The main part of this article is about user profiling and marketing application: First, we will talk about who needs to know about user profiling in the age of data. The second is to share the construction practice of the Da Vinci user image platform of Ziru, to help you understand the construction process of the user image from whole to part, as well as the functional modules that should be; the third is to introduce the actual marketing applications of Ziru's user image, to better use the user image as a tool.01 Under the era of big data, who needs to know the user image?01 Refined marketing is the trend of the big trend with the arrival of the era of big data. In the era of big data, the way of undifferentiated, information-bombing sloppy marketing to users has become obsolete; instead of providing personalized services to the user's fine-tuned marketing. For example, we usually more commonly used, headline similarity content recommendation, Taobao commodity recommendation, personalized housing app recommended services. For enterprises, marketing to specific user groups can reduce marketing costs and improve conversion efficiency. For example, displaying a razor brand advertisement for a male audience or a cosmetic advertisement for a female audience. For users, getting the content they want and the right service makes for a better user experience. For example, e-commerce platforms recommend the right amenities to users based on their historical purchases. The basis of refined marketing lies in the portrayal of users, through the division of different user subgroups, analyze the characteristics of different user groups, so as to take appropriate strategies, which is the process of user profiling. As the saying goes, "know your enemy, know yourself, and you will never be in danger", the use of user profiling for refined marketing, to help enterprises reduce costs and improve efficiency, is the trend.02 Everyone should understand the user image of the core of enterprise development lies in the user-centered, good service to the user, focusing on the core, in order to move in the right direction. For example, Google's first creed is that the user is the center, and all other things will come to fruition; Tencent insists that everything is based on the value of the user; Ali insists that the customer comes first, and the customer is the food and clothing parents; and the values of the self-supporting adhere to the customer first, and serve the customer well. From this point of view, the employees needed by the enterprise need to be user-centered, understand the characteristics of the user profile, in order to provide users with better service. Product managers need to understand the user profile, which needs to be repeated. User-centered, clear understanding of user needs, user profiles, is the core of the work of every product manager. For product managers, according to the characteristics of the portrait, to recommend different products and services to the user, to enhance the user experience. For operation, according to the user's behavioral preference characteristics, recommend corresponding activities to the user, send different values of coupons to promote their conversion. For data analysts, they can propose product/marketing strategies by gaining insights into user characteristics. For customer service, understanding user information makes it easier for them to formulate customer service tactics. For business sales staff, recommending appropriate services for different users according to their demands. Risk controllers, researchers and developers need to master user profiles to gain further insights into user needs and provide better services to users.03 Self-Ru leads the long term rental sectorSelf-Ru, as a unicorn in the field of long term rental business, has a range of living products including: Self-Ru Apartment, Self-Ru Friendship, Self-Ru Rentals, Self-Ru Luxury Apartments, Self-Ru Stage, and Self-Ru B&B; and a range of living products including: cleaning, maintenance, moving, and premium products. Ziru follows the trend of the big data era in its corporate strategy, walks in the forefront of the times, and uses the "user image" as a sharp tool to help enterprises reduce costs and improve efficiency; therefore, Ziru Data Intelligence Center has built the Da Vinci user image platform based on 3,000w+ Ziru users, 200w+ Ziru owners, and 100w+ listings, and has a 360-degree all-around portrayal of user images. The Da Vinci User Image Platform is a 360-degree all-around portrayal of user profiles, including basic user information, room-searching behaviors, O2O behaviors, service behaviors, etc. 02 Self-Ru Da Vinci User Image Platform Construction Practices 01 Self-Ru Da Vinci User Image Platform Da Vinci User Image Platform is a platform that empowers the business to carry out refined operations. The platform provides business personnel with a huge number of labels, supports the rapid selection of target groups, and at the same time provides the ability to fine-tune the crowd image insight, linkage of multi-channel push, and support for crowd effect data view, helping business personnel to carry out the whole chain of user operations. Positioned as a wisdom and strategy, Da Vinci's user image platform is dedicated to providing business with platform capabilities and empowering business to carry out refined marketing. The main points of the image platform are product service and marketing application, not only to build up the image capability, but also to let the business know how to use it and use it with good results.02 Product ArchitectureThe da Vinci user image platform, which empowers the business to carry out refined marketing, mainly contains three major levels: full-area image, whole-link marketing, and empowerment of a variety of business scenarios. Full domain image: Relying on the data capability of Ziru Data Intelligence Center, it builds a full domain image of people, rooms and guests, including housekeeper image, room source image, Ziru guest image, owner image, etc. The bottom layer builds OneID system. The bottom