When it comes to user portraits, everyone must be familiar with it.
The persona that PM likes to use every day is it, because of it, it can b2c email list be more specific and convincing when talking about needs.
Why can't your user portrait be implemented?
So how did the user portrait come about? Apart from being useful when product managers are talking about requirements, what else can they do? Please listen to the author one by one.
1. What is a user portrait?
The premise of user portrait is b2c email list labeling, and the user portrait is composed of various labels, so the bottom layer of user portrait is labeling. As long as the labels are played well, the user portrait will never fall.
The practice of most companies is to use data statistics to find labels with a degree of discrimination, which generally include labels such as user attributes, user value, transaction attributes, interaction attributes, commodity preferences, and behavior preferences.
Then form user portraits based on tags. However, such portraits are difficult to undertake with specific operational strategies. For example, 25-30 years old, male, the label of the first-tier city, how to undertake the operation strategy?
Because such labels are established by data colleagues rather than operation colleagues, they are often divorced from business reality and difficult to implement.
For so many years, even at the level b2c email list of Ali, only the label of product preference has been applied better. There are very few really useful and landing labels for a product, a dozen or so are actually enough.
If you really want to land, you shouldn't actually stare at the label to think about how to apply it, but first think about the business process, and then think about how to find the label to circle users.
Use behavior tags as the main logic (user stratification), do the first step of refinement, and then subdivide different groups (user groups) with attribute tags on the main logic.
For example, for a transaction product, the user stratification can be divided into users to be activated, users who have not been activated, users who have been activated, and users who have transacted.
Then make detailed user grouping under each layer, such as dividing users who have been activated but not trading into several stages: those who are interested, who are looking for targets, and who want to buy.
Then circle specific groups of people by combining some behavioral tags and other tags. The needs of users at different stages are different. Those who are interested mainly promote product introductions, those who are looking for a target push popular products, and those who want to buy will be reminded to pay attention to product trends.
In addition to the main logic, cooperate with attribute tags to optimize copywriting. For example, young people + are interested, then the copywriting can be a little more fun. Older + interested, the copywriting should be more formal.
The above is the user portrait of the landing version, which will be applied to user stratification and user grouping. Next, we will sort out the relationship between them and tags.
2. What are user stratification and user grouping?
The best scenario for user tags is the recommendation system, which can complete accurate push through different tags, reach thousands of people and thousands of faces, and improve business conversion rate.
At the refined operation level, user tags serve for user stratification and user grouping. Without user portraits/user tags, user stratification and user grouping cannot be effectively formed.
Why do user stratification?
User stratification is a method that is used when the number of users is very large and difficult to manage. It is more effective to stratify products with strong business attributes, because to improve conversion and growth, user stratification uses different operation strategies to improve conversion and reach thousands of people. Ten faces.
The common logic of user stratification is to stratify from low to high according to the degree of association between users and the core business of the product, and from .