I. User portrait
1. Concept description
User portrait, as an effective tool for drawing target users, connecting users’ demands and design direction, has been widely used in various fields. User portrait was first applied in the field of e-commerce, especially in the field of digital marketing, the core basis of dependence is to describe the user portrait of the rich tag.
In the era of big data, user information is flooded in the network. Each specific information of users is abstracted into labels, and users are understood based on the way of using user portraits. These labels are used to materialize user images, so as to provide targeted services for users. For example, the above user profile information can be analyzed based on the simplest user data.
2. Composition structure
The core work of user portrait is to label users based on data collection. With the continuous enrichment of labels, user portrait will become clearer and clearer, and finally achieve the ability to understand and even understand users.
In the actual user portrait system, the classification and classification of labels is far more simple, more detailed and accurate:
- Basic attributes: gender, age, consumption power, occupation, etc.
- Behavioral attributes: activity, browse, click to view, not interested;
- Realistic scene: business district, cinema, scenic spot, etc.
- Interest description: shopping, movies, music, games, reading, etc
- Customization: through machine analysis, based on some tag combination judgment;
By the user to produce a variety of scene data, to analyze or speculate users and information of tags, visual description, by users, users and services the user with a better understanding of the product can be automated, the application of a lot of information flow, for example, according to the user’s reading content automatically determine push users may like the content.
3. The value of portraits
Companies with a large number of users and complex business will spend a high cost to build a user portrait system and collect data for analysis on various business lines, so as to provide more accurate services and diversified operation strategies with a deeper understanding of users.
User drainage
Through the analysis of the portraits of existing users, we put them into the relevant DMP advertising platform, and mainly recommend users with similar tags on the platform, so as to attract users for the product. Here, the concept of rapid expansion of similar users is similar.
Cold startup for new user
Quickly analyze the possible attributes and interest preferences of new registered users to achieve fast and accurate recommendation of services. For example, in the region where the user is registered, the characteristics of the new user can be predicted based on the common tags of the users in the region.
Precise or personalized service
Here is to understand users and provide accurate or personalized services according to the analysis of rich user portraits. Provide good service naturally can achieve the depth of user precipitation.
Multi-scene recognition
Here scene is relatively complex, through A case description, in A platform with registered mobile phone number A, for example, the mobile phone number after A loss, in after the use of mobile phone number B, through relevant behavior to understand whether the user mobile phone number of A user, can also according to the sequence to identify different users with A mobile phone or mobile phone users multiple sequence identification is the same.
Silent user wake up
Based on refined labels and multiple scene data, it can quickly identify the degree of silence of users. Based on portrait analysis, it can formulate operational strategies to activate recall and reduce user loss.
2. Population analysis
Every time the development of user group analysis of the case, the mind can ring a paragraph: only child, proud jiao, greenhouse flowers, indifferent and selfish, exquisite self-interest, strange ideas, personality publicity, lack of team consciousness, non-mainstream, collapse. In the past few years, this is the label that many elders or society put on the generation of 90, and there are also many self-mocking labels of 90. As a member of the post-90 generation, I am quite satisfied with this portrait.
The above is a typical atypical case of crowd portrait analysis. In fact, in recent years, the analysis report of 90 people has been very many and accurate, and many data companies will do in-depth analysis from: social attributes, consumption power, game hobbies, pets, network applications and other popular fields. Analyzing crowd portraits can be very valuable in commercial applications.
Three, deep application
1. Business circle analysis
First of all, based on the user group in the business circle, the user generated data in a certain business circle can be well understood here, and the user related labels can be successively obtained to analyze the user portrait in the business circle.
Secondly, it analyzes the services of the business circle itself, such as the flow of people in the field of food, entertainment and shopping, and provides strategies for the operation of the business circle by comparing different business circles.
Through the comprehensive analysis of the business circle to obtain the portrait, the composition of the business circle, characteristics and factors affecting the change of the scale of the business circle to carry out a comprehensive study, not only for enterprises to choose a reasonable store location, but also for the accurate introduction of rich brand stores in the business circle.
2. Industry analysis
Industry profiling is a very complex type of report that usually takes into account: user size, demographic characteristics, technology, revenue size, competitiveness, competitive landscape, industry policy, market saturation, and many other factors. Industry analysis is also different from different perspectives, for example, from the perspective of industry products: based on industry analysis to determine whether to do, how to do, how to do well, clear product direction and operation strategy and other issues; From the field of investment banking, it will judge whether new products are worthy of investment and whether there are stable high returns and risk control.
The user portrait is constructed through data in multiple scenarios, and the commercial operation and management are carried out in various business scenarios applied to the product to generate higher value.