Construction Practice and Marketing Application of Free User Portrait Platform

The construction practice and marketing application of the free user portrait platform are mainly divided into three parts: 1. Who needs to know about user portraits in the data age? The second is to share the construction practice of Da Vinci's user portrait platform for free, to help you understand the construction process of user portrait from the whole to the part, and the functional modules that should be provided; The third is to introduce the actual marketing application case of free user portrait and make better use of the tool of user portrait. 0 1 in the era of big data, who needs to know about user portraits? 0 1 refined marketing is the general trend. With the advent of the era of big data, the extensive marketing method with no difference among users is outdated; Instead, it is refined marketing that provides users with personalized services. For example, we usually use similar content recommendation of headlines, product recommendation of Taobao, personalized housing recommendation of free app and other services. For enterprises, marketing specific user groups can reduce marketing costs and improve conversion efficiency. For example, advertisements for razor brands are displayed to male audiences, and advertisements for cosmetics are displayed to female audiences. For users, they get what they want, get the right service and have a better user experience. For example, the e-commerce platform recommends suitable supporting facilities to users according to the categories purchased by users in history. The basis of refined marketing lies in the description of users. By dividing different user groups and analyzing the characteristics of different user groups, we can adopt corresponding strategies. This is the process of user portrait. As the saying goes, "Know yourself and know yourself, and you won't be in a hundred battles". It is the general trend to use user portraits for refined marketing to help enterprises reduce costs and improve efficiency. Everyone should understand that the core of the development of user portrait enterprises lies in taking users as the center, serving users well and focusing on the core, so as to move in the right direction. For example, Google's first creed is that users are the center and everything else goes with the flow; Tencent insists on all user value-oriented; Ali insists on customer first, and customers are food and clothing parents; Free values insist on customer first and serve customers well. From this point of view, employees needed by enterprises need to be user-centered and understand the characteristics of users' portraits in order to provide better services to users. Needless to say, the product manager needs to know the user portrait. Taking users as the center and clearly understanding users' needs and portraits is the core of every product manager's work. For product managers, different products and services can be recommended to users according to the characteristics of portraits to enhance the user experience. For the operation, according to the characteristics of users' behavior preferences, we recommend corresponding activities and send coupons with different values to promote their transformation. For data analysts, product/marketing strategies are put forward through insight into user characteristics. For customer service, it is more convenient for them to make customer service words by knowing user information. For business sales staff, according to different user needs, recommend appropriate services for them. And risk control personnel, R&D personnel, etc. It is necessary to master the user portrait to further understand the user's needs and provide better services for users. Freely lead the long-term rental field as a unicorn in the long-term rental business field. The residential products include: free home, free friends, free rent, free mansion, free post office, free homestay and so on. Daily necessities include: cleaning, maintenance, moving, excellent products, etc. Free to follow the trend of the big data era at the strategic end of the enterprise, walk at the forefront of the times, and make good use of the weapon of "user portrait" to help enterprises reduce costs and improve efficiency; Therefore, Ziyou Data Intelligence Center has built a portrait platform of Leonardo da Vinci users based on 3000w+ Ziyou users, 200w+ Ziyou owners and 100w+ houses, depicting user portraits in 360 degrees, including user basic information, house search behavior, O2O behavior and service behavior. 02 Free Da Vinci User Portrait Platform Construction Practice 0 1 Free Da Vinci User Portrait Platform Da Vinci User Portrait Platform is a platform that enables businesses to conduct refined operations. The platform provides a large number of labels for business personnel, supports the rapid selection of target groups, and provides insight into detailed crowd portraits, multi-channel push, supports data viewing of crowd effects, and helps business personnel to conduct full-link user operations. Da Vinci's positioning of user portrait platform is wisdom and strategy, and he is committed to providing platform-based capabilities for businesses and empowering businesses to conduct refined marketing. The main points of portrait platform are product service and marketing application. Not only to build portrait ability, but also to let merchants know how to use it, and the effect is very good. The product architecture Da Vinci user portrait platform enables the business to carry out refined marketing, which mainly includes three levels: global portrait, marketing full link and empowering various business scenarios. Global Portrait: Based on the data