用户增长E-CAM模型:增长本质、团队建设、考核指标和最优获客策略
Usergrowth E-CAM model:growth essence,team building,assessment indicators and optimal customer acquisition strategy
付文祎1
作者信息
- 1. 北京字节跳动科技有限公司,北京 100022
- 折叠
摘要
目前用户增长模型对增长因素进行定性的、线性化分析,存在没有阐述环节间联动关系和环节优化优先级的问题.首次通过对产品用户规模的构成进行拆解,利用循环迭代的方法将变量推导到增长初期,得到用户规模与各个变量之间的定量关系,解决了阐述增长因素的联动和优先级问题.与现有模型思想不同的是:用户增长并不是线性的,而是基于累积的产品体验,配合召回和获客策略在每个时期共同协作,达成的最优结果.每个环节英文首字母组成为E-CAM模型.基于E-CAM模型,从增长团队组建上提出修订的和新增的团队考核指标;从增长策略上,提出在获客成本的约束下,通过运筹学原理求得每一期最佳的获客量以达到用户规模最大化.
Abstract
In the present qualitative and linear analysis of the growth factors by the user growth model,the linkage relationship between links and the priority of link optimization is not explained.This paper disassembled the composition of product user scale in a quantitative way for the first time,used the method of loop iteration to deduce the variables to the beginning stage of growth,obtained the quantitative relationship between user scale and each variable,and solved the linkage and priority problem of elaborating growth factors.What is different from the existing model ideas is that this paper believed that the user growth was not linear,but was based on the accumulative product experience,and cooperated with recall and customer acquisition strategies in each period to achieve the maximial result.The English initials of each link formed E-CAM models.Based on the E-CAM model,the revised and new team assessment indicators were proposed from the perspective of growth team formation;from the perspective of growth strategy,it was proposed to obtain the best customer acquisition in each phase through the principle of op-erations research under the constraint of customer acquisition cost in order to maximize the number of users.
关键词
用户增长/用户规模/增长黑客/AARRR模型/获客策略Key words
user growth/user scale/growth hacking/AARRR model/acquisition strategy引用本文复制引用
出版年
2024
NETL
NSTL
万方数据