What are the benefits of precision and accuracy in activities from the perspective of activity costs?

Today, Strawberry would like to talk to you about precision from the perspective of organizing events.

There are endless activities of all sizes, but only a few are truly successful: some are stillborn before they even go online; some die halfway; and some are ultimately declared failures.

The reasons may be insufficient publicity, insufficient prizes, too complicated activities, or insufficient targeting of the activities...

What is precision? What are the benefits of precision activities?

"Precision" literally means accurate and precise. When it comes to events, precision marketing is now a popular way of operating events: use segmentation to obtain precise event targets, plan targeted events based on the targets' preferences, and deliver the events to the target audiences through channels where the event targets gather, thereby saving event costs and maximizing event effects.

It is not difficult to see that cost saving and maximizing effects are the benefits that precision brings to activities.

Organizing activities requires costs, and human, material and financial resources are all indispensable. A wide-ranging, all-encompassing campaign with no clear target audience or dissemination channels.

That is to say, such activities do not distinguish between targets, and treat all audiences, whether they are the target audience or not, as recipients of activity information; without restrictions on segmented targets, the channels of communication cannot be accurate, so all channels can only be tried, or certain channels can be selected subjectively; this leads to the dispersion of the entire activity resources, and ultimately high costs are spent with little effect.

Targeted and precise activities have clear target groups. The form of the activities fits the preferences and demands of the group. The communication channels are carefully selected to convey the activities to the interested objects to the greatest extent possible. At the same time, the reach and participation rates are improved, which greatly reduces unnecessary activity expenses and saves costs.

So the question is: where can we find the precise activity targets?

Establish precise activity targets

The object of the activity is the subject of the activity and the direct participant of the activity. Therefore, precise activities should start with precise objects. How can we lock on our target and find the most suitable group of people among such a vast crowd? Strawberry introduces a method here.

Build user portraits

User portraits are virtual representations of real users and are target user models based on a series of real data.

It relies on massive user data and uses labeling, informationization, and visualization attributes to answer questions such as: Who is the target of the activity - what does the target need/like - which channels can reach the target of the activity, and finally segment the precise target group of the activity to achieve personalized recommendations and precise operations.

To build a complete user portrait, you first need the corresponding user data, then label the users, and then assign weights to the labels.

1) Clarify static user information tags and dynamic user information tags.

Demographic attribute labels are the most basic information elements of users (name, gender, age, height, weight, occupation, region, education level, marital status, zodiac sign, blood type...). They are usually self-contained labels and do not require excessive modeling by companies. They constitute the basic framework of user portraits.

Psychological phenomena include two major categories: psychology and personality, which are also innate and acquired. Including cognition, emotion, will, personality, needs, motivation, outlook on life, values, etc., are the key to exploring the deep demands of the objects of the activity.

Both demographic attributes and psychological phenomena are innate in nature and are generally stable, forming the cornerstone of user portraits.

Dynamic user information includes website behavior attributes (search, browse, register, comment, like, favorite, rate, add to shopping cart, purchase, use coupons, etc.) and social network behavior, including basic access behavior (search, register, log in, etc.), social behavior (invite/add/unfollow friends, join group, create new group, etc.), information release behavior (add, publish, delete, leave a message, share, favorite, etc.).

Dynamic behavior information is the key to determining whether a user is active or not.

Label each user with different attributes, and eventually form the basic framework of the user portrait.

Where does user information come from?

2) Obtain user-related information through SDK tracking

Implement SDK embedding on websites and activity pages. That is, the "events" you want to obtain are set in advance, and programmers use Java/Python/PHP/Ruby language to develop the front-end/back-end modules, write codes to embed the "events" into the corresponding pages, which are used to track and record user behavior and transmit real-time data to the back-end database or client.

The so-called "event" refers to a series of actions taken by users on products and website pages, which are described by data collectors ( product managers , operators) and turned into specific field labels.

For example, when a user registers, basic information such as name, gender, region, and age will be generated. Searches, browsing, comments, likes, and favorites will generate information such as number of logins, visit duration, activation rate, external touchpoints, social data, browsing paths, page dwell time, visit depth, number of unique page views, and so on.

The acquired information is statistically analyzed, processed, and finally data modeled to obtain the corresponding weights of these information labels.

3) Data Modeling - Adding Weights to Labels

First, identify the user and clarify who the user is: ID, nickname, mobile phone number, email address, ID card, WeChat or Weibo account.

