In the era of big data, insight into "user portraits" is the basis and premise of precision marketing. Can fully understand the user information, provide a solid data and information foundation for the brand to accurately and quickly analyze user behavior and consumption habits and formulate accurate marketing programs. Now, Zall Mathematics will introduce the continuous dynamic change of portrait model and the optimization process steps: 1. Establish a perfect label system and easily construct portraits. A well-known brand has accumulated 30w+ members in its private domain, but the source of users cannot be identified. It is not clear which users are of high value, which users are of high potential and which users are lost. In the state of information confusion, toy brands provide users with content and activities indiscriminately for a long time, resulting in low retention rate and conversion rate of members. And when the brand completes the basic data management through the SCRM tool "Wei Zhi Assistant" and finds the target group through the tag portrait, precision marketing will get twice the result with half the effort! On the one hand, brands can build a complete label system according to the operational requirements of different departments and channel sources, such as basic demographic attributes, brand communication interaction, consumption preference model, user sources and other dimensions, and realize user stratification; On the other hand, in the past, brands mostly relied on manual labeling, and there was no unified logic and rules for labels. Different channels have different label definitions, which makes it difficult to effectively promote business growth. Now, users all over the world can be automatically labeled by the preset labeling rules of the SCRM tool, and these user data can be used for classified management to help brands establish "files" for each user. And summarize users' interests and hobbies in the form of labels, form an increasingly perfect user label management system, and establish and improve the user portrait model. These meticulous user portrait labeling systems have also laid a solid foundation for the subsequent automated marketing of the brand. Brands can accurately reach consumers through more subdivided channels, scenarios and product purchase preferences, and realize large-scale personalized communication. 2. Help precision marketing achieve transformation goals. In the field of precision marketing, user portraits are indispensable. Only by accurately finding the target users, putting the content into users' favorite channels, interacting in time and promoting the purchase behavior can the final transformation be realized. With the help of the tag function of the SCRM tool, operators can quickly analyze the user characteristics and find the target users in different operation scenarios, thus accurately delineating the target population and carrying out more flexible and targeted marketing activities and personalized message push. For example, after completing the basic data management and user portrait construction, a well-known brand operator locks users at the right time in each life cycle through the best access channels (such as SNS, vertical media, WeChat, etc.). ), and customize the distribution of information that customers may be interested in, so as to improve the response rate and input-output ratio of marketing activities. In addition, model labels are used to define product preferences, quantify customer value, accurately customize various thematic marketing activities, and achieve transformation goals. In the field of precision marketing, user portrait is a bridge to connect the information and cognitive gap between brands and users. Through big data technology, users' complex consumption behavior and elusive psychological state are presented to brands in a more rational way (that is, user portraits), so that brands can truly be well-founded and decisive in marketing decisions. The content of this article comes from: