網易傳媒數據指標體系建設實踐

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"什麼是指標體系？爲什麼建設指標體系？如何使用OSM模型和AARRR模型搭建指標體系？本文將爲大家帶來網易傳媒數據指標體系建設的實踐分享。","attrs":{}}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"1 什麼是指標體系？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"百度百科的定義：指標體系是指由若干個反映社會經濟現象總體數量特徵的相對獨立又相互聯繫的統計指標所組成的有機整體。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通俗講，指標體系是將零散單點的具有相互聯繫的指標，系統化的組織起來，通過單點看全局，通過全局解決單點的問題。完整的指標體系是由指標和維度組成的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"指標","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"指將業務單元細分後量化的度量值，它使得業務目標可描述、可度量、可拆解，它是業務和數據的結合，是統計的基礎，也是量化效果的重要依據，一般通過對某個字段的某種計算得到（比如求和、均值等）。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"維度","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其實是指把指標按什麼角度拆分來看，這個角度用的字段就是維度（比如按照平臺，內容類型，性別等），維度可以理解爲我們看問題的角度。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"一個好的指標體系","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"能準確快速的下結論，能定義業務運作好壞的結論；","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"能滿足多數場景的歸因，即使出現異動，也能快速定位原因。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"2 爲什麼建設指標體系？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"現階段互聯網發展已經進入精細化運營時代，精細化運營則要求產品能擁有完整、準確且有效的數據。因此爲自己的產品搭建一套數據指標體系，對於促進產品和業務增長是至關重要的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"指標能夠量化的衡量業務的好壞，評價業務當前情況，爲業務的發展提供有效的指引，同時能使團隊成員建立共同的目標併爲之努力。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"3 如何搭建指標體系？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"3.1 北極星指標法","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"北極星指標也叫唯一關鍵指標(OMTM，One metric that matters)，產品現階段最關鍵的指標。其實簡單說來就是公司制定的發展目標，不同階段會有不同的目標。爲什麼叫“北極星”指標，其實大概的寓意就是要像北極星一樣指引公司前進的方向，目標制定最好是能符合SMART原則。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"3.2 OSM模型","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"OSM模型是三個詞縮寫：目標(Objective)、策略(Strategy)、度量(Measurement)。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"它是一套業務分析框架，並非算法模型，適用於目標已經清晰、行動方向已經明確的情況。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/80/800ea09a484bc495762ea9d31c13b9ba.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以網易新聞業務爲例：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"O：","attrs":{}},{"type":"text","text":"結合北極星指標法，首先確定公司級的目標，DAU增長。接下來運行OSM模型可以把宏大的目標拆解，對應到部門內各個小組具體的、可落地、可度量的行爲上，從保證執行計劃沒有偏離大方向。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"S：","attrs":{}},{"type":"text","text":"DAU增長，可以做哪些策略呢？","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"提高新用戶規模","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"提高留存用戶規模","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"提高迴流用戶規模","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"M：","attrs":{}},{"type":"text","text":"用什麼來評價策略是否達成？","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"新用戶數","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"留存用戶數","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"迴流用戶數","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這只是做了第一級拆解，我們還可以把評價的度量再做成目標，繼續拆解。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"O：","attrs":{}},{"type":"text","text":"新增用戶數","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"S：","attrs":{}},{"type":"text","text":"新用戶數增長，可以做哪些策略？比如站外渠道引流、老用戶拉新等","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"M：","attrs":{}},{"type":"text","text":"評價指標是渠道新增用戶數、老用戶拉新人數。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通過一級一級的拆解，這樣就形成了指標體系。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/98/9860856a594fc2b8a822ed66d03ff7b5.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"3.3 AARRR模型","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"麥克盧爾將創業公司最需要關注的指標分爲五大類：獲取用戶（Acquisition）、提高活躍（Activation）、提高留存率（Retention）、獲取營收（Revenue）和自傳播（Referral），簡稱AARRR。每個環節都有這個環節應該關注的指標，這些環節並不一定遵循嚴格的先後順序。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/62/628a0449603678b23b37e199766dafaf.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以新聞業務爲例：","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/a4/a402f0155994bbc564f5b32335e5153c.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在實際運用中，會多種模型相結合，畢竟適合的纔是最好的。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"4 網易傳媒數倉體系架構","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"網易傳媒大數據建設方法論：從業務架構設計到模型設計，從數據研發到數據服務，做到數據可管理、可追溯、可規避重複建設。杭研把這套方法論沉澱爲產品，網易有數大數據平臺（模型設計中心、指標系統、數據地圖、離線開發、自助分析、質量管理、資產管理等），方便各角色的同事使用。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/d1/d1156aa2629825a72ae2d823d45b5b0a.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"4.1 業務線","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"傳媒業務線包括新聞、公開課、紅彩等。新聞主題域如下圖：","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/81/8136a375849c094cbb44b1a668dd53c1.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"4.2 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