Amazon integrates user behavior data to achieve precision marketing

To organize and summarize the first time before the Spring Festival to share. Amazon has a lot to learn from using household data to achieve precision marketing. In the process of using Amazon website, many behaviors will be recorded. Based on these data, Amazon constantly outlines the profile and requirements of each user, and based it on precision marketing.

Collection of user behavior data

User General Shopping Flow: Search for what, see what products detailed introduction, eventually purchased what products, will be Amazon recorded. Other user history purchases have also been useful here, making them a good recommendation. Because users do shopping decisions, they also want to know what other people have seen and what they have bought.

In addition to user purchase behavior data, Amazon will also engage in some activities to "seduce" users to say preferences and needs. A more typical activity is voting. For example, here's a vote on whether you like Valentine's Day. Most like Valentine's Day users are in love, Amazon may recommend a variety of gifts, such as couples wear, rings, flowers and so on. Lovelorn and single people generally do not like Valentine's Day, Amazon recommended lovelorn healing books, such as game consoles and other entertainment products.

Of course, if the user is not enthusiastic about the vote, Amazon will even hit the money to "seduce" users to say their own preferences. Once the user votes, their views, inclinations, or hobbies are exposed. In other words, the user is tagged by amazon.

Integrate user behavior data to achieve precision marketing

Light collection of user behavior data is only the first step, Amazon is strong because it can integrate user behavior data and preferences, and mining the potential needs of users. Targeted and accurate marketing of users with the same characteristics. If Han's new book is on the market, how can Amazon do a promotional EDM (email marketing)?

First of all, from the user purchase behavior data to filter out the book that has bought Han Han wrote the user. Are only these users our marketing goals? Don't forget that Amazon has also collected some of the user's non-purchase behavior data. Yes, plus in the website on the "like Han or Guo" vote in the selection of Han cold users. Is that all you got? Of course not, Amazon will also have to analyze what this kind of common features, so as to customize their appropriate promotional methods. If their buying behavior data show, they choose the cheapest way to deliver the ratio than the overall user group. This indicates that this group of users is more sensitive to the freight price. Well, the target audience and the theme of this promotion can be established. You can even think of the message title---------------Han.

Of course, it's not over yet. When the target user receives the message, whether the message is open, or if the link in the email has reached the landing Page of the promotional product, these actions will be recorded. Throughout the promotional campaign, this can be a statistical activity, providing a historical basis for the next event to evaluate similar promotions. In the case of individual user data collection, it can also be used to measure the user's acceptance of specific topics and specific promotional methods. Such data can be used to determine whether a similar topic or promotional method is still being emailed to the user. Because the failure of marketing will also give users a bad user experience, so that the loss of the site, angry users may be directly next to Amazon's Mail directly into the dustbin.

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