What are behavioral signals?
Behavioral signals refer to the marketing data collected on a customer’s interactions with a brand, including their website visits, purchases, and other related activities. This data helps marketers gain insights into customers’ interests, needs, and behaviors so they can tailor their campaigns accordingly.
Behavioral signals help marketers better understand customer preferences and target them more effectively. Additionally, they allow companies to understand what type of content resonates best with their target audiences and which channels are most successful at driving sales.
Three ways to use behavioral signals in marketing
Marketers can use behavioral signals to break down their audiences into clearly-defined, easy-to-target segments based around key points like Average Order Value (AOV), churn likelihood, loyalty status and much more.
These behavioral segments can then be used to power:
- Personalized Messages: By using behavioral signals, you can create personalized messages to target specific customers based on their past behavior. For example, if a customer views a product on-site or adds an item to their cart, those behavioral signals can be used to trigger abandoned browse and abandoned cart campaigns.
- Content Optimization: Behavioral signals can also help you determine which type of content your audience is most likely to engage with and optimize it accordingly. From product recommendations online and in-app to tailored landing pages, behavioral signals can help you create content that appeals to your target customers and drives more conversions.
- Targeted Ads: By understanding customer behavior, you can display targeted ads that are designed to each individual’s interests and preferences. As such, factoring behavior signals into your ad campaigns can reduce key metrics like Cost Per Click (CPC) and Cost Per Acquisition (CPA).
Leading brands choose Emarsys to execute cross-channel campaigns
Emarsys works with leading brands like PUMA, Pizza Hut, and Nike to increase their acquisition, purchase frequency, average order value, and retention by unifying their customer, sales, and product data and enabling personalized cross-channel execution.