Secondly, clarify the time length of the user behavior, including the time interval between the behaviors and the duration of the behaviors, to form a "time decay factor" (the earlier the behavior occurs, the smaller the weight of the behavior label, and the more recent the behavior, the greater the weight).

The user's URL is then weighted based on where the user behavior occurs.

Finally, based on what kind of behavior the user has, behavior weights are added according to the depth of the behavior.

Once the above single tag weight is determined, the tag weight formula can be used to calculate the total user tag weight:

Tag weight = time decay factor × behavior weight × URL weight

Ultimately, user tags are continuously added and improved to form user portraits.

Classify and segment users based on each user portrait information, pick out those who meet the pre-set activity object requirements, and classify them as the final target audience for activity communication, so as to achieve precise activity object targeting.

Once you have precise activity goals, you can plan a targeted activity.

Make accurate event planning

Accurate event planning should start from the target of the event, cater to the demands of the target of the event, and maximize their desire to participate in the event. In other words, activities should be carried out in a targeted manner based on the attributes of the target group itself, in terms of the form of the activity, the writing of the copy , and the setting of the prizes.

The precise activity objects all have one or more common attributes, and then based on this common attribute, they are summarized and integrated into a large group as all potential participants of the activity.

When facing groups of people with different attributes, the focus of event planning should be flexible.

1) Activities are divided by age, with an emphasis on planning based on the age group of the group.

First of all, we need to understand the typical interests, behavioral habits, psychological characteristics, consumption levels, etc. of people in this age group.

For example, when targeting young people aged 20 to 25, we learned that this group is mostly college students who pursue fashion and individuality, are willing to accept new things, like online shopping, and often use social platforms such as WeChat, Weibo, and Tieba... Therefore, in terms of the form of the event, we choose to do WeChat or Tieba activities, the prizes of the activities are mainly electronic products and red envelopes, and the copy of the activities tends to be youthful, enthusiastic and novel.

2) When activities are divided based on interest preferences, there are more obvious group commonalities.

For example, fans who are keen on various idol stars, fans who like ball sports, etc.

Take star-chasers as an example. This group is mostly young people aged 15 to 25. They have a fashionable and trendy mentality and often hang out on forums, Weibo, WeChat, Tianya, and entertainment portals. They have a mentality of worship, following the crowd, and comparing with others. They always pay attention to the dynamics of stars, like to buy peripherals, albums, watch concerts, and often participate in activities among fans.

Therefore, when planning an activity for such a group, voting and lottery are excellent choices. The prizes should preferably be celebrity-related. A celebrity-signed poster is far more tempting than cash.

3) Activities divided by gender

Women are more concerned with topics such as beauty, makeup, clothing, entertainment, health, and shopping, while men tend to be more interested in topics such as finance, stocks, and cars , which need to be targeted in event planning.

There are many different types of target group segmentation, which I will not mention here. Because, the precise event planning skills are always the same: dig deep into the attributes of the precise event targets, and tell them in the form they like and in the places they like to hang out that there are things they like to give away. It's like the roundworms in the target's stomach: I have prepared everything you like, and it will hit the G-spot with one poke, which will naturally arouse strong interest in participation.

This is the charm of precise event planning, which will greatly increase the target group's acceptance and participation rate in the event. Of course, with good event planning and clear event targets, we must also find an effective way to connect the two.

Explore precise channels for event delivery

Whether the activity information can be conveyed to the corresponding activity objects accurately and timely is related to the subsequent development of the entire activity. Because no matter how good an activity is, if it is not delivered to the people who are truly interested in it, it will be ineffective no matter how much you do. Therefore, channels are important, and accurate channels are even more critical.

What is a precise channel? Strawberry understands it as a communication channel that is consistent with the attribute positioning of the activity and can reach most of the precise activity targets.

Channels that are consistent with the activity’s attribute positioning refer to the consistency between the activity’s content and the channel platform’s positioning. For example, entrepreneurship -related activities should be placed on entrepreneurship-related channels rather than being disseminated on entertainment platforms.

To be able to reach most of the precise activity targets, in other words, it is necessary to find channels that the activity targets often pay attention to or gather. For example, fan activities can be placed on the corresponding star’s forum, Weibo with related topics, fan groups, etc.

The best way is to establish an activity group in the early stage and allow potential interested parties to join, forming an accurate platform for gathering activity objects. Subsequent activity information can be directly posted in the group and accurately delivered to the people who are most interested.

Ultimately, precise activities are delivered to precise targets through precise channels, thus achieving precise operation of activities.

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

The author of this article @ Strawberry Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!