Taobao agent operation: super recommendation group tag

Customer status and marketing objectives
In fact, customers can be divided into four types, which have been clearly defined in the background of super recommendation. This classification is not based on the value, but based on the relationship between the customer and our store. It is divided into four states, namely, non store users, potential customers, new customers and regular customers.
Non store users refer to users who have nothing to do with your store. It can be said that most users have nothing to do with your store.
A potential customer is a user who has some relationship with your store, has seen your store, or has missed users when browsing in the store, but has little interest in your store.
New customers refer to those who have interacted with you in the content channel, or have in-depth browsing, or have collected, added to purchase, or have not paid for auction after entering the store. This is a new customer. They have some interest in your store, but still have not clinched a deal.
Regular customers are easy to understand, that is, transaction users.
Summary: The above four categories all have a time range. For some stores with repurchases, another category is loyal customers, that is, users who make repeated/multiple transactions. However, the background of this loyal customer system is not defined. These are the four customer statuses - non potential new and old, which is very important. When doing the whole store operation later, you should consider who each operation scenario is aimed at, because different people have different purposes.

In fact, marketing goals are the strategic goals prepared for the change of customer status, which are usually used in four ways.
Grass planting generally turns non store users into potential customers;
In general, to attract new customers is to turn potential customers into new customers, or to directly turn non store users into new customers;
Harvesting is generally to turn new customers into old customers, and to harvest collection and purchase users into old customers;
Old maintenance is generally to turn regular customers into loyal customers. It can also be called a defensive plan to prevent competitors from robbing our regular customers.
Marketing scenarios and objectives in the warm-up period
During the impoundment period, grass is planted to increase the exposure of our treasures and let more buyers see our treasures.
The goal of the warm-up period is to promote new collections and purchase.
The outbreak period is to harvest non users, potential users and new users, and at the same time, it needs to be defended.
Waste heat return period
Conclusion: No matter what tools are used, such as super recommendation, through car, drill show, these tools are all interlinked. They are very simple. The through car is just a tool for searching traffic channels, while super recommendation is a tool for guessing your favorite recommendation flow (information flow flow flow channel), and drill show is a tool for advertising traffic channels, Their channels are different and their functions are the same. In the warm-up period, it is necessary to pull new customers. The target of pulling new customers in the warm-up period is non potential customers. In the outbreak period, it is necessary to do harvesting and defense. The target of harvesting is non potential customers, and the target of defense is old customers. However, the traffic channels are different. Different tools are used, but the use of tools is basically the same.
Super recommendation marketing scenarios and tools with their own crowd tags
For different marketing goals, in fact, the tool itself will bring some ready-made scenes, and the scenes are different. The difference between different scenes is that each scene is a different crowd, and different marketing goals are set. When selecting scenarios, the marketing target will be selected first, which is to promote click, or to promote collection and purchase, or to promote transaction. The purpose of promoting click is to plant grass. Promoting collection and purchase is to promote innovation, and promoting transaction is to harvest.
New product promotion scenarios and crowd labels
The default optimization goal of new product promotion is to promote click, and the focus group is also the default new customers and old customers, which are customers who are interested in our store, customers who collect additional purchases and customers who have made deals; In the core group of new products in the store, it is not said that we must choose or not choose, but we should carefully analyze according to the actual situation, but the premise of analysis is to understand the meaning of each label before analysis.
High quality customers in similar stores are the relatively high quality customers among non store users who browse similar stores. Because these people like similar stores, they may also like our stores, but they have not seen our stores yet, but their preferences are very similar to our stores.
For different optimization goals, the entire super recommendation system will match us with different people, so we can build more plans to test with different goals and different people.
Custom scene and crowd tags
When each plan is under construction, it is necessary to consider clearly what the plan is for, and to plant grass? Pull new? Harvest or restore the old? What kind of people is this plan aimed at? The plan should not be built casually, but should be built after thinking clearly. After thinking clearly, you will know which kind of people should be used to do it. For example, if you want to build a plan now, but this plan is ready to do the new promotion, then the target is non potential users, and you can choose to open intelligent orientation, which is aimed at non store users. So if you want to build a custom plan for new promotion, you can check intelligent orientation.
Redirect, store setting orientation refers to the people who have received the coupons of the store, the people who have made additional purchases, and the people who like the store. They are not only regular customers, but also new customers of the store. There may be some potential customers, but they are mainly targeted at potential customers and new customers in marketing, so they will choose to redirect when harvesting, You don't need to choose redirection if you are pulling new products.