Author: Zen and the Art of Computer Programming
1 Introduction
User profiling refers to extracting user characteristics, behavioral habits and other information from historical data, and analyzing this information to formulate targeted marketing strategies or product features based on business needs. Its purpose is to better understand user groups and provide services that are more in line with user needs based on their individual needs, and to enhance the company's overall operating capabilities. The research history of user portraits can be traced back to the 1980s. At that time, user portraits were only used to help Internet companies conduct marketing to attract traffic. However, with the explosive growth of Internet websites, user portraits have become an important tool in influencing user experience, promoting business models, and improving customer service. In recent years, with the rapid development of artificial intelligence, cloud computing, and big data, user portraits are playing an increasingly important role, especially when user portraits have become an important tool for evaluating brand competitiveness in emerging industries.
2. Explanation of basic concepts and terms
User portrait overview
User personas consist of the following three elements:
- Multi-dimensional user features: User features are used to describe static attributes of users, such as age, gender, residence, occupation, education, consumption level, etc.
- Multistep social network connections: Users usually have multiple social relationships, including friends, colleagues, neighbors, relatives, etc. There is similarity between different social relationships, so different social relationships can be connected by constructing a multi-step social network connection graph.
- Historical behavior recordings: historical behavior records generated by users in different scenarios. These records can be analyzed and counted to reveal the user's behavioral habits, preferences, and preferences, thereby revealing the user's personality. Through the above three elements, we can classify users, or generate different user portraits based on user characteristics, social relationships, behavioral habits and other dimensions. Below we introduce each element in detail.