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This article will explain in detail the example analysis of user profile analysis and scene application in big data. The editor thinks it is very practical, so I share it with you as a reference. I hope you can get something after reading this article.

User Portrait 1. Concept description

User profile, as an effective tool to outline the target user and contact the user demand and design direction, has been widely used in various fields. User portraits were initially applied in the field of e-commerce, especially in the field of digital marketing, the core basis is the rich tags that describe user portraits.

Under the background of big data era, user information is flooded in the network, each specific information of the user is abstracted into tags, the user is understood by the way of user portrait based on the tag, and the user image is specified by using these tags, so as to provide targeted services for users. For example, the above user profile information can be analyzed based on the simplest user data.

2. Composition and structure

The core work of user portraits is to label users based on data acquisition. With the continuous enrichment of tags, users' portraits will become clearer and clearer, and finally achieve the ability to understand or even understand users.

In the actual user portrait system, the classification and classification of tags is far more simple, more detailed and accurate:

Basic attributes: gender, age, spending power, occupation, etc.

Behavior attributes: activity, browse, click to view, not interested

Real scenes: frequently entered business circles, cinemas, scenic spots, etc.

Description of interests: shopping, film and television, music, games, reading, etc.

Customization: through machine analysis, based on some combination of tags

Through a variety of scenario data generated by the user, to analyze or speculate the user and information tagging, visual description, through the user profile, the product can automatically understand the user and serve the user, for example, many information flow applications, will automatically judge and push the content that the user may like according to the user's reading content.

3. The value of portrait

In companies with a large number of users and complex business, they will spend a high cost to build a user profile system, collect data on various business lines for analysis, and constantly in-depth understanding of users in order to provide more accurate services and diversified operational strategies.

User drainage

Through the portrait analysis of existing users, put it on the relevant DMP advertising platform, and focus on recommending users with relevant similar tags on its platform to drain users for products. Here, the concept of rapid expansion of similar users is similar.

Cold start for new users

Quickly analyze the attributes and interest preferences that may be biased by newly registered users to achieve fast and accurate service recommendation, such as the area where the user is registered, the characteristics of the new user can be inferred from the general tag of the user in this area.

Accurate or personalized service

Here is according to the rich user profile analysis, understand the user and provide accurate service or personalized service. To provide good service can naturally achieve the deep precipitation of users.

Multi-scene recognition

The scenario here is relatively complex, as described by a case, such as registering with mobile phone number An on a certain platform, and then losing the mobile phone number A. after switching to mobile phone number B, we can understand whether the user is a user of mobile phone number A through related behavior. you can also identify different users or multiple mobile phone sequences according to the same mobile phone sequence.

Silent user awakens

Based on refined tags and multiple scene data, quickly identify the degree of silence of users, and formulate operational strategies based on portrait analysis to activate recalls to reduce user churn.

II. Population analysis

Every time a case of user group analysis is developed, a sentence can ring in my mind: only child, arrogant, greenhouse flowers, indifference, selfishness, exquisite self-interest, fresh ideas, publicity of personality, lack of team consciousness, non-mainstream, collapse. In the past few years, this is the label that many elders or society put on the 90 generation, and there are also many labels of 90 self-mockery. As a member of the post-90s generation, I am quite satisfied with this portrait.

The above are typical atypical cases of crowd portrait analysis. in fact, there have been many and accurate reports on 90 people in recent years. Many data companies will make in-depth analysis in many hot areas, such as social attributes, spending power, game hobbies, pets, Internet applications and so on. Analyzing crowd portraits can be of great value in commercial applications.

Third, in-depth application 1. Business circle analysis

First of all, based on the user group of the business area, it is good to understand that users generate data in a business area, and then obtain user-related tags to analyze the user portraits in the business area.

Secondly, it analyzes the service of the business circle itself, such as the flow of people in the field of food, entertainment, shopping and so on, and compares different business circles to provide strategies for the operation of the business circle.

Through the portraits obtained from the comprehensive analysis of the business area, this paper makes a comprehensive study on the composition and characteristics of the business area and the various factors that affect the change of the scale of the business area, that is, to serve the reasonable choice of store location for enterprises, but also to accurately introduce rich brand stores.

2. Industry analysis

Industry analysis portrait is a very complex report, which usually considers many factors, such as user volume, population characteristics, technology, revenue scale, competitiveness, competition pattern, industry policy, market saturation and so on. Industry analysis is also a different concept from different angles, for example, from the perspective of industry products: based on industry analysis to judge whether to do, how to do, how to do well, clear product direction and operation strategy and other issues; from the investment banking sector to judge whether the new product is worth investing in a stable high return, risk control and so on.

The user profile is constructed through the data in multiple scenarios, and the commercial operation and management are carried out in many business scenarios applied to the product, resulting in higher value.

This is the end of the article on "sample Analysis of user profile Analysis and scene Application in big data". I hope the above content can be of some help to you, so that you can learn more knowledge. If you think the article is good, please share it for more people to see.

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