“數(shù)據(jù)”兩個(gè)字越來(lái)越頻繁地出現(xiàn)在大家的工作中。一方面，“用數(shù)據(jù)說(shuō)話”成為每個(gè)互聯(lián)網(wǎng)從業(yè)者必備的“生存技能”；另一方面，一個(gè)名為“數(shù)據(jù)產(chǎn)品經(jīng)理”的職位成為各大互聯(lián)網(wǎng)企業(yè)的“熱招職位”。那么，作為數(shù)據(jù)產(chǎn)品經(jīng)理，有了數(shù)據(jù)應(yīng)該怎樣“用數(shù)據(jù)說(shuō)話”？又應(yīng)該如何讓自己具備獨(dú)特的競(jìng)爭(zhēng)優(yōu)勢(shì)呢？本書(shū)內(nèi)容涵蓋了數(shù)據(jù)產(chǎn)品經(jīng)理應(yīng)該知道和掌握的基礎(chǔ)知識(shí)——從每個(gè)優(yōu)秀的數(shù)據(jù)產(chǎn)品經(jīng)理都應(yīng)當(dāng)關(guān)注的“效率”問(wèn)題出發(fā)，分別從商業(yè)知識(shí)和技術(shù)知識(shí)兩個(gè)角度，針對(duì)什么是數(shù)據(jù)產(chǎn)品、數(shù)據(jù)產(chǎn)品訴求的產(chǎn)生和類型、數(shù)據(jù)產(chǎn)品的實(shí)現(xiàn)思路與常見(jiàn)技術(shù)方案等關(guān)鍵問(wèn)題進(jìn)行講解。本書(shū)既是學(xué)習(xí)指南，又是速查手冊(cè)，適合具備不同工作背景并正在從事數(shù)據(jù)產(chǎn)品經(jīng)理工作的人士閱讀，也適合對(duì)這一領(lǐng)域感興趣并希望從事數(shù)據(jù)產(chǎn)品經(jīng)理工作的人士閱讀。只要你具備求知的熱情，本書(shū)將為你提供解決問(wèn)題的思路、方法和工具。
李陽(yáng)（網(wǎng)名：御豪同學(xué)），數(shù)據(jù)產(chǎn)品經(jīng)理、PMI-ACP敏捷項(xiàng)目管理師。現(xiàn)任京東數(shù)字科技集團(tuán)高級(jí)數(shù)據(jù)產(chǎn)品經(jīng)理，負(fù)責(zé)數(shù)據(jù)平臺(tái)搭建工作，專注業(yè)務(wù)邏輯梳理及數(shù)據(jù)分析，對(duì)于大數(shù)據(jù)分析項(xiàng)目及平臺(tái)搭建有深入了解。曾擔(dān)任 GrowingIO 增長(zhǎng)大會(huì)嘉賓、騰訊大數(shù)據(jù)沙龍嘉賓。2018年出版圖書(shū)《產(chǎn)品增長(zhǎng)力》。
目錄
第一篇 理解數(shù)據(jù)產(chǎn)品：確實(shí)有些不一樣
第1 章 什么是數(shù)據(jù)產(chǎn)品 ·······································································.2
1.1 數(shù)據(jù)產(chǎn)品的關(guān)注點(diǎn) ·······························································.3
1.2 什么是數(shù)據(jù)應(yīng)用 ··································································.5
1.2.1 數(shù)據(jù)處理的角度 ··························································.5
1.2.2 數(shù)據(jù)展現(xiàn)形式的角度 ····················································.7
1.2.3 應(yīng)用目的的角度 ··························································.9
1.3 什么是效率問(wèn)題 ································································.12
1.3.1 成本投入項(xiàng) ······························································.12
1.3.2 價(jià)值產(chǎn)出項(xiàng) ······························································.14
1.3.3 效率的問(wèn)題 ······························································.15
1.4 本章小結(jié) ·········································································.17
第2 章 數(shù)據(jù)產(chǎn)品面臨的挑戰(zhàn) ································································.18
2.1 為什么要做—師出有名 ····················································.19
2.1.1 支撐數(shù)據(jù)應(yīng)用 ···························································.20
2.1.2 “量入為出”的價(jià)值管理 ············································.29
2.2 做的是什么—理解業(yè)務(wù) ····················································.29
2.2.1 數(shù)據(jù)的意義 ······························································.30
2.2.2 架起“量化運(yùn)營(yíng)”的橋梁 ············································.33
2.3 怎樣做到的—理解技術(shù) ····················································.35
2.3.1 理解“究竟能做些什么” ············································.36
2.3.2 思考“怎樣做得更高效” ············································.42
2.4 本章小結(jié) ·········································································.45
第二篇 理解業(yè)務(wù)：“奇怪”的數(shù)據(jù)需求從哪來(lái)
第3 章 業(yè)務(wù)是什么 ·············································································.48
3.1 業(yè)務(wù)的目標(biāo)是什么 ·····························································.50
3.1.1 能力視角 ·································································.50
3.1.2 利潤(rùn)視角 ·································································.52
3.1.3 效能視角 ·································································.52
