Push System-Overview

Broadly speaking, push systems include APP-PUSH and PC & amp； M-PUSH, SMS, email, etc. can reach the user access system for the second time;

Narrow sense: because domestic registration is mainly mobile phone registration, the mail application rate is not high; And the lack of Google services in China; In China, it mainly refers to APP-PUSH；; ;

This series of articles mainly focus on APP-PUSH, and at the end of the article, foreign PC & amp； M-push, and the content related to reaching channel strategy;

2. Promote system value

(1) An important way for users to improve their activity and retention (comprehensive index)

(2) sales promotion (such as product recommendation and promotion in the field of e-commerce)

(3) process indicators are improved (for example, pushing product reviews and increasing the number of product reviews; Coupon reminder push to improve coupon usage)

3. Push system architecture

(1) front-end system

-IOS user authorization to start

-User authorized data maintenance

-push display, click, sales attribution and other data embedding processing.

(2) User Label System

Provide users with layered/grouped data. Common layering methods include layering based on user value (such as RFM layering method), layering based on user identity (layering based on user contribution value), layering based on AARRR, and layering based on user's individual needs. According to the actual situation of the company's business, we can choose the hierarchical mode of single user or mixed user, and sort out the nodes that need to encourage or remind users according to the hierarchical mode to set the push trigger node;

(3) Big data system

Store and cleaning up data of each push link;

(4) artificial intelligence system

Provide push personalized content, including push title, content, jump page content and other specific content (such as product recommendation, different users receive different push titles and jump page content);

And data provision of us push click time preference, push receiving frequency preference and title content preference;

(5) Other access channels

Including email, SMS, WeChat and other user access channels, you can choose different channels for auxiliary access according to the strategy;

(6) Push system

It mainly deals with data push, AB test, visual report, abnormal monitoring and push channel management.

4. Push the business process

User Authorization-User Group Selection-Push Content Settings-Efficiency Tools-Push Policy-Data/Technology Monitoring

(Note: Push strategies include push time preference, push content preference, channel collaboration strategy, etc. )

5. Push data indicator

(1) User authorization rate: = number of authorized users allowed/number of allowed users+number of prohibited users, which is used to measure the growth efficiency index of the number of pushable users;

(2) Access rate: = number of unauthorized users/number of authorized users, which is used to measure push frequency and content comprehensive index; (The unloading rate after push 1 hour can also measure the comprehensive index of push quality. )

(3) The number of users that can be pushed: the absolute number of users that can be reached, which can be used to judge the growth and loss of the number of users that can be pushed;

(4) Display rate: = number of users displayed by the terminal/number of users that can be pushed. Due to technical or equipment reasons, not every user can receive the push, and this value can measure the change of the number of users who actually receive the push;

(5) Click rate: = number of clicks/? The number of pushed programs measures the quality of pushed titles, contents and time;

(6) Order generation rate: = the number of orders/clicks brought by pushing, which measures the efficiency of pushing page content to promote order generation;

(7) Single push value: = push sales volume/push display volume to measure the comprehensive value of a single push;

(8) Sales contribution rate: = push sales /APP sales, which measures the comprehensive contribution rate of the push system to the overall business;

The overview part mainly describes the value of the push system, as well as the system composition, data measurement indicators and other content; Follow-up will talk about how to improve the indicators in all business links according to actual cases.