layer has built the OneID system, which connects the long term rental and home service business lines, and has constructed a global file, label library, and so on. The whole marketing link: build the whole link of group selection-analysis insight-sub-group marketing-marketing effect analysis, and the functional level includes label market, portrait insight, push/SMS push, data analysis, etc. Empowerment in multiple business scenarios: empowering Ziru's long term rental and home service business lines to support refined marketing in multiple scenarios, including precise advertisement placement, intelligent customer service, personalized recommendation, and marketing activities such as Haiyan Plan and Double 11 Housing Seconds.03 Constructing image label system based on machine learning algorithmsZiru Image Labeling System builds a labeling system of Ziru's guests/owners based on big data models and machine learning algorithms to accurately portray the user's image. Based on the big data model and machine learning algorithms, we constructed a labeling system for self-customers/owners. The tag category contains thousands of tags such as basic attributes, house hunting behavior, user preference, O2O behavior, etc. For example, the basic attributes include gender, age, place of origin, education, etc.; the house hunting behavior includes: browsing, collecting, IM, appointment, signing, etc.; the user preference includes the intention of the business district, subway line, property, product type, etc.; the O2O behavior includes the cleaning, moving, maintenance and other behaviors. Interested in the construction of the labeling system, you can view the straw hat boy previously written "How to build the labeling system? Dry goods | Ali / NetEase / motor home portrait labeling system" and other articles for in-depth understanding, here I will not expand. Labeling construction points of attention for the business to mention the labeling requirements, need to ask for its corresponding product / marketing strategy, to avoid the dilemma of labeling development is completed, no one to use, a waste of R & D resources.04 user image platform capabilities in the platform construction level, since the user image platform capabilities include crowd selection, crowd insight, crowd marketing, marketing effect analysis, support the whole chain directed user marketing. Crowd selection: through the crowd selection can be refined user stratification, and user stratification is the basis of personalized marketing. Portrait platform supports label combination, group combination and ID data upload in three ways to meet the needs of marketers in different scenarios of circle selection. For example, in the transfer promotion scenario, "Beijing, the last 7 days, the number of times looking for housing behavior >3 users" are selected, and coupons are pushed to them to promote the user signing. For some special scenarios where the profiling platform has not developed such labels, marketers can upload user IDs on their own to create user subgroups. Crowd Insight: It supports city user portrait insight, crowd insight analysis, and single self-starter/owner/listing/housekeeper portrait insight. Insight analysis of user groups from the user's basic information, behavioral information, behavioral preferences, O2O behavior and other dimensions. For example, Self-Ru's crowd insight supports the user profile insight in the dimension of housing, which can be used to analyze the portraits of Self-Ru's guests/owners in different product types and product versions, and to analyze the characteristics of the user groups of "whole-rental one-house and whole-rental 3.0". Crowd marketing: support push/SMS/coupon and other methods for targeted user marketing, for example, circling 7-day active users in Beijing to push Mid-Autumn Festival gift packages for festive care; circling terminated owners to reach them through SMS campaigns for owner recall; Ziru's crowd packages are docked to the home service CRM system, marketing system, advertisement platform, etc., which empowers the various business systems. Marketing effect analysis: Precipitate marketing effect data, which can be used to remarket the click marketing crowd and promote crowd conversion. By analyzing different marketing effects, marketers can continuously optimize and adjust marketing strategies in the process, forming a smart brain. For example, if you select "users in Beijing who have been looking for a room for the past 7 days" and push a coupon to them, and then monitor the marketing effect, you can select the users who have clicked on the coupon and send them reminders of its use or give them other services, so as to realize the marketing of the further segmentation of the population. The above are the functions within the image platform, which belong to the basic capabilities of the platform; while the image, as a middle-stage data product, has the important value of empowering each business line.05 External interfaces, empowering each business system Therefore, one of the major construction points of the image platform is to provide standardized external interfaces, and do a good job of monitoring the interfaces, so as to better empower each business system. The interfaces are divided by scenario and include targeted group push interfaces, personalized product strategy interfaces, individual user profile interfaces, and system function module interfaces. The completion of the image platform capacity building is only the beginning, the external application of the image is the main event in the construction, but also the difficulty. Next, I'll introduce four marketing application cases of user image.03 User Image Marketing Application Cases01 Intelligent Marketing Closed LoopWhen the external capability of user image is exported, the core point is to create an intelligent marketing closed loop. According to certain business objectives, users are divided into subgroups, and associated operational strategies, marketing push, effect monitoring, forming a closed loop.02 Enabling CMS marketing system for targeted user push CMS