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       
(Showing Draft Content)

用户粘性分析

实现效果

在仪表板中,按照用户粘性分析步骤可实现如下所示效果:

image

可以看到 2022-19周到 2022-21周 用户登录超过两次的人数持续上涨。在右侧的图中也可以看到上升最明显的是潜在客户, 说明该阶段的活动或者产品能力在持续吸引客户方面的反馈是相当有效的, 对潜在客户的吸引尤其有所增益。

但看到整体的登录次数人数分布方面, 绝大部分都是只有 1 天登录时间, 所以在客户粘性方面还有很大提升空间。

资源下载

用户粘性分析示例.zip

下载资源包,然后将其导入系统,可以看到具体的设计细节,方便您参考学习。

模型定义

用户黏度是指用户对于品牌或产品的忠诚、信任与良性体验等结合起来形成的依赖程度和再消费期望程度。在业务场景中, 可根据用户的连续登录次数来判断产品的健康程度。

用户粘性分析:帮助运营团队了解现有用户规模, 追踪运营活动拉新效果, 为活动复盘分析提供决策依据。

用户连续登录人数分析

在本例网站登录数据检测场景中, 认定 每周登录天数超过2次 客户为该周的具有粘性群体。可以在现有登录数据以 每周 粒度来计算 每周登录超过2次人数

07-11-01

数据处理

梳理原始数据

联系电话

登录时间

客户状态

客户唯一键

客户登录时间

对客户评估状态

登录时间的周数(年周)

添加计算列 :

  • 年 登录时间的年份 :

Year('登录数据集'[登录时间])
  • 年周数 登录时间的年-周, 构成年周维度的组合字段 :

'登录数据集'[年]&"-"&'登录数据集'[周]

添加度量值 :

  • 每周登录天数超过2次人数 统计每周登录天数超过两次的人数 :

var dayLoginData = Filter(
        Summarize('登录数据集',
                    [年周数],
                    [联系电话],
                    [客户状态],
                    "loginTimes",
                    CountX('登录数据集','登录数据集'[联系电话])                
        ),
  [loginTimes] >=2
  )
return Calculate(DistinctCountx(dayLoginData,[联系电话]))

可视化

每周登录天数超过2次趋势图 :

  • 面积图, 折线图

    绑定字段:

    • 分类:年周数

    • 数值: 每周登录天数超过2次人数

    • 系列(折线图): 客户状态

image

可以看到 2022-19周2022-21 周 用户登录超过两次的人数持续上涨。在右侧的图中也可以看到上升最明显的是潜在客户, 说明该阶段的活动或者产品能力在持续吸引客户方面的反馈是相当有效的, 对 潜在客户 的吸引尤其有所增益。


每周登录次数人数分布 :

  • 条形图, 面积图

    绑定字段:

    • 分类:一周登录次数

    • 数值: 联系电话计数

07-11-02

为了能更好的评估当前网站产品客户粘性情况, 可进一步评价 用户每周登录天数 分布情况。

看到整体的登录次数人数分布方面, 绝大部分都是只有 1 天登录时间, 所以在客户粘性方面还有很大提升空间。