How to get started the user behavior in data marketing

Remember the last article Cao shared is "data marketing, the development trend of future marketing, there are many webmaster, micro-credit marketing and other friends are added Cao Micro-letter asked me: Data marketing in the user behavior in the end should be from what aspects, how to obtain better marketing results from the user's behavior? So this Cao to share, but also hope to be able to help those who do not know how to use data to do marketing enterprises or individuals.

In the era of Internet, whether enterprises or individuals want to get the effect of marketing, then ultimately can not be separated from the user behavior research. In the dual-screen era (PC and mobile Internet), only understand the user's behavior, will know what the user needs at the moment, can do "the right remedy." A simple example: a pork-buying boss may sell pork to passing children when he does not know who he should sell it to, right? Ask: Does the child buy pork? The answer is certainly no.

Then the question comes, how to better in the data marketing for user behavior to do marketing it?

First: What can user behavior research do?

The user's research is to be able to completely see what the user needs currently, this is the user needs analysis, such as:

Who are the users who are currently using our products?

What kind of characteristics do they have?

What problems can they solve with our products?

Is this a very important question for them?

In addition to solving their current problems, what problems do we need to solve? What environment are they using our products?

......

This is the user needs analysis, any enterprise in the development of a product, all need to target the user's group to conduct a study, as the above several demand issues, do you understand the importance of it?

After the analysis of user needs, but also the evaluation of their own products, such as:

When users use our products, can they successfully solve their current problems?

Is the use of our products simple enough?

Will users encounter difficulties in using the process?

Does the user have to pay a great price for using our products?

What is the satisfaction of the product after the user has used the product process?

What more needs to be improved in our products?

......

Have you seen the dawn of success? Don't worry, there are user behavior analysis, such as:

How do users use the product in the process?

Where does the user focus on the product?

What features do users often use?

What part of your product is ignored by the user, is it necessary to continue to exist?

......

Demand analysis, product evaluation, behavioral analysis and three for one, it constitutes a business or individual research users what can be done? These three parts are indispensable, lack of any one, can not constitute the most basic data marketing analysis, otherwise, you make products are defective, is not acceptable to users.

Second: User Research methods

User research methods are mainly divided into two parts:

1: Qualitative analysis

The principle of qualitative analysis is to find the smallest elements that make up the things, to clarify the relationship between them, and then to answer questions such as: Why, how, etc. It is the most important thing is to carry on the language, the behavior, the use traces three aspects collects the data, finally carries on the data processing method: Analyzes, the collation, the induction, the dismantling, the understanding and the explanation. It is more suitable for deep understanding, mining and providing assumptions, but the flaw is not to generalize.

2: Quantitative Analysis

The principle of data analysis is to transform the actual problem into digital index, to get the answer by solving the maths problem, and then to answer the questions, such as WHO, What, where, where, abound, how many and so much. Then carries on the data target collection, finally uses the statistics to carry on the data processing. However, it is more suitable to describe the current phenomenon, the validation of the hypothesis, the resolution of the boundary is more clear, easier to quantify the problem.

For example, we can use interviews, focus groups, contextual visits, competitive analysis, card classification, user model, expert evaluation, cognitive walking, satisfaction assessment, questionnaire, product usability testing, Web site data statistics and other user research methods.

Third: User research methods used in product flow

The 2nd concludes that we can study users in some ways, how are these methods used specifically in the product development process? It's going to be about four points:

1: Product Concept

Interview method, focus groups, contextual visits, questionnaires, competitive analysis, user model Five points is the concept of the product, through these five points we can explore, verify, the user's needs, so as to identify the final product design objectives, which is the product development process in the most important part.

2: Product Design

Usability testing, card classification, reasonable research, cognitive walking, expert evaluation These five points are the products in the design need to master, used these five points can be clear vision and design scheme determination, interactive design experience of the program evaluation and usability analysis.

3: Product Development

Usability testing, cognitive walking, expert evaluation these three points are reviewed for the product in the iterative development process, different versions of usability issues, and so on, they are composed of product design and development process of the most needed three points.

4: Product Release

After the product release, the enterprise needs to carry on the questionnaire, the satisfaction appraisal, the user interview and so on to understand the product after the release user's feedback, each function point usage, the new function point excavation and the product promotion strategy and so on. It's back to the 1th user behavior research.

Whether we find that these three big points are a closed loop, the lack of any one link will lead to the lack of data marketing analysis. So the last thing to say is, because the enterprise is different, so the research on user behavior is certainly different, so this article is a dry goods category of "methodology", Cao is to enable everyone to understand the importance of data marketing in the future. With the development of mobile Internet, the traditional enterprises began to go offline to expand their business, to make up for the lack of marketing, but these enterprises should pay attention to the importance of data marketing, missed the internet era, but in any case can not miss the data marketing.