With the term "Behavioral Data" we go to define a set of information concerning users' actions and behaviors.
Specifically, this type of data includes those pertaining to purchases made, pages viewed and in general all information regarding purchasing and browsing behaviors.
Of course, a user may be associated with different behaviors attributable to the same category.
As can be easily guessed, behavioral data represent a significant wealth from which to field effective web personalization and marketing automation activity strategies.
These include, just to name a few:
- behavioral messages
- product recommendation
- dynamic profiling forms
- personalized email marketing
- SMS and Push Notification.
As can be easily guessed, behavioral 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, personalizing 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 i use the data collected on user behavior to create campaigns and activities aimed at anticipating their needs and requirements.