What Is Behavioral Data and Behavioral Analytics?


We built Indicative to be the best Behavioral Analytics platform for optimizing the customer journey.

Below is a quick primer on what Behavioral Analytics is and what it takes to optimize every touchpoint a customer has with a business:

Behavioral Data is data generated by or in response to a customer’s engagement with a business.

Common sources of Behavioral Data include websites, mobile apps, CRM systems, marketing automation systems, call centers, help desks, and billing systems.

Customers can either be consumers, businesses, or individuals within a business, but Behavioral Data can always be tied back to a single person. Note that this person can be a known individual or anonymous (as is often the case with say, data from anonymous website visitors).

This data is typically created and stored in the form of an “event” – e.g. an action that was taken, with “properties” are used to describe the metadata about the event. Think of events as the “what”, and the properties as the “who, what, when, and where.”

This data creates a complete description of behavior, but it’s missing an important piece.

This is where Behavioral Analytics comes in – it is the critical piece of understanding the WHY of customer behavior.

Understanding why customers do things allows us to optimize our full acquisition, conversion, and retention lifecycle, and generate critical insights day-to-day.

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