Umeng launches data factory strategy and releases in-app social "micro community"

On December 9, Umeng held a press conference on "Developing the Wireless Potential of Data" in Beijing, launching its data strategy "Umeng Data Factory", as well as the data product "User Rating" and the in-app social product "Micro Community".

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What value can “Data Factory” bring to developers?

Ye Qian, senior technical director of Umeng, introduced the operation process of "Umeng Data Factory". Its mining system is built on an open source big data processing platform. Through device identification, behavior analysis, device rating and other means, it mines and analyzes data from nearly one billion mobile devices day and night, and produces multiple data results including user attribute tags, user interest tags, user geographic location POI, and mobile device identification system.

These data mining results will not only be used in Umeng's own products. With the launch of the "Data Factory", Umeng will open up more data mining results, provide corresponding data products, and support seamless access of data to the business logic and operation system of the developer's App, helping developers to carry out more refined operations.

“User Rating”: A Quantitative Evaluation System for the Value of Terminal Equipment

"User Rating" is the first product of Data Factory. It is essentially a set of device information preprocessing + quantitative evaluation system of device value. For mobile practitioners, how to quickly and comprehensively evaluate the value of devices and users has always been a difficult problem. Fake devices and brushing behaviors are not easy to evaluate, user behavior cannot be cross-analyzed across apps, etc. Many businesses are difficult to promote and execute due to the lack of deep data involvement.

Umeng's "User Rating" combines data such as device hardware information, traffic information, App usage behavior, and user interest tags, and adds a special algorithm design that fits the business scenario, which can quantitatively measure the risk of the device and its value to the App. You can imagine a usage scenario: when the developer uploads the device identification of the App terminal user, Umeng Data Factory can return statistical information such as the distribution of interest tags and geographic location of these devices.

It is understood that the data dimensions of "user rating" cover all dimensions of the mobile Internet, covering 20 vertical fields and more than 400 user interest tags. It conducts a comprehensive assessment of end users in terms of consumption capacity, activity level, behavioral preferences, and user attributes. It can help developers understand users' past history and behavioral characteristics, so as to make more correct decisions during the operation and promotion process, such as improving the accuracy of message push, or more accurately evaluating the effectiveness of channel promotion.

“Umeng Micro Community”: Social networking within the App

In addition to data layer services, Umeng was the first to launch an in-App community product in the direction of App social interaction, namely "Umeng Micro Community".

Lu Yiyuan, senior technical manager of Umeng, introduced that in terms of function, the "Umeng Micro Community" is similar to the Weibo within the App, and is a community system exclusive to the application. In this community, users can have their own information flow by following topics and people that interest them, and they are highly focused and not disturbed by chaotic information. Users can also communicate online around various topics and like, forward or comment on content that interests them. From the perspective of App operations, developers can publish activities through the "Micro Community" and push messages in accordance with different scenarios, which can significantly improve user activity and retention.

In terms of product form, "Umeng Micro Community" is both an SDK and an independent APP. Developers who do not have an application can export and generate an independent community APP with one click and directly launch it online. In addition, the SDK of "Umeng Micro Community" is open source, which supports developers to deeply customize it according to their own needs. The product was open for internal testing on the day of the press conference, and the reporter saw many developers of information, tools, and O2O services filling out the application form.

In addition to the above new products, Umeng's "one-stop solution" has also been fully upgraded, and statistical analysis (including game statistical analysis), message push, Umeng Index and other products have been updated to varying degrees. Umeng Vice President Jiao Yue also announced the latest business data, Umeng covers more than 900 million terminal devices, 150,000 mobile developers, and 420,000 apps.