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The more iterative, the better

by Daniel Lindsey 2 months ago in business
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The methodology of Internet operation master

One, what is the resumption?

The concept of rematch comes from the world of Go, which is a learning method in Go. It refers to the process of playing chess again after a game is played, to find the loopholes of both sides, to see whether a certain move is good or bad, and whether there is a better move.

In the modern context, reinterpretation is to re-interpret what you have done in order to gain a deeper understanding of it and do it better next time.

The core value of the second round is "consolidating success and correcting mistakes". Liu Chuanzhi is the first to introduce the review into the operation of the company, which has become one of the three major methodologies of Lenovo. Behind every major decision of Lenovo, there is the shadow of the review.

In Ali, the atmosphere of the second round is also deeply rooted in the people, small activities with their own second round, big activities are the team together. In the event of "Double 11", there will be a review meeting of various project groups within a month after the event.

The essence of the second round is to learn from experience. As a rare event, Double 11 is also a rare learning opportunity, so we should not let it go easily. The conclusion will be deposited into the annual double 11sop after the completion of the review, which will be passed down.

In my opinion, it is very meaningful for both organizations and individuals to take the review as the last link in each project.

For individuals, the opportunity to practice is limited, the review can do the value of one thing to dig through, better than do one thing not well, then start the second thing. It is like the bamboo basket is leaky, you again diligent to fetch water also filled with dissatisfaction.

For the company, the process of the review is A process of knowledge sharing. For example, you are responsible for three different parts of ABC respectively. In the review meeting, students in charge of A can know what students in B\C are doing and can see the whole picture of the project. Review can turn personal experience into organizational ability, strengthen the cooperation ability of the whole team, and pass on the experience to form the team culture.

I have seen some operations staff, tired of doing all kinds of activities, every time is very different, tread on the hole repeated, do well in the place is no breakthrough. But after each activity because of face dare not face their own problems, the boss did not make the rules of return, let go of themselves. When I did similar activities the next time, there was no good improvement. I lost my interest and enthusiasm for operation in repeated activities, and lost my foothold in the company. When I even wanted to modify my resume and change jobs, I suddenly found that the repeated work and mistakes in the past few years had not made great improvement. It's also hard to find your next job.

So, from now on, let the review to consolidate your core competitiveness.

A lot of you might say, well, I haven't heard the second round, but we always summarize, are these the same?

Strictly speaking, summary is not equivalent to the second disk. It's easy to summarize too simply and not review the whole process.

For example: when an activity is over, we find that the turnover of this activity is too low from the data, and the summary may be superficial, we say:

The number of people to buy is too small, the next DORA point flow;

Activity discount is not big enough, next time increase the intensity of discount.

The second round is much more profound, facing the problem, deducing the process, scraping the bone to heal the wound. For example, to analyze:

What is the process of the whole activity?

Which channels are bringing in less traffic than expected?

At what stage of the campaign did things go wrong, causing users to leave?

What should we do next time this happens?

What are the weaknesses in teamwork?

Two, good, above we understand the meaning of the resumption. So how to carry out a renegotiation? We did it in three steps:

Step 1: Review the goals and evaluate the results

State succinctly what was the original purpose or desired result of the activity, how much has been accomplished, and what is the KPI completion rate? It must be digitized. For example, the target is sales of 1 million yuan, and now 800,000 yuan has been completed, and the KPI completion rate is 80%.

Step 2: Analyze the differences in depth, i.e., why didn't it get done

This part needs to extract and present a large amount of data in the process. According to the differences between the existing goals and results, some hypotheses can be proposed, such as:

Overestimated the conversion rate of a channel, because the docking people do not cooperate; Traffic is not as large as imagined, because competitors launched more attractive gimmicks at the same time, pull away some users; Why did the user come and fail to convert further? It may be that the activity path is not smooth, the landing page is not clear enough, or the theme does not get the user's pain point. The cause can then be located using user return visits or variable changes to test.

Step 3: Export experience summary and make follow-up plan

The summary of experience should not be superficial or easy to conclude. Accidental factors should be excluded, the essence of the problem should be discovered as much as possible, and regular things should be extracted so that the problem will not happen again.

I have participated in a lot of big and small renegotiation meetings in Ali and written a lot of renegotiation emails. I've found that charismatic PMS -- project managers -- value resessions as an opportunity to enhance their personal brand. I found a few tips from them that will make our review more vivid and impressive:

For example, you can add typical cases to the dry words and numbers, such as a brand, a product that unexpectedly became a dark horse, and a strong buyer with a warm story behind it. Your boss will be impressed with the numbers and the story.

For example, you can end by praising individuals and groups for their outstanding contributions, mentioning a specific thing they did that was impressive. People will think that you are a team player, not a credit taker, very responsible, and very practical to work with you on projects. Then you'll be able to mobilize the team better next time.

Students in small companies may ask, the company does not do the tradition of renegotiation, or their own hands to do the thing is too small, whether the need for renegotiation? All I'm saying is that if you want to turn experience into competence and excellence into the norm, you should do it again. Don't do it for the company. Do it for yourself.

When I was running events for Flying Pig Travel, back when Flying Pig was in its early days, I was in charge of a channel by myself, and the boss rarely asked me. After each activity, I extracted the key data and wrote a simple, modular review report in Excel. When you have dozens of review reports, after comparison between the data, you will be very clear, which is a proven good means to continue to use in the future, different types of activities, what is the difference in conversion rate, such as tail sales promotion and new product release of the activity page conversion rate must be different, can not be generalized.

It's almost the end of the year, in fact, we can also do a review of this year. What are your goals for the beginning of the year? How much is done now? What did you accomplish that exceeded expectations, what didn't, and what were the reasons behind that difference. If there is something that has impressed you the most, something that has changed you the most, someone you would like to thank, say so. Then set yourself goals for the next year, preferably digital. With a brief list of action steps, stick with what's proven to be good and tweak what's not. It's a great memory to have it all written down.

Especially for a veteran freelancer like me, the annual release of a personal review report is something of a ritual.

Three, summary promotion

Today, I mainly explain the common working method of the operator, everyone should make the second bid a habit, merge the advantages of others, and consolidate their core competitiveness.

Review and summary is different, review will be more face the problem, deductive process. In the process of review, you can follow three steps, the first step: review the goal, evaluate the results, the second step: in-depth analysis of the difference, that is, why did not complete, the third step: export experience summary, make follow-up plan. You can also add storytelling to your remixes, which is great for your personal brand.


About the author

Daniel Lindsey

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