Introduction to Ignite: Today, if you want to be an excellent "private domain person", mastering more and more skills and tools has become an essential prerequisite. Here are 15 common types of private domain skills. The model will help you open up new ideas for private domain operations. Private domain is a trend, and all walks of life are deploying it. "Private domain traffic" has always been one of the hot topics, and it is attracting new people related to private domain operations. , community/user operations, team building organizations and other tools and methods are emerging in endlessly. Today, if you want to become an excellent "private domain person", mastering more and more skills and tools has become an essential prerequisite. The following will expand on 20 common models in the private domain to open up ideas for private domain operations. Private domain model directory 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 testing model 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 model 19. OKR model 20. FAST model 1/AARRR model-PrivateDomainResearchInstitute Customer acquisition, activation, retention, monetization, and dissemination Applicable scenarios: user growth/community operation AARRR is one of the most common models in private domain operations ;The essence of this model is to enable merchants to discover and obtain new traffic in the public domain through the five processes of customer acquisition, activation, retention, monetization, and dissemination, and to build an exclusive traffic pool. AARRR, that is, 5 thinking dimensions: Acquiring users: How to turn potential users into real users? Stimulate activity: How to generate the first and sustainable interaction with users? Improve retention: How can you retain users? Increase revenue: What are some ways to get users to make multiple purchases? Communication recommendation: How to allow users to spread independently? 2/RFM model-PrivateDomainResearchInstitute measures user value. Applicable scenarios: user stratification/measuring user value. How do merchants of the 8 major customer types measure user value? The RFM model is a commonly used measurement tool: R (Recency): the interval between the last transaction time with the customer and the current time F (Frequency): the frequency of transactions with the customer M (Monetary): the transaction amount with the customer is based on R, F, M an indicator. Users can be divided into the 8 customer types in the table above, and merchants can take corresponding measures and decisions based on different customer types. 3/AISAS Model-PrivateDomainResearchInstitute Applicable Scenarios for Enterprise Traffic Acquisition: The AISAS model of traffic acquisition is more consistent with the traffic acquisition business, that is, through the exposure of public domain content, it guides users to convert into private domain precipitation. This approach is used in public domain e-commerce, It is most common in live broadcasts and brand e-commerce. Therefore, the AISAS model will pay more attention to the company's content output and delivery capabilities, rather than blindly burning money on advertising. 4/AIPL model-PrivateDomainResearchInstitute Applicable scenarios for users, enterprises, products, and services: Private domain e-commerce/membership marketing AIPL is a recognized and high-quality private domain model. This model system emphasizes the persistence between users, enterprises, products, and services. Relationships, the "AI" part is to achieve new acquisitions through a variety of technical gameplay, and "PL" is to retain and operate by allowing consumers to go through the process of cognition → interest → purchase → loyalty to achieve quantification and linking of brand crowd assets. Operation, maximize the user life cycle, and deeply explore the value of members. 5/Pareto Hierarchical Model-PrivateDomainResearchInstitute Mining High-Quality User Value Applicable Scenarios: User Hierarchy The Pareto Hierarchical Model is also known as the 28 Law model, that is, 20% of users create 80% of the value for the enterprise, and the enterprise often needs Spend at least 80%, or even more, of your energy to serve 20% of high-quality users. Therefore, companies need to prioritize finding these 20% of high-quality customers and provide continuous services. 6/User Pyramid Model-PrivateDomainResearchInstitute User Management Applicable Scenarios: User Operations In actual private domain operations, we can allow users to effectively manage users, and each user layer can be disassembled again to form a pyramid-like user relationships and increase the stability of user-user relationships. The essence of the user pyramid model is more for user management to ensure activation and retention. 7/User life cycle type-PrivateDomainResearchInstitute User operation applicable scenarios: User operation The user life cycle refers to the complete process from the beginning of the user's contact with the private domain until the user leaves. This process can be divided into 5 stages: introduction period, growth period, Stabilizer, decline period, churn period. Users in different life cycles have different behaviors, and the focus of user operations for the corresponding life cycles is also different: Introduction period: user behavior is in the process of traffic becoming users; the core work of operations is to attract new acquisitions Customers and promotion.

