Behavioral data is derived from customer or visitor engagement with an organization. There are a host of user behaviors that would be considered behavioral data. For online engagements, this data can include page views, video views, web form downloads, or e-commerce transactions. In-person data could include, for example, include transactions, customer card use, onsite visit info, or help desk data. Data sources include websites, mobile apps, CRM systems, MA (marketing automation) systems, call centers, billing systems, and loyalty platforms.
The definition of customer within a behavioral data context includes individual consumers, individuals within a business or organization, or entire businesses or organizations. In most cases, all data can be tied back to individual users if customer personal info is collected at some engagement point.
Collecting and analyzing behavorial data is essential for marketers to understand broader business trends and how to and where to personalize advertising, marketing, products, or offers.
Snowflake and Behavioral Data
For marketing, advertising and media, the Snowflake Data Cloud helps collect, augment, and analyze disparate data sets to drive better business or organizational outcomes, including increased customer or subscriber acquisition and retention. Snowflake Marketplace lets users access valuable third-party data sets that can be used to augment existing internal data to provide even deeper context and insights into behavioral trends.