What is a portrait of a crowd?

What is a crowd portrait (or a user portrait)?

Simply put, it is a survey and analysis report abstractly simulated by collecting and analyzing the data of consumers' social attributes, living habits, consumption behaviors and other major information, which is a user information label.

What data dimensions are generally needed to build a crowd portrait?

Social attributes: including basic information such as age, gender, region, blood type, education level, occupation, income, family status, height and weight;

Psychological attributes: including personality, ability, temperament, values, emotions, thinking, etc.

Interest characteristics: browsing content, collecting content, reading consultation, purchasing preference, etc.

Consumption characteristics: characteristics related to consumption, usually divided by income;

Location characteristics: the city where the user lives, the residential area, the user's moving track, etc.

Device attributes: terminal features used, such as mobile phone brand, Android or iso system, mobile or PC, using 4G or wifi, etc.

Behavior data: log data of users' behavior on the website, such as access records, access time, browsing paths, etc.

Social data: social data of users, including circles, interests, interactive behaviors, etc.

What is the function of user portrait analysis?

What are these dimensions and label attributes for?

Many people may say that these things have nothing to do with me. . . .

But for almost all traditional enterprises or internet enterprises, these data are very valuable!

In the era of big data, "data is the new oil"

Generally speaking, user portrait can subdivide the people around the product and determine the core population of the product, which is helpful to determine the product positioning and optimize the functional points of the product.

At the same time, it can also help enterprises gain insight into the market and estimate the market scale, thus assisting in formulating stage goals, guiding major decisions and improving the return on investment; ; It is more helpful to avoid homogenization and carry out personalized marketing.

The role of user portrait analysis is mainly reflected in the following five aspects:

Precision marketing: according to the characteristics of historical users, analyze the potential users of products and the potential needs of users, and use SMS, email and other means to market specific groups;

User statistics: after classifying users according to their attributes and behavioral characteristics, count the number and distribution of users under different characteristics; Analyze the distribution characteristics of portrait groups of different users;

Data mining: build recommendation system, search engine and advertising system based on user portraits to improve service accuracy;

Service products: Portrait users' products, analyze the audience of products, understand users' psychological motives and behavior habits more thoroughly, improve product operation and improve service quality;

Industry report and user research: understand industry trends through the analysis of user portraits, such as the analysis of people's consumption habits and preferences, and the analysis of consumption differences in different regions;

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Business circle analysis, customer group analysis, competing product analysis, multidimensional analysis.