-step method for data analysis 12. Community fission model 13. Retention analysis model 14. K-value model of user fission virus coefficient 15. Organizational structure model 16. PDCA replication model 17. Type OKR 20. FAST model 1/AARRR model —— Applicable scenarios of acquisition, activation, retention, realization and dissemination of PrivateDomainResearch Institute: User growth/community operation AARRR is one of the most common models in private sector operation; The essence of this model is to let merchants discover and obtain new traffic in the public domain from five processes: customer acquisition, activation, retention, realization and dissemination, and build a dedicated traffic pool. AARRR, that is, five thinking dimensions: acquiring users: how to turn potential users into real users? Stimulate activity: how to have the first sustainable interaction with users? Improving retention rate: how to retain users? Increase income: What methods can users buy more than once? Communication recommendation: how to let users communicate independently? 2/RFM model-privatedomainresearch institute measures user value applicable scenario: user stratification/measuring user value How should the eight customer types measure user value? RFM model is a commonly used measurement tool: R(Recency): the interval between the last transaction with customers and the current time f (frequency): the transaction frequency m (currency): the transaction amount with customers is based on three indicators: r, f and m. Users can be divided into eight customer types in the above table, and merchants can take corresponding measures and decisions according to different customer types. 3/AISAS Model-PrivateDomainResearch Institute Enterprise Traffic Acquisition Application Scenario: The AISAS model of traffic acquisition and traffic acquisition business will be more compatible, that is, through the content exposure in the public domain, users will be guided to be precipitated in the private domain, which is the most common practice of public domain e-commerce, live broadcast and brand e-commerce. Therefore, AISAS mode will pay more attention to the content output and delivery ability of enterprises, rather than blindly burning money for advertising. 4/AIPL mode-Private domain research institute users, enterprises, products and services application scenario: Private domain e-commerce/membership marketing AIPL is recognized as a high-quality private domain mode. This model system pays attention to the lasting relationship among users, enterprises, products and services. The "AI" part is to realize innovation through various technical games. "PL" refers to retention and operation. By letting consumers go through the process of cognition → interest → purchase → loyalty, we can realize the quantification and linkage operation of brand crowd assets, maximize the user life cycle and deeply tap the membership value. 5/ Pareto Hierarchical Model-PrivatedomainResearch Institute Mining High-quality User Value Applicable Scenario: User Hierarchical Pareto Hierarchical Model is also called the 28 Law Model, that is, 20% of users create 80% of the value for enterprises, and enterprises often need to spend at least 80% or more energy to serve 20% of high-quality users. Therefore, enterprises need to give priority to finding these 20% quality customers and provide continuous services. 6/ User pyramid model-user management application scenario of PrivateDomainResearch Institute: Users operate in actual private domain operations, and we can let users manage users effectively, and each user can be dismantled layer by layer, thus forming a pyramid-like user relationship and increasing the stability of user-to-user relationship. The essence of user pyramid model is more used for user management to ensure promotion and retention. 7/ User life cycle type-PrivateDomainResearch Institute User operation applicable scenario: User operation User life cycle refers to a complete process from the beginning of contact with private domain to the departure of users, which can be divided into five stages: introduction period, growth period, stability period, decline period and loss period. Users in different life cycles have different behaviors, and the focus of attention is different for the user operation in the corresponding life cycle: lead-in period: user behavior is in the process of traffic becoming users; The core work of operation is to attract new customers and promote activities. Growth period and stable period: user behavior is in an active stage in the private sector and will stay in the private sector for a long time; The core of operation is to enhance user activity and further create conversion/payment and retention. Decline period and loss period: the user's behavior is to terminate the repurchase and leave the private domain; The core of operation is to appease lost users or transfer new products. 