Data-driven operation: AIPL model principle and user-tiered operation application scenarios

This article describes the AIPL model and the case of user stratification operations, which helps us better understand the psychology of users when making purchase decisions, and ultimately achieve the effect of continuously expanding loyal users through crowd conversion analysis. It is recommended for friends who are engaged in user operations.

The AIPL model is a marketing model originated in the United States. Its core concept is to describe the entire process from user awareness of a brand or product to interest, purchase, and finally loyalty. At present, it has a wide range of application scenarios in some domestic digital marketing systems, such as advertising delivery (DMP) or internal traffic operation (CDP).

1. AIPL model principle

1. Awareness : In this stage, users begin to come into contact with brands or products, but do not have a deep understanding of them. Brands increase exposure through advertising, social media, public relations activities, etc., so that users can initially understand products or services. When building tags, users can be exposed through advertising, SMS, or other on-site and off-site contact channels.

2. Interest: Based on cognition, users become interested in products or services and begin to actively pay attention to and search for relevant information and participate in brand interactions, such as clicking on ads, browsing product detail pages, receiving trials, subscribing/following/joining, etc.

3. Purchase: When users have a strong interest in a product or service, they will make a purchase. Brands need to provide convenient purchase channels and high-quality shopping experiences, such as websites, applications, physical retail stores, etc., to promote user purchases.

4. Loyalty: After purchase, if the user is satisfied with the product or service, loyalty will be formed, which is manifested in repeat purchases, positive comments, sharing, etc. Brands need to cultivate user loyalty through membership programs, personalized services, early access to new products and exclusive offers.

2. User Tiered Operation Application Case

The AIPL model is suitable for the quantification and chain operation of brand crowd assets. By dividing the crowd into four categories: cognition, interest, purchase and loyalty, brands can more accurately grasp user needs and formulate targeted marketing strategies. For example, in the field of e-commerce, brands can use the AIPL model to match customer needs at different stages through different payment tools, scenarios, premiums and creativity to improve marketing effectiveness. Take Nike as an example. Nike uses the AIPL model to promote its sports shoes and clothing products:

1. Awareness: Nike increases brand awareness through advertising activities such as TV commercials, online videos, social media posts and sports event sponsorships. At the same time, Nike cooperates with well-known athletes to use their influence to increase brand exposure.

2. Interest: Nike releases innovative products, such as the latest running shoe technology or limited edition sneakers, to stimulate consumer interest. In addition, Nike's social media strategy, including collaborations with athletes and influencers, as well as user-generated content, further increases consumer interest and engagement in Nike products.

3. Purchase: Nike provides a seamless shopping experience, including websites, apps, and physical retail stores, making it easy for consumers to purchase products they are interested in. Personalized recommendations, member-only discounts, and convenient online payment options also promote purchases.

4. Loyalty: Nike cultivates customer loyalty through its membership program NikePlus, which provides personalized services, early access to new products and exclusive offers. In addition, Nike encourages users to participate in community activities and challenges to increase their sense of belonging and loyalty to the brand.

3. Combination of AIPL and CDP products

When designing CDP products, the AIPL model can be used as a common user stratification label to help operators establish operational strategies from population stratification cognition to users at different stages in real time, and then conduct conversion analysis of the population, ultimately achieving the effect of continuously expanding loyal users.

Author: Qian Bingyi

Source: WeChat public account: "Data Maker (ID: zhuangxiu1314)"