Understanding human behaviour and what drives consumers to engage with a brand is a goal all marketers share. However, according to a 2016 survey conducted by Econsultancy, while 76% of marketers were implementing basic segmentation, only 15% of marketers were using behavioural targeting. (This data is based on web activity.) This suggests that the majority of marketers have a ways to go before they are optimally targeting their customers.
Defining Behavioural Targeting
While the majority of marketers limit their segmentation to customer demographic data such as gender, age, and geography, leading marketers are taking it a step further and demand a more comprehensive, psychographic profile of their customers.
Behavioural targeting advances a marketer’s scope by providing data segmentation based on customer behaviours, giving marketers the ability to organize customers based on variables and preferences related to their previous online activities.
Marketers can leverage this data and establish specific steps of action for different customers. Essentially, data enables marketers to build digital profiles to reach...