What is user profiling

Speaking of “user profile”, in fact, do operation students this is not strange, in the work will also carry out in-depth study, then we said the user profile in the end what? Let's start with some keywords~



Labeling

Abstract classification and generalization of a specific group or object of a particular class of characteristics, the value (tagged value) has a classifiable.

Tagged value

An instance of a label, referring to the specific content contained in a particular label, characterized by compliance with the MECE principle (mutually independent and completely exhaustive).

User Profile

Consists of multiple characteristics of a particular group or object, usually a specific description of the characteristics. (It can also be understood that a user profile consists of a combination of multiple tags)


An example is the following description:

She is a 27-year-old white-collar worker, graduated from a 211 university, now working as a designer in the Internet industry, living in Shanghai. Single, usually loves French buffet, loves teddy dogs. Her income is in the upper middle class.



For the group of “people”, the characteristics of “male” and “female” can be abstractly summarized, which can be called “gender”. “Gender” is a label.



For the label “gender”, its label value can be categorized into “male”, “female”, “unknown” according to the MECE principle. ”; (“27”, “211”, “Shanghai”, “Teddy”, etc. are all part of the label). ”, etc. are all specific tagged values in the label)



And this whole description is the user profile of that user.



The role of user profile



Help enterprises realize accurate marketing

The emergence of user profiling actually stems from its application in the business world, which is the need for enterprises to recognize their users. In the marketing activities, the enterprise is most afraid of money down the drain, and most of the reasons for down the drain is that the user positioning is not accurate!

In the process of marketing decisions, enterprises are concerned about nothing more than the following two points:

1, how to make a product more popular with customers?

2, how to sell the product to the right person?



Want to solve these two problems can not be separated from the user's insight into the needs, so decision makers inevitably have to consider two categories of people:

1, existing customers: who are my existing users? Why do they buy my product? What are their preferences? Which users have the highest value?

2. Potential customers: where are my potential customers? What do they like? Which channels can find them? What is the cost of customer acquisition?



Today's marketing war, has long been not the king of creativity, enterprises from the user's point of view to think more and more in-depth, and constantly to the transformation of precision marketing, and want to achieve precision marketing, user profile is indispensable, in the era of mobile marketing, get the user to get the world!



Enterprises: Can I build my own user profile?



In fact, enterprises want to establish an accurate user profile is not so easy to imagine.

1, the accuracy of the user entity identification is difficult to control, such as family members often common computer or tablet, to find the real use of that person, in fact, is not so simple.

2, whether the user's label can be linked together, an independent existence of the label itself does not have any role, only all the user's label as a whole linked together, combined with the actual scenarios, only meaningful.

3, the requirements of data processing capabilities are very high, massive unstructured label processing, as well as the dynamic monitoring of user labels, data processing optimization is a very big test of ability for enterprises.

From a comprehensive point of view, not all enterprises can do to independently establish a user profiling system.



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