Userportrait", the labeling of user information, is a basic way to abstract a user's social attributes, habits, consumption behavior and other key information through the collection and analysis of consumer data. The basic way of business full picture. With a basic understanding of the user's situation, it can be considered part of the "read" the user, on this basis can target users for precision marketing. So what is the basic content of the user profile, generally speaking, it contains the following necessary elements:

Territory

Precision marketing services based on LBS location, not only can locate where the user is, but also depicts what places the user often visits, for example, whether it is a permanent office building office workers, whether it is a two-point-one-line students, the user often frequented in which business districts, and so on. . What's more, with the support of location information, we can provide users with corresponding scenario service marketing, such as pushing information about nearby coffee shops, nearby specialties, and so on. And after the information is pushed, the user's follow-up behavior is tracked, such as whether they clicked to follow, whether they went to the store to consume, and the data is corrected in a closed loop.

Gender

The user's gender positioning is very critical to marketing, through the user's browsing preferences for daily information, as well as the platform's big data networking for a long time to screen, you can determine the user's gender attributes more clearly. Clear gender labeling will play an important role in the subsequent selection of the crowd, for example, male users for sports, military, beauty, automotive, history and other products and derivatives of the attention of the conversion effect will be far greater than female users, and beauty, TV series, entertainment, clothing, and other types of advertisers will pay more attention to the positioning of the female group of users.

Income

The targeting of users' interests and behaviors through the big data platform can form a reference for determining users' income levels. For example, the user's browsing behavior for watches, bags, collections, stocks, etc., combined with their consumption intention, consumption ratio, consumption hobbies, etc., to carry out a comprehensive data record, the formation of the user's income level of the portrait.

People with different income levels have very different demands on product price, brand, quality, etc. The price sensitivity of people with low and middle income levels is higher than that of high-income people, and they are also more interested in discounted products.

Age

The content that each age group cares about is different, the 60s are brushing rumors, the 70s are brushing chicken soup, the 80s are brushing the workplace, the 90s are brushing the Internet, and the 00s are brushing the second generation

The various advertisement platforms have carried out more and more frequent penetration of each other's participation in the stock market, and on the basis of which through the analysis model of the platforms, the precise age of the users can be formed. The first is to make the user's age more accurate.

Luo Zhenyu's New Year's Eve speech, "Time's Friend," mentioned that in the context of big data, there will be a more fine-grained dimension of the user, not only accurate to age, but even can be done by day to slice. When that day comes, the marketing for users will not only be a thousand faces, but will appear in a more humane and emotional way.

The vision

In the future, with the intervention of artificial intelligence, the understanding of the user will be further deepened and strengthened, precision marketing advertising algorithms will have a huge space for development, the two seemingly unrelated products, in some cases will form the same length of the sales situation, such as the classic diapers and beer sales correlation and so on.