做用戶，繞不開畫像！

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"導讀"},{"type":"text","text":"： 做用戶，繞不開畫像！畫像不僅可以提升對用戶的認知，還可以通過落地賦能業務。今天我們聊聊用戶畫像在用戶生命週期中的應用，主要介紹用戶畫像在電商場景下如何驅動產品鏈路優化。將按照用戶生命週期，對用戶進行劃分並採取相應的措施；通過逆向的順序介紹用戶畫像在用戶的不同階段，如何在認知定位、渠道優選、個性化服務、再觸達以及營收中發揮作用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"01 理解用戶的兩條路徑"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"1. AARRR與RARRA"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/55\/02\/55fb7a39847bcebff690a22b87416702.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"宏觀上，AARRR模型，也稱海盜模型，是業內常用的模型，能夠有效推動業務發展與迭代，可以對用戶各個生命週期內的行爲進行干預。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/c0\/a7\/c06db2048e5fd6e2542f952d31e96da7.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"微觀上，根據RARRA模型，落地到用戶側，則可以從認知定位、渠道優選、個性化服務、再觸達和營收這五個維度內對用戶的各個階段進行認知、分析、挖掘和干預。下面將圍繞上述幾點進行案例展開。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"2. 觸達手段"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/a4\/c8\/a48458cf704591yya397cc8bed9ff6c8.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在用戶來之前可以進行渠道優選與新客引流，用戶來了之後可以對用戶進行精準推薦、展示，用戶來過走了之後可以對用戶進行復購引流，在每個階段，畫像都可以發揮重要作用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"3. 打通技術與業務"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/25\/e8\/25a002886b23691cb19485df328067e8.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}