What is the corporate user portrait?
Corporate user portrait refers to a portrait composed of corporate users who use B-end products or services that combine corporate attribute characteristics and multiple role attribute characteristics within the enterprise, which is a digital modeling of real corporate users. By collecting enterprise and role information, summarizing and refining characteristics, and building a labeled enterprise user model.
For example: “Female, white-collar worker, 25-30 years old, 170CM tall, salary of 15,000-20,000, 211 university, working as a product manager, living in Wangjing, Beijing, unmarried, has a boyfriend, likes reading, has a mortgage, likes Starbucks, and often works overtime.” This series of descriptions is a typical case of user portraits. If we describe it in one sentence, that is, user information is labeled.
The content contained in user portraits is not completely fixed, and the characteristics of concern vary depending on the industry and product. For most Internet companies, user profiles will contain population attributes and behavioral characteristics. Population attributes mainly refer to the user’s age, gender, province and city, education level, marriage status, childbirth status, industry and occupation where he works, etc. Behavioral characteristics mainly include indicators such as activity and loyalty. In addition to the above common features, user portraits extracted from different types of websites have their own focus.
What is the role of an enterprise in conducting user portrait analysis?
1. Corporate user portraits are convenient and precise marketing:
Accurate direct mail, SMS, App message push, personalized advertising, etc.
This is the most familiar usage in the operation process of enterprise. From extensive to refined, it cuts the user group into a finer granularity, supplemented by means of text messages, WeChat, emails, telephones, activities, etc., and drives care, recovery, and incentives.
2. Corporate user portraits are convenient for risk control:
User risk preferences, credit information, etc.
Draw corresponding features and portraits for different user groups. It helps to understand the risk preferences, fraud probability, normal repayment probability, etc. of different user groups.
3. Corporate user portraits are convenient for user research:
Guide product optimization, and even achieve private customization of product functions.
Analyze and study users’ investment habits and trading information, guide companies to optimize products, and customize products’ private functions according to different user groups. For example, securities companies can design different product types and investment varieties for different user groups based on user investment preferences and combinations with product characteristics, and guide users to pay attention to and purchase products.
4. Corporate user portraits are convenient for personalized services:
Personalized recommendations, personalized searches, etc.
Business personnel can filter users at will through existing tags or custom tags, and import them for secondary processing.
5. Corporate user portraits facilitate business decision-making:
Ranking statistics, regional analysis, industry trends, competitive product analysis, etc.
Based on user profile information, enterprises discover the advantages and disadvantages of the company’s business based on user distribution, competitive product analysis, regional analysis, investment popularity and other diversified statistical and analysis information, and help enterprises make relevant business decisions.
For more information about corporate user portraits, please contact Shanghai Lanchang Information Technology Customer Service
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