Behavioral data is a useful marketing tool because it does what the human mind cannot do alone. Behavioral data is a nerdy way of compiling all the interesting facts of who we are and what we do, and translating it into an analytical, statistical representation of human actions observed and recorded. These behaviors are usually commercial in nature: what sites people visit, the apps they download, or games played and for how long. Other useful behavioral data includes information about what types of things people buy, transactional data, vacation searches and planning, and an overview of types of products people buy.
Psychographics Lead to Sales
Behavioral data, or [psychographics], can lead you to sales by helping you develop the perfect sales strategy. This goes way beyond simply determining what products will be bought by which people, but further delves into the fun part of marketing: how to position your strategy to really capture the attention of your intended audience.
Psychographic data can be a lucrative tool in streamlining effective and well-received marketing campaigns by giving the right prospective customers what they want. Behavioral data allows us to create such a thoroughly realized customer snapshot, that we’re able to really appeal to our market in a personalized way that doesn’t feel like a mandatory commercial.
Instead, your target customer connects with your creative marketing in a way that makes him click to learn more. It’s always incredibly rewarding to create these highly-detailed customer personas. To watch your customer persona turn from a grayscale image with confusing graphs and some jargon-filled paragraphs, to a highly realized portrait of a person with likes, dislikes, habits and routines makes every aspect of direct marketing more human.
Data-Driven Marketing Works
We believe in the power of data-driven marketing because we’ve seen it in action. Building personas makes sales more efficient, such as using behavioral analytics to drive marketing in a product-first SaaS company—but it’s applicable in nearly all business models.
Marketing can be so much more than shiny packaging and catchy ad tactics to spark interest from potential customers. Marketing that really works at its finest level will attract a market so eager to engage, your products are almost secondary to the level of loyalty you’re able to create.
In some of the most obvious examples of this, we could look at products like Apple, Fender, or Adidas. In all of these cases, most people—even non-marketing-geeks—would recognize the brand. But not only do they recognize the brand, they’re likely able to describe a somewhat cartoonish and stereotype-filled example of the person who lives and breathes that brand.
Take the Apple Fanatic, as example
The Apple fanatic has a certain sleek but unassuming aesthetic with a smart watch and a messenger bag carrying their shiny silver, slim but sturdy Apple laptop. This same Apple fan could be described as environmentally conscious, considers themselves a foodie, and likely will be streaming the latest documentary on Netflix later in the evening after they’ve synced their iCal and double-checked their smart home features to be sure the entire household routine is running to plan.
And you, the reader, can probably extrapolate even more from our Apple persona, or you could paint us a picture of the Fender guitar fanatic or the sporty Adidas loyalist who loves soccer and enjoys a competitive attitude when it comes to team sports and the gym.
Behavioral data goes further than these stereotypes, though, and allows companies and brands of any size to really hone in on the commercial behaviors of their markets to find out what kinds of choices, habits, and routines drive the daily lives of different types of people.
Assess Your Marketing Strategy
Consider your marketing strategy and assess the level of success you’re seeing as a direct result from your current efforts. If you’ve implemented psychographic data as a part of your approach to marketing effectively, perhaps you’ve seen the compelling evidence first-hand that behavioral data is a huge game-changer. If you’re not familiar with psychographics and would like to learn more about utilizing behavioral data, our team would love to be in touch to discuss how our company helps set up customers with access to data-driven marketing tools every day.
 Internal Link to Consumer Database
 Internal Link to Customer Persona Profile Report