做用户，绕不开画像！

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"导读"},{"type":"text","text":"： 做用户，绕不开画像！画像不仅可以提升对用户的认知，还可以通过落地赋能业务。今天我们聊聊用户画像在用户生命周期中的应用，主要介绍用户画像在电商场景下如何驱动产品链路优化。将按照用户生命周期，对用户进行划分并采取相应的措施；通过逆向的顺序介绍用户画像在用户的不同阶段，如何在认知定位、渠道优选、个性化服务、再触达以及营收中发挥作用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"01 理解用户的两条路径"}]},{"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与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":"宏观上，AARRR模型，也称海盗模型，是业内常用的模型，能够有效推动业务发展与迭代，可以对用户各个生命周期内的行为进行干预。"}]},{"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":"微观上，根据RARRA模型，落地到用户侧，则可以从认知定位、渠道优选、个性化服务、再触达和营收这五个维度内对用户的各个阶段进行认知、分析、挖掘和干预。下面将围绕上述几点进行案例展开。"}]},{"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. 触达手段"}]},{"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":"在用户来之前可以进行渠道优选与新客引流，用户来了之后可以对用户进行精准推荐、展示，用户来过走了之后可以对用户进行复购引流，在每个阶段，画像都可以发挥重要作用。"}]},{"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. 打通技术与业务"}]},{"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}}]}