marketing system has push/SMS push capability, but each push can only be sent to all users, this type of crude push brings a great burden to the user, the user experience is not good, and the final push of conversion is not ideal. The effect is not ideal. For example, the target user group is graduates when pushing the message of Haiyan program, but the operation personnel will send it to all users when doing manual pushing. Therefore, after the CMS marketing system calls the image platform subgroup interface service, the marketing personnel can choose targeted user operation in the CMS marketing system, and divide A/B groups, reach specific user groups with push/SMS/coupons, and check the effect of different subgroups.The CMS marketing system is docked to the subgroup service of the user image platform, and the marketing personnel can formulate the operation strategy of "1,000 people, 1,000 faces". The CMS marketing system uses the user profile platform's subgroup service, which allows marketers to formulate operation strategies for thousands of people, greatly improving the operation effect. For example, it promotes users with browsing/collecting behaviors to make appointments, promotes users with appointment behaviors to sign contracts, follows up with users whose leases are about to expire by renewing their leases, and recalls lost users who have terminated their leases. Example: The "Collecting Light" campaign, in which friends open light, 5 colors can be drawn, and 10 colors can be drawn, with a maximum prize of RMB 2,021, which can be withdrawn at any time and directly. Activity process: the use of the image platform of the user sub-group ability, in the initial 7 days of active users, a wide range of push to promote participation in the content; in the event, the chase light fishing, 1-4 light users, push 'then invite a person to get the highest 888 yuan in cash'; activities are coming to an end, the countdown notification, on the failure to set all the 10 light users, push 'here is a cash reward is about to expire'; after the completion of the activity, the activity to participate in the user's portrait insight analysis, find user characteristics, for the next activity to prepare.03 Empowering CRM system for personalized user strategySince Ruyue home service platform has built a service CRM system to support the marketing staff in the CRM background to flexibly and quickly configure user operation conversion rules. The overall construction of the service CRM system invokes the subgroup service in the user profiling platform and makes it an essential part of the business process. For example, the product manager designs the product strategies corresponding to different user subgroups under various business scenarios such as pulling in new users, promoting activity, retention, and churning at the beginning of the platform construction. The person in charge of operations designs corresponding marketing strategies to refine user operations. The following are some simple examples, the actual work of the product strategy will be more complex and rich.04 Enabling customer service system, providing personalized customer service z-magic customer service user profile is designed to help internal service providers to understand the customer profile, so that they can quickly answer customer questions, and provide customers with customized customer service services. Customer service z-magic is internally oriented to self-service customer service/service personnel, including: customer service front-line employees and managers, cleaning and maintenance personnel. Customer service z-magic has access to the user's single-user profiling capabilities, including the user's historical contract details, user basic information, complaints, maintenance, moving, cleaning and other data. According to the personal information security law issued by the state, Ziru encrypts the data and sets data permissions to strictly protect the user's information security. When the customer enters the line through 400 or online customer service, the customer service can determine the service mode and the service words according to the customer's historical service-related labels, so as to provide the service for the customer more quickly. And the grading of customers, customer service personnel grading, VIP customers to provide fast channel.05 help accurate advertising, reduce the cost of payment of accurate advertising department will spend tens of millions of dollars each year to advertise the expansion of customers, the same 1 yuan / CPC, before the use of sloppy way to put the click to the activation of the conversion rate of 5%, the activation cost of 20 yuan, the activation of the conversion rate of the paid for 134%, the cost of payment of 15%, the conversion rate of 134%. The conversion rate from activation to payment is 15%, and the cost of payment is 134 RMB. By analyzing the user profile of the station, guiding the optimization of advertising materials, and outputting potential target user labels, and making targeted placement in the advertising platform, the click-to-activation conversion rate was increased by 5 points, the activation cost was reduced by 100%, and the paid cost was reduced by 168%. The above examples from the part of the application of user image, user image is also used in the search recommendation, cloud sales, wind control, image insight analysis of more than a dozen business scenarios, the follow-up to find an opportunity to expand. 04 Summary of this sharing comes to an end, I hope that you through the learning of this article can understand, for the product, operation, analysts, customer service and other roles to master the importance of user image; and master the image platform capacity building: labeling system, crowd circling, crowd insights, and the ability to build a user profile, and the ability to build a user profile. system, crowd circling, crowd insight, crowd marketing, marketing effect, standard interface; understand the common application of user image: directed user push, personalized product strategy, source details.