With the term “Behavioural Data” we go to define a set of information concerning users’ actions and behaviours.
Specifically, this type of data includes those pertaining to purchases made, pages viewed and in general all information regarding purchasing and browsing behaviours.
Of course, a user may be associated with different behaviours attributable to the same category.
As can be easily guessed, behavioural data represent a significant wealth from which to field effective web personalisation and marketing automation activity strategies.
These include, just to name a few:
- behavioural messages;
- product recommendation;
- dynamic profiling forms;
- personalized email marketing;
- SMS and Push Notification.
As can be easily guessed, behavioural data represent the new frontier of marketing: they represent real indicators that allow, not only to know in depth the decision-making process and the real needs of users, personalising their customer experience, but also allow to field effective predictive marketing strategies.
Thanks to the use of customer data platforms that exploit the full potential of artificial intelligence and machine learning, it is possible to use the data collected on user behaviour to create campaigns and activities aimed at anticipating their needs and requirements.
