Precision Marketing First step: "Portrait" for the user

In the last two years, the word "precision marketing" has swept through the water, and businesses of all sizes are like catching straws
Like to seize this lifeline. As everyone knows, in order to bring the revolutionary marketing methods, precision marketing Also
is a double-edged sword, blindly use or mandatory recommendation often leads to counterproductive marketing effect.

At present, the problem of precision marketing is mainly manifested in two aspects, one is the target population is not accurate, mistakenly will
Existing users or loyal users as the core users of the product, and the second is to belittle user behavior, only by the basic social
To define the user's nature. Therefore, the premise of the success of precision marketing is whether there is enough accurate "user portrait" to do
Support.

* What is a "user portrait"?

As the internet moves into the big data era, it inevitably brings a series of changes to business and consumer behavior.
and remodeling. One of the biggest changes is that the consumer's behavior in front of the enterprise seems to be "visual
Of the ". With the deep research and application of big Data technology, the focus of enterprises is increasingly focused on how to use big
Data to serve precision marketing, and to tap into potential business value. Thus, the concept of "user portrait"
It was born.

User image, that is, user information labeling, is the enterprise through the collection and analysis of consumer social attributes, life learning
Consumption behavior and other key information, the perfect abstraction of a user's business picture, you can see
Is the basic way for enterprises to apply big data technology. The user portrait provides a sufficient information base for the enterprise to
To help companies quickly find more accurate user groups and user needs and more extensive feedback information.

* How to "portrait" of the user? *

The focus of the portrait for the user is to "label" the user, and a label is often artificially defined as a highly refined
such as age, gender, geography, user preferences, etc., and finally, all of the user's tags are combined to
Look, the basic can be sketched out the user's stereoscopic "portrait".

Specifically, the following three steps are required when you are painting a user:

First, collect all the relevant data of the user and divide the user data into static information data, dynamic information number
According to two categories, static data is a relatively stable user information, such as gender, geography, occupation, consumption level
And so on, dynamic data is the user's constantly changing behavior information, such as browsing the web, searching for goods, commenting,
Contact channels, etc.;

Secondly, through the analysis of the data for the user to paste the corresponding label and index, the label on behalf of users of the content is
Interests, preferences, needs, etc., the index represents the user's interest level, demand level, purchase probability, etc.

Finally, using tags to model the user, including time, location, people three elements, simply what is the use of
When and where the user has done something at what time.

* How to use the user portrait for precision marketing? *

The change in consumption patterns is prompting users to get the information they want to know as quickly as possible, so say, based on
The precise marketing of the household portrait is a requirement for both the enterprise and the user, which will be traded to both parties.
Bring great convenience, but also for the two sides to build a smooth platform for equal communication.

When the enterprise can accurately portrait of the user, it can be used for precision marketing services, including:

1, analysis of the original user attributes, to find loyal users, core users, target users and potential users;

2, the use of data management platform for user behavior data collection, build and improve the user portrait model;

3, to find the urgent needs of the matching crowd of information, accurate push the corresponding marketing advertising or service information;

4, marketing information for a period of time, analysis of user feedback behavior data, so that marketing more accurate;

5, continue to enrich and optimize the user portrait model, and ultimately achieve personalized marketing and service push.

It can be said that big data technology allows enterprises to portrait of users has become very simple things through to a particular crowd
Analysis, you can accurately know the user's consumption habits and even analyze the user's thinking process, which is undoubtedly the enterprise
The precise marketing of the industry has brought great help. Therefore, enterprises must act now and make full use of large numbers
According to the technology to establish user portrait model, and consumers thoroughly "play" Up!

Precision Marketing First step: "Portrait" for the user