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SaaS アナリティクス ワークショップ #7 - コホート分析 Part 2 - 生存曲線

Ikuya Murasato
August 20, 2020
1.7k

SaaS アナリティクス ワークショップ #7 - コホート分析 Part 2 - 生存曲線

Ikuya Murasato

August 20, 2020
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  1. 3 ུྺ HP(Hewlett Packard)Ͱ100ਓΛ௒͑ΔӦۀνʔϜΛ཰͍ɺ eCommerceɺςϨηʔϧεɺϑΟʔϧυηʔϧεͳͲଟذʹΘͨΔϏ δωεͷϚωδϝϯτɺϓϥϯχϯάΛܦݧɻ ࣾ಺֎Ͱ஝ੵ͞Εͨ๲େͳσʔλΛ׆༻ͯ͠ϏδωεΛ੒௕ͤ͞Δͨ Ίʹ͸σʔλαΠΤϯεʹཪଧͪ͞Εͨҙࢥܾఆ͕ॏཁͩͱ਎Λ࣋ͬ ͯ஌Δɻ ݱࡏ͸Exploratory,

    incͰϏδωε։ൃʹ౒ΊΔ͔ͨΘΒσʔλαΠΤ ϯεษڧձͳͲͷ৔Λ௨ͯ͠ɺص্ͷۭ࿦Ͱ͸ऴΘΒͳ͍ຊ౰ͷҙຯ Ͱ׆༻Ͱ͖ΔσʔλαΠΤϯεͷීٴʹऔΓ૊Ήɻ εϐʔΧʔ ଜཬ Ү࠸ Business Development EXPLORATORY @Ikuyamm
  2. 7 ୈ1ͷ೾ ୈ̎ͷ೾ ୈ̏ͷ೾ ϓϥΠϕʔτ(ߴ͍/ݹ͍) Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺) UI & ϓϩάϥϛϯά ϓϩάϥϛϯά

    2016 2000 1976 ϚωλΠθʔγϣϯ ίϞσΟςΟԽ ຽओԽ ౷ܭֶऀ σʔλαΠΤϯςΟετ Exploratory ΞϧΰϦζϜ Ϣʔβʔɾ ମݧ πʔϧ Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺) UI & ࣗಈԽ ϏδωεɾϢʔβʔ ςʔϚ σʔλαΠΤϯεͷຽओԽ
  3. 11 • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI

    ͱͦͷՄࢹԽ Part 2 • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ • ୈ9ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετ෼ੳ SaaS ΞφϦςΟΫε
  4. 4ϲ݄໨ 3ϲ݄໨ 2ϲ݄໨ 1ϲ݄໨ 66 ͦΕͧΕͷ݄ͷੜଘ཰͸ҎԼͷΑ͏ʹͳΔɻ 1 0.66 0.75 1

    νϟʔϯ νϟʔϯ ాத͞Μ ླ໦͞Μ ࢁా͞Μ ࠤ౻͞Μ
  5. 4ϲ݄໨ 3ϲ݄໨ 2ϲ݄໨ 1ϲ݄໨ 67 νϟʔϯ νϟʔϯ ాத͞Μ ླ໦͞Μ ࢁా͞Μ

    ࠤ౻͞Μ ֤ظؒͷੜଘ཰ 0.5 0.5 0.75 1 1 0.66 0.75 1 1*0.75 0.75*0.66 0.5*1 ظؒΛ௨ͯ͡ͷੜଘ཰
  6. 76 4ϲ݄໨ 3ϲ݄໨ 2ϲ݄໨ 1ϲ݄໨ ? ? ? ? ాத͞Μ

    ླ໦͞Μ ߴڮ͞Μ ࢁా͞Μ ࠤ౻͞Μ ? 1 ظؒΛ௨ͯ͡ͷੜଘ཰ ? ?
  7. 79 ֤݄ͷੜଘ཰ 1 0.66 0.75 1 ాத͞Μ ླ໦͞Μ ߴڮ͞Μ ࢁా͞Μ

    ࠤ౻͞Μ 4ϲ݄໨ 3ϲ݄໨ 2ϲ݄໨ 1ϲ݄໨ 3/4 2/3 1/1
  8. 80 1 0.66 0.75 1 0.5 0.5 0.75 1 1*0.75

    0.75*0.66 0.5*1 ֤݄ͷੜଘ཰ ظؒΛ௨ͯ͡ͷੜଘ཰ ాத͞Μ ླ໦͞Μ ߴڮ͞Μ ࢁా͞Μ ࠤ౻͞Μ 4ϲ݄໨ 3ϲ݄໨ 2ϲ݄໨ 1ϲ݄໨
  9. 108 ݩͷσʔλ name timestamp os Kiki 2019/10/10 Mac Kiki 2019/10/13

    Mac Kiki 2019/10/30 Mac Kiki 2019/11/5 Mac Pazu 2019/10/5 Windows Pazu 2019/11/1 Windows
  10. 109 ݩͷσʔλΛूܭ͢Ε͹ྑ͍ɻ name timestamp os Kiki 2019/10/10 Mac Kiki 2019/10/13

