# Phase 2: User Behaviour Modeling & KPI Definition

사용자의 웹/앱 사용 흐름을 분석하고, 중점 관리 행동과 KPI를 정의.

## Objectives

1. 사용자 여정(User Journey) 매핑
2. 핵심 전환 포인트(Conversion Points) 식별
3. KPI 및 측정 지표 정의
4. 이벤트 우선순위 결정

## User Journey Framework

### Standard Funnel Stages
```
Awareness → Interest → Consideration → Intent → Purchase → Loyalty
    ↓          ↓           ↓            ↓          ↓         ↓
 Landing    Browse     View Item    Add Cart   Checkout   Repeat
```

### Site Type별 Journey

#### E-commerce
```
Landing → Category → Product View → Add to Cart → Checkout → Purchase
                          ↓
                    Wishlist/Compare
```

#### Lead Generation
```
Landing → Content Browse → Form View → Form Start → Form Submit → Thank You
                               ↓
                         Chat/Call CTA
```

#### SaaS
```
Landing → Pricing → Sign Up Start → Email Verify → Onboarding → Activation
                         ↓
                   Demo Request
```

## Conversion Points Definition

### Macro Conversions (Hard)
| Conversion | Business Value | Typical Events |
|------------|----------------|----------------|
| Purchase | Revenue | purchase |
| Lead Submit | Lead value | generate_lead |
| Sign Up | LTV estimate | sign_up |
| Subscription | MRR | subscribe |

### Micro Conversions (Soft)
| Conversion | Intent Signal | Typical Events |
|------------|---------------|----------------|
| Add to Cart | Purchase intent | add_to_cart |
| Form Start | Engagement | form_start |
| Video Complete | Content consumption | video_complete |
| Scroll 75% | Page engagement | scroll |

## KPI Framework

### SMART KPI Template
```
Metric: [이름]
Definition: [정의]
Formula: [계산식]
Target: [목표값]
Tracking Event: [관련 이벤트]
```

### Standard E-commerce KPIs
| KPI | Formula | Events Required |
|-----|---------|-----------------|
| Conversion Rate | transactions / sessions | purchase, session_start |
| AOV | revenue / transactions | purchase |
| Cart Abandonment | 1 - (purchases / carts) | add_to_cart, purchase |
| Product View Rate | product_views / sessions | view_item |

### Lead Gen KPIs
| KPI | Formula | Events Required |
|-----|---------|-----------------|
| Lead Conversion Rate | leads / sessions | generate_lead |
| Form Completion Rate | submits / form_starts | form_start, form_submit |
| Cost per Lead | ad_spend / leads | generate_lead + ad data |

### Engagement KPIs
| KPI | Formula | Events Required |
|-----|---------|-----------------|
| Avg Session Duration | total_time / sessions | Enhanced Measurement |
| Pages per Session | pageviews / sessions | page_view |
| Scroll Depth | avg(scroll_percent) | scroll |

## Event Priority Matrix

### Priority 1 (Must Have)
- purchase / generate_lead (primary conversion)
- begin_checkout (funnel step)
- add_to_cart (intent signal)
- page_view (baseline)

### Priority 2 (Should Have)
- view_item (product engagement)
- form_start (form engagement)
- login / sign_up (user identity)
- search (intent signal)

### Priority 3 (Nice to Have)
- scroll_depth (engagement)
- video_progress (content consumption)
- share (virality)
- cta_click (UI interaction)

## Output Template

```markdown
# [프로젝트명] User Behaviour & KPI Report

## User Journey Map
[Mermaid diagram 또는 텍스트 플로우차트]

## Conversion Points
### Macro Conversions
| Conversion | Value | Priority | Event |
|------------|-------|----------|-------|

### Micro Conversions
| Conversion | Signal | Priority | Event |
|------------|--------|----------|-------|

## KPI Definition
### Primary KPIs
| KPI | Formula | Target | Tracking |
|-----|---------|--------|----------|

### Secondary KPIs
| KPI | Formula | Target | Tracking |
|-----|---------|--------|----------|

## Event Priority List
### Must Track (P1)
- 
### Should Track (P2)
-
### Nice to Track (P3)
-

## Custom Dimensions Required
| Dimension | Scope | Values | Purpose |
|-----------|-------|--------|---------|

## Custom Metrics Required
| Metric | Type | Unit | Purpose |
|--------|------|------|---------|
```

## Stakeholder Input Needed

- Marketing: 캠페인 목표, 전환 가치
- Sales: Lead qualification criteria
- Product: 핵심 사용자 액션
- Analytics: 리포팅 요구사항

## Next Phase

KPI 정의 완료 후 → Phase 3: Tagging Plan Design