Three Analytics Trends - Lessons from OMMA Behavioral
July 27, 2011 by Matthew Parry
The world of behavioral analytics does not have clearly drawn lines about what it is (and isn’t). Where I work, we normally think of behavioral analytics as the way we recognize patterns of behavior based on site activity. Once we understand what visitors are doing on a website, we can create visitor segments based on those patterns to discover what is driving those behaviors.
For example, we can use onsite behavior to uncover which site assets are being downloaded during the first visit of a visitor who would later register on the site. By understanding what content drives future registration, we can help our clients prioritize which assets to create (assuming registration is their goal).
Last week, I was invited to speak on a panel at OMMA Behavioral in San Francisco (recorded video here), regarding how behavioral analytics allows brands to connect with their target audience online. Unlike the post-click analysis we typically do, OMMA Behavioral is primarily relevant for brand advertisers who use analytics to purchase media targeted at behavioral segments. Instead of post-click engagement and conversion, behavioral advertisers measure success by brand lift and purchase intent.
Matthew Parry Sr. Analyst & Web Analytics Evangelist
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