capability of the free data intelligent platform, the global portraits of people, rooms and guests are constructed, including portraits of housekeepers, houses, guests and owners. At the bottom, OneID system has been set up, long-term rental, home service and other business lines have been opened, and global archives and tag libraries have been set up. Full marketing link: build a full link of grouping, circle selection, analysis and insight, group marketing and marketing effect analysis. The functional level includes label market, portrait insight, push/SMS push, data analysis and so on. Empower a variety of business scenarios: empower long-term rental and domestic service business lines, and support refined marketing in a variety of scenarios, including accurate advertising, intelligent customer service, personalized recommendation, and marketing activities such as Haiyan Plan, Double 1 1 Housing Spike. Building portrait tag system based on machine learning algorithm. Build a portrait tag system based on big data model and machine learning algorithm, and build a self-guest/master tag system to accurately depict user portraits. Tag categories include thousands of tags such as basic attributes, housing search behavior, user preferences, and O2O behavior. For example, basic attributes include gender, age, place of origin, education and so on. The behavior of looking for a house includes browsing, collecting, IM, making an appointment, signing a contract, etc. User preferences include intentional business circle, subway line, real estate, product type, etc. O2O behaviors include cleaning, moving and maintenance. Interested in the construction of label system, you can see how to build a label system written by straw hat boy. In-depth understanding of articles such as "Dry Goods | Ali/Netease/Car Family Portrait System" will not be carried out here. Attention should be paid to the following points in label construction: when a merchant puts forward a label demand, it is required to have a corresponding product/marketing strategy to avoid the dilemma that no one uses the label after it is developed and wastes R&D resources in vain. User portrait platform capabilities are at the level of platform construction. User portrait platform capabilities include crowd selection, crowd insight, crowd marketing and marketing effect analysis, and support full-link targeted user marketing. Selection of crowd circle: Through the selection of crowd circle, fine user stratification can be carried out, which is the basis of personalized marketing. Portrait platform supports three ways: tag combination, grouping combination and ID data uploading to meet the needs of marketers in different scenarios. For example, in the scene of promoting the transfer of ownership, circle "Beijing, the number of house-seeing behaviors in the last 7 days >"; 3 users ",push coupons to them and promote user registration. For some special scenes, the portrait platform does not develop such tags, and marketers can upload their own user IDs and create user groups. Crowd insight: Support portrait insight of urban users, crowd insight analysis, and portrait insight of a simple guest/owner/house/housekeeper. User groups are analyzed from the dimensions of user basic information, behavior information, behavior preference and O2O behavior. For example, free crowd insight and user portrait insight supporting the housing dimension can be used to analyze the portraits of self-owned tenants/owners on different product types and product versions, and analyze the characteristics of the user group of "rent one room, rent 3.0". Crowd marketing: support push/SMS/coupons for targeted user marketing, such as 7-day active user circle in Beijing, push Mid-Autumn Festival gift package activities, and provide holiday care; Circle the owners who cancel the contract, contact them through SMS activities and recall the owners; Free crowd package docking home service CRM system, marketing system, advertising platform, etc. , empowering various business systems. Marketing effect analysis: the precipitation of marketing effect data can re-market the click marketing crowd and promote the transformation of the crowd. By analyzing different marketing effects, marketers constantly optimize and adjust marketing strategies in this process, forming a smart brain. For example, circle "Beijing, the number of house-viewing behaviors in the last 7 days >"; 3% of users "push coupons to them, monitor their marketing effect, circle users who click coupons again, send them use reminders, or give them other services, thus further subdividing the marketing of the crowd. The above are the functions in the portrait platform, which belong to the basic ability of the platform; As a data product of Taiwan Province, the important value of portrait lies in empowering all business lines. 05 external interface, enabling all business systems. Therefore, a major construction point of the portrait platform is to provide standardized external interfaces, do a good job in interface monitoring, and better empower various business systems. The interface is divided into scenes, including directional grouping push interface, personalized product strategy interface, personal user portrait interface and system function module interface. The completion of the capacity building of portrait platform is only the beginning, and the external application of portrait is the highlight and difficulty of the whole construction. Next, I will introduce four marketing application cases of free user portraits. 