Zhouning: A key node for large data applications: User Registration

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The goal of large data is data marketing: What do you need data for? Marketing, transformation. How to improve the conversion rate of the data? How to promote trust? Professional, interactive. In fact, before the advent of large data concepts, such business logic has long existed, one of the key links is the registration of user relationship maintenance and data mining. If you pay attention, you will find that the registered User Service link is 360 and Tencent Gap, Samsung and Apple Gap is excellent and excellent gap.

If the experience, we can find: from the user registration service link, we can see 360 cannot replace Tencent, Samsung can replace Nokia but can't become apple. Those excellent companies, such as Apple and Google, have done a great service in attracting users to register and register users.

We start with the use of mobile phone to register the user Service problem.

Two years ago, a mother described her daughter's loss of an iphone: She was so sad when she lost her cellphone that her mother bought an iphone for her to comfort her. When she saw icloud help her find the communications and apps, it was a lot happier-Apple couldn't give you a phone, but Apple could make you have an identical iphone. This is a registered user system, with the icloud cloud service solution.

Apple's iphone's registered user system is like this:

√ The user must register to activate the system.

√ User's communication record, mail, photo, file can be backed up with icloud.

√ All this is simple and reliable.

Google's Android system also implements a similar function, through Gmail you can manage the communications record, APP. However, it is a pity that no matter Samsung, Sony, or the domestic Huawei, Lenovo, Millet, almost all castrated Google's original cloud synchronization function, and use their own crappy system to replace--this is behind commercial interests, especially the application market. The result: A person can have two of the same iphone, but there is no chance of having two identical Android phones.

Huawei, for example, Huawei's cloud services cloud platform from the architecture of the Apple icloud features, but from the availability of Huawei Cloud services, the basic lack of usability. This in itself embodies a mobile phone manufacturers of a logic: good hardware to do, registered users of the service is free, since free also not responsible. So, we found that almost all of the data of Android mobile phone synchronization, Tencent is quietly "learning Lei Feng."

In the mobile phone manufacturers to invest in huge research and development funds, promotional funds, competition hardware configuration, competition price behind, we reflect on the logic of Apple and Tencent: If your data are provided by this manufacturer permanent service, who will you choose Next time?

Let's experience the browser again.

In the use of the browser, the most personalized function is the favorite folder. New computers and Cross-platform use of browsers, the most troublesome is the synchronization of favorites. The best thing to do at this point is Google's Chrome browser, Apple's Safari browser. Their logic is: you register to use, we help you synchronize your favorites.

And the domestic browser is now such: registration does not have any benefits, no one to help you sync. Mobile browser is completely hao123 logic-your favorites I am the boss. Like UC Browser, do not say save favorites, each upgrade will help you clear 0!

What is the result? manufacturers ignore the user's trust, and the user gives the return is very low loyalty, at any time can change a browser. What puzzles me the most is: Why do you spend all your energy on non-critical functions and ignore the core functionality experience every day?

Let's look at the difference between 360 and Tencent's registered user system.

First, let's take a look at the logic of registered user management. The registered user system should have the following 3 main links:

√ How to drive user registration?

√ What services do you provide for registered users?

√ Mining registered user value.

Let's compare what Tencent and 360 do in these areas:

Read the form you should find that 360 driver registration is very weak very marginal demand, and Tencent driver registration is the core needs. After registering Tencent's service is sufficient, and 360 can say no service. The gap between excavations is even greater. So, 360 is a very strong company, but 360 is always hard to match bat. In the Register user this link, manifests is the outstanding and the outstanding disparity!

The core idea of a registered user is what?—— customer-centric. Each company attaches great importance to the promotion, the purpose of the promotion is what?—— access to users. How do I get a registered user? Let him drain or leave him and dig value? It all depends on whether you are attentive and respectful of the user's trust.

The experience of data marketing tells me that the conversion rate of the regulars is 100 times times or even 1000 times times stranger! If you do not value the feelings of registered users, your promotion will be devalued 1000 times times! (Wen/Ningjie network zhouning)