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Talking about the current situation and development in the field of electronic business user's portrait
First, what is the user-portrait?
User portrait is tagged abstract user model of society based on user attribute information, habits and consumer behavior.
User portrait core value is to understand the user, the user's guess potential demand for fine positioning of population characteristics, and tap the potential user groups.
Combined media sites, data depth advertisers, advertising agencies and corporate groups to get the user's mining features, differentiated according to ethnic characteristics and common features to help customers find marketing opportunities, operational direction, and comprehensively improve the core influence customers.
Second, the status user portrait electricity supplier industry
In the field of electronic business in Jingdong, Ali TB to these terms of high-quality, multi-dimensional data record a large number of network user behavior, user portrait basic user attributes is to analyze the data obtained, purchasing power, behavioral characteristics, social label model network, psychological characteristics and interests, etc., so as to guide and drive the business scenarios and operations, discover and grasp the enormous business opportunities in the mass users.
1 user profiling technique
The basic attributes: namely sex, occupation, monthly income, with or without vehicles, and other labels, user registration information and to obtain a multi-dimensional modeling;
Purchasing power: the Prodigal index, tidal mother family, the level of consumption and other labels, by the amount of consumption, single frequency, consumption cycle analysis modeling and other data obtained;
Behavioral characteristics: the level of activity, type of shopping, living and time tag, by analyzing the views, clicks, orders and other data obtained;
Social network: the network of social relationships, company networks and other labels, to judge by the shipping address information, address and other activities;
Psychological characteristics: the promotion sensitivity, loyalty shopping labels, frequency of use by vouchers, buy a single category of brand distribution data judgment;
Interests: the sports preferences, brand preferences, love to dress up, color preferences and other labels, through the purchase of goods, color, brand and other information to judge.
Third, the application user portrait electricity supplier industry
User portrait used to solve the data into business value problem is the mass of data to dig gold refining silver. Jingdong and Ali are now the main user profiling technique is mainly used in advertising, recommendation, search and other direction, is also committed to user statistics and data mining for users to show a gluttonous feast electricity supplier of big data, while giving businesses and consumers with business and shopping reference. Its main applications are the following:
Business portrait of female users Description 2 electroretinography
1, precision marketing
Precision Marketing is the perfect solution to what time (when) the what (what) is sent to whom (who). To solve this problem, in fact, have to rely on user profiling technique, we need user to describe the image. Jingdong and Ali are usually based on the user's browser, click, consulting, plus interest, put the cart and a series of actions for users marked with multi-dimensional label, then e-mail, text messaging, push, Station Letters, etc. The appropriate information to the user.
We usually encounter the following scenarios:
Users just want to buy goods out of stock, the user sets the arrival of a reminder, a reminder of how we can push the arrival time?
Users browse the purposes of certain types of goods have been slow to buy in order to facilitate the purchase, how do we push?
Address these scenarios, we all can make use of user profiling technique; usually purchased by the user according to category, with the case of vouchers, the cart of merchandise analyze the user's personality, whether price-sensitive, whether rational consumption label push; or to remind plus browse through the goods when, out, collection, Add to cart other acts portfolio analysis recommended product obtained. Appropriate push not only let users generate clicks and transactions, as also help users save time, get better product experience, thereby increasing the goodwill and dependence.
2, user statistics
User statistics is based on a large number of user behavior data, industry or describe the phenomenon of the crowd. For example, you can get different constellation of haze prevention index by purchasing masks, air purifiers and other categories of orders for tables and user tables, these industry analysis report is to provide the results depicted electricity supplier for large data users, to meet the corresponding IP and social hot spot effects can enhance the brand influence spread.
Which Jingdong index and Ali index is based on large amounts of data generated insight into statistical products, these data including user information, behavioral data, media labels, cooperative mapping data to help brands, shop better understand their product audience crowd, clearly in competition and the advantages and disadvantages of the industry.
3, data mining
According to the user's data mining some useful rule of decision-making, data mining property is through screening, clustering, correlation analysis, regression algorithms and other methods to find people with the crowd, and the crowd of goods, commodities and commodities, goods and brands differences and links between, to discover and tap more business opportunities.
Data mining algorithms FIG. 3
Data mining can often solve the "people tend to like something what will like", "or did this person usually will do" these scenes. We can see that, Jingdong, Taobao Women's Day is not only for women in the 38 categories of commodities activities, also comes with a male or a combination of commodity marketing activities. Male goods female festival looks does not matter, but which bears major principles. It is like we are familiar with beer and diapers Marketing Case: Wal-Mart through a lot of data survey and found that there is a class of people (Daddy) to buy two types of goods Friday after work spot - beer and diapers, so the combination of these two types of goods Promotions and reap satisfactory results. Beer and diapers itself does not contact, but by user profiling technique, making the combination of these two commodities had a greater benefit.
In addition users can also perform data mining appropriate recommendation, this scene is what we can see on Jingdong, Taobao Home "Recommended for you", "good goods" and recommended the columns, these columns will provide users based portrait private customized recommendations related merchandise, retail and articles.
