Source: EdgeSEM
"It's better to report a good job." For internal and external reporting, today we will talk about how to do "external reporting".
Ergouzi disassembles the core components and analyzes the underlying reasons behind them. said that as long as we disassemble it clearly, we will naturally know what to do, so let's take a look.
The so-called "external" word, in fact, 90% of the proportion is all kinds of reports and analyses done by customers, so today's external report is mainly about "how to face customers and better report and show".
1 Core Component 1: Project Overview
"Project overview", in this element, many people in the industry, are also accustomed to calling it "data overview". As a qualified optimization classmate, Ergouzi and I are dealing with numbers every day, and customers are also very concerned about whether their numbers are up to standard, after all, this is also the performance appraisal of the docking person, and it is directly linked to the salary of others!
The Project Overview elements are further subdivided into:
Project background + project assessment indicators + overall project data presentation + subdivided project data presentation.
1) "Project Background"
It can be the introduction of the company/the introduction of the undertaking team/the introduction of the key time rhythm of the project, etc.·· It's all okay, play the role of an introduction, mainly depends on the frequency of everyone and the customer's report, that is, whether you are familiar with the customer, if you are familiar, in fact, you don't need this to occupy space for transition.
2) "Project Assessment Indicators"
This mainly depends on the level of the big guy that the customer tests when reporting. If it's a very high level, in fact, he doesn't necessarily really remember these details, mainly for the big guy to see, if he doesn't even know the assessment of the big guy, how do you know how good the data we do later!
Of course, if everyone knows each other well, there is no need to be verbose, so as not to be questioned by others.
3) "Overall Project Data Presentation"
In the presentation of data, the normal logic is "total" to "score". So at the beginning of the data, let's put the table of the overall total data, in fact, it's okay. It's best to add a bar chart & pie chart or something like that, and the whole looks more full and intuitive.
Warm reminder: If there is any data that is more prominent, not up to standard or super good at reaching the standard, it is recommended that you do a good job of color marking and preliminary preparation, and the customer will probably get the test on the spot~
4) "Breakdown Project Data Presentation"
It is to split the overall data above into more details, and dismantle it according to the situation of different customers
For example: monthly split, port split (Android/IOS), strategy split (new users/activated), product line split (product A/B product/C product), group split (C-side/B-side), etc.···· Because it is all data presentation, if there is any data outstanding, it also needs to be marked and prepared in advance.
2 Core component 2: work summary
"Work summary", in this element, is what we have worked hard for more than half a year, what have we done? We need to make the customer's father feel that this service makes people feel at ease, makes people feel that we are reliable, and makes people feel that it is worth spending money! The important thing is not what you think, but whether the customer feels it!
In the case of special designation, the work summary is generally elaborated according to the time dimension. I suggest that if you have enough time to invite the report, you can expand and talk about it in detail, it is best to be digital and quantifiable, and it is a plus to present it, such as: the category has expanded by 58+, added 320,000+ effective keywords, increased by 30% month-on-month, 103098 creative launches, and the explosion rate accounted for 40%, etc.··
3 Core component 3: test highlights
"Test highlights", because optimization is a process of continuous improvement and continuous AB testing, so the test itself is actually how to find a way to get better and better.
In our entire industry, what we are most afraid of is not tossing, but actually having no ideas. So even if it's a small budget toss, it doesn't matter, at least we know that some roads, it is indeed not feasible to do it in the end, and it is okay not to go next time, in case of measuring out the positive way and method, this will not cause qualitative change in quantity, failure is always the mother of success.
Ergouzi said, in this part, I am worried that some family members do not know much about the AB test, so I will add to you, the vernacular of the AB test, that is, you take out one factor and make it different, and the other factors are the same, and then see whether A is good, or B is good?
4 Core component 4: next step planning
"Next step planning", is the data analysis is over, the AB test is also summarized and reviewed, in the next step of the actual operation, how to do as much as possible?
It is mainly divided into the following presentation methods:
Regular work schedules/next step continuation of testing/new testing direction opportunities
The regular work arrangement is to quantify the estimated workload and give a data target
For example: expand the XX category, open XX new accounts, etc.;
The next step to continue the test is that we talked about it in the previous step, and we won't do it if the AB test is not good. Where the test is good, let's do it with a large area/large budget;
The opportunity of the new test direction, that is, what we have not tested before, pull it out and test it, such as the competitive product test we have not tested, the new function of the media, the positive performance method of other industries, etc.···
5 Core Component 5: Additional Issues
"Additional topics", which need to be phased to see whether the customer has specified content, want to understand, we need to prepare in advance. The types are also relatively differentiated, some want to know about competing products, some want to understand the industry, some want to understand the media, some want to understand the current situation of AI empowerment, etc. We need to prepare according to local conditions at that time, but we need to do a good job of risk avoidance to avoid data leakage, which will bring unnecessary trouble to us.
Congratulations on coming here, and I am also lucky to get acquainted with you through words, and I hope that in your actual work, you can gain more in the way of throwing bricks and stones.
In the good years, let's work together!~Love you~