1, user attribute
Generally speaking, user attributes include the following commonly used indicators: user's age, gender, equipment model, installation/registration status, occupation and other static characteristics of users. The user gender here can refer to both natural gender and shopping gender.
Natural gender refers to the user's actual gender, which can generally be obtained by means of user registration information and filling out questionnaire forms. Shopping gender refers to the gender orientation of users when purchasing goods. It may be a female user of the actual gender, but she often buys goods with obvious male gender, so her shopping gender is male.
2. User behavior
User behavior refers to the user's preferences and characteristics that can be mined through user behavior. Common user behavior analysis includes: user's order-related behavior, order/access behavior, user behavior type indicators in recent 30 days, user's high-frequency active time period, user's purchase category, click preference, marketing sensitivity and other related behaviors.
3. User consumption
User consumption includes browsing, purchasing, placing orders, collecting, searching for goods and so on. Analyzing users' consumption is to subdivide the categories of goods that users like, so that the accuracy of recommending or marketing goods to users can be higher.
Benefits of user portraits
1, aiming at advertising and channel promotion, we can judge the user quality brought by the channel more clearly and analyze the return on investment of the channel more scientifically.
2. For the operation department, it can follow up the user portrait, push more interesting and demanding products for users, and improve the order conversion rate.
3. Promote repurchase and fission, make clear the purchase habits and cycles of users, and guide them according to the corresponding portrait data to promote repurchase and fission.
4. Form customer stratification, centrally manage users at different levels, and maximize sales efficiency.