Long term and stable period: User behavior is in the active stage in the private domain and will remain in the private domain for a long time; the core of operations is to promote user activity and further create conversion/payment and retention. Recession period and churn period: User behavior is to terminate repurchase and leave the private domain; the core of operations is to appease the lost users or transfer new products. 8/TOFA model-PrivateDomainResearchInstitute User research applicable scenarios: User research TOFA model is generally used to study regional consumption differences. This model starts from two basic dimensions that affect the value of consumer culture: whether to accept external culture and whether to dare to spend money. These two factors draw the conclusion: the former leads to changes in consumption patterns, and the latter dominates the basic style of regional consumption. Introducing the fashion index (Style) and consumption index (Risk), dividing regional consumption into four types, can better help companies classify consumers more effectively when doing private domain research in the early stage. 9/User addiction model-PrivateDomainResearchInstitute Applicable scenarios for user habit development: user operation/incentive gameplay This model is designed to guide users to develop positive behavioral habits, such as social gameplay or private domain system ecology, the following 4 The design of the stages is the focus of the user addiction model: trigger stage: user reminder, whether the product behavior can be perceived by the user and guide the next step; core points: the way to guide the trigger should be obvious and direct enough, the path should be short, and in the shortest time and Behavior links stimulate users’ behavioral intentions. Action stage: user persuasion, whether the core behavior of the product can attract users to operate on their own; core points: giving users sufficient motivation for behavior, matching completion capabilities, and effective triggering methods. Reward stage: user rewards, whether positive reinforcement feedback can be given during the behavior; core points: rewards are changeable, covering the incentive needs of different users. Investment stage: User investment design, after user reward behavior, guide users to invest (recharge) to form a stored value service; core point: Make user investment recyclable, form dependence as the number of investments increases, and eventually become a user's habit. 10/A/B test model-PrivateDomainResearchInstitute is used for fission testing Applicable scenarios: User fission/fission poster testing A/B testing is often used for fission poster testing. 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/Six-step method of data analysis-PrivateDomainResearchInstitute Fission Test Model Applicable Scenarios: Data Analysis Data analysis also requires certain skills. Don’t indulge in the ocean of data. Data is a tool, and we should use 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/Community Fission Model-PrivateDomainResearchInstitute Community Fission Link Applicable Scenarios: Community Operations/Fission Activities Community fission usually includes 4 steps: 1. Original traffic pool users use WeChat (moments/public accounts/WeChat groups ) Participate in fission activities; 2. Forward posters/graphics 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 new and old users , enter a more accurate traffic pool through promotion and screening; 4. Perform paid conversions on screened users. 13/User retention model-PrivateDomainResearchInstitute User retention analysis 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 performed the initial behavior will Carry out subsequent behaviors, which is an important method to measure the value of the 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/User fission virus coefficient K value model-PrivateDomainResearchInstitute is suitable for viral fission applicable scenarios: 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/Organizational Structure Model-PrivateDomainResearchInstitute Private Domain Operations Position Configuration Applicable Scenarios: Team Construction The concept of the "private domain operation" position 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. Advanced reading: A must-read for bosses and a favorite for HR! This article explains the talent screening 16/PDCA cycle model built by the private domain team-PrivateDomainResearchInstitute review and inspection process. Applicable scenarios: project review/activity review. The PDCA cycle method is a common model used in management to improve quality. In the work, the four steps of planning, execution, inspection, and processing are continuously carried out in a cycle, so that it can be continuously improved and solved. The PDCA model is divided into 4 stages: Plan (Plan): Determine the goals and plans Do (Execution): Start organizing and executing according to the plan Check (Check): Comprehensive inspection of key nodes and final results in the execution process Act (Processing): Process Check the results, affirm successful experiences and incorporate them into the standard process; summarize failed experiences and draw attention to them; submit problems that have not yet been resolved to the next PDCA cycle for resolution. 17/Private Domain Labeling Model-PrivateDomainResearchInstitute User stratification behavior applicable scenarios: User operation/user stratification In the private domain operation system, users need to be stratified, and the way to achieve this is to label users. Develop corresponding strategies based on the different needs of users to fully leverage 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/KANO Model-PrivateDomainResearchInstitute User demand & product relationship analysis Applicable scenarios: User operation/product promotion The Kano model (KANO model) is a tool that can classify and prioritize user needs. Combined with this model, it can analyze the relationship between products or services and relationship between 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 Model-PrivateDomainResearchInstitute Goal + Key Results Tracking Applicable scenarios: Enterprise management/project tracking OKR (Objectives and Key Results), the Goal and Key Results method, is a set of management tools and tools for clarifying and tracking goals and their completion. method. 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/FAST model-PrivateDomainResearchInstitute user quantity indicators and quality indicators applicable scenarios: 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.

Fertility: The total number of people in consumer assets, that is, the total amount of AIPL. Advancing: The deepening rate of consumer relationships, which refers to the conversion rate of each AIPL link in the consumer journey. Superiority: The total number of members, which is the number of members owned by the brand. In the online consumption scenario, it is the number of consumers who have been authorized to bind the brand. Thriving: member activity, which is the proportion of members who have collected, added purchases, received membership benefits or made purchases within 30 days to the total number of members—END —Fill in the questionnaire for free private domain operation information "Ignite·Chronicle" Ignite × Modern Dairy | Ignite × Martin Martin | Ignite × Rongjin Pharmaceutical | Ignite × Pa Feiwen | Ignite × Blue River Group | Ignite × Future Can 7丨 Ignite Private Domain Training Camp丨2021 New Opportunities Private Meeting for Domestic Brands丨Ignite Private Domain Shanghai Marketing Center was Officially Established丨Won the "Top Ten Best Private Domain Operation Service Providers in 2021"丨Won the "Best Beauty Industry Private Domain in 2021" Operation Award "丨2021 China Brand Private Domain Marketing Summit丨2022-New Private Domain·New Pattern & China Brand Private Domain Marketing Trend Summit丨2021 Healthy Private Domain Outstanding Service Provider Award丨Foshan Mobile 2021 Internet Ecosystem Partner丨"Private Domain Research Institute" Maternal and Infant Industry丨Beauty Track丨Tea Drinking Track丨Coffee Track丨Catering Track丨Zhou Hei Ya丨Xiaohongshu Ecology丨New Energy Vehicles丨Pet Track丨Video Account丨Enterprise WeChat & WeChat丨Wine Drinking Track | Baking Track | Douyin Ecology | Oasis | Oral Health | Daily Dark Skills | Winona | "Private Domain Outlook" In 2022, 6 certain points and 3 uncertainties in the private sector | 2021, What is the development trend of private domain operations? 丨2021 may be the last opportunity to build a brand private domain丨Five misunderstandings that must be avoided to do a good job in a brand private domain丨Today, when the private domain is seriously involved, can brands still do private domain? 丨This is the best era and the worst era of "new consumption" 丨Private domain traffic, the "mind catcher" of the brand! 丨