Play with scene-based push to accurately grasp the audience

Push is the most common operation method. It is one of the marketing channels that can effectively reach and influence users. In most scenarios, it can immediately improve the operational indicators of various applications.

However, according to relevant survey data, in fact, most of the push opening rates are not high. Because we receive all kinds of Push every day, we don't have any willingness to turn on the untimely news push, and even cause harassment. The notification function is turned off for the lighter ones, and the client is uninstalled for the heavy ones.

For example, at 8 o'clock on Saturday morning, I received such a push, "Michelle Ice City has launched a new matcha-flavored ice cream, come and taste it soon." Maybe I just sleepy-eyed, I will quickly ignore the existence of this news, and I can't even mention any interest in it.

If you change the scene and push the news at 3 or 4 pm on Saturday, then I will probably click to view it. Because at this time, whether at home or outside, it is a good time to have afternoon tea, and an ice cream is also very good.

This shows that today's application consumption is more and more scene-oriented, and only based on the user's specific and specific scenes, pushing appropriate content, can more drive the user's behavior. Therefore, the role of scenario-based push in today's marketing is becoming more and more significant.

So, how should we implement scenario-based push?

Scenario push is to "user-centered" to think about what users are like, what products and services they need, and then push what they need based on the scene of user needs.

Huawei's intelligent operation platform provides the creation of marketing activities and sends marketing messages to users. The visualized activity process based on multiple scenarios can help us efficiently implement scenario-based operation activities.

The first step: audience segmentation, delineate the target group

Due to different user preferences and different product requirements, we need to meticulously label user attributes and behaviors, perform user stratification and user grouping, and develop different push strategies for different target groups.

For example, users in different life cycles must have different content and frequency of push; segmenting users according to their interests and preference data, and pushing users with functions/businesses that match their interests, is helpful to improve the conversion rate of Push .

The source of audience groups of Huawei's intelligent operation platform is divided into "system", "marketing", "forecast" and "Huawei analysis". Audience groups can also be created based on different tags or events. User data is updated in real time, and the target group is pushed more accurately and conveniently.

Step 2: Determine the push scenario and set the push strategy

After delineating the target group, it is necessary to clarify what the user needs are? Then analyze the user's psychological motivation behind the demand, determine the user scenario, and formulate the corresponding push strategy: push time, content, and conversion goal to be achieved.

For example, a certain video application has a serious loss of users between the ages of 18 and 28. By analyzing the tag data of this type of user, the active period and viewing type are determined, and the film and television works that meet their viewing hobbies and meet their viewing period are pushed To attract or recall lost users.

In the Smart Operation Platform-Operation Activity, select the "Closing User Recall" template, fill in the basic information of the activity, set the conversion goal to "In-app launch", the push time is Friday at 7 pm, and the audience group is "18 to 28-year-old churn "Users", respectively push popular movies, variety shows, TV series and copywriting to users who like movies, variety shows, TV series (the smart operation platform has Huawei SMS capability, and SMS can be used to reach users who have been uninstalled to ensure that the event can fully cover the target group. Improve user recall rate).

Intelligent operation platform-operation activities also provides blank templates, A/B test templates and preset activity templates. Different templates can be selected according to the scene to create operation activities.

Step 3: Push evaluation and feedback

The evaluation indicators of the push are still click-through rate and conversion rate. But you can't just look at the current activity, you have to look at the follow-up retention and consumption data comprehensively. For example, a product that pays a little attention to experience may also evaluate the uninstall rate and user closed push data together.

The intelligent operation platform provides visual data reports, which can help operators evaluate the effects of activities in multiple dimensions and analyze activity data in a timely and accurate manner. Enter the Smart Operation Platform-"Operation Activities" tab, you can view all the operation activities under the current project, including those that are running, waiting, and running successfully. Click the details button after the corresponding event to view the number of participating users, reaching users, converting users, and conversion rate.

*The picture shows the intelligent operation-operation activity data report, the data is virtual

In addition, before a large-scale coverage push strategy, try to do a small-scale A/B test as much as possible, and choose the best solution to cover the full amount to avoid causing large-scale damage.

The essence of scene push is to use the element of scene to trigger and connect to meet the needs of customers in this scene. The more you capture the user’s pain points and itch points, the higher the user’s conversion rate. This requires us to continuously analyze user attributes and behavioral data, and continuously optimize the push strategy. Huawei's intelligent operation platform can help us implement scenario-based push more systematically and intelligently.

Learn more >>

Visit Huawei Push Service official website

Visit Huawei Analysis Services official website

Visit Huawei Developer Alliance official website

Obtain development guide document

Huawei Mobile Services open source warehouse address: GitHub , Gitee

Follow us, and learn about the latest technical information of HMS Core for the first time~