Author: Analysys Digital Marketing Manager Zhao Yan
The core part of the user is actually the user portrait label included therein, user tags can be understood as a series of symbols in fact, the user characteristic representation, each tag can be understood as a user's understanding of an angle. User portrait is actually a collection of tags, there is some connection between each label, the whole dimension of each label combination to form a complete user portrait together. So in fact, the user can use a set of portraits user tags to represent.
It simply can be understood, the user is the user abstract portrait in real life are described, and the portrait itself is composed by tags, labels constitute the entire system users complete user portrait.
User-defined picture from Analysys Ark senior product manager Wang Ziyu
However, we operate in the market and product operations usually talk to the portrait of the user will be referred to the following aspects:
1, Persona characters
Persona is used to describe an abstract property of natural persons, this feels a bit like an object is instantiated, the Persona has a representative, what would we do with the Persona in the process of market operators in? First of all we are doing product development or content output when the highest priority to set a Persona, after which the person will continue to appear in the mind, the characters will guide all our work, our products and the content is to this man create.
Example: We sell a children's English tutorial, we set Persona what is it? Likely to be female, 35 years old, college educated, white-collar workers, then with such characters, both during the poster design, content creation, advertising options are targeted.
We usually do 3-4 Persona to reference guide.
2, Profile of user information tagged
Profile refers to a user tagged information, usually used in operations and data analysis, business users gather to collect user information base property, social property, products, events behavior through data analysis platform (Analysys Ark), portraying a complete picture of user after the user to obtain more complete information on the label, operators can be grouped according to the label precisely targeted marketing.
For example:
易观方舟通常是在用户注册、完善个人信息、修改资料等的情况下进行用户信息的补充。比如一个用户在注册后，更新了个人资料，触发上报如下信息，就能知道这个用户叫小舟，性别男，1998 年出生，目前在易观，工作邮箱是 [email protected]
3、受众定向
很多人在谈论用户画像的时候，其实并不是在以上两者可能之间，他们只是隐约觉得自己说的事情可能跟用户画像相关，这个时候就要去剖析原始诉求，比如，有个客户是想知道我的用户在哪，我要去那个地方投广告，做内容营销。那么我想知道我的用户画像是什么？这个时候我们就可以明显感觉到用户要知道的是受众定向，而不是用户画像，方向不同是完全不同的。
如果对受众定向感兴趣的话，易观方舟有一个功能你可以去了解一下，这个功能叫做，偏好，当然这个偏好目前只针对进行APP分析的情况。
领域偏好：了解你的用户在 Android APP 上的偏好，比如你的用户喜欢爱奇艺还是优酷？
场景偏好：了解你的用户场景偏好，比如北京地区用户在支付场景下对不同领域应用的偏好
APP偏好：描绘用户对不同 APP 的使用粘性和偏好度
4、单用户档案和用户行为
对于营销和运营来说，用户档案和用户行为的应用和persona完全不同，persona是为了抽象的用户示例，用来进行标尺。而用户档案是市场数据库（Marketing database）用来存储用户信息的核心数据，用户行为更是洞察用户，精细化运营的必要数据。
单用户档案就是profile的通俗叫法，可以细察每一个用户，了解用户真实的访问足迹，对于发现产品关键流程中潜在问题、维护重要用户关系等具有重要意义，单用户档案可以记录用户的基础属性，比如姓名、邮箱、电话、还可以上报用户等级，地理位置等用户信息。
Users can record the behavior of the user according to the time on all the events in your product, including what turned the page, and click on the submit button which what form, with detailed user behavior, you can learn the user's preferences and product users to experience the product problems encountered.
For example, the key conversion path to a electricity supplier APP is: Start - View product details page - Add to Cart - submit orders - payment orders , which submitted the order - when payment orders have huge loss of customers, this time you can drill down to see the loss of users list, then select some users to view a sample user behavior path, navigate to submit orders event, after viewing the user submits the order, which took place in behavior.
to sum up:
When we discuss user-portrait, we must know what they want is to develop user portrait according to their needs, and in this portrait of a scene the user application, a combination of several users often portraits, you can better understand users, people put more accurate, and more focused product content creation.