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Seo Expert
Jul 28, 2022
In General Discussions
The definition and construction of portraits have been explained in the section on strategic planning. Here, we mainly explain the differences between crowd portraits commonly used in work cycle/daily analysis and strategic planning analysis. The dimensions of the population and portraits analyzed are more detailed. People and goods yard is the basic logic of retail analysis, as is crowd portrait. Country Email List Corresponding portrait analysis based on different business regions, stores, and commodity strategies supports the formulation of operational strategies. Based on the analysis of the needs of the marketing operation activities, in order to improve the conversion, the marketing promotion analysis work will analyze the users based on the activity channel, time, etc. to support precision marketing. The analysis of churn and high-value people will be more in-depth and applied to marketing more effectively. For example, based on the relationship between churn and consumption times, products, channels, membership duration, and consumption preferences, it will assist in formulating marketing entry time points, product sales push strategies and channels Evaluation and management. : 5. Predictive analytics There are 3 predictive analytics that are very effective for business improvement, but my knowledge of algorithms is weak, I can only briefly explain the definition and usage, sorry. LTV has been explained in the previous article, here are the application scenarios in the operation process: Before operation: Calculate the return period, the overall value of marketing users, and assist in the calculation of marketing costs. Through LTV prediction, use alone or in combination with other dimension data or algorithm tags to stratify users, allocate marketing resources, and maximize the effect. For example, combined with churn prediction, Prefer high-value, medium- and high-churn-risk user resources to increase marketing benefits. After operation: verification of marketing effect, verification of channel quality. Magic number is a correlation indicator to assist business judgment . Through analysis/algorithm, it can find the key points or values ​​of the business to assist business judgment or strategy formulation. Magic numbers in retail scenarios such as the number of purchases/pieces of converted loyal users, and how long it takes to become a member The customer unit price of users who are most likely to lose and repurchase the most, and how long they have not shopped are most likely to be lost. However, it should be noted that this number does not represent a causal relationship. If the value is reached, the goal will be achieved. The degree of impact needs to be judged based on business experience. Churn prediction, as the name suggests, uses the accumulated user behavior data and consumption data to analyze the churn risk of current stock users through algorithms, and then combines user portraits, value analysis and other data to reduce churn. Another point in operation is to identify users who are bound to churn based on brand positioning. , For example, brand age positioning will inevitably lead to the loss of some users due to different life development. Identify to reduce the investment in ineffective marketing and set a reasonable goal of reducing the loss rate. 6. General analysis of affiliate marketing The overall analysis of membership marketing is from the perspective of senior management, and aggregates data to monitor and analyze the overall marketing and cost from a global perspective to ensure the achievement of the overall plan goals, control risks, and reduce costs. It is divided into three departments as follows. The analysis system of a single marketing is also explained after the data analysis of a single strategy. Construction of Retail Member (User) Analysis System from Strategy to Execution
The common crowds are divided into the following scenarios from the operation work to the application of crowd portrait analysis content media
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