The annual mid-year promotion 618 has already started. As an e-commerce product manager, especially in charge of the marketing system, the e-commerce promotion is the top priority of the year's work. Many platforms not only need to achieve their revenue goals in the big promotion, but also need to start their own name, build a brand image and cultivate the mind of users. So as an e-commerce product manager, if you are appointed as the product owner of an e-commerce promotion, how should you do a big promotion? In the previous article, we have explained the rhythm formulation and target dismantling of the e-commerce promotion, and shared the demand management process of the promotion. promotion tool. Finally, we came to the most critical step, which is the resumption of the big promotion.
What should the resumption of the big promotion do? How many orders are there and how much is the GMV? But this seems to be the work of the operation? In fact, in the big promotion, there is also a lot of work in the product that needs to be reviewed, analyzed and found to find room for optimization of the product process and new growth points. The fourth b2b data chapter of "How E-commerce Product Managers Do a Big Promotion" will explain in detail how to conduct a product review for the big promotion, and draw a perfect end to the big promotion. 1. Product process data analysis The review summary of the e-commerce promotion usually focuses on the operation level. For example, the venue operation will be responsible for the review of the traffic and sales of the main venue and each branch venue; the category operation will focus on the category dimension of traffic and sales;
Analyze from the user's point of view. Similarly, there are self-operated operations, business operations, etc. However, for product managers, there is also an analysis of the product dimension. Operational analysis refers to the effect of using different operational tools and strategies, which is directly reflected in the traffic and sales levels, but the product is responsible for the process of the product line. First of all, the continuous iterative optimization of the product line is the responsibility of the product, not driven by the daily demands of the operation. The product manager of each product line needs to continuously observe and iteratively optimize the product process.