How can an app push activities based on user information?

According to statistics, a precisely pushed campaign can increase the opening rate of the campaign by nearly 40%. Today, after the traffic dividend period, full-coverage marketing and promotion methods are no longer suitable for Internet products. Only more professional and precise marketing can adapt to the current SEM format. So, in an era where everyone is talking about big data and user portrait mobile marketing, how can an app push activities based on user information?

Why do we need targeted push?

Targeted push is actually what many operators call refined operation, also called selected push. To explain it, it means pushing each piece of information to the user who is suitable for it and who needs it. For example, the targeted push ads on the Internet are now pushed based on the user’s usual browsing behavior.

Whether it is targeted push advertising or targeted triggered activities. All targeted push notifications are aimed at improving the full resources of operations personnel, increasing work efficiency and product conversion rates . Operations must ensure that the right activities are delivered to the right people at the right time and in the right place, so that everything will be valuable.

How does App push targeted activities?

1. Have a user analysis database

If you want to push app activities to the right people at the right time and in the right way, you must first know what is the right time and who is the right person. This requires operators to have their own database, a database that contains detailed information about users. So what information should this database contain?

User Profile

User portraits are essential in the entire user information database. User portrait is a relatively accurate user virtual model obtained through research on the user's basic information, attributes, psychology, behavior, etc. It is also a carrier that can integrate qualitative and quantitative methods. The purpose of constructing user portraits is to better highlight core, large-scale, and precise users in future operations.

User Conduct

User behavior, also called user events, refers to a series of actions that users take on products or website pages. For example, a user visits an e-commerce website, registers, logs in, searches for products, browses products, compares products, adds products to a shopping cart, submits an order, pays for an order, and other specific operations. If it is an app activity, it means the user clicks, opens, participates, wins, fills in information, receives prizes and other behaviors.

Real-time monitoring of user behavior is a prerequisite for pushing the right activities to the right people at the right time. Only by understanding what the user is currently doing can you correctly push appropriate activities to him. In order to achieve this, currently, most app operations use the method of embedding points within the app. Write a pre-set code (user event) and embed it in the corresponding page to track and record the user's real-time behavior trajectory, and then push corresponding activities based on the user's behavior.

User Tags

User tags are "labeled" after analyzing the user's static information (also called fixed information, such as gender, region, mobile phone number, home address, etc.) and dynamic information (also called changing information, such as a user browsing activities this time and browsing products next time, or the user logged in several times today and paid several orders, etc.), and are also the most important component of user portraits.

In my understanding, user tags are a visual form of user portraits. The labels given to users (some concise words with specific meanings) are representations of user interests, preferences, and needs, and are the basic conditions for realizing targeted push notifications.

For example, Tmall , Taobao and Amazon, which are doing relatively well, have already achieved one thousand faces for each individual. When we visit these websites, the products and activities pushed to us are based on our unique tags, which are marked by our personal information and previous behavior tracks on the website.

2. How to trigger activities accurately

Everything is ready, only the east wind is missing. The user database has been built and the activities have been developed. What should we do next to trigger targeted activities?

Determine the rule scenario

The actual scenario of an app activity is consistent with the activity purpose, which mainly includes four types: attracting new users, activation, retention and others. Therefore, before launching a triggering activity, you should determine the main purpose of the activity you are going to push. Only after determining the triggering scenario can the activity placement location be determined.

For example, if a shopping app wants to activate newly registered users, it needs to conduct targeted trigger activities, and the best place to place the campaign is the user registration completion page. After the user registers, a new user lottery event may pop up.

Set up activity triggering rules

An activity can only be triggered when the user completes the predetermined operation or meets the corresponding conditions. This is the role of the activity trigger rule. The rules for triggering activities include four aspects: triggering behavior, triggering users, triggering time, and triggering times. In order to better illustrate the details of the above four trigger rules, the author here uses the [Activity Box] to make a specific explanation.

A. Triggering behavior - what actions do users complete to see the activity?

Taking a shopping app activity as an example, the user's triggering behaviors mainly include the number of logins, successful registrations, number of payments, number of shares, etc. In order to trigger activities accurately, these trigger rules must be set. For example, if your goal is to allow app users to share products with more people after purchasing them, you can set a trigger rule: after successful payment, users can share the lucky draw page on social platforms such as Moments or Space. If you want to control activity costs while stimulating user sharing, you can also specify the number of shares and the time limit.

B. Triggering users: which users can see the activity

Even if they are users of the same app, since each user has different needs, pushing app activities out in a scattershot manner may not achieve the desired goal. The purpose of setting triggering user rules is to ensure that activities are pushed to appropriate users more accurately.

For example, a game app in Guangzhou previously held an event in its activity box where users could try out the game and get offline food store coupons. Since the coupons could only be used in physical stores, they needed to be pushed to users in Guangdong Province. At this time, users are very regional, so it is necessary to screen the users who initiate push activities.

C. Trigger time - push to users at the right time

Most activities are time-sensitive. If the best push deadline has passed, the effect of the activity will definitely not be very good. For example, if an activity for the Mid-Autumn Festival is still being promoted during the National Day, users will not be interested and the activity operator will not see any actual value. The trigger time of an activity is divided into absolute time and relative time. Absolute time refers to within a certain number of days, and relative time refers to the time and date when the activity starts and ends.

D. Trigger times - how many users can an activity be pushed to?

The prize resources for each activity are limited. If the prize inventory is sold out and the activity is still going on, when users come to redeem their prizes and find problems, some users may be lost. Therefore, it is necessary to strictly regulate the number of times an activity is triggered, such as setting the total number of activities or the total number of people, and also the number of times each user participates in the activity.

The above are some of my personal views on how apps can push activities based on user information. If there are any unreasonable points, please feel free to give me some advice.

In addition, bad activities are advertising, and good activities are services. In the era of big data, the key is to use existing resources to deliver your products to users more accurately. The same is true for App activity operations. Only by making data the resource and soil for the activity can you be invincible in the activity operation.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @等待八戒 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!