A: To collect behavioral data, you would use an analytics tool like Adobe Analytics. Then, you need a system that’s able to ingest that data alongside other data points.
As for what data you should pay attention to, some marketers might only use web analytics to do their segmentation, but not every customer approaches a brand by web. For example, a tech store might have a website and several physical store locations. That means they should keep track of web analytics data and store traffic data. Customers might browse online but purchase in store. This is where multi-channel data gathering comes into play, so this tech company can stop targeting customers for products viewed online but purchased in-store. Without store-traffic analytics, the company might continue marketing a product to a particular customer who already purchased it.
The most important things for marketers to think about are the different touchpoints where customers interact with their brand, like in-store, point of sale, web, and even call centers, and collect data from as many of those touchpoints as possible. You might even bring in data through CRM that was collected through event registrations or other engagement touchpoints.
Sophisticated marketers have developed data-sharing partnerships and collect data from their partners as well. An example of that would be a credit card company that has a relationship with an airline. If the credit card company has an airline points rewards system, then that data gets shared to both the credit card company and the airline company so that they can market to you with an offer that’s relevant for your travel interests.
Another example would be a travel board that’s running a campaign to encourage people to come to Italy as tourists. If the travel board partners with an airline, the travel board could share behavioral data about which pages on a site a user has browsed, such as “things to do in Rome, Italy.” If the travel board shares this data with the airline, the airline could market flights to Rome to that audience, and then convert these people to buy tickets. Then, once flights have been booked, the airline could tell the travel board which buyers booked flights and the travel board would stop targeting those people.