Marketing teams can use BlueConic's real-time behavioral profile data to respond to customers' behavior with the right message at the right time.
BlueConic offers five preconfigured profile properties that calculate customer behavior measures in real time. Each of these profile properties collects profile data and scores customers on a scale from 0-100, on the fly.
BlueConic provides an additional six prebuilt behavioral segments that use these scores to segment your customers based on activity and momentum levels. Use these behavioral segments on their own or mix them with your custom segments and profile properties to refine your messaging even further.
Ways to make use of behavioral data
Running a re-engagement campaign
You can use the prebuilt segment called "Visitors with low momentum," either by itself or with additional attributes, to motivate these users to return via ads or messages geared toward their interests. Click "Extend existing segments" to combine this segment with other segments to target customers for re-engagement.
Targeting audiences in the marketing funnel based on behavior
A leading news publisher has evolved their marketing metrics from static engagement scores to adopt predictive, real-time behavioral scoring to better understand customer behavior in the funnel and target their readers more effectively. Using the Funnel listener, they track progress of behavioral customer segments through each step in the marketing funnel.
Comparing behavioral metrics for customers vs. prospects
An international sports marketing firm exports behavioral properties into Google BigQuery and Tableau to calculate customer activity scores and then compares customers to existing prospects to analyze differences and spot trends. The marketing team uses these results to refine messaging and move prospects down the funnel to become customers.
Excluding recent visitors from acquisition campaigns
Using the "create inverse segment" feature, you can create a new segment based on the "Visitors from the last 7 days" to make sure your paid campaigns aren't being seen by the same people over and over again. To do this, open the prebuilt segment "Visitors from the last 7 days" and choose Save > Create inverse. A new segment is created with all the profiles that have been inactive on your site during the past week (to be precise: all profiles with a recency score between 0 and 92).
You can then use this new segment for your acquisition ads and messages.
Creating stronger segments with behavioral data
By combining existing segments with behavioral data you can sort and find customers in new ways, making stronger segments. For example, a retailer might combine customer interest in a specific product category with a recency score over 80 to identify customers for a limited-time offer.
Understanding your audiences better
Using BlueConic's insights you can examine behavioral data to get a richer understanding of your customers or visitors. For example, you can use the funnel insight and view the "Visitors with low momentum" or "Visitors with high momentum" segment to determine if a step in your funnel is slowing or accelerating momentum.
You can also examine these prebuilt behavioral segments in dashboards to gain a direct view into your audiences with the highest (or lowest) levels of activity, frequency, intensity, or momentum.
Adding real-time behavioral data to your current campaigns
Choose a current marketing campaign that would benefit from clearer focus on customer groups with high levels of frequency, intensity, or momentum. Now try adding or substituting one of the five behavioral profile properties or six behavioral segments in your campaign.
For example, a retailer might provide a special offer code or discount to the customers most active on the website by displaying a lightbox to all customers whose "Behavioral: Recent intensity" score is over 85. Here are a few ways to do this:
- Display the offer to profiles with the profile property "Recently intensity" score greater than 85 in combination with a specific product interest.
- Use the prebuilt segment "Visitors with a high intensity" combined with a product interest. This segment defaults to including all profiles with a recent intensity score greater than 85.
- Target customers who have recently (in the past 30 days) increased the intensity of their visits by using the "Recently very active" segment.
See Behavioral Profile Properties to learn about the formulas used to calculate these values, and how to interpret behavioral score ranges.
See Behavioral customer segments for details on the six prebuilt behavioral segments.
Privacy legislation and behavioral profile properties
With privacy legislation such as GDPR in mind, it's 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.
You can enable consent management for the behavioral profile properties by adding the Global Listener to an objective that has consent management enabled. Once this is enabled, behavioral profile properties will only be available for profiles that have given consent to the objective.
Learn more about privacy and consent management in BlueConic.