Andrew Yim
7c5efea817
Renumber 12 existing skills to new ranges: - SEO: 11→13, 12→18, 13→16, 14→17, 15→14, 16→15, 17→29, 18→30, 19→12 - GTM: 20→60, 21→61, 22→62 Update cross-references in gateway architect/builder skills, GTM guardian README, CLAUDE.md (skill tables + directory layout), and AGENTS.md (domain routing ranges). Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
168 lines
4.4 KiB
Markdown
168 lines
4.4 KiB
Markdown
# Phase 2: User Behaviour Modeling & KPI Definition
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사용자의 웹/앱 사용 흐름을 분석하고, 중점 관리 행동과 KPI를 정의.
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## Objectives
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1. 사용자 여정(User Journey) 매핑
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2. 핵심 전환 포인트(Conversion Points) 식별
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3. KPI 및 측정 지표 정의
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4. 이벤트 우선순위 결정
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## User Journey Framework
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### Standard Funnel Stages
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```
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Awareness → Interest → Consideration → Intent → Purchase → Loyalty
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↓ ↓ ↓ ↓ ↓ ↓
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Landing Browse View Item Add Cart Checkout Repeat
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```
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### Site Type별 Journey
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#### E-commerce
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```
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Landing → Category → Product View → Add to Cart → Checkout → Purchase
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↓
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Wishlist/Compare
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```
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#### Lead Generation
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```
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Landing → Content Browse → Form View → Form Start → Form Submit → Thank You
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↓
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Chat/Call CTA
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```
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#### SaaS
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```
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Landing → Pricing → Sign Up Start → Email Verify → Onboarding → Activation
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↓
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Demo Request
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```
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## Conversion Points Definition
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### Macro Conversions (Hard)
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| Conversion | Business Value | Typical Events |
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|------------|----------------|----------------|
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| Purchase | Revenue | purchase |
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| Lead Submit | Lead value | generate_lead |
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| Sign Up | LTV estimate | sign_up |
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| Subscription | MRR | subscribe |
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### Micro Conversions (Soft)
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| Conversion | Intent Signal | Typical Events |
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|------------|---------------|----------------|
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| Add to Cart | Purchase intent | add_to_cart |
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| Form Start | Engagement | form_start |
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| Video Complete | Content consumption | video_complete |
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| Scroll 75% | Page engagement | scroll |
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## KPI Framework
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### SMART KPI Template
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```
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Metric: [이름]
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Definition: [정의]
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Formula: [계산식]
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Target: [목표값]
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Tracking Event: [관련 이벤트]
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```
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### Standard E-commerce KPIs
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| KPI | Formula | Events Required |
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|-----|---------|-----------------|
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| Conversion Rate | transactions / sessions | purchase, session_start |
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| AOV | revenue / transactions | purchase |
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| Cart Abandonment | 1 - (purchases / carts) | add_to_cart, purchase |
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| Product View Rate | product_views / sessions | view_item |
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### Lead Gen KPIs
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| KPI | Formula | Events Required |
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|-----|---------|-----------------|
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| Lead Conversion Rate | leads / sessions | generate_lead |
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| Form Completion Rate | submits / form_starts | form_start, form_submit |
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| Cost per Lead | ad_spend / leads | generate_lead + ad data |
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### Engagement KPIs
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| KPI | Formula | Events Required |
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|-----|---------|-----------------|
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| Avg Session Duration | total_time / sessions | Enhanced Measurement |
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| Pages per Session | pageviews / sessions | page_view |
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| Scroll Depth | avg(scroll_percent) | scroll |
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## Event Priority Matrix
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### Priority 1 (Must Have)
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- purchase / generate_lead (primary conversion)
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- begin_checkout (funnel step)
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- add_to_cart (intent signal)
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- page_view (baseline)
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### Priority 2 (Should Have)
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- view_item (product engagement)
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- form_start (form engagement)
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- login / sign_up (user identity)
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- search (intent signal)
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### Priority 3 (Nice to Have)
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- scroll_depth (engagement)
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- video_progress (content consumption)
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- share (virality)
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- cta_click (UI interaction)
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## Output Template
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```markdown
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# [프로젝트명] User Behaviour & KPI Report
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## User Journey Map
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[Mermaid diagram 또는 텍스트 플로우차트]
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## Conversion Points
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### Macro Conversions
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| Conversion | Value | Priority | Event |
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|------------|-------|----------|-------|
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### Micro Conversions
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| Conversion | Signal | Priority | Event |
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|------------|--------|----------|-------|
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## KPI Definition
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### Primary KPIs
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| KPI | Formula | Target | Tracking |
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|-----|---------|--------|----------|
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### Secondary KPIs
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| KPI | Formula | Target | Tracking |
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|-----|---------|--------|----------|
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## Event Priority List
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### Must Track (P1)
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-
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### Should Track (P2)
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-
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### Nice to Track (P3)
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-
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## Custom Dimensions Required
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| Dimension | Scope | Values | Purpose |
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|-----------|-------|--------|---------|
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## Custom Metrics Required
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| Metric | Type | Unit | Purpose |
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|--------|------|------|---------|
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```
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## Stakeholder Input Needed
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- Marketing: 캠페인 목표, 전환 가치
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- Sales: Lead qualification criteria
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- Product: 핵심 사용자 액션
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- Analytics: 리포팅 요구사항
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## Next Phase
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KPI 정의 완료 후 → Phase 3: Tagging Plan Design
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