Behavioral Profile Properties

Profile properties are where BlueConic stores information on the visitor. For example, if a visitor subscribes to a newsletter, the email address is stored in the profile. However, BlueConic also observes the behavior of the visitor and stores that information in behavioral profile properties. These behavioral profile properties are:

  • Recency: how active has the visitor been recently?
  • Frequency: how often does the visitor visit?
  • Intensity: how intense is the average contact of the visitor?
  • Recent intensity: how intense were the contacts of the individual recently?
  • Momentum: is the visitor more or less active than before?

These behavioral profile properties are different from regular profile properties:

  • they compare the entire population of visitors
  • they automatically change over time - even if the visitor is offline.
  • scores are calculated at the start of each visit and remain the same during that visit

This makes behavioral profile properties useful for many interesting use cases that are beyond the reach of regular profile properties.

All scores are calculated at the start of each visit (20 minutes of inactivity) and remain the same during that visit. For example, if the visitor paid three visits to your channels in a single day, then the score of the behavioral profile properties will be re-calculated three times for that visitor.

The "Frequency", "Intensity" and "Recent intensity" properties compare the behavior scores of the visitor to the scores of all other visitors to your channels. To avoid clutter by outliers, the top 5% of highest scoring visitors will be ignored. The highest value that is left after removing the top-5% of individuals, sets the mark for the 100-index value. This recalibration is done once per day.

 

Behavioral: Recency

Recency indicates the number of days since the visitor was last active. Value is 100 if the visitor has been active today, 99 for yesterday, 98 for two days ago, and so on. Value is 0 if the visitor has been inactive for 99 days or more.

  Value Description
Maximum 100 Active today.
Minimum 0 Active 99 days ago or more.

Formula:
Recency = 100 - dlv
Where:
 dlv = Number of days since the last visit

 

Behavioral: Frequency

Frequency provides a ranking for the average amount of visits per day of the visitor from the first visit until today. All individual profiles in your universe are considered (leaving out the top 5% of outliers). Visitors with the highest average in your universe receive a frequency value of 100. The value is 0 for visitors with an average of (nearly) 0 visits per day from their first visit date.

  Value Description
Maximum 100 Among the most frequent visitors in the universe.
Minimum 0 Among the least frequent visitors in the universe.

Formula:
Frequency = (v * 100) / (df * fmax)
Where:
v = Total number of visits
dfv = Number of days since the first visit
fmax = Highest daily frequency of all visitors, ignoring the top 5% of values

 

Behavioral: Intensity

Intensity indicates the average amount of page views per visit from the first visit until today. Value is 100 for the visitors with the highest intensity average since their first visit in your universe, leaving out the top 5% of outliers. Value is 0 for visitors with an average intensity of (almost) 0 per day since their first visit.

  Value Description
Maximum 100 Among the visitors with the highest average intensity.
Minimum 0 Among the visitors with the lowest average intensity.

Formula:
in = round((pn / pmax) * 10)
Overall Intensity = (100 * Σ i1..n) / (dfv * imax)
Where:
in = Intensity of single visit n
imax = Highest daily intensity of all visitors, ignoring the top 5% of values
pn = Number of pageviews for visit n
pmax = Highest number of pageviews of all visitors, ignoring the top 5% of values
Σ i1..n = Sum of all single visit intensities
dfv = Number of days since the first visit

 

Behavioral: Recent intensity

Index for the recent intensity (amount of activity during one visit) of the visitor. The impact of an activity on the value will decrease over time. Value is 100 for the visitors with the highest recent intensity in your universe. Value is 0 for visitors with a recent intensity of (almost) 0.

  Value Description
Maximum 100 Among the visitors with the highest recent intensity.
Minimum 0 Among the visitors with the lowest recent intensity.

The formula for recent intensity is basically the same as for intensity (shown above), with one difference: the value of the intensity per visit (in) decays over time. Every 72 days, the value will be the half of what it was. For example: if the intensity of a visit was 8 on the day of the visit, it will be 4 after 72 days and it will be 2 after 144 days.

 

Behavioral: Momentum

Momentum considers the 7 days activity of an visitor and compares it to the average 7 days activity of that visitor in all time. The value is 50 when the last 7 days activity is the same as the average. If there is more activity than the average, the value will be higher, with a maximum of 100. If there is less activity than the average, the value will be lower, with a minimum of 0.

  Value Description
Maximum 100 Way more active this week than usual.
Average 50 Same level of activity as usual.
Minimum 0 No activity at all, or way less active this week than usual.

Formula:
New visitors
IF first visit date is less than 7 days ago
THEN momentum = 50
Inactive visitors
IF number of visits in last 7 days is 0
THEN momentum = 0
Decreased momentum
IF number of visits per day since the first visit is greater than or equal to that of the last 7 days
THEN momentum = (vf / vw) * 50
Increased momentum
IF number of visits per day since the first visit is lower than that of the last 7 days
THEN momentum = 100 – (vf / vw) * 50
Where:
vw = Number of visits per day in the last 7 days
vf = Number of visits per days since the first visit

Some examples:

  • A new visitor had 3 contacts since the first visit 6 days ago, the momentum will be 50.
  • An inactive visitor had 0 contacts in last 7 days and has 0.12 visits per day since the first visit, the momentum will be 0
  • A visitor with decreased momentum has 2 visits per day since first visit and 1 visit per day over the last 7 days, the momentum will be: (1 / 2) * 50 = 25
  • A visitor with increased momentum has 0.5 visits per day since first visit and 1 visit per day over the last 7 days, the value will be: 100 – (0.5 / 1) * 50 = 75

 

GDPR and behavioral profile properties

With the GDPR in mind it is possible to disable the collection and calculation of the behavioral profile properties. The data needed for these properties is provided by the Global Listener, so consent for these behavioral profile properties is tied to the Global Listener. Enable consent management for the behavioral profile properties by adding the Global Listener to an objective that has consent management enabled. Once enabled, the profile properties will only be available for a profile if the visitor has given consent to the objective.