Present situation of user portrait: widely used in personalized recommendation, precision marketing, project establishment, decision-making, optimization and so on.
User portrait trend: from user portrait to personal digital portrait, consumption is customized at the personal level, and rhinoceros intelligence is the prelude.
Let's share it in depth:
The origin of user portraits: In order to facilitate the study of customers' interests, habits and consumption decisions, user data portraits are established with the help of big data.
User portrait is a tool for sketching users, and the purpose of sketching users is to find customers' demands, adjust the direction of business design and assist business decision-making.
The establishment of user portrait is a huge and complicated project, which can be roughly divided into the following three steps:
Get user data:
Data is the foundation. Traditional enterprises obtain data through offline membership registration, information registration and customer questionnaire survey.
Internet companies have unique advantages in obtaining user data, including online user registration, real-name authentication and detailed information registration. , as well as user positioning, opening, closing, using APP to record, browsing page information and so on.
It can be said that as long as customers connect to the network to use APP, Internet companies can obtain user information in real time.
Subdivide user groups:
The second step of establishing user portrait is to establish different dimensions, subdivide user groups, and label the obtained user data with various labels.
These labels include (but are not limited to) the following:
Social attributes: age, gender, region, nationality, education, occupation, marital status, etc.
Living habits: interests, hobbies, diet, daily life, leisure, entertainment, sports, etc.
Consumption habits: time, place, product, category, quantity, amount, frequency, etc.
Psychological attributes: interest, habit, behavior, preference, blood type, constellation, zodiac, etc.