8/TOFA model-PrivateDomainResearch Institute User research application scenario: User research TOFA model is generally used to study regional consumption differences. The model starts from two basic dimensions that affect the value of consumer culture: whether to accept foreign culture and whether to dare to spend money. These two factors lead to the conclusion that the former leads to the change of consumption pattern, while the latter dominates the basic style of regional consumption. Introducing fashion index (style) and consumption index (risk) to divide regional consumption into four types can better help enterprises to classify consumers more effectively when doing private domain research in the early stage. 9/ User Addiction Model-PrivatedomainResearch Institute User Habit Development Application Scenario: User Operation/Incentive Play This model aims to guide users to develop positive behavior habits, such as community play or private domain system ecology. The following four design stages are the focus of the user addiction model: trigger stage: users remind whether the product behavior can be perceived by users and guide the next step; Key points: the way of guiding and triggering should be obvious and direct enough, and the path should be short, so as to stimulate the user's behavior will in the shortest time and behavior link. Action stage: users convince whether the core behavior of the product can attract users to operate themselves; Core point: Give users enough behavioral motivation, matching ability and effective trigger mode. Reward stage: whether the user can give positive reinforcement feedback in the process of behavior when he is rewarded; Core point: the reward is changeable, covering the incentive needs of different users. Investment stage: users invest in design, and guide users to invest (recharge) to form storage value services after users reward behavior; Core point: let the user's input be recycled, and become dependent with the increase of input times, and finally become the habit of users. 10/A/B test model-privatedomainresearch institute is used for fission test application scenario: user fission/fission poster test A/b test is often used for fission poster test. In the same time dimension, in order to test the influence of a certain factor on the results, we take this factor as a variable and other factors as a quantitative test to find the best variable scale of the results. 1 1/ six-step method for data analysis-privileged domain research institute fission test model applicable scenario: data analysis also needs certain skills. Don't indulge in the ocean of data. Data is a tool, and we should use tools. It can be considered from six aspects: 1. Question: First of all, what is the problem we solve? 2. Make assumptions: Based on this question, what are our assumptions in advance? 3. Data collection: According to this assumption, start data collection. 4. Data processing: processing the collected original data, including data cleaning, grouping, retrieval, extraction and other processing methods. 5. Data analysis: After data sorting, it is necessary to conduct comprehensive and cross-analysis on the data. 6. Result presentation: Visualize the data and get concrete conclusive data. 12/ community fission mode —— application scenario of community fission link of privatedomainresearch institute: community operation/fission activity Community fission usually includes four steps: 1. Users of the original traffic pool participate in fission activities through WeChat (friends circle/WeChat official account/WeChat group); 2. Forward the poster/graphic to the circle of friends or WeChat group to inject traffic into the traffic pool; 3. New users of the traffic pool import personal numbers/own platforms or high-level WeChat groups to promote new and old users, and enter a more accurate traffic pool through promotion screening; 4. Pay conversion for the screened users. 13/ User Retention Model-PrivatedomainResearch Institute User Retention Analysis Applicable Scenarios: The user operation/community operation retention analysis model is an analysis model used to analyze user participation/activity, and it is an important method to measure the value of the private sector to users. N-day retention: that is, on which day, only the users who completed the return visit on the nth day are counted. Unlimited reservation (within n days): reservation will count all users who have completed the return visit within n days. Parentheses retention (user-defined observation period retention): for example, the first observation period: the second day; The second observation period: Day 3-Day 7; The third observation period: day 8-day 14; The fourth observation period: 15 to 30 days. 14/ user fission virus coefficient k model-privatedomainresearch institute is suitable for virus fission application scenarios: user fission k value = new users/active users. Simply understand that the value of k is the number of new users that each user can bring. The greater the k value, the better the communication effect. 