项目数据源清单生成

以下为用于多渠道投放优化与受众洞察的5个潜在数据来源（聚焦可执行与合规）：

- 第一方数字触点行为数据（网站/APP事件与日志）
  - 关键内容：会话、事件、UTM参数、转化、漏斗、设备与地域
  - 用途：渠道归因、转化路径分析、受众兴趣与行为细分

- 媒体投放平台与广告服务器数据（各平台报表与API）
  - 关键内容：曝光、点击、成本、转化、覆盖/频次、版位、素材、受众包定义
  - 用途：ROAS/CPA优化、频控与覆盖管理、素材与版位A/B测试

- CRM/交易与会员数据（电商、POS、订阅系统）
  - 关键内容：客户ID、订单明细、收入/退款、生命周期价值（LTV）、流失/复购
  - 用途：闭环归因到销售、受众分层与种子人群构建、LTV驱动的投放优化

- 自有渠道营销互动数据（邮件、短信、Push、客服/呼叫中心）
  - 关键内容：打开/点击/送达、退订、互动时间与话题、工单标签
  - 用途：跨渠道触达频次与疲劳度管理、个性化节奏与触发规则优化

- 社交聆听与外部市场信号（公开社媒、论坛、搜索趋势、竞品情报）
  - 关键内容：声量、情绪、主题与关键词、影响者、受众画像、竞品素材与节奏
  - 用途：受众兴趣与语境洞察、创意迭代、竞争对标与机会识别

合规提示：确保基于用户同意与合法用途采集与处理数据，采用匿名化/汇总化、数据清洗室或安全联邦方案进行跨源融合，遵循适用隐私法规（如GDPR/CCPA及本地监管要求）。

以下为针对新功能A/B实验与用户反馈的5个高价值数据来源建议：

1) 实验/特性开关平台的分流与曝光日志
- 典型来源：Optimizely、LaunchDarkly、自研实验平台
- 关键字段：user_id/device_id、experiment_id、variant、exposure_time、分流规则
- 用途：确保严格识别实验曝光与对照组；作为与行为、业务结果和反馈数据的主键关联基础

2) 产品行为事件与转化数据（客户端/服务端埋点）
- 典型来源：Amplitude、GA4、Mixpanel、Snowplow
- 关键字段：event_name、timestamp、user_id、feature_version、渠道/设备属性
- 用途：量化功能使用、转化、漏斗与留存；按实验分组计算核心KPI与护栏指标（如错误率、时延）

3) 业务与计费系统数据（订单/订阅/退款）
- 典型来源：电商订单系统、支付网关、订阅/计费平台
- 关键字段：order_id、user_id、金额/币种、状态、续费/退款标记
- 用途：评估功能对营收、ARPU、LTV、流失的真实影响；与实验分组联接进行增量分析

4) 客服与支持系统数据（工单/聊天/呼叫记录）
- 典型来源：Zendesk、Intercom、Salesforce Service、呼叫中心系统
- 关键字段：ticket_id、user_id、标签/问题类型、创建时间、解决时间、CSAT
- 用途：按实验分组对问题率、故障类型与解决效率进行对比；识别新功能引发的可用性或流程问题

5) 用户主观反馈与外部评价渠道
- 典型来源：In-app 调查（NPS/CSAT/CES）、应用商店评论、用户社区/社媒监听
- 关键字段：rating/score、文本评论、主题/情感、时间、设备/版本
- 用途：捕捉满意度与定性洞察；结合实验分组与版本信息，验证体验变化与口碑影响

实施要点（简述）：
- 统一身份与时间：确保user_id/设备ID与统一时区时间戳贯通所有来源
- 明确曝光定义：仅以“首次曝光时间”作为计量起点，避免选择偏差
- 数据治理：敏感信息最小化收集，遵循隐私合规；为文本反馈建立匿名与脱敏流程
- 元数据与版本：记录feature_version/应用版本/配置快照，保证可重复分析与回溯

Below are five high‑value data sources to include in a revenue and retention data input map. Each source lists its role, key fields, grain/keys, refresh cadence, and data quality notes to support accurate cohorting, MRR/ARR, NDR/GRR, and retention analytics.

