Kandiantong: The WeChat service account sends order updates by template message
In private-domain traffic operations, "knowing the user" is the premise of precise marketing and personalized service. Without knowing who a user is, what they prefer, or which stage they are in, you cannot reach or convert them effectively. Through web authorization and related interfaces, and with the user's consent, a WeChat service account can obtain basic profile information (nickname, avatar, gender, region, and so on) and the unique identifier OpenID. That data is the foundation for building user profiles and running precise operations. Compared with a subscription account, which cannot obtain user identity, a service account has a clear advantage in user-data capability.
1. The core value of user data in private-domain operations
User data can be used across several dimensions: identity recognition (linking orders, membership, and coupons through OpenID); a basic profile (gender and region to support audience analysis); personalized display (recommending content from user traits); precise marketing (sending different campaigns by audience segment); and performance analysis (tracking behavior and conversion paths). Using user data reasonably and in compliance can significantly improve operational efficiency and commercial conversion.
2. How a service account obtains user data, and what it covers
When a user visits an H5 page inside the service account, you can guide them through web authorization. The authorization scope is either snsapi_base (silent authorization, OpenID only) or snsapi_userinfo (requires user confirmation, and can obtain nickname, avatar, gender, region, and language). OpenID is the user's unique identifier under that official account. It can identify the user and link business data. Basic profile information can enrich the user profile and personalize what is shown. Authorization must start when the user acts on their own, such as a click or a visit to a specific page. Forced authorization, or hiding the purpose of authorization, is not allowed.
After a user follows the service account, the user-management interface can retrieve the follower list. For users who have already authorized, basic information can be retrieved if it was previously obtained through web authorization and stored. The interface supports user groups and tag management, which helps segment users and run targeted operations. Call frequency and the range of data the user-management interface can retrieve are limited by the WeChat platform, so the call strategy needs to be planned carefully.
3. Building user profiles and applying precise marketing
From the user data obtained, a basic user profile can be built: demographic attributes (gender, region, and age range); behavioral dimensions (browsing preference, purchase frequency, average order value, and time of the most recent purchase); and value dimensions (the RFM model: recency, frequency, and monetary value). Segmenting by profile divides users into groups such as high-value members, potential users, dormant users, and new users, with a different operating strategy for each group.
Precise marketing has many uses. High-value members can receive exclusive offers and VIP events. Potential users can receive spend-and-save coupons and bestseller recommendations. Dormant users can receive win-back campaigns and limited-time discounts. New users can receive a first-order offer and a newcomer gift. Template messages, customer-service messages, and broadcast content can all be sent by user segment, which raises the relevance of each touch and the conversion rate. Kandiantong supports user tags and group management, and it supports configuring marketing campaigns by audience, so merchants can run finer operations.
Source: https://www.kandiantong.com/platform/fuwuhao/intro-user-data.html