User layering is a pyramid model. Each layer is completely independent. The company email list layering has specific business distinctions, and users do different things.
Some stages + each stage standard are divided artificially, which is user stratification.
The purpose of layering is to hope that users will convert to the upper layer. If you can't convert upwards, then your user layering is wrong.
The value of product stratification with a short decision-making process is not significant, and the product stratification with a long decision-making cycle is more valuable.
For products where user decisions are made in one day, user stratification only needs to be done: new users + old users. The operation for a new user is to hope that he can trade. The operation for the old user is to hope that he can continue to trade.
User groups generally company email list overlap, and a user may belong to both group A and group B. Grouping is done on the basis of stratification, such as in e-commerce, gender grouping, and age grouping.
The rfm model is commonly used for grouping, and there are many on the market, but in fact, this model may not work well. The rfm theory is as follows:
Why can't your user portrait be implemented?
Let's take a look at the rfm model in real use by Meituan:
Why can't your user portrait be implemented?
The core logic of Meituan rfm is disassembled as follows:
Why can't your user portrait be implemented?
Why the rfm model company email list may not work well? It first came from the retail industry and is not necessarily applicable to the current C-end products of the Internet.
User whose activity has dropped, push him something of interest
Users who have been shopping but have been reluctant to place an order will be given coupons
High-quality users are lost, send some return gifts
Worry about the core high-quality users, just do points or members to give them value and respect
...
Are these good practices? I'm sorry, these are just academic ramblings, not enough to land on the ground, finding an intern can do the job well.
To do a good job in user stratification and user grouping, the core is not to establish a good model in advance, but to find answers with questions.
An excellent operational action should be user reach that meets user needs. The premise is to discover the user's contradiction in the product, as shown in the figure below.
Why can't your user portrait be implemented?
There may be no nirvana in this world, and any strategy and action cannot be achieved overnight. It is normal to do it poorly at the beginning, but it needs to be tested and iterated frequently.
The most terrifying thing is not that we didn't do it well, but that our users have changed, the data has changed, the product life cycle has changed, and the operation actions are still the same.
The topic is too far away, so user portraits, user stratification, user grouping, user tags, smart, do you understand?