15/ organizational structure model-private domain operation post allocation applicable scenario: team building "private domain operation" is a broad concept, involving many divisions of labor. Usually, a standard private domain team includes: person in charge 1, content group (1-2), planning group (1-2), operation group (1-2), data analysis group 1 and product selection group/kloc. The organizational structure model given here is mainly based on reference. The situation of each enterprise is different and needs to be adjusted according to its own private domain needs. Advanced reading: boss must see, HR highlights! In this paper, the 16/PDCA cycle model for talent selection constructed by the review process of private sector team-private sector research institute is applicable: PDCA cycle method for project review/activity review is a general model for improving quality in management. In the work, the four steps of planning, execution, inspection and handling are constantly circulating, so that it can be continuously improved and solved. The PDCA model is divided into four stages: planning: determining the goal and planning Do: organizing and executing the inspection according to the plan: comprehensively inspecting the key nodes and final results in the execution process Act: processing the inspection results, affirming the successful experience and incorporating it into the standard process; Summarize the failure experience and attract attention; For the problems that have not been solved for the time being, submit them to the next PDCA cycle for solution. 17/ private domain labeling model-privileged domain research institute user stratification behavior applicable scenario: user operation/user stratification In the private domain operating system, users need to be layered, and the way to achieve this is to label users. According to the different needs of users, formulate corresponding strategies, give full play to the value of users at all levels, and achieve product goals. Usually, we can label from four dimensions: channel source, user level, crowd attribute and consumption information, and then subdivide the labels according to different enterprises. 18/ KANO-Kano Model-Applicable scenario of user demand-product relationship analysis of PrivatedomainResearch Institute: Kano model of user operation/product promotion is a tool that can classify and prioritize user demand, and the relationship between products or services and consumers can be analyzed by combining this model. In the Carnot model, the quality characteristics of products and services are divided into five categories: charm attribute: users are unexpected, and if this demand is not provided, user satisfaction will not decrease, but when this demand is provided, user satisfaction will be greatly improved; Expectation attribute: when this requirement is provided, user satisfaction will be improved, and when this requirement is not provided, user satisfaction will be reduced; Necessary attributes: when this requirement is optimized, user satisfaction will not be improved, and when this requirement is not provided, user satisfaction will be greatly reduced; Irrelevant attribute: whether this requirement is provided or not, user satisfaction will not change, and users simply don't care; Reverse attribute: users don't have this demand at all, but customer satisfaction will decrease 19/OKR model-privatedomainresearch institute goal+key result tracking applicable scenario: enterprise management/project tracking OKR (OKR (objective and key results) is a set of management tools and methods to clarify and track the goal and its completion. KR(KeyResults) is split by O (target), and the next O is the next KR, which finally ensures the unity of everyone's goals. 20/FAST model-User number index and quality index of PrivateDomainResearch Institute applicable scenarios: The membership rights/super-user FAST model is based on the AIPL model, which helps brands to measure their consumer health assets from the two dimensions of quantity and quality. Fertility rate: the total number of people who own consumer assets, that is, the total amount of AIPL. Promotion: the deepening rate of consumption relationship refers to the conversion rate of AIPL in all aspects of the consumption process. Advantages: the total number of members, that is, the number of members owned by the brand. In the online consumption scenario, it is the number of brands that consumers are authorized to bind. Prosperity: member activity, the proportion of members who have collected, purchased, and obtained active behaviors such as membership rights or purchases —END—Fill in questionnaires and get free information about private sector operations "Ignition Events and Discipline" Ignition × Modern Animal Husbandry Ignition × Martin Martin Ignition × Jin Rong Pharmaceutical Ignition × Expansion Temperature Ignition × He Lan Group Ignition × Seven future private companies. 02 1 Best Private Sector Operation Service Provider "won the Best Private Sector Operation Award in Beauty Industry in 20265438+0" 2021China Brand Private Sector Marketing Summit 2008-New Private Sector Pattern &; China Brand Private Marketing Trend Summit 20082 1 Rong Zhen Foshan Mobile 202 1 Internet Ecology Partner, Private Sector Research Institute, Maternal and Infant Industry, Beauty Salon, Tea, Coffee, Catering, Zhou Heiya. 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