User portrait is a company that perfectly abstracts a user’s business picture by collecting and analyzing data on consumers’ social attributes, living habits, consumption behavior and other main information. It can be regarded as a big picture of enterprise applications. Basic approach to data technology. User portraits provide enterprises with a sufficient information base and can help enterprises quickly find more extensive feedback information such as accurate user groups and user needs.
To carry out accurate user portrait analysis, users need to be divided into multiple dimensions. Multi-dimensional division can know the different user usage scenarios of users in different dimensions. Carry out accurate user product design based on the psychology of use in different user usage scenarios, or create personalized push notifications to facilitate product collection of user SKUs, and provide dimension and data support for user analysis and dynamic modeling.
So how to build a real and dynamic user portrait?
It needs to be constructed from four dimensions: user static attributes, user dynamic attributes, user psychological attributes, and user consumption attributes.
1. Static attributes
Static attributes mainly classify users based on their basic information. Static attributes are the basis for establishing user portraits and the most basic user information records. Such as gender, age, education, role, income, region, marriage, etc. According to different products, remember the weight division of different information. If it is a social product, the higher static attributes are gender, income, etc.
2. Dynamic attributes
Dynamic attributes refer to the user's online behavior in the Internet environment. In the information age, users cannot do without the Internet for travel, work, vacation, entertainment, etc. So what kind of online behaviors will users take in the Internet environment? Dynamic attributes can better record users' daily online preferences.
3. Consumption attributes
Consumption attributes refer to the user’s consumption intention, consumption awareness, consumption psychology, consumption habits, etc. There is a comprehensive data record of the user’s consumption, and the user’s Consumption power, consumption intention and consumption level are well managed. This dynamic attribute changes with variables such as the user's income. When designing products, we have a better grasp of whether users tend to have functional value or emotional value.
4. Psychological attributes
Psychological attributes refer to the user’s psychological reactions or psychological activities in the environment, society, communication, and emotional processes. Divide users' psychological attributes to better design and operate products based on users' psychological behaviors.
Based on the above dimensional division of user portraits, take college students as an example to model user portraits. After dividing the dimensions, conduct desktop research in the four dimensions. If possible, conduct qualitative research after collecting the data. Desktop research, go to major websites to collect data quality: Baidu Index, iResearch, TalkingData, Umeng, Penguin Think Tank, Dataeye and other data quality channels to collect data. Collect user information from this dimension. After personal sorting, I came to a simple conclusion (it's just a general process, many details need to be refined, and I won't give a detailed description considering the space issue).
Example: College students
The consumption needs of college students under the consumption attribute, the chat and entertainment needs under the dynamic attribute, and the need for making friends under the psychological attribute. Consumption intention of college students’ consumption attributes: The proportion of consumption in food, shopping, communication, love, entertainment, and travel is relatively high. Consumption awareness: Consumption awareness of bank cards, credit cards, installment consumption, etc. Consumer psychology: rational consumption is still the mainstream of consumption; consumption habits: consumption is developing in a diversified way, with clothing, love expenses, and party eating and drinking becoming the mainstream.
The main psychological characteristics of college students’ psychological attributes in freshmen, sophomores and juniors (18-23 years old): communication difficulties, study pressure, love and emotional fluctuations, and personality defects. Psychological characteristics of seniors (24-25): employment pressure, emotional fluctuations. The proportion of dynamic attributes of college students’ online behaviors are: chatting, watching TV series, watching movies, shopping, Weibo, and checking information. Dynamic attributes mainly have large demand: chatting demand and entertainment demand. According to the user profile of college students, if it is an operational activity, you can prefer to give away movie tickets, give away website members (iQiyi, LeTV, Sohu, Tencent, etc.), give away chat tool members (such as: QQ members, Xunlei members, Momo members, YY members, etc.). Combine demand with product promotion.
(It’s just a general process, many details need to be refined, and due to space considerations, no detailed description will be given).
Conclusion
Conducting accurate user portrait analysis can provide better services and meet the true inner needs of users. Without multi-dimensional analysis of users, how can we understand what users really think. How do you say something? To make products, you have to know how to spy on people's psychology and their inner thoughts. With a pure and pure heart, go into the user's heart and dye the pure heart with the color of the user. In the end, what Wan Xia said is useless, everyone can realize it by themselves.