1. What does the user crowd portrait mean?
User crowd portrait refers to the target user model.
User crowd portrait refers to the virtual representation of real users, which is a target user model based on a series of attribute data.
With the development of the Internet, the user portrait we are talking about now contains new connotations-usually, the user portrait is a tagged user model abstracted according to the user's demographic characteristics, online browsing content, online social activities, consumption behavior and so on.
The core work of building user portraits is mainly to analyze, mine and label users by using massive logs stored on the server and a large amount of data in the database.
The "tag" is a logo that can represent a certain one-dimensional feature of the user.
Second, the content of the user portrait.
The content of user portraits is not completely fixed, and the characteristics of attention are different according to different industries and products.
For most Internet companies, user portraits will include demographic attributes and behavioral characteristics.
Demographic attributes mainly refer to users' age, gender, province and city, education level, marital status, fertility status, industry and occupation, etc. Behavioral characteristics mainly include indicators such as activity and loyalty.
Third, what is the role of user portraits?
1. Precision marketing: accurate direct mail, SMS, App message push, personalized advertisement, etc.
2. User research: guiding product optimization and even realizing personalized customization of product functions.
3. Personalized services: personalized recommendation, personalized search, etc.
4. Business decision: ranking statistics, regional analysis, industry trends, competing products analysis, etc.