基于NES模型的优惠券场景下用户画像构建研究

Research on the Construction of User Portrait in Coupon Scene Based on NES Model

用户画像是对用户现实信息的抽象与概括,以优惠券为场景的用户画像的构建为场景化的精准营销奠定了基础。本文通过AARRR模型对优惠券营销场景进行识别与分析,并结合NES模型对用户活跃状态维度进行细分,最后采用聚类和相似度计算的算法构建用户画像并可视化结果。结果发现基于NES模型的优惠券场景,用户画像的构建能够全面描述用户的静态和动态信息,从而推动精准营销以及智能营销的发展。

User portrait is an abstraction and generalization of the user’s actual information. The construction of user portrait with coupons as the scene lays the foundation for scene-based precision marketing. The AARRR model is used to identify and analyze the coupon marketing scenario, and combined with the NES model to subdivide the user’s active state dimension, and finally use the algorithm of clustering and similarity calculation to construct the user profile and visualize the result. The results found that based on the coupon scene of the NES model, the construction of user portraits can fully describe the static and dynamic information of users, thereby promoting the development of precision marketing and intelligent marketing.