Behavioral data provides insight into customer behavior. Understanding customers’ preferences and pain points helps provide tailored marketing messages to personalize customer experiences and boost conversion rates.
Types of Behavioral Data
Common types of user behavioral data include:
- First-party data: Data captured on company-owned digital marketing channels such as websites or mobile apps. Examples include clicks, views, purchase history, onsite search history, and in-store transactions.
- Second-party data: Data from B2B data-sharing partnerships.
- Third-party data: Data from data aggregators, search engines, social media platforms, or other customer data providers. Examples include browsing history, search history, and information relevant to online purchasing behavior.
Using Behavioral Data to Personalize Customer Experiences
Email marketing, targeted ads, and product recommendations use behavioral data to personalize customer experiences:
Email marketing
Email marketing can determine what relevant content looks like for a customer. For instance, a pet supply business could incentivize email sign-ups with an introductory promo code and send a welcome email with resources guiding pet selection and care. Subsequent emails could be based on user clicks. For instance, a customer interested in purchasing a puppy could receive articles and product suggestions for puppy owners.
Targeted ads
Targeted ads for specific user groups are based on behavior criteria such as search, browsing, and purchase history. For instance, retargeting ads serve users with content featuring products they viewed online. The company’s website attaches cookies to a visitor’s browser to track the user on other sites. Then, the ad platform promotes products from recently visited pages.
Product recommendations
Product recommendation tools analyze behavioral data to identify products a customer might want or need and provide targeted messages such as “Suggested for you.” These tools also can analyze session data and cart contents and invite customers to add complementary or higher-tier items to their orders. Cross-selling and upselling increase revenue and the bottom line.
Identify Important Behavioral Data
Focus on whether a user previously purchased within your category. For instance, if you sell hiking shoes, look for users who recently purchased another hiking product. They should be more receptive to making an additional purchase.
Look for product searches relevant to your business. Searches for specific product types and reviews signal purchase intent. You want your marketing in front of these users to increase conversions.
Want Help Personalizing Customer Experiences?
BARQAR’s digital marketing experts prioritize understanding your brand and objectives to create content strategies that resonate with your target audience. We stay current with the latest marketing trends and use cutting-edge technologies to ensure your content reaches your audience, engages them, and inspires action. Partner with BARQAR to see the tangible impact our services can have on your business.
