What is a user portrait? What is the role of general user personas

How do I "profile" a user?

The focus of the user portrait is to "tag" the user, and a label is usually a highly refined feature identifier prescribed by artificially, such as age, gender, region, user preferences, etc., and finally all the tags of the user are comprehensive, and the three-dimensional "portrait" of the user can be basically outlined.

Specifically, when creating a user persona, the following three steps are required:

First of all, collect all the relevant data of the user and divide the user data into two categories: static information data and dynamic information data, static data is the user's relatively stable information, such as gender, region, occupation, consumption level, etc., and dynamic data is the user's constantly changing behavior information, such as browsing the web, searching for goods, commenting, contact channels, etc.;

Secondly, through the analysis of the data, the corresponding labels and indices are attached to the users, the tags represent the user's interest, preference, demand, etc., and the index represents the user's interest, demand, purchase probability, etc.

Finally, use tags to model users, including time, place, and people, which is simply what users did at what time and place.

How to use user portraits for precision marketing?

Therefore, precision marketing based on user portraits is in demand for both enterprises and users, which will bring great convenience to the transaction between the two parties and build a smooth platform for equal communication between the two parties.

What is a "user portrait"?

After the Internet gradually enters the era of big data, it will inevitably bring a series of changes and reshaping to enterprise and consumer behavior. One of the biggest changes is that all consumer behaviors will seem to be "visible" to businesses. With the in-depth research and application of big data technology, enterprises are increasingly focusing on how to use big data to serve precision marketing, and then dig deeper into the potential business value.

As a result, the concept of "user portrait" came into being.

User portrait, that is, user information labeling, is that enterprises can perfectly abstract the business picture of a user by collecting and analyzing the data of consumers' social attributes, living habits, consumption behaviors and other main information, which can be regarded as the basic way for enterprises to apply big data technology. User portraits provide enterprises with sufficient information base, which can help enterprises quickly find accurate user groups and user needs and other broader feedback information.

Bauhinia Reading: What is a user portrait?

The user's painting of Sun Xianling is like a labeled user model abstracted according to the user's social attributes, living habits and consumption behavior. The core work of building user portraits is to attach "tags" to users, and tags are highly refined feature identifiers based on the analysis of user information.

Its role is generally inseparable from the following aspects:

Precision marketing, analyzing potential users of products, and marketing by means of SMS and email for specific groups;

User statistics, such as the top 10 Chinese universities in terms of the number of people who buy books;

Data mining, building an intelligent recommendation system, using association rules to calculate, what sports brands people like red wine usually like, using clustering algorithm analysis, the age distribution of relatives who like red wine;

Evaluate the effect, improve product operation, and improve service quality, in fact, this is equivalent to market research and user research, quickly locate service groups, and provide high-level services;

Private customization of services or products, that is, personalized services for a certain group or even each user (I personally believe that this is the current development trend and the mainstream of consumption in the future). For example, a company wants to launch a toy for 5 10-year-old children, through the analysis of user portraits, it is found that the image "Pleasant Goat" and the ** interval "medium" preference proportion is the largest, so it provides a very objective and effective decision-making basis for new products.

User personas are generally composed of:

1. Basic information of the user.

The basic information of users is easy to understand, and B-end customers are generally enterprises, and its basic information includes enterprise information, organizational structure, company characteristics, etc., which provides great help for us to build the basic framework of users.

According to the basic information of users, the team size of Tonghu can be roughly divided into less than 10 people, 20 people, 50 people, and more than 50 people. Or you can divide different teams according to the core focus metrics of your industry.

2. Purchase decision chain.

Once we have established the user profile, we can move on to the user decision-making chain. If we can fully understand the influence of each role in the decision-making chain and their needs for the product, then we can improve the success rate of obtaining orders, and then complete our exploration of the core demands of users.

3. The core demands of users.

After understanding the user portraits of each key role, we can summarize the core demands of decision-makers; On the one hand, from the dual dimensions of users and decision-makers, it helps products to continuously optimize and iterate; On the other hand, it provides customers with a quick and reliable basis for refined operations, achieves product growth goals, and improves the market share of enterprises.

Insight into users and output a complete user portrait report is something we all need to know, whether you are product, design, operations, sales, understanding users allows us to help them achieve their goals in a more targeted manner.

The portrait in the early stage is mainly based on the consultation of the existing customers in hand and the understanding of the entire market state of the enterprise.

To a large extent, the classification of user portraits by enterprises allows relevant personnel to understand who our customers are, what are the needs of our customers, how we want to serve them, and provide guidance for the Internet marketing of enterprises.

The concept of user personas.

User portraits usually include qualitative portraits and quantitative portraits; Qualitative portraits describe the basic attributes, behavior descriptions, and interest models of users, while quantitative portraits mainly include quantifiable data characteristics such as users' basic variables and interest preferences. In general, quantitative portraits are mainly combined with user portrait data obtained through forms (questionnaires, etc.) and behavioral data collection, cleaning, statistics, reduction, mining and analysis, etc., to improve and supplement the overall quality of user portraits. Qualitative portraits are mainly labeled, such as who they are, where they are, and what they do.

1. User attributes

We are all familiar with user attributes, which portray the basic information of users. Generally speaking, user attributes include the following common indicators: the user's age, gender, device model, installation and registration status, occupation, and other static characteristics of the user.

It is important to note here that the user's gender can refer to both the natural gender and the shopping gender. Natural gender refers to the actual gender of the user, which can generally be obtained through the user's registration information, filling in a questionnaire form, etc. The shopping gender refers to the gender orientation of the user when purchasing items, and it may be a female user of actual gender, but often buys goods with obvious male gender, then her shopping gender is male.

2. User Conduct

The so-called user behavior is literally understood in the sense that through user behavior, its preferences and characteristics can be mined. Here's an example to talk about the specifics of user behavior. Common user behavior analyses include:

Take-and-lose behaviors related to early account orders, order visits, user behavior type indicators in the past 30 days, user high-frequency active time periods, user purchase categories, click preferences, marketing sensitivity and other related behaviors.

3. User consumption

Specifically, user consumption includes the user's browsing, adding, ordering, collecting, searching for goods, and so on. It is to subdivide the product categories that users prefer, so that the accuracy of recommending or marketing products to users can be higher.

4. Risk control

The so-called risk control refers to the consideration of the user's risk degree in terms of credit reporting risk, the risk of using equipment, and the problems arising in the process of platform consumption. In order to prevent such users from bringing losses and risks to the platform, Internet companies need to build a relevant index system in terms of risk control to effectively monitor the bad users of the platform. Combined with the company's business direction, for example, the risk control dimension label system can be built from the dimensions of risk, equipment risk, and loan risk.