"Private domain traffic" has always been one of the hot topics. Various tools and methods are emerging in endlessly regarding the new aspects of private domain operations, community operations, user operations, organizational structure, etc. Today, if you want to be a "private domain person", you must understand and master these skills and tools. So below I will list 20 common private domain models from this aspect to help you open up ideas for private domain operations. Model catalog 1.AARRR model 2.RFM model 3.AISAS model 4.AIPL model 5.Pareto hierarchy model 6.User pyramid model 7.User life cycle model 8.TOFA model 9.User addiction model 10.A/ B test 11. Six-step data analysis method 12. Community fission model 13. Retention analysis model 14. User fission virus coefficient K value model 15. Organizational structure model 16. PDCA review model 17. Private domain label model 18. Kano KANO model 19. OKR20. FAST model 01. AARRR model applicable scenarios: user growth/community operation The AARRR model is one of the most common models in private domain traffic operations. The five processes of customer acquisition, activation, retention, monetization and dissemination help merchants tap new traffic from the public domain and establish their own "private domain traffic pool". 5 thinking dimensions: Acquisition: How to turn potential users into users? Activation: How was the user’s first experience? How to interact with it? Retention: Will users come back? How to retain them? Revenue: How to get users to buy multiple times? Referral: Will users share it with others? 02. RFM model applicable scenarios: user stratification/measuring user value RFM is a commonly used tool to measure user value. R (Recency) represents the interval between the customer’s last transaction and the current time, F (Frequency) represents the customer’s transaction frequency, M ( Monetary) represents the customer’s transaction amount. Based on these three indicators, users can be divided into eight customer types, and corresponding measures can be taken according to different customer types to promote corporate decision-making. 03. Applicable scenarios of the AISAS model: Traffic acquisition The AISAS model is suitable for traffic acquisition-type businesses. Through the display of public domain content, it gradually guides users to complete the precipitation of private domain. This is the case for many enterprises, especially public domain e-commerce, live TV, The most common practice among brand e-commerce companies. Therefore, the AISAS model places more emphasis on the company's advertising capabilities and content production capabilities. Companies that only know how to spend money on advertising will find it difficult to end well. 04. AIPL model applicable scenarios: Private domain e-commerce/membership marketing AIPL model is recognized as a high-quality model for private domain traffic. Its marketing system emphasizes the long-lasting relationship between users and enterprises, products, and services. It achieves new acquisitions through various technical gameplays of the AI ????part, and PL focuses on retention and operation. From the process of cognition → interest → purchase → loyalty, we can realize the quantification and link operation of brand crowd assets, maximize the user life cycle and tap the value of members. 05. Applicable scenarios for the Pareto layered model: User layered Pareto layered model is also called the 28-law model. That is, 20% of users create 80% of the value for the enterprise, and operators need to spend 80% of their energy to serve 20% of high-quality users. Therefore, companies need to prioritize finding these 20% of customers and serve them well. 06. Applicable scenarios of the user pyramid model: In actual work, user operations can use users to effectively manage users; and each module can be disassembled into small pyramids as a management tool to increase the relationship between users. Overall, the user pyramid model is more used for user management to ensure activation and retention. 07. Applicable scenarios of the user life cycle model: User operation The life cycle of a user is simply the entire process from the beginning of the user's contact with the private domain to the time he or she leaves. It can be divided into: introduction period, growth period, stable period, decline period and loss period. Explain the user life cycle, the behavioral performance of users in different life cycles, and the key tasks of operation at different stages: Introduction period: The corresponding user behavior is from traffic to users, and the core work of operations is to acquire new customers and promote new users. of activity. Long term and stable period: The corresponding user behavior is to be active in the private domain and continue to keep users in the private domain. The core work of operations is to promote user activity, conversion/payment, and create retention. Decline period and churn period: The corresponding user behavior is to leave the private domain and stop repurchasing. The core work of operations is to appease the lost users or transfer new products. 08. TOFA model applicable scenarios: User research TOFA model is a conceptual model used to study regional consumption differences. This model believes that whether you accept external culture and whether you dare to spend money are two basic dimensions that affect the value of consumer culture. The former leads to changes in regional consumption patterns, and the latter dominates the basic style of regional consumption. By introducing the Fashion Index (Style) and Spending Index (Risk), regional consumption is divided into four types, helping companies to effectively differentiate consumers when conducting early private domain research.

