Customer behavior refers to any action a customer takes related to your brand by engaging with marketing campaigns across channels. Customer behaviors are user actions that brands can track and analyze to improve marketing efforts. As marketers, we are specifically interested in actions and inactions that we can track and learn from to build relationships. In the mobile world, these behaviors usually indicate some form of engagement, such as views, downloads, opt-ins, or purchases.
It’s valuable to know what kinds of customer behavior data your CRM and CDP can collect and how you can leverage the information collected to target particular behaviors with personalized marketing campaigns. It’s interesting to find out which interactions and behaviors lead toward completing your goals.
If your goal is ‘increasing engagement within one month of app download’, you might want to focus on how your efforts impact app opens, activity levels, or responses to offers in push notifications. You would also want to determine the triggers that ensure your users stay on the app for the longest time. Some of the most valuable information can be about what time of day people are most responsive and what forms of outreach are intriguing enough for them to click and learn more.
The information you gather can help you improve segmentation and personalization, and increase the likelihood that you’ll reach the right person, with the right message, at the right time on the right channel.