3.1.4 影響力視角 ······························································.53
3.2 業(yè)務(wù)的商業(yè)模式與“投資”思維 ············································.56
3.2.1 資金投資 ·································································.57
3.2.2 人力投資 ·································································.63
3.2.3 時(shí)間投資 ·································································.66
3.2.4 其他投資 ·································································.67
3.3 常用管理模型和營(yíng)銷組合 ····················································.68
3.3.1 常用管理模型及其關(guān)系 ···············································.68
3.3.2 常用營(yíng)銷組合及其關(guān)系 ···············································.96
3.4 本章小結(jié) ········································································.101
第4 章 業(yè)務(wù)的數(shù)據(jù)訴求 ····································································.103
4.1 用戶市場(chǎng)研究 ··································································.104
4.1.1 需求分析的目的 ·······················································.105
4.1.2 需求的分層 ·····························································.108
4.1.3 需求的定位 ·····························································.116
4.1.4 需求分析的評(píng)價(jià)與KANO 模型 ····································.127
4.1.5 需求的傳播和貫徹 ····················································.129
4.2 業(yè)務(wù)及產(chǎn)品形態(tài)研究 ·························································.130
4.2.1 評(píng)價(jià)標(biāo)準(zhǔn)—怎樣才是“好” ·····································.131
4.2.2 業(yè)務(wù)轉(zhuǎn)化與價(jià)值歸因 ·················································.144
4.2.3 流量管理與實(shí)驗(yàn)框架 ·················································.153
4.3 綜合能力升級(jí) ··································································.159
4.3.1 分析方法論及其優(yōu)化 ·················································.160
4.3.2 固化應(yīng)用系統(tǒng)與賦能業(yè)務(wù) ···········································.171
4.3.3 賦能團(tuán)隊(duì)合作 ··························································.174
4.4 工具、模型與業(yè)務(wù)、產(chǎn)品的“日常” ·····································.176
4.5 本章小結(jié) ········································································.179
第5 章 用數(shù)據(jù)抽象業(yè)務(wù) ····································································.180
5.1 需求研究的數(shù)據(jù)抽象 ·························································.181
5.1.1 需求挖掘—投放與獲得新用戶 ··································.182
5.1.2 需求鑒別—留存與促進(jìn)用戶活躍 ·······························.189
5.1.3 用戶生命周期與“蓄水池”模型 ··································.194
5.1.4 競(jìng)爭(zhēng)性抽象與建模 ····················································.200
5.2 業(yè)務(wù)的數(shù)據(jù)模型 ·······························································.204
5.2.1 用E-R 圖抽象實(shí)體關(guān)系 ··············································.205
5.2.2 用流程圖抽象業(yè)務(wù)過(guò)程 ··············································.212
5.2.3 用時(shí)序圖抽象處理過(guò)程 ··············································.219
5.2.4 用財(cái)務(wù)思維抽象資金流 ··············································.225
5.3 “數(shù)據(jù)世界觀” ·································································.234
5.3.1 數(shù)據(jù)模型與現(xiàn)實(shí)世界的差異 ········································.234
5.3.2 用戶行為的事件模型 ·················································.235
5.4 數(shù)據(jù)倉(cāng)庫(kù)建模 ··································································.242
5.4.1 面向分析的數(shù)據(jù)模型 ·················································.242
5.4.2 通用數(shù)據(jù)倉(cāng)庫(kù)模型 ····················································.244
