In the last article, we said that the responsibility of commercial products is mainly to design a set of mechanisms and strategies. The more automation, the less manual intervention, the better.
A large part of the first generation of commercial product managers came from Baidu. One of the reasons is that Baidu's bidding advertisements are more dependent on mechanisms and technologies. The subsequent mobility of these personnel has also promoted the commercialization process of large domestic Internet companies, and established the cognitive and standard framework of commercial product teams. Among them are 360, sogou, 58 Tongcheng, Meituan, Ali, Tencent and other companies. It is not difficult to understand why Baidu was later called the commercial product manager of Huangpu Military Academy in the industry.
Judging from the business segment structure of Baidu, Ali, Tencent and other enterprises, commercial product managers can generally be divided into four types: platform type, strategic type, market type and operation type. These four types have their own emphasis and detailed division of labor, but they are closely combined with each other. In some small product lines, the project manager may hold multiple positions.
Let's introduce these four types of commercial products in detail.
Four types of commercial product managers
Market type
Market-oriented PM is the original definer of product basic form and logic, and also the main source of demand and promotion. They often need insight into the whole business process and even go deep into customers' enterprises, tap the value that is beneficial to enterprises, find the balance point of users' interests, and make the two tend to be unified.
After the products go online, the market-oriented PM also needs to undertake the heavy responsibility of promotion, so as to verify whether the logic of these products is correct. After all, who is better than the demand source to verify themselves?
Strategic type
Strategic PM needs to design a set of rules and strategies, constantly optimize product effects, and determine product rules and play methods. These rules and strategies are like a market, which determines who can sell what kind of goods here at what price, how to control the competition between different businesses, how to help businesses continuously improve ROI, how to prevent businesses from cheating and so on. All these require the formulation of rules and strategies to implement these rules.
It can be said that strategic PM is an important link to realize the product value proposition of market PM through rules. For example, in the field of computational advertising, the rules and strategies that need to be designed usually include bidding mechanism, advertising sequencing, advertising style and so on.
Platform type
Platform PM needs to design complex business processes and balance the interests of all parties, and realize business logic as a visual system. They are the closest users in commercial PM, more like product managers in the traditional sense, which determines the final form of products. For example, the CRM system of Meituan.
Operation type
Operational PM is usually the closest PM to customers, so it needs to communicate with all parties constantly and pay attention to the changes of data indicators at all times. If the first three types of commercial PM determine the gene of the product and whether it is a good baby (good product) at birth, then in the process of children's growth, the education and training of children need the support of operating PM.
For example, the accurate launch of Tencent Broadcom requires the operation of PM analysis data to optimize the advertising effect.
These four types of commercial PM will have great differences in cooperation and status because of different enterprises and product lines. So for students who have just stepped into the field of commercial products, which fields are most worthy of in-depth study? The answer is to search, recommend and calculate advertisements.
Three areas that commercial product managers are most optimistic about-search, recommendation and computing advertising
prospect
First of all, the knowledge barriers in the three fields of search, recommendation and computational advertising are very high, so it is difficult for ordinary people to get started easily, and they are highly dependent on the underlying technologies (such as big data, high concurrency, streaming computing, etc.). ) plays an extremely important role in the commercial realization of the Internet.
Secondly, from the current point of view, artificial intelligence will be the future development trend, and these three areas are precisely the frontier testing ground for AI landing. For example, voice recognition, text recognition and picture recognition used by search engines; User portraits, personalized recommendations, and big data analysis used in the recommendation field; AI technologies such as CTR prediction commonly used in computing advertisements.
At present, the talents in these three fields are extremely scarce, and the post salary is also rising year by year, and all major enterprises are vying for it. That the circles in these fields are very narrow, and a small group of people are jumping around.
Search: Baidu's jump sogou, sogou's jump 360,360 jump God horse recommended;
Recommended: Baidu's headline, headline Tencent, Tencent's UC.
Advertising: Baidu HIVE BOX has a huge number of headlines, headlines have a huge number of Tencent advertisements, and Tencent advertisements have OPPO and VIVO.
Write it at the end of the sentence
Although the number of commercial product managers is small, they are rare species, but the entry threshold is not very high. If you want to establish your own advantages in the business field, you can try to search, recommend and calculate advertising in three areas. Although the knowledge barriers in these three areas are very high, on the other hand, these areas are the most worthy of deep digging and deep cultivation, and the barriers are also the strongest.