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Behavioral data is information that is collected from users that interact with applications on devices like PC, tablet or smartphone. The data can include which pages and sites a user visits, which links are clicked on , email signups, length of time on a page, frequency of visits to a site, the time of visit, the device used to access the site, etc.
Behavioral data can be useful to marketers to optimize their site for conversion, engagement and retention. Behavioral segmentation allows businesses to categorize users into groups based on how they interact with the company or brand. It lets them understand what their customers are doing and, to some extent, why they are doing it.
Janelle Estes, Chief Insights Officer at User Testing, said that “it’s no secret that self-reported data can be wildly inaccurate; there are usually incongruencies between what people say and what they actually do. For this reason, focusing on behavioral data is key to understanding what customers want.”