User portrait is a very new word, it is the first big data industry stands by its word and concept of fashion. Now we are talking about user portrait operations, and it is also the precision marketing, refined operation directly hooked.
What is a user-portrait?
In the Chinese language environment, user portrait is used to describe the characteristics of the user (user background, characteristics, personality label, behavior scenes, etc.) and to contact the user needs and product design.
In short, the purpose is to build a user wants to portrait, and to precision marketing based on user information through the user to extract feature information from the mass user behavior data. It is based on Internet users leave traces of all sorts, actively or passively collect information, and then out of a comprehensive and detailed picture of the user's information as possible to help resolve how to transform data into business value problem. For example: guess the gender of the user, where they come from, how much monthly income, there is no love, nothing like, ready to go shopping?
User segmentation dimensions portrait
Users portraits include:
1- gender, age, growing environment;
2- life circumstances, lifestyle, habits;
3- character description, and the heart's desire;
4- consumer sentiment, what like and do not like;
5- inner expectations, not the unmet need;
6- world, life and values;
7- social characteristics;
8- media habits;
9- curiosity and extent of the reaction of new things;
Lenovo levels 10- demand for products;
11- and products point of contact;
User portrait classification
Over time, users portraits are constantly refined and improved analytical methods have gradually improved from the original "empiricism", to become a big data-based and oriented.
1. virtual user portrait
Portrait user defined dimensions and segments user portrait early and described above are different. It is through research on various aspects of the user information, a variety of information obtained polymerization classification and analysis, a virtual user is formed with a typical characteristic.
Obtained by the process of this investigation subjective user portrait relatively strong, not participate in the construction data, will be more natural rough particle size, can not accurately describe the characteristics of the user, as the user just a few simple abstract image.
For example, the portrait of the user can be represented by the form described in the following figure:
2. Data Users portrait
By "virtual user portrait" we can define the basic characteristics of these surfaces the user's gender, age, etc., but the definition of this feature extensive, is not accurate, you want a more comprehensive and accurate understanding of your users, you need to use user data portrait.
In the Internet age, the application of big data technology makes it possible portrait of the user data. This user-portrait with the continuous development of the Internet, the accumulation of user information behavior record has become increasingly diverse, can be calculated for each user characteristics. Portrait of former subdivision Dimensions User already discussed before.
The label set of user portrait represented , for example:
Zhang, female, 28 years old, from Beijing, Shanghai work, financial analysts, annual income of 500,000 married, a suite, two cars, have children, I do not like to socialize, love sports, and other consumer and strong.
Basic information can be obtained through user registration information, like whether to have children but, if like to socialize, drink liquor, consumption levels, etc., the user will not tell us, you need to set up a data model can be calculated.
Of course, different business areas of the enterprise, users have different labeling schemes is the need for targeted design, such as: financial and FMCG user label system will be different.