What is behavioral data and how is it applied in marketing

 

Every good businessman understands that his company's main asset is customers, right? But to win them over, you need to understand their behavior in depth.

And do you know what is unbeatable for understanding people's behavior? Data!

Data is fundamental from the time of creating marketing strategies to the final success of companies. Especially today, with the latent growth of digital marketing.

Thinking about it, we created this complete content for you who want to understand about behavioral data in marketing. How to collect it, how to analyze it, how to use this data to succeed and how companies benefit from it. Check out!

What is behavioral marketing data?

Marketing behavioral data is essential information about the activities that a user performs in a digital environment. Specifically, we talk about campaigns, actions and marketing strategies.

They are great for making clear a customer's buying habit, for example.

And such data is collected every time a customer makes a purchase or when they click on a CTA, register on a landing page, and so on.

 

Why collect this data?

It is by collecting this behavioral marketing data that companies are able to monitor customer actions and begin to understand what are the factors that impact their purchase based on their behavioral profile of their purchase.

Collecting consumer data is important to understand how they make decisions and why they buy your products. This helps marketers create a more satisfying shopping experience.

In this way, it is possible to understand the 3 stages of purchase and improve them. Are they:

  1. Acquisition, which is when consumers decide which products/services to buy and where to buy them;
  2. Engagement, which determines which channels he uses for this and the promotions that attract them;
  3. Retention, which is the process of pleasing customers and converting them into defenders of your brand, that is, making them loyal to the business.

How to collect this behavioral data in marketing?

To collect this data, you can bet on a CRM , a marketing automation platform and Facebook pixels , for example.

That's because these tools help you monitor customer intent activities. This makes it possible to try to predict which products they are considering buying, what interests them.

You can still invest in polls, which are great research tools, as they collect public opinion, in addition to participating in forums and social networking groups.

All of this passes on an overview of the client on the internet and serves as a great study for companies.

And how to analyze this data?

Once you've managed to collect the data, the next step is to analyze it.

For this, there are several software that can process a large volume of data, in addition to generating reports and interactive dashboards.

There are also tools and platforms that perform this function, such as Google Analytics, in addition to the analytical part of each social network, for example, such as Instagram insights, Facebook pixels and so on.

By analyzing the data, several decisions can be made quickly and assertively. This helps companies keep their campaigns, actions and strategies up-to-date and relevant to their customers.

How does data bring success to your marketing strategies?

With behavioral data in marketing, you can create better and more personalized shopping experiences for your customers. 

This is because the data guide the strategies to improve them and make them more aligned with the business objectives. 

So, analyze the data, your interpretation of it is critical to the success of your business. 

 

How do companies benefit from this data?

Every company benefits in some way from behavioral data in marketing.

Apple, for example, leveraged data from music downloads and in-app purchases to successfully create new personalized customer experiences.

Amazon is strong at recommending products to customers by analyzing their shopping and browsing activities. The company analyzes the data through an open-source artificial intelligence platform known as DSSTNE (pronounced "destiny" in English).

In it, the company can not only recommend the products, but also decide in which order to present them. The company continues to leverage the DSSTNE system to promote less popular but more profitable items as part of its recommendations.

Netflix uses the data to drive recommendations based on millions of viewers. According to Neil Hunt, former chief product officer at Netflix, the recommendation system still helps the company save $1 billion a year.

Now you know the power of behavioral data in marketing for your business!

Now that you know what behavioral data is in marketing, it's time to start analyzing and interpreting this information to improve your strategies, campaigns and actions.

It is the data that will guide your success, as long as you know how to understand it.

So don't waste time, bet on a software or platform that helps you collect and analyze such data to better target your marketing.

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