5.5 本章小結(jié) ········································································.250
第三篇 理解技術(shù)：打開(kāi)數(shù)據(jù)系統(tǒng)的“黑箱”
第6 章 從業(yè)務(wù)訴求到技術(shù)系統(tǒng) ···························································.252
6.1 實(shí)現(xiàn)業(yè)務(wù)訴求的方式 ·························································.253
6.1.1 主動(dòng)反饋與被動(dòng)反饋 ·················································.254
6.1.2 通用內(nèi)容與定制內(nèi)容 ·················································.256
6.1.3 離線分析與在線分析 ·················································.257
6.1.4 全量與抽樣數(shù)據(jù) ·······················································.258
6.2 業(yè)務(wù)中的數(shù)據(jù)形態(tài) ····························································.259
6.2.1 業(yè)務(wù)理解與元數(shù)據(jù) ····················································.259
6.2.2 離線數(shù)據(jù)與數(shù)據(jù)集 ····················································.260
6.2.3 實(shí)時(shí)數(shù)據(jù)與數(shù)據(jù)流 ····················································.261
6.3 業(yè)務(wù)中的技術(shù)問(wèn)題 ····························································.263
6.3.1 數(shù)據(jù)量激增問(wèn)題 ·······················································.264
6.3.2 如何處理“陳舊”的內(nèi)容 ···········································.267
6.3.3 數(shù)據(jù)安全問(wèn)題 ··························································.268
6.4 本章小結(jié) ········································································.272
第7 章 必要的技術(shù)基礎(chǔ)知識(shí) ······························································.274
7.1 產(chǎn)品的技術(shù)結(jié)構(gòu)與“技術(shù)世界觀” ········································.276
7.1.1 Client/Server 結(jié)構(gòu) ·····················································.277
7.1.2 Browser/Server 結(jié)構(gòu) ···················································.278
7.1.3 產(chǎn)品的“技術(shù)世界觀” ··············································.279
7.2 代碼理解世界的“做事思路”··············································.280
7.2.1 面向過(guò)程 ································································.280
7.2.2 面向?qū)ο?································································.282
7.3 系統(tǒng)的基本模塊化 ····························································.283
7.4 本章小結(jié) ········································································.284
第8 章 常見(jiàn)大數(shù)據(jù)技術(shù)框架 ······························································.286
8.1 大數(shù)據(jù)技術(shù)框架的幾個(gè)關(guān)注點(diǎn)··············································.287
8.1.1 多—數(shù)據(jù)量 ··························································.288
8.1.2 雜—數(shù)據(jù)結(jié)構(gòu) ·······················································.290
8.1.3 亂—數(shù)據(jù)到達(dá) ·······················································.296
8.1.4 急—時(shí)效性 ··························································.299
8.2 常見(jiàn)大數(shù)據(jù)技術(shù)框架及基本邏輯 ···········································.302
8.2.1 Apache Flume 和Apache Kafka ·····································.303
8.2.2 Apache Hadoop ·························································.306
8.2.3 Apache Hive 和Facebook Presto ····································.310
8.2.4 Apache Kylin ···························································.311
8.2.5 Apache Flink 和Apache Storm ······································.312
8.2.6 Apache Spark ···························································.315
8.3 本章小結(jié) ········································································.316
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