our-claude-skills/custom-skills/62-gtm-guardian/desktop/references/phase2-behaviour.md

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

# [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