How the data resolves the target customer base

After the user purchase, from the potential customers into value customers, data analysis of the customer's meaning is from the purchase time, goods, quantity, payment amount and other behavioral data, to evaluate the customer's value, this is a certain volume of sellers of the advanced data analysis methods.

Traditional offline channel access to consumer information is generally through the purchase of data to the data company, may commissioned research companies through a series of user research, will produce a report. But under the electric quotient model, we can obtain the massive transaction data with the smaller cost, never further analyzes the consumer to have the characteristic, to locate the target consumer population.

Rubik's cube of data is derived from the deal, can help businesses understand consumer behavior. To give an actual case: Let's look at the "Mask" class purpose transaction data, including the comparison between the price distribution and the customer unit price distribution. Within one months, the mask of the transaction price distribution of the largest range is 5.5~7 yuan, and the number of sales of the customer unit (consumer cumulative purchase amount) distribution of the most of the interval is 58~67 yuan, you can calculate an average user will buy the number of masks for 10 pieces.

Continue to look at the frequency distribution of consumer purchases: the number of consumers purchased during that period accounted for 80%, and we could draw a general conclusion: consumers who buy facial masks usually buy them once in one months, and the number of surface diaphragms purchased at one time is about 10. So with sales, portfolio sales when the introduction of 10 package package, or related to other different types of mask, the most consumer shopping characteristics. Most consumers buy 10 slices a piece online, and as long as the package doesn't deviate too much, consumers are more likely to accept the seller's goods subconsciously.

and the actual sample interview conclusion is: the average female consumer one months mask usage amount is about 4~8 slice.

Again to see buyers visit time: No similar purpose visit and purchase time or there is a significant difference, for the mask category of buyers visit time, you can make corresponding limited time discounts or targeted promotions, and can even arrange the upper and lower shelves.

Mask category buyers visit the peak period is the afternoon 14:00~15:00, Zhigo visit is the morning 10:00~11:00, the rush hour, the first deal is the morning 10:00~11:00, the second time is the afternoon 14:00~ 15:00, the rush hour for visiting and closing is not one by one correspondence.

We change a Class view, such as the table in the residential furniture industry, you can see the rush hours of visits and deals late at night. Speculating on the consumer's common sense can get the answer, that is, the general purchase of large items are family units, not a single person to make decisions. So master not similar consumer shopping habits, adjust the promotion period, to enhance the conversion rate of the entire shop has a very good effect.

Other important dimensions of consumer data, including gender, age and geographical distribution, determine the demographic attributes of consumer groups. In the data cube we can not only view demographic data for a particular industry, but also look at the consumer data of a particular brand, product, and product. In the case of the iphone 4S and Samsung Galaxy 3, Samsung has a higher proportion of male consumers than Apple; Apple's main buyers are 18~24岁, younger than Samsung's 25-Year-old, and Jiangsu, Shanghai and the Pearl River Delta have a higher degree of fondness for Apple.

And a preference for Samsung's population more distributed in the north and southwest areas of the city, the geographical difference is also very large.

Sellers want to dig more into the demographic breakdown of data, can focus on the Magic cube team output of free data products "Taobao index" (shu.taobao.com). This product released some data can be simple analysis of Taobao buyers of the crowd segmentation, tell sellers who are consumers, like what.

We search the "love Apartment" this time before the more popular network words, you can see the following data:

The first is that the word search and deal of the consumer population level is in the middle, because the "love apartment" The key word of a lot of products are TV series "Love Apartment" actors of the same dress, but also summer clothing, so this part of the product itself is not high price, consumption is also biased to moderate consumption capacity of people.

Buyers and the identity of the crowd, novice and junior buyers more, white-collar and students accounted for a large, this data confirms the figure above the middle level of consumption capacity.

The index also provides some of the consumer's constellation distribution data, which is less likely to be used for direct analysis, but it can be interesting to dig up some data.

Finally, we look at the interests of consumers, in fact, this part of the data is through the consumer's associated collection, the purchase of information multidimensional definition of consumer interest points. Help sellers better understand the image of consumers by playing labels. For example, search "Love Apartment" one of the most people is the beauty of girls (will buy a lot of women's clothing, women's shoes and other categories), but also she is a pet family (bought pet products) and so on.

If you think that the data is not specific enough to fall to a specific treasure and brand, you can look at the "relevant brands" and "related products", which will give you a better understanding of this group of consumers interest points.

You can view the associated brand under the relevant baby, click on each baby to see the link on Taobao.

In addition to the above mentioned through the data to do consumer research, some shops, Baby pictures page display also need to study carefully. Data analysis will eventually hit the ground to improve turnover, so for the shop, the decoration style is a sales language, when you locate your target audience who is, you need to know what style they like, and then find the most suitable for their visual system, this way you do all the work will fall to the transformation.

In the internet age, in addition to familiar with the rules and data analysis, the final landing or baby display and description. Taobao so many consumers, the majority of women, and women are mostly visual animals, how to guide them to your interests, in addition to a strong brand endorsement, do a good job in consumer research, marketing communication is very important.

Hope this time to explore consumer data and positioning target crowd, can give you a little more ideas to improve the operation of the shop. Next we will also work hard to explore the value of Taobao industry data, for everyone to continue to analyze data, diagnostic shops.