The big data analysis introduced by Meigo.com is still relatively simple.

It is only through the analysis of the user information collected by this site, which is far less effective than the analysis effect of collecting user information on the whole network a few years later.

But even this simple analysis is enough.

Within Meigo.com, there are too many things that can be analyzed through the user's registration information, phone number, address, past shopping habits, and search information on the site.

Before this technology was officially put into use, Liu An explained the specific application of big data analysis to several major shareholders and all senior executives of the company.

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After collecting all kinds of data from users, a deeper level of big data application can be made, that is, portrait analysis.

Portrait analysis is a machine learning technology that marks and records data based on different analysis dimensions, feature statistics, and sample extraction.

After marking, the various analytical dimensions are brought together to outline the application of feature portraits. It is also possible to self-optimize the model and deep learning by the machine through marking recording.

Typical examples of profiling include:

(1) User consumption behavior and demand portrait

(2) User preference portrait

(3) Geographical analysis and portrait

(4) Equipment management portrait

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In other words, after this series of collection and analysis, a clear portrait of this user will emerge.

Liu An gave an example, he randomly selected the information of a registered user of a website: "Let's take a look, this is an old member of ours, who has registered a user of our website since Meigou was first established and was not acquired by Wang Dong. ”

"It has been more than three years since I registered, and there are two delivery addresses, and it can be seen that one is her company's office address and the other is her home address. ”

"From the office address and home address, it can be concluded that this user has a good income and a stable job. Because the office building where the company is located is a 5A office building in the city center, the home address is also a good commercial and residential community. ”

Through the user's shopping records in the past few years, it can be analyzed that the user's income and consumption level have been increasing in the past few years. When Meigou was first launched, the cosmetics she often bought were basically domestic cosmetics, and the shopping records in the past year show that she has only bought a series of cosmetics from Flower Story, and occasionally buys some Estee Lauder products. ”

In addition, the user should be married, or have a regular boyfriend, because she has several consumption records of buying men's cosmetics. ”

"She doesn't have any children because she has never searched for or bought products related to babies and toddlers on the website. ”

She doesn't live with her parents because she has never bought products for older people, and most of the products she buys are for young people. ”

"The consumption level is medium to high, and it can be seen from the cosmetics and clothing consumption records that her cosmetics consumption level is the grade of Flower Story, but she is more willing to spend money on clothing. Although we do not sell THE TOP SHOP products on our website, this user has checked the latest styles in the TOP SHOP brand section many times, and has followed the opening progress of THE TOP SHOP store in Pengcheng several times. ”

"It is sensitive to promotions, and every time the website holds a promotion, the user participates in it, and the consumption amount is not low. ”

"I have a high degree of identification with Meigo.com, and I am a highly active user, who logs in to the website once a day on average, and belongs to the core user category. ”

"I like to evaluate products, a total of 42 consumption order records, and left 85 message records on the website. ”

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After listening to Liu An's series of analysis, everyone couldn't help but exclaim.

"Is that an exaggeration?!I feel like this user is standing right in front of me, and I know her very well!"

"Yes, is it possible to analyze all the information of users so clearly through data?"

"That's the power of technology, it's amazing!"

"If we have a clear grasp of the user's consumption habits and consumption level, then we will do targeted sales in the future, wouldn't it be very effective. ”

Hearing everyone's discussion, Liu An smiled slightly and said: "Yes, big data analysis, for our website, there are two directions that can be explored, one is the development of new customers, and the other is the accurate delivery and functional recommendation of advertising information. ”

Intelligent recommendation can identify and predict the interests or preferences of various users through the results of portrait analysis, so as to actively push the required information to users in a targeted and timely manner to meet the personalized needs of different users.

After all, in the process of information pushing, costs and risks coexist, and it is easy to grow simultaneously, if you want to reduce costs and risks, intelligent recommendation applications are one of the most suitable solutions.

……

The day after Meigo.com officially applied big data analysis, Xiaohu, a loyal user of the website, opened the website again, which almost became her habit, and she logged on to the website to see when she was idle.

A lot of times I don't buy anything, I just look for new promotions or what's on the shelves.

But today's website seems to be a little different from the past, and Xiaohu didn't see any difference for a while, but he just had that feeling.

When he scrolled down the page, Xiaohu saw a banner ad that said "Spike".

It turns out that there is a new activity! Xiaohu immediately came to the spirit, but what does "seckill" mean, I have never seen this kind of activity before.