4, the effect evaluation, quality user Analysis
User portrait Another important role is to analyze the characteristics of a user group category, store or brand to find high-quality user, and then carry out more targeted and precise effect of advertising, allowing users to truly interested in this category generated more many clicks and transactions.
For example, in the eve of the 618 data interface Jingdong range of products and services will be fully applied to the user model portrait products are. According differentiation characteristics ethnic groups, all kinds of projects help businesses find marketing opportunities, operational direction, and comprehensively improve the core product of influence, enhance the product user experience. Application model include: user characteristics, including age, personality, shopping preferences, purchasing power, the interpretation of the user's physical characteristics sketched out in Jingdong, giving a certain trend of the concept of "Fan child", close to the user. As the saying goes Know thyself, can only know yourself, it is to let the user portrait Jingdong better understand their electricity supplier industry and tools.
5, search optimization and other products
Portrait of a unified user data for search service interface, artificial intelligence and other products calls to improve communication between the user effect, optimize the user experience. For example, calls to the recommendation searching, for different user attribute characteristics, personality traits or habits in his search or click on the show matches the user characteristics and preferences of goods, to the user-friendly and comfortable buying experience, can greatly improve the user purchase conversion rate even repeat purchase, of great help to increase customer loyalty and user stickiness; such as data interface provides intelligent robot to the site JIMI, the user can be based on user response portrait of tailored consulting strategies, such as rapid understand user intent, targeted product evaluation or product recommendations, and other personalized care, increased dramatically JIMI intelligence level and intensity of services to win customers and certainly welcome.
Fourth, the future development of the electricity business user portrait
Portrait of core users than the users themselves is to allow us to better understand the user, so as to provide better service. For the development of the electricity supplier industry user portrait technology, I mainly from two aspects of how to improve portraits and portraits of other user application techniques will be discussed.
1, improve user portrait
User data is a fundamental form of portraits, in order to improve the user-portrait, it is necessary to have more dimensions of data. The only way to be more precise market positioning, industry analysis.
Portrait on existing electricity supplier data, covering only basic user information, user behavior and access media labels. These data are whole lot, but the lack of offline data. How to supplement this part of the data, we need to let the user by means of counter-fill product information to add. We can let the user questionnaire / month bills statistics, etc. to take the initiative to fill in the consumption data. By monthly bill of such products on the one hand it can help users to record monthly expenses, paycheck to paycheck to help solve pain points I do not know the whereabouts of the cost, on the other hand also allows the electricity supplier industry understand the overhead size, cost and overhead flows to the scene at the user's line, with more data online data mining depth.
Another way is to open up multi-party data to improve data, cross-border data mapping, thereby increasing portrait dimensions, such as supplemental financial industry data, can enhance the user's credit describe and other business description. On Jingdong and Ali, the data will have a financial or other industries, to improve this portrait is also an important support.
2, other applications of the technology portrait
Portrait of a user application in addition to several previously described herein, may also be combined with real-time scene, a consumer guide. For heavy-duty users, or when the search destination by bike sharing, drops, map navigation, etc., electricity providers app with real-time push online shopping mall brand stores under the brand shops line promotional activities, not only to intercept under section lines leading online consumer spending, but also give consumers a more friendly experience.
V. Application user profiling technique into other industries
Users say the application portrait in other industries, as a not graduated into the data field of the automotive industry in terms of product manager, of course, talking about the first user portrait automotive industry. As far as I know, Ali, have their own electric car business sector, Jingdong then there is easy car network's flagship store, two electronic business platform is a certain vehicle data, related data can occur with the electricity supplier industry create greater value.
1, how to describe the car user portrait
For cars, we will depict a brand, manufacturer, model or group portraits cars, helping the manufacturers, dealers clear product positioning, to help them better marketing; the user, we will pass cookie ID, device ID, account number, phone number, etc. related to identify unique users, from basic attributes (gender, age, etc.), purchasing power (willingness to buy cars, car urgent degree, buying preferences, etc.), behavioral characteristics (purchase user, consumer preferences), etc. will be described.
Figure 4. automotive industry user portrait
2, the car user application portrait
In fact, as with the electricity supplier, user profiling technique will be mainly used in advertising, recommendation and search, user statistics, these scenarios to provide accurate delivery, personalized articles or models recommended, search optimization, web content optimization support, and operations .
User portrait, we can give different users bring different experience, such as non-car users to push popular and he is interested in information and models to improve the user viscosity; car users to recommend him for models, provide purchasing decisions oriented, to improve transaction conversion.
Or by analyzing the user, we can know which models the highest attention and sales areas, auto focus and what the highest sales month, we can according to these analyzes, manufacturers or dealers around can effectively intercept models competing products, marketing, delivery, offline activities.
In addition, user profiling technique will support the work of other departments. For example, the portrait cc data access system that allows telemarketing telephone communication with customers before will be able to understand customer preferences in advance, so as to provide more tailored recommendations and services to increase volume.
This article published on everyone is a product manager from the @Rain original. Without permission prohibited reproduced.