Edit Introduction: The construction of the label system is one of the common processes of product design. A reasonable label system helps the product to better operate management and help subsequent iteration upgrades. In this article, the author explains how to build a landing label system based on personal case experience. Let’s look together.

In the process of product construction from 1 to 100, as users/customers increase, operations and sales will face such problems more or less:

Unclear understanding of users/customers;

实战分享:从0到1构建落地的用户标签系统

The operation/sales strategy is not targeted, and the conversion rate cannot be effectively improved;

Users/customers choose other products because they can’t find the product they want to buy;

Native

At this time, the product manager needs to design the user label system, so that the business department can label it according to the attributes and behaviors of the customer/customer, and establish a clear user portrait and user group to achieve refined user operations.

实战分享:从0到1构建落地的用户标签系统

Next I will share with actual cases: what is user label and how to build a user label system from 0 to 1.

1. What is a user label

The dictionary interpretation of the label is “packets that are pasted or tied to the items, indicating the name, use, price, etc.”, and the user label is the logo that the user attributes and behavioral data are pasted, such as “Diamond King Five Five Five Five Five Five Five Five Five Presidents “,” Guangdong Liangzai “and so on.

The basis of the user label is user data. Product managers must remember to allow technicians to record related data when planning needs to prevent the user from labeling to users due to the lack of data.

Generally, the label can be divided into attribute labels and behavior tags according to the data source of the label.

For example, the data source of “male” and “Shenzhen Shenzhen” is the user’s own attributes, which belongs to the attribute label;

For example, the data source of “Recently placing an iPhone12” is the user’s behavior data, which is a behavior label.

实战分享:从0到1构建落地的用户标签系统

After understanding the basis of user tags and user tags, how can we build a user label system to support the refined user operation needs of business personnel?

实战分享:从0到1构建落地的用户标签系统

2. Build a user label from 0 to 1

According to the company’s distributed resources, it can be done in simple and complex solutions.

1. PLAN A (simple)

If there are not many distributable resources for the company, then you can collect the needs of the business party first, get label definition and marking rules, and then let the technology be marked with the user according to the definition of the label.

User label form

This plan is easy to achieve, and the development cost is low. But there are some problems, mainly including:

When there are many business party, the understanding of the same labels differently will be different. For example Business personnel are prone to understanding errors when using labels.

Label data maintenance is difficult; with the growth of the product and the expansion of the business, the user label will continue to increase and update, and the cost of maintaining the label system will increase significantly.

实战分享:从0到1构建落地的用户标签系统

2. PLAN B (complex)

In the case of the company’s distribution resources, how should the product manager design the label system to better meet the needs of each business party and reduce maintenance costs?

Below I will share with the SaaS product “Tongba Bar” I am responsible for now.

“Tongdan Bar” is based on points malls, integral activities, and private area community robots to provide users with user operation services. Therefore, refined operations to users based on user tags are also one of our most important functions.

At present, our customers are mainly distributed in the two areas of Fresh Merchants and K12 education. The user groups in these two fields are relatively differentiated, and different customers in the same field will have some personalized requirements. Based on this, I designed a self -service label system that completed the label and maintenance label based on their actual business scenarios.

实战分享:从0到1构建落地的用户标签系统

Establishing this self -service label system can be divided into the following two steps.

实战分享:从0到1构建落地的用户标签系统

1) Collect business needs

Returning the demand to the business scenario, I will collect the common needs of customers in the early stage. For example, customers want to know who are users who visit the store in the past week, who are users who buy XX products, who are greater than XX, and so on. Data and behavior data.

实战分享:从0到1构建落地的用户标签系统

User basic attribute data

User basic behavior data

2) Build a self -service marking framework

After obtaining the attribute data and behavior data of the user base in the early stage, the function of the customer only needs to realize the new label and maintain the label on the product.

The process of new labels is slightly complicated. The following will be explained in detail according to the screenshot of the newly -built tab page of “Tongba Bar”.

New tab page

After filling out the basic data of the “label name” and “label remarks”, customers need to formulate marking rules.

Based on the MVP principle, we currently only support the system to label the customer at 0 o’clock every 0 o’clock every 0 o’clock. In the standard conditions, we can meet multiple or meet the user’s behavior at the same time or meet any conditions. Label.

In the figure above, I have built a new user label that “the user gender is male, and on May 5th and May 22nd.”

实战分享:从0到1构建落地的用户标签系统

In addition, you need to pay attention to some details at the marking conditions: for example, the statistical data in user attributes and user behavior should be judged accordingly according to the type; WeChat group speeches are numbers, and judgment logic should be “greater than”, “less than”, “interval” and so on.

实战分享:从0到1构建落地的用户标签系统

In user behavior data, the screening conditions can also be added to label users more refinedly.

For example, in the user behavior conditions that complete the commodity exchange behavior, you can add the screening conditions of “iPhone12” to find the “iPhone12” to find users who have redeemed “iPhone12” in the near future.

The most common maintenance label is to add deletion and change, but there is one thing that needs to be prompted on the product: the customer will re -label the user after the day after the label is modified at 0 o’clock on the day.

After formulating the label rules, the system will label the user data to meet the conditions according to the rules formulated by the customer.

Label

3. Application label system

After labeling the user, you can perform refined operations. The most common thing is to form a user group contained in a single/multiple user label, and then personalized the user in these groups to push the coupon to promote consumption or push articles and advertisements. Improve retention and revenue.

实战分享:从0到1构建落地的用户标签系统

New user group page page

I define the discount coupon for the user group as a one -time operation plan, which mainly requires the operation of the operating user group and issued coupons issued.

Push the coupon for the user of the designated user group

And users in the operating user group will see coupons to the debt pop -up window when entering the integration mall (here is generally automatically issued to the user account without the need for users to click again).

The coupon that the user sees to the debt pop -up window

Fourth, summary

According to the current stage of the company and the complexity of the business, you can choose simple solution A and complex solution B. But no matter what kind of solution is selected, the focus is to understand the nature of label and find a suitable solution to help business personnel perform refined operations on users.

Author: YOLO, public account: entropy reduction, mixed with the Internet for many years, but the hair volume is still densely densely dense

实战分享:从0到1构建落地的用户标签系统

This article was published by @yolo original publishing. Everyone is a product manager. Reprinting

The title map is from Unsplash, based on the CC0 protocol