Behavioral Analytics: The Foundation of Targeted Marketing and Predictive Analytics by@ryanerwin

Behavioral Analytics: The Foundation of Targeted Marketing and Predictive Analytics

Customer behavior analysis refers to a detailed investigation of how different customers engage with your business setting. This is done through qualitative and quantitative analysis to get more information about every step that customers make in business. The more you understand your customers, the more you increase your chances of emerging a winner. By understanding how your customers behave, you can easily tailor your products and services to suit their needs. This analysis aids in segmenting your customers and optimizing your operations depending on the customers' behavior. The impact of this analysis model is universal to any business across the industries.
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Ryan Erwin

Ryan from Houston, TX with more than 12 years of experience in the field of Software.


If you have a plan to elevate your website conversion rate, you have no choice but to know your target audience properly. It is evident that you can only predict the behavior of the people you know. Hence, you can only understand the nature of your audience by conducting behavioral analytics. This crucial industry is expected to increase approximately 40% within the next few years.


Getting to know your customer's behavior seems to be a daunting task that many people do not understand how to get done. However, this is not the case! Conducting customer behavioral analytics is the way to go.


Let’s take a look at how this is done!

Customer Behavior Analysis

Customer behavior analysis refers to a detailed investigation of how different customers engage with your business setting. This is done through qualitative and quantitative analysis to get more information about every step that customers make in business. To get reliable results, you need to keenly look at every step and ensure that you have a clear grip on what customers are undergoing.

At the end of the process, you should have found out the propelling force behind your customers' behavior. By understanding all these crucial aspects, you are in a better space to offer your customers what they want and help them solve their problems.

Importance of Customer Behavior Analysis

The ultimate goal of conducting customer behavior analysis is to help you understand how to meet a customer’s needs. By understanding how your customers behave, you can easily tailor your products and services to suit their needs. This analysis comes with a bunch of benefits outlined below.


  • Enhances Customer Retention

Customer retention is not easy to accomplish following the high competition within the business industry. By understanding the data you collect from your customers' behavior, you get a grip on what matters to them. Once you begin offering what customers need, you stand a chance to secure a considerable number of clients and retain them, creating a long-term business relationship.


Besides, the analysis is likely to point out the shifting of the market strategy enabling you to identify the best way to move forward. Understanding the market industry allows you to make tweaks to the products and services you are offering to suit the market demands.


  • Predicting Customer Value

Customers are usually divided into different segments depending on their behavior and needs. Customer behavior analysis aids in segmenting your customers and optimizing your operations depending on the customers' behavior. Also, you can easily target a specific audience and elevate your customer outreach.


  • Personalization of Customer Service

By understanding who your exact customers are, you can personalize your service. Behavior analysis aids in building a customer roadmap and enhances your chances of securing more customers across the target market. Remember that customers tend to opt for more targeted products and services that directly address their needs. Besides, personalization makes customers feel appreciated and valued by the company.


Every business operates differently, making it impossible to conclude that your customer behavior analysis is likely to uncover. Note that the impact of this analysis model is universal to any business across the industries. The more you understand your customers, the more you increase your chances of emerging a winner.


After understanding customer behavior analysis and its impact on business success, it's time to learn how the entire process is done. Let's get started with this nitty-gritty section!

Conducting a Customer Behavior Analysis

Before diving into β€˜deep’ details, you need to begin by reviewing the stages of the customer journey. It is essential to be mindful of all these stages outlined below.


  1. Segment Your Target Market Audience

At this point, the major role is to identify some of the major groups of customers who visit your site regularly. Go ahead and carry out an analysis to identify the difference between the groups. Evaluate things such as the demographic within your customer data and the entire marketing funnel.


This process is simple since you can opt to use the simple data provided by Google. You need to collect the necessary information regarding the background of your customers, such as age, gender, and the kind of devices they are using to browse across the website. Think about the professional background of your customers, the media they consume, and how they found you.


The good thing is that you can use analytics tools to get these answers. When doing segmentation, remember to focus on the major groups of your target audience.


  1. Locate the Selling Point for Each Segment

After identifying the most important customer segments, identify some of the reasons why they are buying your products and services. Check out what is driving the decisions for each segment. At this point, you need to implement qualitative research techniques and carry out interviews to ensure that you have collected accurate information.


Remember that you need a lot of details to be in a better position to identify the best selling point for every customer segment. Consider if the customers had an urgent problem that your product or services solved. Once you have collected the answers to these questions, you can easily identify a unique selling point for the customer groups.


  1. Collect Enough Data

Once you are done with the qualitative sector, it is the best time to bring in the Quantitative data element. To get the best out of your efforts, you need to equip yourself with data analytics skills that will enable you to navigate through the entire process. You can implement data analytics tools to generate insights from the collected data.


If you have ever taken part in customer journey analytics, your data is likely to be very relevant at this point. All the behavioral analytics data you have is very relevant since it is time to collect all the vital data insights to impact your strategy. However, limit yourself to using specific company data.


Do not limit yourself if you get a chance to scrounge your competitor's data. Collecting lots of relevant data gives you a better foundation on where to begin when conducting your data analysis.


  1. Evaluate the Numbers against Your Qualitative Data

After getting all the relevant data, it's time to begin the customer behavior analytics. Point out the trends and evaluate all the insights within the quantitative data and compare them with the qualitative data. By highlighting all these differences, you are most likely to identify the areas that need more concentration.


If you realize that you are stuck, evaluate yourself if all the user segments purchase from you. Check on the repeat buyers, and the marketing channels used by different segments. Check out the responses you have to reciprocate with the data at your disposal. Also, you can compare the data with the response you got from the interviews.


  1. Make Proper Changes Accordingly

The results you generate from the data analysis suggest better changes and different optimization options to make your strategies yield fruits. The next step is to try the given suggestions and insights you have discovered from the data. You can opt to use the information you get to develop Instagram branding campaigns for your business.


Focus on the points that demonstrate the bestselling and work well for a specific customer segment. Use the information to optimize your marketing copy within the most popular pages for the well-being of your business. When the analysis is fine properly, you will likely get more sophisticated feedback that will impact your business growth.


Use data comparison charts to get a concise picture of the areas that need more changes. In addition, visualization aids in pinpointing certain user segments, serving them with the most relevant content, and enhancing a better customer experience.


  1. Analyze Your Results Repeatedly

This is the final stage of any customer behavior analysis when evaluating the results of the campaigns. Evaluating your results should be a continuous aspect to ensure that you have a grip on the progress of the business, and check if your efforts are yielding fruits. Remember that your campaigns need regular changes due to the changing nature of the business industry.


Even though your products and services don't change, your customers and the entire business industry are likely to change. Once you master all the customer behavior and trends, you can easily optimize your products to suit their needs and the industry in general. However, your customers' behavior is mostly influenced by different aspects of the business industry.


It is a matter of understanding what is propelling your customer habits and behavior and capitalizing on the opportunity. Things that affect customer behavior include the internet, economic forces, and many more. You can use it to ensure that you know all your customer behavior by doing regular targeted marketing and predictive analytics. This will give you better insights regularly to ensure that you firmly understand your audience.


In Conclusion

According to the study done by the Gallup foundation, customer behavior analysis has the potential to increase the conversion rate by approximately 85%. This indicates that you can easily capitalize on your business standards when the process is done perfectly.

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by Ryan Erwin @ryanerwin.Ryan from Houston, TX with more than 12 years of experience in the field of Software.
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