At present, in order to save the time and energy of enterprises and let developers focus on R & D, most of the applications or Games launched by enterprises adopt intermodal mode, that is, the application developers and the application market operate jointly in the form of cooperation and sharing. Enterprises usually issue gift packages on the application market platform regularly to maintain users. Can these gift packages meet the needs of all users? Does the issuance of coupons achieve the desired effect?
Different users are interested in different contents, and their sensitivity to the amount or content of the gift package is also different. Therefore, the key to achieving satisfactory activity results is to distribute gift bags targeted to maintain users. The audience synchronization management function of Huawei analysis supports the targeted issuance of coupons and gift packs by the audience by synchronizing the audience groups analyzed and predicted by Huawei to the activity management of the application market, so as to achieve the marketing purpose at the lowest cost and help the enterprise improve ROI.
##Covering five core scenarios
After the audience analyzed by Huawei is synchronized to the application market, enterprises can distribute gift packages to users according to their business needs. Take five scenarios as examples:
1) Uninstall recall
Uninstall recall is an extension of platform services and the trigger of the next behavior. Doing a good job of uninstall recall can prolong the user’s life cycle to a certain extent. However, at present, most data analysis platforms can not collect users’ uninstall events. Huawei’s uninstall analysis function can accurately capture application uninstall events and coexist as a preset uninstall user audience, which can be used out of the box. When enterprises create intermodal activities, the audience directly choose to uninstall, and users issue coupons for recall.
2) Silent Awakening
There are two key factors to wake up silent users: one is to increase the number of recalled silent users as much as possible; The second is to increase the proportion of returned users retained and converted as much as possible. The former is the investment strength, and the latter is the fine operation. Huawei’s analysis of the preset silent user group and audience synchronization solves this problem. If the intermodal activity wants to recall silent users, the audience can choose “silent users” or select “active user loss duration” as 3 days, 7 days or 14 days according to the label, that is, for the user groups who have used intermodal applications or games and no longer use them for a period of time, issue coupons of different amounts for fine recall to improve retention and activity.
3) Loss warning
The user churn rate is not conducive to the success of the mobile platform. To build a successful app, the number of new users must be higher than the number of lost users. Huawei predicts the potential loss of users through big data mining. You can choose the audience to “predict the loss of users with high probability” to exclude “uninstall users” and send large coupons; “Predicted medium and low probability lost users” send small coupons to attract return and effectively recall potential lost users.
4) Paid conversion
For example, in an e-commerce app, users browse the product many times but do not buy it. If users receive a coupon issued by the background, they will have a great probability to pay. Huawei analysis audience synchronization can send large coupons for “predicted low probability paying users” to attract payment; “Predicted medium and low probability paying users” send small coupons to stimulate the transformation of paying potential users; And select according to the tag “loss duration of paying users” and “accumulated recharge amount in the last 30 days”, and issue corresponding coupons to user groups who have overpaid in intermodal applications or games and no longer pay for a period of time to promote payment.
5) Value user operation
Imagine that you are a member of users. Will you be different from the content that others are interested in because of differences in age, gender, hobbies, use time and so on? Huawei analytics can grade and classify users according to their historical consumption times, amounts and other user attributes and events, create audiences, give them coupons with different face values, and promote users to repurchase at the lowest cost; You can also choose the “high probability repurchase user” predicted by Huawei to issue a certain amount of coupons to stimulate users to repurchase and achieve the maximum value of operation from users.
Simple four step distribution of directional gift bags
Step 1: log in to appgallery connect > all services > Common Services > event management, create a new event, select an audience group, and click Create audience group.
Step 2: create an audience group. You can combine and select ha audience and prediction audience.
Step 3: on the Huawei Analysis > Management > audience synchronization management page, select application campaign management and turn on the synchronization switch of the audience group created in the previous step.
Step 4: go back to the create activity page of step 1, select the synchronized audience group, set prizes, upload materials and submit them for approval, which completes the distribution of directional gift bags.
The above is a brief introduction to Huawei’s analysis of audience synchronization to application market activity management. There are various methods to create an audience. In order to achieve the maximum value of operation from users and realize users’ transfer payment, Huawei can distribute gift packages in combination with users’ attributes and behaviors and in line with business needs.
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