With the development of the commodity economy, the social division of labor has become more and more detailed, and the production of products has gradually developed from unified supply to individualized supply.
Internet products are even more diverse, and users are divided into various types to provide services.
However, there are also some common problems encountered in user segmentation and refined operations:
No "tailor-made", no differentiation, difficult to pull new
"Tailoring" is unreasonable, the demand is difficult to meet, and it is difficult to retain
So, how do we conduct reasonable user segmentation?
Two thousand years ago, books were made of bamboo slips. Those who could read books were princes and nobles. Very few people were literate. How did Buddhism spread the Dharma to every household?
Different regions, tribes, rich and poor, and cultural groups have different spiritual needs and acceptance levels, so they need to adopt different methods; Buddhism in China has evolved into eight branches of sects, and each sect has different missionary styles. Each sect also adopts different methods for people with different hearts: with those with upper and higher roots, they speculate on philosophy and explore the truth of the world; with those with upper-level roots, they have a pure heart and few desires, and life is full of practice; with those with middle-level roots, they discuss The koan, by extension, makes clear the reason; with those who are down roots, they country email list are frightened by the temptation of heaven and hell, and they guide them to do good deeds.
Businesses are even more so for users.
User segmentation is the behavior of enterprises in order to realize the heterogeneity of user needs and concentrate limited resources for effective market competition; enterprises classify users according to their attributes, behaviors and other factors in a clear strategic business model and a specific market. , and provide targeted products, services, sales, and operation models to maximize user value and product goals.
At the system implementation level, under the guidance of abstract theory, algorithms are used to carry out labeling statistics and classification, and express them in the form of user portraits.
From what perspectives and dimensions are users segmented?
How to use algorithms for labeling statistics and classification?
How to verify the rationality of user segmentation and adjust it?
1. 6 common models and 5 types of dimensions for user segmentation
First, what is a user?
We often hear conversations like this:
How many student users does your company have? 5 million.
There are three types of users: those who post videos, those who watch videos, and those who place advertisements.
In this scenario, different users have different cognitions and needs!
When you think about it, the meaning of the user in spoken dialogue is ambiguous:
The first sentence, the user actually refers to the number of registered IDs of the owner.
The second sentence, the user actually refers to the role that exists in the product.
The third sentence, the user actually refers to a collection of requirements of a certain type.
Obviously, the first two sentences are colloquially lazy and simplified expressions, and the meaning contained in the third sentence "users are a collection of needs" is more precise.
The definition of users is clear. Next, let's take a look at the 6 classification models commonly used by Internet companies:
1. Liang Ning Product Thinking
According to the main roles in the business model and the users under a role:
For example: the new store Bawang meal on Dianping. Dianping cooperates with newly opened merchants to launch Bawang Meal, most of which are allocated to the top sheep with high user level, high activity, and many classic comments. The top sheep will make comments after enjoying it for free, attracting Daming sheep, Xiao Xianyang, and stupid sheep. to consume.
2. UCPM-Product Management Body of Knowledge
In a certain scenario, users generate feelings and needs, and in the whole cycle of finding solutions, selecting products, purchasing products, using products, and finally after-sales, users are divided into 5 categories:
Buyer: executes the buying behavior and cares primarily about price
User: Use the product and consider the performance of the product first
Influencers: Various groups that guide decisions
Information stewards: control the flow of information and connect with others
Decision Maker: Formally approves the purchase decision and cares about the internal policy part of the decision
Early childhood education products: decision-makers, buyers, information managers, and influencers are parents, and users are students;
Primary education products: decision makers and buyers are parents, users are students, and information managers and influencers are parents and students together;
Enterprise service products: The purchase of an office software should be done through the comparison of the purchasing department, the budget of the financial department, the opinions of the employees, the management and maintenance of the special person, and the decision of the senior management.