the portrait of a user is a perfect abstraction of a user's business picture after collecting and analyzing the data of major information such as consumers' social attributes, living habits and consumption behaviors, which can be regarded as the basic way for enterprises to apply big data technology. User portraits provide enterprises with sufficient information base, which can help enterprises quickly find more extensive feedback information such as accurate user groups and user needs.

To accurately analyze the user portrait, it is necessary to divide the user into multiple dimensions, so as to know the different user usage scenarios of the user in different dimensions. According to the user's psychology in different usage scenarios, we can design accurate user products, or create personalized push by operation, which is convenient for users to collect SKUs of products and provide dimensional and data support for users to analyze dynamic modeling.

so how to build a real and dynamic user portrait?

it needs to be constructed from four dimensions: user static attribute, user dynamic attribute, user psychological attribute and user consumption attribute.

1. Static attributes

Static attributes mainly divide users according to their basic information. Static attribute is the foundation of user portrait and the most basic user information record. Such as gender, age, education, role, income, region, marriage, etc. According to different products, the weight of different information is divided. If it is a social product, the static attributes are gender, income and so on.

2. Dynamic attributes

Dynamic attributes refer to users' online behavior in the Internet environment. In the information age, users' travel, work, vacation and entertainment are all inseparable from the Internet. So what online behaviors will happen to users in the Internet environment? Dynamic attributes can better record users' daily online preferences.

3. Consumption attribute

Consumption attribute refers to the user's consumption intention, consumption consciousness, consumption psychology, consumption hobby, etc., which has a comprehensive data record of the user's consumption and manages the user's consumption ability, consumption intention and consumption grade well. This dynamic attribute changes with variables such as user's income. When designing products, we have a better grasp of whether users prefer functional value or emotional value.

4. Psychological attributes

Psychological attributes refer to users' psychological reactions or activities in the process of environment, society or communication and feelings. The user's psychological attributes are divided, and the product design and operation are better based on the user's psychological behavior.

according to the above user portrait dimensions, taking college students as an example, the user portrait is modeled. After dividing the dimensions, do desktop research on four dimensions, and if possible, do qualitative research after collecting the data. Desktop research, collect data quality from major websites: Baidu Index, iResearch, TalkingData, Youmeng, Penguin Think Tank, Dataeye and other data quality channels to collect data. Collect user data from this dimension. After personal sorting, I draw a simple conclusion (only the process is smooth, and many details need to be refined, considering the space problem, without making a specific description).

For example: college students

College students' consumption demand under the consumption attribute, chatting and entertainment demand under the dynamic attribute, and making friends demand under the psychological attribute. Consumption intention of college students: consumption accounts for a high proportion of diet, shopping, communication, love, play and travel. Consumer awareness: consumer awareness such as bank cards, credit cards and installment consumption. Consumer psychology: rational consumption is still the mainstream of consumption; Consumption hobby: consumption is diversified, with dress-up, love expenses and eating and drinking at parties as the mainstream.

The main psychological characteristics of college students in freshmen, sophomores and juniors (18-23) are communication difficulties, study pressure, love and emotional fluctuations, and personality defects. Psychological characteristics of senior year (24-25): employment pressure, emotional fluctuation. The proportion of dynamic attributes of college students' online behavior is: chatting, watching TV series, watching movies, shopping, Weibo, and looking up information. Dynamic attributes mainly have large demand: chat demand and entertainment demand. According to the portrait of college students' users, if they are operating activities, they may prefer to send movie tickets, website members (iQiyi, LeTV, Sohu, Tencent, etc.) and chat tool members (such as QQ members, Thunder members, Momo members, YY members, etc.). Combine demand with product promotion. (It's just that the process is smooth, and many details need to be refined. Considering the space problem, I won't give a specific description).

Conclusion

Accurate user portrait analysis can better serve and meet the real needs of users. Without multi-dimensional analysis of users, how can we understand what users really think? What's the saying? To make products, you have to know how to spy on people's psychology and their inner thoughts. With a pure white heart, go into the user's heart and dye the pure heart with the user's color. Finally, what the pea man said is useless, so let's experience it ourselves.