03 User Portrait Marketing Application Case 0 1 Intelligent Marketing Closed Loop When exporting the external capabilities of user portraits, the core point is to create an intelligent marketing closed loop. According to certain business objectives, users are grouped, and operation strategy, marketing push and effect monitoring are related to form a closed loop. 02 Empowering CMS Marketing System to Push Target Users CMS Marketing System has push/SMS push capability, but each push can only be sent to all users. This extensive push mode has brought great burden to users, and the user experience is not good, and the final push conversion effect is not ideal. For example, when Haiyan plans to push the message, the target user group is graduates, but when the operator pushes it manually, it will be sent to all users. Therefore, after the CMS marketing system calls the portrait platform cluster interface service, marketers can select operating users in the CMS marketing system, divide them into A/B groups, reach specific user groups through push/SMS/coupons, and check the use effects of different groups. CMS marketing system uses user portrait platform for grouping services, and marketers can formulate thousands of operational strategies, which greatly improves the operational effect. For example, users who have browsing/collection behavior are promoted by appointment, users who have reservation behavior are promoted by signing contracts, users whose lease term is about to expire are renewed, and lost users who cancel their appointments are recalled. Case: In the combat activities of Everbright, friends opened the light, drew a lottery with 5 colors, and drew a lottery with 10 colors. The highest prize is 202 1 yuan, which can be received directly and withdrawn at any time. Activity flow: using the user grouping ability of the portrait platform, the No.7 active user was pushed in the early stage to promote participation on a large scale; During the activity, catch up with Guangguang, 1-4 Guangguang users, and push' Invite one more person to get a maximum of 888 yuan in cash'; When the activity is about to end, a countdown notice will be given. For users who have not collected 10, they will push' There are cash rewards that will expire soon'. After the activity is completed, the users participating in the activity are analyzed through portrait insight, and the user characteristics are found to prepare for the next activity. Give CRM system the ability to implement personalized user strategy; Build a service CRM system on the home service platform to support marketers to flexibly and quickly configure user operation transformation rules in the CRM background. In the overall construction of service CRM system, grouping service in user portrait platform is an indispensable part of business process. For example, at the beginning of the platform construction, the product manager designed product strategies for different users for various business scenarios such as innovation, promotion, retention and loss. The person in charge of the operation designs the corresponding marketing strategy to refine the user operation. The following are some simple examples, and the product strategy in actual work will be more complicated and rich. Empowering customer service system, providing personalized customer service z-magic customer service portrait aims to help internal service providers understand customer portraits, so as to quickly answer customer questions and provide customized customer service. Customer service z-magic is aimed at customer service/service personnel, including front-line employees and managers of customer service, cleaning and maintenance personnel, etc. Customer service z-magic has the ability to access the user's single-user portrait, including the contract details of the user's historical signing, basic information of the user, complaints, maintenance, moving, cleaning and other data. According to the personal information security law promulgated by the state, you can freely encrypt data, set data permissions, and strictly protect users' information security. When a customer enters the business through 400 or online customer service, the customer service can judge the service mode and service words according to the customer's historical service-related labels, so as to provide services to customers more quickly. And classify customers, classify customer service personnel, and provide fast channels for VIP customers. Help accurate advertising and reduce the cost of payment. The Precision Advertising Department spends tens of millions on advertising outreach every year, which is also 1 yuan /CPC. Previously, extensive advertising was used. Click on the activation conversion rate of 5%, activation cost of 20 yuan, activation to paid conversion rate 15%, and paid cost 134 yuan. Through the analysis of the portraits of users in the station, we can guide the optimization of advertising materials, output the labels of potential target users, and put them on the advertising platform in a targeted manner. By clicking on the activation conversion rate, the activation cost is reduced by 100%, and the payment cost is reduced by 168%. The above examples illustrate some applications of free user portraits. User portraits are also used in more than a dozen business scenarios such as search recommendation, cloud sales, risk control and portrait insight analysis, looking for follow-up opportunities. To sum up, this sharing is over. I hope you can understand the importance of mastering user portraits for products, operations, analysts, customer service and other roles through the study of this article. And master the capacity building of portrait platform: label system, crowd selection, crowd insight, crowd marketing, marketing effect and standard interface; Understand the common applications of user portraits: targeted user push, personalized product strategy, customer details, etc.