Recently, in the special live broadcast of "Data-driven APP User Refined Operation" by Push-Everyone is a Growth Officer, Push's Internet solution experts solved the "problems" of APP user operation online, and not only brought you the construction method of APP user operation closed-loop system and effective strategies for the operation of user's whole life cycle, but also exclusively analyzed the user growth landing cases of the industry's leading APPs. strategy, but also exclusively analyzed the industry head APP user growth landing case. The following is the essence of the dry goods of this live broadcast, developers and operators please check APP user operation system construction method in the traffic dividend gradually peaked at the moment, APP's operational focus gradually shifted from pulling the new to the inventory of users in the stage of fine-tuned operation, to build a data-driven user fine-tuned operation system has become a new engine for APP's sustained growth. However, APP is also facing a series of difficulties and challenges in the process of exploring the specific landing of user refined operation: 1. How to open APP, web, H5, small program and other multi-end data, make full use of data assets? 2. How to supplement APP with off-end labeling data, improve user image, and reduce the cost of labeling system construction? 3. How to use a platform to complete the user insight, stratification, circle selection, and reach to How to use a platform to complete user insight, stratification, circle selection, reach, and improve user operation efficiency? In response to this series of problems, Personal Push has launched a user operation platform, which helps APP build a perfect user operation system by starting from three major aspects, namely user analysis, user insight, and user reach: firstly, it is a solid data foundation, which efficiently integrates and uniformly governs user behavioral data from buried statistics to form a complete user data platform, which facilitates subsequent data analysis and operation; secondly, it conducts portrait insights on user behavioral characteristics, and combines them with APP's off-site label data to improve user operation efficiency? Secondly, it is to conduct portrait insights on user behavioral characteristics, combining APP's own labels and individual push data labels to label user behavioral characteristics; thirdly, it is to dock with its own message push platform, APP can generate user labels or user groups by applying the results of user insights and automatically synchronize the created user groups to the individual push message push platform, so as to reach and efficiently connect users with a single click, and realize refined layered reach. Analysis of typical scenarios of user refined operation In different scenarios such as user labeling system construction, user layering, activity operation, content operation, etc., what are the reusable and effective strategies of APP? Next, let's break it down one by one.1. User labeling system construction Understanding the user is the first step of user operation, and for this reason, APP needs to build a perfect user labeling system to identify user profiles in different scenarios, so as to differentiate the content and services provided to the user. So, how to build the labeling system, APP can be completed through the individual push user operation. First of all, personal push user operation can effectively enrich the APP data label. In addition to the basic attributes such as age group, occupation, consumption level and other user behavioral characteristics of the APP's own end of the user visit, consumption, collection and purchase attention, APP can also supplement the data outside of the APP end through the personal push data labels, to fully understand the user's interests and offline scene preferences. At the same time, PINPUSH user operation provides a label management platform, supporting APP to customize the creation of labels, labeling of its own end-to-end data through buried statistics, or combining with PINPUSH big data precipitation of basic labels, industry labels, thematic labels, to efficiently build a user label system. 2. user layering operation In addition to in-depth user analysis, APP can also be based on the label system to do the business of the refinement of the user layering, around the cold start of new users, silent users and other users, the user can also be based on the label system. The whole life cycle operation of users centers around cold start of new users, promotion of silent users, and identification of lost users, so as to improve the retention and conversion of users. In the cold start stage of new users, APP can use personal push user operation to quickly understand the attributes and interest preferences of newly registered and installed users, complete the user profile, and recommend matching content for users at their first contact point with APP. For active users, APP can select silent user groups through end-to-end active data and analyze the crowd profile of silent users, and it can also rate the value of silent users based on their historical activity and consumption, so as to effectively evaluate the value of silent users. In terms of lost user identification, PINPUSH user operation products can help APPs effectively distinguish between silent users and lost users, look for high TGI (distinctive features) of lost user groups, and quickly assess the cost of recovery. For example, APP operators can effectively identify the historical behavioral characteristics of the lost users through TGI on Push's user operation platform - they love to browse live e-sports content, and then target to increase the content recommendation of e-sports events, which greatly increases the chances of user recovery. 