网易传媒数据指标体系建设实践

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"什么是指标体系?为什么建设指标体系?如何使用OSM模型和AARRR模型搭建指标体系?本文将为大家带来网易传媒数据指标体系建设的实践分享。","attrs":{}}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"1 什么是指标体系?","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"百度百科的定义:指标体系是指由若干个反映社会经济现象总体数量特征的相对独立又相互联系的统计指标所组成的有机整体。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通俗讲,指标体系是将零散单点的具有相互联系的指标,系统化的组织起来,通过单点看全局,通过全局解决单点的问题。完整的指标体系是由指标和维度组成的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"指标","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"指将业务单元细分后量化的度量值,它使得业务目标可描述、可度量、可拆解,它是业务和数据的结合,是统计的基础,也是量化效果的重要依据,一般通过对某个字段的某种计算得到(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":"维度","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其实是指把指标按什么角度拆分来看,这个角度用的字段就是维度(比如按照平台,内容类型,性别等),维度可以理解为我们看问题的角度。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"一个好的指标体系","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":"能准确快速的下结论,能定义业务运作好坏的结论;","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"能满足多数场景的归因,即使出现异动,也能快速定位原因。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"2 为什么建设指标体系?","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"现阶段互联网发展已经进入精细化运营时代,精细化运营则要求产品能拥有完整、准确且有效的数据。因此为自己的产品搭建一套数据指标体系,对于促进产品和业务增长是至关重要的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"指标能够量化的衡量业务的好坏,评价业务当前情况,为业务的发展提供有效的指引,同时能使团队成员建立共同的目标并为之努力。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"3 如何搭建指标体系?","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 北极星指标法","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"北极星指标也叫唯一关键指标(OMTM,One metric that matters),产品现阶段最关键的指标。其实简单说来就是公司制定的发展目标,不同阶段会有不同的目标。为什么叫“北极星”指标,其实大概的寓意就是要像北极星一样指引公司前进的方向,目标制定最好是能符合SMART原则。","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模型是三个词缩写:目标(Objective)、策略(Strategy)、度量(Measurement)。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"它是一套业务分析框架,并非算法模型,适用于目标已经清晰、行动方向已经明确的情况。","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":"以网易新闻业务为例:","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":"结合北极星指标法,首先确定公司级的目标,DAU增长。接下来运行OSM模型可以把宏大的目标拆解,对应到部门内各个小组具体的、可落地、可度量的行为上,从保证执行计划没有偏离大方向。","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增长,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":"提高新用户规模","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"提高留存用户规模","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"提高回流用户规模","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":"用什么来评价策略是否达成?","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":"新用户数","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"留存用户数","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"回流用户数","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"这只是做了第一级拆解,我们还可以把评价的度量再做成目标,继续拆解。","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":"新增用户数","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":"新用户数增长,可以做哪些策略?比如站外渠道引流、老用户拉新等","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":"评价指标是渠道新增用户数、老用户拉新人数。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通过一级一级的拆解,这样就形成了指标体系。","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":"麦克卢尔将创业公司最需要关注的指标分为五大类:获取用户(Acquisition)、提高活跃(Activation)、提高留存率(Retention)、获取营收(Revenue)和自传播(Referral),简称AARRR。每个环节都有这个环节应该关注的指标,这些环节并不一定遵循严格的先后顺序。","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":"以新闻业务为例:","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":"在实际运用中,会多种模型相结合,毕竟适合的才是最好的。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"4 网易传媒数仓体系架构","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"网易传媒大数据建设方法论:从业务架构设计到模型设计,从数据研发到数据服务,做到数据可管理、可追溯、可规避重复建设。杭研把这套方法论沉淀为产品,网易有数大数据平台(模型设计中心、指标系统、数据地图、离线开发、自助分析、质量管理、资产管理等),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 业务线","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"传媒业务线包括新闻、公开课、红彩等。新闻主题域如下图:","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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