1) Billing/Payment Processor (e.g., Stripe, Adyen)
- Purpose: Cash collections, invoices, refunds, discounts, taxes; inputs for gross revenue, cash vs. AR, refund/chargeback impact.
- Key fields: customer_id, invoice_id, invoice_date, invoice_line_id, product/plan_id, amount, currency, tax, discount, payment_status, refund_amount/refund_id, chargeback_flag.
- Grain/keys: Invoice line item; keys: invoice_id + line_id; link via customer_id/account_id.
- Refresh: Daily intraday; consider near‑real‑time for high‑volume B2C.
- Quality notes: Watch for partial/refunded payments, backdating, currency FX handling, and duplicate customers across processors.

2) Subscription/Entitlement/Revenue Platform (e.g., Zuora, Chargebee, Recurly)
- Purpose: Contract terms, subscription lifecycle, MRR/ARR movements (new, expansion, contraction, churn, reactivation); revenue waterfalls.
- Key fields: account_id, subscription_id, version_id, plan_id, start_date, end_date, term, status, seats, list_price, net_price, MRR/ARR, change_type, cancellation_date, cancellation_reason.
- Grain/keys: Subscription version or rate‑plan charge; keys: subscription_id + version_id.
- Refresh: Daily, with change data capture for backdated amendments.
- Quality notes: Handle co‑terming, proration, mid‑cycle upgrades, and historical re‑ratings; maintain point‑in‑time snapshots for accurate cohorting.

3) CRM/Account Master (e.g., Salesforce, Microsoft Dynamics)
- Purpose: Customer hierarchy, segments, ICP attributes; opportunity/renewal pipeline; mapping users to accounts.
- Key fields: account_id, parent_account_id, domain, industry, segment, region, lifecycle_stage, owner, opportunity_id, close_date, amount, renewal_opportunity_id/status.
- Grain/keys: Account and opportunity; keys: account_id, opportunity_id.
- Refresh: Daily; reference dimensions can be hourly if used for routing.
- Quality notes: Resolve duplicates/merges, ensure stable account keys, maintain account‑to‑billing mapping, and time‑stamp attribute changes for historical cohort consistency.

4) Product Analytics/Usage Telemetry (e.g., Snowplow, Amplitude, Mixpanel; app/service logs)
- Purpose: Activation, engagement, feature adoption, seat activity; leading indicators of retention/churn.
- Key fields: user_id, account_id, event_name, event_timestamp, feature_id, session_id, device/app, active_seat_count (derived), DAU/WAU/MAU (derived), last_seen_at.
- Grain/keys: Event‑level; keys: event_id or (user_id + timestamp + event_name).
- Refresh: Streaming or hourly; aggregated daily for cohorts and health scores.
- Quality notes: Identity resolution across devices/workspaces, bot filtering, timezone normalization, and late/duplicate event handling.

5) Customer Success/Support Systems (e.g., Zendesk, Intercom, Gainsight)
- Purpose: Ticket volume/SLAs, CSAT/NPS, health scores, churn risk flags, qualitative churn reasons.
- Key fields: account_id, ticket_id, created_at, status, first_response_time, resolution_time, CSAT, NPS, health_score, churn_risk_flag, churn_reason_code, playbook_stage.
- Grain/keys: Ticket and health score snapshot; keys: ticket_id; health_score by (account_id + snapshot_date).
- Refresh: Daily; health scores can be hourly if driving interventions.
- Quality notes: Standardize reason codes, ensure ticket‑to‑account mapping, and version health score models for trend comparability.

Implementation notes:
- Establish a unified customer/account ID and maintain a robust identity graph across sources.
- Persist point‑in‑time snapshots for subscriptions, pricing, and account attributes to ensure reproducible cohort and retention analyses.
- Define clear currency conversion policies and revenue recognition rules separate from cash collections.
- Validate end‑to‑end with reconciliation checks (e.g., invoice totals vs. recognized revenue vs. CRM bookings).