09. User addiction model applicable scenarios: user operation/incentive gameplay. The purpose of user addiction model design is to guide users to develop positive behavioral habits. The gameplay or system focuses on the following four aspects of design: Trigger stage: behavioral reminder, whether the product behavior is It can be sensed by players and remind them of the next action; key points: the triggering method should be obvious, simple and direct, stir your heart and trigger your willingness to take action. Action stage: Behavioral persuasion, how to attract players to the core behavioral operation of the product; Key points: Give users enough motivation, the ability to complete accordingly, and effective triggering methods. Reward stage: behavioral rewards, how to give positive feedback to strengthen behavior during the behavior; key points: rewards need to be varied to meet the needs of different people and stimulate their desire to use. Investment stage: Users invest in the design, and after behavioral rewards, users are guided to invest to form stored value services; key points: investment requires people to be able to use it in a continuous cycle. The more investment, the easier it is to form dependence and finally form a habit. 10. Applicable scenarios for A/B testing: User fission/fission poster testing A/B testing is often used to test fission posters. In the same time dimension, in order to test the impact of a certain factor on the results, this factor is used as a variable and other factors are tested quantitatively to find the variable scale with the best results. 11. Applicable scenarios for the six-step method of data analysis: Data analysis Data analysis also requires certain skills. Don’t indulge in the ocean of data. Data is a tool, and we should use the tools. You can consider it from 6 aspects: 1. Ask questions: First of all, it should be clear, what is the problem we solve? 2. Make assumptions: Based on this question, what are our pre-assumptions? 3. Data collection: Based on this hypothesis, start collecting data. 4. Data processing: Process the collected raw data, including data cleaning, grouping, retrieval, extraction and other processing methods. 5. Data analysis: After the data is sorted, it is necessary to conduct comprehensive and cross-analysis of the data. 6. Results presentation: visualize the data and draw specific conclusive information. 12. Applicable scenarios of the community fission model: Community operation/fission activities usually have four steps: 1. Original traffic pool users participate in fission activities through WeChat (moments/official accounts/WeChat groups); 2. forward posters/pictures Post to Moments or WeChat groups to inject traffic into the traffic pool; 3. Import new users of the traffic pool into personal accounts/own platforms or high-level WeChat groups to promote activation of new and old users, and enter more accurate traffic pools through activation screening; 4. Perform paid conversions on filtered users. 13. User retention model applicable scenarios: User operation/community operation retention analysis model is an analysis model used to analyze user participation/activity. It examines how many users who perform initial behaviors will perform subsequent behaviors. This It is an important method to measure the value of private domain to users. N-day retention: that is, the day on which the user is retained. Only the users who completed the return visit on the Nth day will be counted. Unbounded retention (retention within N days): The retention will be calculated cumulatively for all users who have completed the return visit within N days. Bracket retention (customized observation period retention): For example, the first observation period: the next day; the second observation period: the 3rd to the 7th; the third observation period: the 8th to the 14th; the fourth An observation period: the 15th to the 30th. 14. Applicable scenarios for the user fission virus coefficient K value model: User fission K value = number of new users/number of active users. A simple understanding of the K value is the number of new users each user can bring. The larger the K value, the better the communication effect. 15. Applicable scenarios of the organizational structure model: Team building The concept of "private domain operations" is relatively broad and involves a lot of division of labor. Usually a standard private domain team includes: 1 person in charge, content team (1-2 people), planning team (1-2 people), operations team (1-2 people), 1 data analysis person, and 1 product selection team people. The organizational structure model given here is mainly for reference. Each company's situation is different and needs to be adjusted according to their own private domain needs. 16. Applicable scenarios for the PDCA review model: Project review/activity review The PDCA model is also called the "Deming Circle" and is the ideological basis and methodological basis for total quality management that Deming worked hard to promote. The PDCA model can not only be used in quality management, but is also very efficient in review at the individual level. The PDCA model is divided into 4 stages: Plan: Establish goals and plans Do (Execution): Expand tasks, organize and implement Check (Check): Check key nodes and final results in the process. Act (processing): Process the inspection results, affirm successful experiences and incorporate them into the standard process; summarize lessons from failures and draw attention to them; submit unresolved problems to the next PDCA cycle for resolution. 17. Applicable scenarios of the private domain tag model: User operations/user stratification In actual private domain operations, enterprises often need to tag users to achieve user stratification. In this way, different strategies can be formulated to meet the needs of different users, maximize the value of users at each level, and achieve product goals. Usually, tags can be tagged from the four tag dimensions of channel source, user level, demographic attributes and consumption information, and then the tags can be subdivided according to the differences of the respective enterprises. 18. Applicable scenarios of the KANO model: User operation/product promotion The KANO model (KANO model) is a useful tool for classifying and prioritizing user needs, and analyzing the relationship between products or services and consumers.

In the Kano model, the quality characteristics of products and services are divided into five types: Attractive attributes: Unexpected by users. If this requirement is not provided, user satisfaction will not decrease, but when this requirement is provided, user satisfaction will There is a great improvement; Desired attributes: When this requirement is provided, user satisfaction will increase. When this requirement is not provided, user satisfaction will decrease. Necessary attributes: When this requirement is optimized, user satisfaction will not increase. When this requirement is not provided, user satisfaction will not increase. If this requirement is met, user satisfaction will be significantly reduced; no difference attribute: no matter whether this requirement is provided or not, user satisfaction will not change, and users do not care at all; reverse attribute: users do not have this requirement at all, and after it is provided, users Satisfaction will decrease instead. 19. OKR applicable scenarios: Enterprise management/project tracking OKR (Objectives and Key Results) is the goal and key results method. It is a set of management tools and methods for clarifying and tracking goals and their completion. It was established by the founder of Intel. Invented by Andy Grove. Split KR (KeyResults) through O (Objectives). The O at the next level is the KR at the upper level, ultimately ensuring the unity of everyone's goal direction. 20. Applicable scenarios of the FAST model: Member rights/super users The FAST model is based on the AIPL model and helps brands measure the consumer health assets they own from the two dimensions of quantity and quality.