Behavioral Data

Behavioral data is data generated by, or in response to, a customer’s engagement with a business. This can include things like page views, email sign-ups, or other important user actions. 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 end-user. It’s important to note that this user can be a known individual (logged-in) or anonymous (not logged in). This type of data is typically created and stored in the form of an “event,” meaning an action that was taken, with “properties,” meaning metadata used to describe the event. For example, an event could be “site visit” and a property for that event could be “device type.” It may help to think of events as the “what” and the properties as the “who, when, and where.”

Behavioral Data Types

Behavioral data, data that describes the observed actions of users or customers, gives you real insights into how people are or will potentially use your product. It is one thing to hear what people say they want, but to see how they actually behave is even better. Below is a list of all the types of behavioral data that are available to product teams.