I saw that this promotion was not like the previous shopping festivals, the whole website was promoting it with great fanfare, and this "seckill" only occupied a narrow banner position.

There are six product columns, five cosmetics, and one clothing.

There is also a countdown on each item, the first one is the cream of Flower Story, the original price is 368 yuan, and the spike price is 188 yuan!

This is basically half price! Xiao Hu's eyes immediately lit up.

Flower Story's cosmetics are never on sale, and they are usually sold at regular prices except for the annual shopping festival.

This cream doesn't sell as well as serum, and it's a tepid product, but it's also cost-effective.

Xiaohu has also bought it once or twice before.

She immediately clicked in, and after entering the product promotion page, she found that the countdown was the time when the product promotion ended.

There is still "18:34" to end, that is, there are more than 18 hours to go. Xiaohu immediately went to find the number of products again, she understood the promotional routines of Meigo.com, which are generally limited in time.

Sure enough, the number was there, showing "2368/10000".

Xiaohu has been on the e-commerce platform for so many years, of course I understand what this means, it is nothing more than a limited supply of 10,000 bottles, and now there are only 2,368 bottles left!

This price is very cost-effective, it would be a pity not to buy it, Xiaohu was quick to move, and immediately clicked "buy".

Originally, I wanted to buy two more bottles, and if I couldn't use them up, I could transfer them to colleagues and friends.

As a result, she was surprised to find that the maximum amount per person can buy is two bottles, and she can't buy more than that.

"That's stingy! Then buy two bottles. Huhu muttered, changed the quantity to two, and put it in the shopping cart.

As soon as she put this in her shopping cart, she saw several small squares of ads appear at the bottom of the page.

Babbling ~ In the past, there was no advertising in this place, and Meigou paid great attention to user experience, and the page layout was also very clean, why did there be advertisements today.

Xiao Hu looked over curiously, only to find that those advertisements recommended were all products in the station.

There are two types of "sunscreens" in turn, one is Shiseido's famous sunscreen, and the other is the Estee Lauder sunscreen that Xiaohu has bought.

Then there are the "two swimsuits", one is the Huashang brand, and the other is of course the top shop.

Then there are two men's skin care products, facial cleanser and moisturizer, both of which are Biotherm.

……

Xiao Hu's heart moved after reading it, how do you feel that the things promoted in this advertisement are what you need.

It's summer soon, of course sunscreen is to be bought, Pengcheng place, if there is no sunscreen, after a summer, isn't it so dark that even my parents can't recognize it.

As for the swimsuit, it is indeed time to buy it, the weather is hot, Pengcheng is close to the sea here, and Xiaohu often goes swimming with colleagues and friends. The swimsuit styles of previous years are a bit old, but these two swimsuits look very beautiful.

When she saw men's skin care products, Xiao Hu remembered that it was time to buy skin care products for her husband!

So, six recommended ads, Xiaohu bought three products, a sunscreen, plus Biotherm's moisturizer and serum.

As for the swimsuit, Xiaohu repeatedly compared the Huashang brand and THE TOP SHOP, and felt that the top shop was much more beautiful.

So I decided to go to the offline store of THE TOP SHOP to buy it.

killed two bottles of Flower Story cream, plus sunscreen, as well as the moisturizer and essence bought for her husband, Xiaohu spent a thousand yuan.

After the payment was completed, Xiaohu realized that he didn't plan to buy anything today, why did he spend so much money!

After thinking about it for a long time, Xiaohu didn't understand what was going on.

However, this Meigou network is really good, and even the advertising recommendation is what you need, which is really intimate!

It's not like the broken website of Tmall Taobao, what do you recommend, with my consumption level, I actually recommend more than a dozen old cloth shoes all day long, as well as artificial leather bags, I just look down on people.

In fact, what Xiaohu doesn't know is that this is the big data analysis application of Meigo.com, and the website knows better than Xiaohu herself what she needs to buy and what kind of goods she wants to buy.

At present, the categories of Meigou are not complete enough, and the power will be even greater when the follow-up products are more abundant.

Today, many users who log in to Meigou have unconsciously purchased a lot of products.

But everyone didn't feel abnormal, but they just felt that the user experience of Meigou was getting better and better.

Not only did I launch the regular promotional activities of seckill, but I also unexpectedly found that even the advertising and promotion were so close to people's hearts!