Project background:

Internet financial management is a new financial management method that has emerged with the development of Internet technology and the innovation of financial markets in recent years. It has attracted a large number of investors, especially young people, with its low threshold, high income, flexibility and convenience. However, the Internet financial market is also facing fierce competition and regulatory pressure. How to improve the loyalty and satisfaction of users, enhance the competitiveness and innovation of products, is the key problem that the Internet financial platform needs to solve.

Customer pain points:

Our client is a well-known Internet wealth management platform, providing a variety of types of wealth management products, including currency funds, regular wealth management, bond funds, stock funds and so on. The main pain points faced by customers are:

High user churn and low user stickiness. Customers found that although the number of registered users of the platform continues to increase, the number of active users and the repurchase rate have not increased simultaneously. Many users no longer use the platform after one or several transactions. Customer analysis believes that this may be related to the lack of in-depth analysis of user needs and behaviors on the platform, and the lack of personalization and intelligence in product design and recommend.

Product homogeneity is serious, lack of differentiation advantage. Customers find that there is no obvious difference between the financial products on the platform and the products on other similar platforms, so it is difficult to form brand effect and user cognition. Customer analysis believes that this may be related to the insufficient research of the platform on the market and competitors, and the lack of timely product innovation and optimization.

Project purpose:

In response to the customer's pain points, we proposed the following project objectives:

Through in-depth analysis of the behavior data of Internet financial users, it reveals the characteristics of users' financial needs, preferences, habits and motivations, constructs user portraits and grouping models, and provides accurate and personalized product design and recommend solutions for the platform.

Through a comprehensive survey of the Internet financial market and competitors, we can understand the market size, trends, opportunities, risks and other factors, evaluate the position, advantages and disadvantages of the platform in the market, and provide differentiated and innovative product optimization and marketing strategies for the platform.

Research object:

We used a combination of quantitative and qualitative methods to conduct the research, including the following two types of objects:

Platform internal data: we extracted from the platform internal data provided by customers within one year (2022Year1Month2022Year12Month) user data registered and conducted at least one transaction as a sample, totaling approximately10010,000 pieces of data. The data includes the user's basic information (such as gender, age, region, etc.), the basic information of financial products (such as type, term, yield, etc.), the user's transaction behavior (such as purchase time, amount, frequency, etc.).

Platform external data: We have collected public data and information related to Internet wealth management from the Internet, including statistics on the size, growth, structure, and trends of the Internet wealth management market.12345, as well as other similar platform products, prices, services, word of mouth and other information. In addition, we conducted a satisfaction and demand survey of existing and potential users of the platform through online questionnaires and in-depth interviews, totaling approximately5000a valid questionnaire and100the second interview.

Project Content:

According to the purpose of the project and the research object, we designed the following project content:

User behavior analysis: we have carried out data cleaning, preprocessing, exploratory analysis and other steps on the internal data of the platform, and used descriptive statistics, correlation analysis, cluster analysis, association rule mining and other methods to deeply analyze the characteristics of users' financial needs, preferences, habits, motives and so on, and constructed user portraits and grouping models according to the characteristics of different user groups, the corresponding product design and recommend scheme are put forward.

Market competition analysis: We have carried out data collection, collation, induction and other steps on the external data of the platform, usingPESTAnalysis, Porter's Five Forces Analysis,SWOTThis paper makes a comprehensive investigation on the scale, growth, structure and trend of the Internet financial market, evaluates the position and advantages and disadvantages of the platform in the market, and puts forward the corresponding product optimization and marketing strategy according to the opportunities and risks of the market.

Project Value:

Through the implementation of this project, we provide customers with the following value:

Increase user loyalty and satisfaction. Through in-depth analysis of user behavior, we provide customers with accurate and personalized product design and recommend solutions, so that the platform can better meet the financial needs and preferences of users, increase users' trust and stickiness, reduce user churn rate, and improve user repurchase rate.

Enhance product competitiveness and innovation. Through comprehensive research on market competition, we provide customers with differentiated and innovative product optimization and marketing strategies, so that the platform can better seize market opportunities and respond to market risks, highlight the advantages and characteristics of the platform in the market, and increase the brand influence and market share of the platform.

Bring operational benefits and growth potential. Through the implementation of this project, we expect customers to be able to achieve the following goals within one year: Growth in the number of active users20%, repurchase rate growth15%, the average transaction amount increases10%, average yield growth5%, total transaction volume growth30%, total revenue growth25%. At the same time, customers can also accumulate more user data and market information, laying a solid foundation for future product innovation and business development.