Case: How to use data to analyze the target customer group traditional offline channels to obtain consumer information generally to buy data from the data company, or entrust the research company to pass through the long and long user adjustment
Case: How to use data to analyze the target customer group traditional offline channels to obtain consumer information generally to buy data from the data company, or entrust the research company to pass through the long and long user adjustment
Case: How to use data analysis target client groups
The method of getting consumer information from traditional offline channels is generally through data companies, or commissioned investigations to obtain a report through thorough and long user research. In the e -commerce model, we can use a smaller cost to obtain massive transaction data, and then analyze consumer characteristics and position targets.
The large amount of data of the Rubik’s cube is derived from the transaction, which can help merchants understand consumer behavior. Take a practical case: Let’s check the “facial mask” category target transaction data, including the comparison between the price distribution and the unit price distribution. Within a month, the most distributed range of the transaction price of the mask is 5.5 ~ 7 yuan, and the number of transactions (consumers cumulative purchases) of the number of transactions is 58 ~ 67 yuan The number of masks is 10 tablets.
In continued to view consumer purchase frequency distribution: 80 % of consumers purchased during this period, we can get a general conclusion: consumers who buy masks usually buy within one month of purchase Once, and the number of masks purchased at a time is about 10 tablets. Therefore, it is most suitable for consumer shopping characteristics with sales and combination sales, or associated with other different types of masks. Most consumers buy 10 pieces on the Internet. As long as the set combination does not deviate too much, consumers are more likely to accept seller’s products in the subconscious.
The actual sampling interview conclusion is that the amount of mask usage in ordinary female consumers within a month is about 4-8 tablets.
It again to see the buyer’s visit time: there are still obvious differences in the visits and purchase time of different types of purposes. For the visit of the buyer of the mask category, you can make a corresponding time -limited discount or directional promotional promotion. , Even arranged for the time and getting on the shelves according to this.
The visits of the buyer of the mask category are 14:00 pm to 15:00 pm, and the time of the secondary visits is 10: 00 ~ 11:00 in the morning. It is from 10:00 to 11:00 in the morning, and the second period is from 14:00 to 15:00 pm. The peak period of visiting and transactions is not one -to -one.
Zhining
Is to change a category to view, such as the dining table in the residential furniture industry, we can see that the peak hours of visits and transactions are late at night. The common sense of consumers can get the answer, that is, the purchase of large -piece items is based on the family, not a decision to make a decision. Therefore, mastering consumers’ shopping habits and adjusting the promotion period have a good effect on improving the conversion rate of the entire online store.
It other important dimensions in consumer data, including gender, age, and regional distribution, which determines the population statistics of the consumer group. In the Data Rubric Cube, we can not only view the population statistics of a certain industry, but also consumers of consumer data from a specific brand, product, and products under the attributes. Taking iPhone4S and as an example, Samsung’s male consumers are higher than Apple; Apple’s main purchase crowd is 18 to 24 years old, which is younger than Samsung over 25 years old. high.
The people who like Samsung are more distributed in cities in the north and southwestern regions, and regional differences are also very large.
The seller wants to dig more segmentation of crowds. You can pay attention to the free data product “Taobao index” produced by the Rubik’s Cube team. Some data released by this product can simply analyze the segmentation of Taobao buyers, telling sellers who consumers are and what they like.
I search for “Love Apartment” to be more popular some time ago. You can see the following data:
Because many products under the keywords of “Love Apartment” are the same costumes of the TV series “Love Apartment” actors, and they are summer clothing, so this part of the product itself is not high, and consumption is also biased towards medium consumption capabilities.
Me many newbies and junior buyers, white -collar workers and students are relatively large in the buyer level and crowd.
Zhining
The index also provides some consumers’ constellation distribution data. This data is unlikely to directly analyze, but it can dig some data from here.
In the end we look at the consumer’s hobbies. In fact, this part of the data is to define the consumer’s interest in multi -dimensional information through the consumer’s related collection and purchase information. By labeling, the seller can better understand the consumer image. For example, the most people search for the word “love apartment” are the beauty girls (I will buy a lot of women’s clothing, women’s shoes and other categories); at the same time, she is also a pet family (bought pet supplies) and so on.
If you think this data is not specific enough, you cannot land to a specific baby and brand, you can view “related brands” and “related products”, which can make you better understand more The interests of this group of consumers.
It can be checked in related babies under related brands. Click each baby to view the link on Taobao.
In addition to the data mentioned above to do consumer research through data, some shops and baby picture page display also needs to be carefully studied. Data analysis will eventually land to improve transaction conversion, so for online stores, the decoration style is a language of sales. When you are positioned clearly who your target group is, you need to know what style they like, and then find the most most, and then find the most most. Suitable for their visual department, so that everything you do will land to transformation.
In the Internet era, in addition to being familiar with rules and data analysis, e -commerce eventually landed and described. Among so many consumers on Taobao, most women, and most women are visual animals. How to guide them to be interested in your products. In addition to strong brand endorsements, do consumer research and marketing and spread. important.
It this time to explore consumer data and positioning targets, it can give everyone a brick and provide some ideas to improve the operation of online stores. Next, we will strive to dig the value of the Taobao industry data and continue to analyze data and diagnose stores for everyone.