Brief introduction of the holder:

He Yice, a first-class license holder of CDA data analyst, has worked in 360, Didi Chuxing, China Unicom, Beijing Sports Lottery and other domestic Internet enterprises and state-owned enterprises. I have many years of experience in market insight, business analysis, product design and research and development.

Because I have been a product manager for many years, for me, the most important ability of a product manager is the logical analysis of user behavior, which is very important for product managers, because it directly affects the success of the product.
I. Logical analysis of user behavior

User behavior analysis is to monitor what behaviors the user has made on the product, whether it meets expectations, what characteristics, and where the problem is, and then see what needs to be done on the product to adjust or cater to the user's characteristic preferences to make decisions.

When analyzing the logic of user behavior, product managers usually use a variety of methods to gain an in-depth understanding of users' needs and behavior patterns, so as to optimize product design and improve user experience.

Next, we will focus on user research: communicate and interact directly with users through questionnaires, in-depth interviews, focus group discussions, etc., to understand their needs, behaviors, preferences and opinions. This method can obtain users' subjective views and feedback, and understand and analyze their decision-making process and behavioral logic. It should be noted that users will have some defenses, and oral feedback still needs to be analyzed more deeply.

Then there is data analysis: use user behavior data, such as website traffic data, user activity logs, purchase records, etc., for quantitative analysis. Through data mining and statistical methods, users' behavior patterns, trends and relevance can be explored, which can reveal users' behavioral paths, preferences and purchasing behaviors.

In addition, there are analysis methods such as user experience research, market research, data model and machine learning. The comprehensive use of the above methods may have better analytical conclusions. When we do data analysis, we must help the product research and development team analyze the logic of user behavior through in-depth analysis of market data and user behavior data, understand the real needs of the market and users, and provide more reliable data support for decision-making.

II. Improve business sensitivity

Data analysis is driven by business, and it is meaningless if it cannot be applied to business-level data analysis. Therefore, it is especially important to know business knowledge and business indicators before analysis. Only with a deep enough understanding of the business can the data analysis results provide better and more constructive guidance to the business.
Data analysis involves many knowledge points, and it is relatively fragmented. It is recommended to take the CDA data analyst exam. In addition to the index system and data interpretation, the content of the first-level investigation of CDA data analyst also includes user portrait analysis, etc. After centralized learning, the ability is greatly improved. Learning is valuable, which requires us to constantly accumulate experience and master tools in the future learning work, and apply what we learn. Be able to find problems, analyze problems, solve problems, and summarize problems from multiple perspectives.

III. Quickly understand different industries

Because the industry of the company I have worked for is quite different. Even in the same company, different projects are also very different, so many friends who want to change their careers will ask me about my experience. I think being a product manager and operation manager should also have the ability to quickly understand an industry.

The first level: Understand the industry overview, including some data on the fundamentals of the industry, such as the overall scale of the industry, the annual production and sales growth rate, what are the roles in the division of labor in the industrial chain, and what are the respective value contributions? What is the number of participating enterprises in each industrial chain role? Is the core of the competition between enterprises technology, marketing or service? What is the technical research and development capabilities of the industry, and what is the difference compared with other countries? Mastering these basic information is conducive to a general understanding of the industry from the macro perspective and laying the foundation for specific and in-depth analysis in the future.
The second layer: 4P analysis, let's see what kind of products this industry produces, how is its function and packaging; what is the price system, what is the discount price of channel merchants at all levels, and what is the price that end consumers get? Through which channels are these products delivered to consumers? That is, what is the channel model of this industry? Is it direct sales or channel distribution? In order to promote products, what are the respective promotion strategies of manufacturers and merchants? What "push" promotions have manufacturers adopted for distributors, and what "pull" promotions have they adopted for consumers? What promotions have merchants done for consumers?

Step 3: Market structure, and the analysis of market structure is to refine and integrate these micro-data, and strive to form a sense of conciseness in the brain, including market concentration, differentiation and entry barriers. Market concentration is the most basic and important factor in determining the market structure. It reflects the degree of competition and monopoly in the market. The lower the concentration, the fiercer the competition; vice versa, differentiation refers to the degree of differentiation between all commodities in the market, and the size of differentiation is inversely proportional to the intensity of competition; the entry threshold will directly affect Whether the competition between enterprises in the industry is fierce or not, especially the access system of some industries, those who are not qualified cannot enter the industry, such as state-controlled publishing, oil, electricity and other industries.

The fourth layer: the industrial competitive environment, which is a comprehensive evaluation of the competitive environment in which enterprises are located, that is, the "five-force competition model".

The fifth layer: the development stage of the industry, which is an analysis from the time dimension. As we all know, the development of the industry can generally be divided into four stages, such as budding, growth, maturity and decline. Different industries have different lengths and performance in each cycle. In different countries and regions, the same product may be at different stages of the life cycle.