    Mac Kiki 2019/10/30 Mac Kiki 2019/11/5 Mac Pazu 2019/10/5 Windows Pazu 2019/11/1 Windows name first_date last_date os Kiki 2019/10/10 2019/11/5 Mac Pazu 2019/10/5 2019/11/1 Windows
  11. name canceled Kiki TRUE Pazu FALSE Markel TRUE Sophia FALSE

    111 ݩͷσʔλΛूܭͯ͠ɺ݁߹͢Ε͹ྑ͍ɻ ݁߹Ωʔ ݁߹Ωʔ name first_date last_date os Kiki 2019/10/10 2019/11/5 Mac Pazu 2019/10/5 2019/11/1 Windows name first_date last_date os canceled Kiki 2019/10/10 2019/11/5 Mac TRUE Pazu 2019/10/5 2019/11/1 Windows FALSE
  12. 119 ࠷ස஋ʢmodeʣΛར༻ͨ͠ΧςΰϦͷूܭ name timestamp os Kiki 2019/10/10 Mac Kiki 2019/10/13

    Mac Kiki 2019/10/30 Windows Kiki 2019/11/5 Mac Pazu 2019/10/1 Windows Pazu 2019/11/1 Mac Pazu 2019/12/1 Windows name first_date last_date os_mode Kiki 2019/10/10 2019/11/5 Mac Pazu 2019/10/5 2019/11/1 Windows
  13. σʔλλϒͷσʔλͷಡΈํ 138 • ੜଘظؒ - (ྫ. αΠϯΞοϓ͔ͯ͠Βͷ೔෇) ੜଘσʔλͰ͸, Ұߦ͕Ұͭͷ࣌ؒΛࣔ͢ɻ •

    ؍࡯ର৅ - ͦͷߦͷ͕࣌ؒ࢝·Δ·ͰʹΠϕϯτ͕·ͩى͍ͬͯ͜ͳ͍؍࡯ର৅ͷ਺ • Πϕϯτ - ͦͷߦͷ࣌ؒ಺ʹΠϕϯτ͕ൃੜͨ݅͠਺ • ଧͪ੾Γ - ͦͷߦͷ࣌ؒ಺ʹଧͪ੾Γʹͳͬͨ݅਺ • ੜଘ཰ - ͦͷߦͷ࣌ؒͷऴΘΓ·Ͱͷੜଘ཰ɻ͜ͷσʔλ͕ੜଘۂઢͷՄࢹԽͰ࢖ΘΕΔ • ඪ४ޡࠩ - ੜଘ཰ͷඪ४ޡࠩ • ৴པ্۠ؒݶ - ੜଘ཰ͷ৴པ۠ؒͷ্ݶ • ৴པ۠ؒԼݶ - ੜଘ཰ͷ৴པ۠ؒͷԼݶ
  14. 164

  15. 165

  16. 202 ·ͱΊ 1. ϨΠϠʔέʔΩɾνϟʔτ͸ޮ཰తʹMRR͕૿΍͍ͤͯΔ͔Λཧղ͢ΔͨΊʹ͸༗ ӹ͕ͩɺސ٬ͷੜ֔ͷதͰɺͲͷλΠϛϯάͰ࠷΋νϟʔϯ͕ൃੜ͢Δ͔Λཧղ͢ Δ͜ͱ͕೉͍͠ͱ͍͏͜ͱ͕͋Δɻ 2. νϟʔϯ཰͚ͩΛ௥͍ͬͯΔͱνϟʔϯ཰ͷ᠘ʹ͸·ͬͯ͠·͏ɻνϟʔϯ཰ͷ᠘ʹ ͸·ΔͱϏδωε͕ѱ͘ͳ͍ͬͯΔͷʹɺνϟʔϯ཰͕ྑ͘ͳ͍ͬͯΔͱ͍͏δϨϯ Ϛʹؕͬͯ͠·͏ɻ

    3. ্هͷ໰୊Λղܾ͢Δʹ͸ੜଘۂઢΛར༻ͨ͠ੜଘ෼ੳ͕༗ޮͩɻ 4. ͞ΒʹੜଘۂઢΛίϗʔτʹ෼͚ͯඳ͘͜ͱͰɺϓϩμΫτ͕վળ͞Ε͍ͯΔ͔ɺ ΦϯϘʔσΟϯά΍ΧελϚʔαΫηεͱ͍ͬͨαʔϏε͕վળ͞Ε͍ͯΔ͔ΛϞ χλʔ͢Δ͜ͱ͕Ͱ͖ΔΑ͏ʹͳΔɻ
  17. 211

  18. 221 • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI

    ͱͦͷՄࢹԽ Part 2 • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ - 8/27(໦) • ୈ9ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετ෼ੳ SaaS ΞφϦςΟΫε