3. Activity Operation Activity operation plays an increasingly important role in the APP operation system. Activity operation plays an increasingly important role in the APP operation system. In the face of major festivals, such as the 618 Mid-Year Promotion, Double Eleven, Year-end Promotion, New Year's Day, etc., APP needs to do some activities to enhance user activity and purchase conversion rate. How to do a good job of activity operation? To summarize, it can be divided into four stages: activity data statistics, activity user analysis, activity plan development, and activity review. First of all, APP can restore the user behavior chain through the multi-point statistical analysis function of individual push user operation, and gain insight into the traffic value of each activity resource position, including the search box, rotating charts, category navigation bar, etc. Secondly, under different scenarios such as activity attraction, user promotion and user conversion, operators can flexibly use event analysis, funnel analysis, path analysis and other analysis models to analyze the conversion of activities in multiple ways, and build customized analysis boards to visualize activity data and analyze the effect of activities. For example, e-commerce APP can analyze the conversion rate of key nodes in the activity path, such as activity banner click - activity detail page browsing - activity participation - coupon collection, etc., through the funnel analysis function, to find the growth point of GMV. In addition, through the activity planning module of personal push user operation, the operation personnel can directly circle the whole target group of this activity, configure the activity goal, and before the user completes the goal, regularly, repeatedly, and differentially reach the activity interest points, automate the stimulation of users, and efficiently reach the operation goal. Finally, in the activity review session, APP can carry out portrait insight analysis of the activity crowd, through understanding the total number of people participating in the activity, the number of users who have completed the transaction, the conversion rate of the activity, the real-time PV and UV and other key indicators of the results of the activity data effect for a comprehensive review, and continue to optimize the operational effect.4. Content OperationContent operation is the basis to support the activities, products, and user operations. By linking content labels with user behavior and labeling system, Individual Push user operation helps APP build content intelligent recommendation mechanism. APP can recommend content based on user behavioral characteristics, reading habits, search preferences, interest preferences and other labels, and reasonably configure Banner, list page, search box and other resources, so that the user can access the content of interest more efficiently. At the same time, the complete content labeling and user data labeling system also provides predictive model training data for the client's intelligent recommendation system, and through data labeling supplementation, it helps APP continuously iterate the content recommendation model to improve the efficiency and effect of the content recommendation. 5. user reach Through the Personal Push user operation platform, APP can not only efficiently carry out user insights and analysis, but also through Personal Push's own messaging platform, one-click reach, efficiently reach the users. Through Push's user operation platform, APP can not only efficiently conduct user insight and analysis, but also push its own messages through Push's own message pushing platform to reach and efficiently connect with users with a single click, so as to enhance user activity and content conversion. With the user group management function of PINPUSH user operation, APP can create user groups through user labels, user attributes, event behaviors, etc., and automatically synchronize the created user groups to PINPUSH's messaging platform, so as to achieve hierarchical and fine-tuned messaging reach, and APP can also use PINPUSH's messaging intelligent copywriting library to quickly find the matching relationship between the crowd and the copywriting, and automatically configure and push the high-click copywriting for the target crowd, so as to achieve intelligent messaging and intelligent copywriting. The APP can also quickly find the match between the crowd and the copy, and automatically configure to push the high-click copy of the target crowd to realize intelligent message pushing. For example, an e-commerce APP selected price-sensitive users in the 618 promotion through personal push user operation, and the system automatically configured a number of texts with keywords such as "discount" and "price reduction", and through the application of high-click texts, the conversion rate of the commodities was greatly improved. The conversion rate of goods is greatly improved through the application of high-click copywriting. At the same time, Push's user operation platform can also assist the APP in outputting the copy preference characteristics of the segmented population and provide editing suggestions to help the APP maximize the click rate of push messages. Head APP user operation secrets sharing At present, personal push user operation products have reached cooperation with more and more head customers, and are widely used in various industries such as e-commerce, news and information, travel, audio and video, games and so on. Here we combine the digital operation scene practice of an information APP to provide a successful model of data-driven APP user refinement operation. The information APP of a newspaper group has built its own APP, WeChat small program, WeChat public number, Weibo and other multi-channel content media channels. With the help of PINPUSH user operation platform, the APP realized multi-end data buried point statistics, opened up and integrated the behavioral data of users' searching, browsing and clicking preferences in each channel, and built a user data platform that can meet different business scenarios and can be accessed and used at any time. Meanwhile, on the label management platform provided by Push user operation, the APP not only labels its own end-to-end data, but also builds a rich image label system through Push big data label supplementation, custom label creation, own data label import, industry label template reuse, etc., to achieve efficient user insight and analysis. Through the cooperation with Personal Promoter, the APP has opened up the operation chain of data analysis - portrait insight - user reach, and realized a high growth of 7% increase in the next day activity rate of new users and 24% increase in the retention rate. The above live content sharing, I hope to be able to provide developers with ideas, methods and experience on the road of APP refined operation. "Everyone is a Growth Officer" is a brand event for operation and product created by Push, aiming to bring you cutting-edge operation and growth knowledge, help you establish data growth thinking, build a user full life cycle operation system, and realize data-driven business growth. The next installment will be even more exciting, and we welcome your continued attention!