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I am your loyal reader. I have followed you all the way in the past few years, and now I also join an online education company as a community operator. One of our daily basic b2c email list tasks is to label users. The operating tools in hand are said to be able to automatically label, but in actual operation, why do these more than 100 labels feel useless? Very confused, do not know in the end is my method of operation is wrong? Or are these tags really useless? Solved, thank you!
Answer: Hello, classification is a basic skill of human logical thinking, and label is the specific category of classification. When we are faced with big data, classification really helps us to make data analysis.
However, these labels used for b2c email list data analysis are more useful to people in higher positions in the company, and they are not so useful when they fall to specific executors. For front-line community operations, especially our sales team, the practical value of these labels is basically negligible.
Let me explain exactly why.
1. The public domain only has click
There is a famous saying in the traffic circle: "There is no one in the public domain, and there is only click in the public domain."
There is a huge difference between online and offline in judging "who the user is". Online, when a parent adds customer service WeChat, if the other party blocks the circle of friends, there is only a handful of information they can get; The incoming visual information can help us make many judgments quickly:
The mother of the palace color wearing Dior 999 lipstick, with her head held high and her temperament high, she pointed her sword 3 meters around when she saw the aura. Such a mother must have a strong voice at home, especially in the b2c email list education of her children.
The original price of Coach's classic tote bag is 6,000 yuan. Judging from the latest condition, it should be just bought (or well-maintained), just as there are activities in the shopping mall recently.
She looks like a shrewd housewife. You can see that she didn't choose seasonal limited editions. The classic styles are very versatile, and you can't tell the year of purchase. If they are properly maintained, they can be carried on their backs for several years in one go. Such mothers are by no means without money, but they choose carefully when spending money, shop around, and definitely have the habit of waiting patiently for the event to start when the event is on sale.
Look at the child she is holding, wearing Nike's caterpillar shoes, wearing a knitted cardigan from Yehoo, the price is not cheap - after all, the child grows fast, and she has to buy at least 4 pairs of shoes a year, and only give it to the child every year. Families that buy more than 1,000 yuan of shoes are at least middle-class.
Take a closer look, although the children's clothes are all big names, but they are very common, there are no niche items, and there are no big names to replace them. It can be seen that either she trusts well-known brands more, or she has no time to dig deep into small and beautiful brands in the vertical field.
Such mothers are usually busy working mothers. They lack the company of their children on a daily basis, so they are willing to spend money for their children, and would rather spend a little more money to pursue quality, safety and peace of mind. From offline to online, there is an order of magnitude difference in the amount of user information we can obtain.
This is the core of "only click in the public domain". When we can't judge who the opposite user is, it's like the other party puts on a mask, puts on a hood, and covers it tightly, and appears in front of us - you even I don't know if she is the real mother, or a friend who came undercover.
2. Useless labels
In recent years, the concept of "data middle platform" has become too popular. Everyone began to believe in the charm of big data and the charm of automatic tagging by the superstition system. However, the vast majority of labels are "useless labels" and are useless.
For example, many advanced systems today can add four automatic tags to a user:
The above tags will enter the company's CRM system for data analysis, and in the background, the gender ratio of the target consumer group, the proportion of first- and second-tier cities, the source of traffic, and the age distribution will be counted.
Such big data has its charms, but such coarse-grained big data can only support strategic decisions and operational strategies, and cannot help sales. We can formulate macro-level decision-making paths based on general labels; but when it comes to specific execution, it falls to each sale, and these labels are not helpful for sales.
For example: a mother in Beijing, living in a first- and second-tier city, must her spending power be high?
They need to repay their mortgages, car loans, and high tuition fees for their children. The amount at their disposal in the end may not be comparable to that of a mother who owns a house in a third-tier city and provides financial expenses for the elderly at the same time! When we talk about whether tags are useful or useless, we must look at who is using them.
For products, knowing that there are more female users than male users may change the overall visual design style and product details; but for sales personnel who need to communicate with users 1V1, even if the other party is a woman or a mother, it is not possible Directly helps us improve conversion rates.
3. Useful tags
What are really useful labels?
Before answering this question, let's take a look at an interesting experiment. Two psychologists at Duke University, Geoffrey Quinn and Wendy Wood, gave 279 subjects a watch that could go off and asked them to record every time the watch went off. down what they are doing.