{"id":1603,"date":"2017-09-20T19:05:58","date_gmt":"2017-09-20T17:03:34","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/how-to-leverage-behavioral-analytics-in-your-growth-strategy\/"},"modified":"2017-09-20T19:05:58","modified_gmt":"2017-09-20T17:05:58","slug":"how-to-leverage-behavioral-analytics-in-your-growth-strategy","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/how-to-leverage-behavioral-analytics-in-your-growth-strategy\/","title":{"rendered":"How to Leverage Behavioral Analytics In Your Growth Strategy"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>this is a article on How to Leverage Behavioral Analytics In Your Growth Strategy.<\/p>\n<p>Be sure to view the entire note and view the original site<\/p>\n<p>If you\u2019re obsessed with growth, you know how important it is to have a super detailed growth strategy. You and data are BFFs, right? Great, but you also need to understand the <em>context<\/em> that surrounds that data.<\/p>\n<p>I know that sounds a little dense, but bear with me. What I mean is that <em>information alone isn\u2019t enough<\/em>. Yes, in data we trust. Sure, lots of metrics are all well and good, but if you can\u2019t leverage that data, there\u2019s no point to it. Think about it. Who makes the growth happen? You might think it\u2019s you, but in the end, it\u2019s actually your audience.<\/p>\n<p>How your users respond to your tactics will decide how successful your growth strategy is. So take a step back and look at your audience. Do you <em>really<\/em> understand them? Be honest with yourself. Most growth hackers think they understand their customer base, but they only know raw data. Knowing demographics doesn\u2019t mean you understand your audience.<\/p>\n<p>This is where I drop my bomb of a topic. Behavioral analytics, folks. <\/p>\n<p>Understanding and applying behavioral analytics can be incredibly useful for growth strategies. In fact, it could be the energy and edge that your brand has been missing. <\/p>\n<p>Want viral growth? Say hello to behavioral analytics. These analytics give you a look into the minds of your users so you can put yourself in their shoes. You\u2019ll be able to build targeted campaigns that better suit your audience, create messages that reach the right users at the right time, and attract entirely new user bases.<\/p>\n<p>I realize that \u201cbehavioral analytics\u201d doesn\u2019t sound all that sexy, but you\u2019re going to discover just how powerful it is. Let\u2019s take a look at some fundamental concepts of behavioral analytics that you absolutely need to know and then explore some actionable strategies you can use.<\/p>\n<p>If you\u2019ve been sleeping on behavioral analytics, it\u2019s not too late. Read this article. Do what it says, and your brand will grow. <\/p>\n<h2>What Psychographics Are (and how you get them)<\/h2>\n<p>When it comes to behavioral analytics, psychographics are vital. <\/p>\n<p>Psychographics provide a foundational understanding of why your customers behave the way they do.<\/p>\n<p>Demographics are the <em>who<\/em>. Psychographics are the <em>why<\/em>.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/demographics-vs-psychographics.jpg\" class=\"alignnone size-full wp-image-34058\" \/><\/p>\n<p>Each psychographic is a data point that tells you something about your users\u2019 behavior.<\/p>\n<p>Here\u2019s a more comprehensive list of psychographics:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/psychographic-variables.jpg\" class=\"alignnone size-full wp-image-34108\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>These go way above and beyond demographics to give you a fuller picture of your audience.<\/p>\n<p>Psychographics clue you in to your users\u2019 behaviors. For example, if you know that most of your audience is composed of parents of 5-11 year olds, you\u2019ll understand why those kid-sized T-shirts are flying off the shelves.<\/p>\n<p>Although you can\u2019t get any super specific data like number of clicks, you still need psychographics to get a general idea of how your audience acts and why they do what they do.<\/p>\n<p>Psychographics will often reveal what\u2019s important to your users.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/psychographics-in-marketing.jpg\" class=\"alignnone size-full wp-image-34109\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Do you understand now why psychographics are so important? They help you see your customers as people and not just information from your analytics software.<\/p>\n<p>Speaking of analytics software, you can find some basic psychographic information in GA by heading over to <em>Audience &gt; Interests &gt; Overview<\/em>.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2015\/09\/interests-overview-google-analytics.png\" class=\"alignnone size-full wp-image-28850\" \/><\/p>\n<p>You\u2019ll see three categories: Affinity Category, In-Market Segment, and Other Category.<\/p>\n<p>The Affinity Category shows you different lifestyle categories. Google compares these groups to TV audiences.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/affinity-category-reach-google-analytics.png\" class=\"alignnone size-full wp-image-34110\" \/><\/p>\n<p>This category points to specific interests that your users have. Even if you just look at this section of GA, you can get a pretty good understanding of what your audience likes.<\/p>\n<p>The In-Market Segment shows you what types of products your users have shown interest in.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/in-market-segment.png\" class=\"alignnone size-full wp-image-34061\" \/><\/p>\n<p>Basically, your customers are looking to buy products or services within these categories.<\/p>\n<p>The Other Category offers a narrower view of your audience.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/other-category-google-analytics.png\" alt=\"demographics category google analytics\" class=\"alignnone size-full wp-image-34111\" \/><\/p>\n<p>If you want to go even deeper, Google has a handy guide on using this psychographic info in conjunction with other analytics.<\/p>\n<p>There are many other ways to grab psychographics, from surveys to focus groups. Use as many of these methods as you want. Too much psychographic data is never a bad thing.<\/p>\n<p>Still, psychographics are just that\u2013\u2013data. You need to use them in a creative way.<\/p>\n<p>With that in mind, let\u2019s look at some growth techniques that depend on psychographics and other behavioral data.<\/p>\n<h2>Data-Driven Customer Personas<\/h2>\n<p>Creating an imaginary friend might sound a little childish to you, but that\u2019s essentially what you need to do with psychographics.<\/p>\n<p>Right, I know, it\u2019s not <em>exactly<\/em> an \u201cimaginary friend.\u201d<\/p>\n<p>I\u2019m talking about creating a fictional person who is a representative of your audience base and not just some creature you made up. These representatives are otherwise known as <em>customer personas<\/em>.<\/p>\n<p>You\u2019re probably familiar with the idea of the customer persona, but if you\u2019re not, don\u2019t worry. Here\u2019s a brief rundown.<\/p>\n<p>A customer persona (also called user or buyer persona) takes aggregate data and uses it to create a fake person. This person is your average customer.<\/p>\n<p>His or her demographic and psychographic information is representative or your audience (or a segment of your audience).<\/p>\n<p>Here\u2019s what an example customer persona might look like:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/customer-persona-sam.jpg\" alt=\"customer persona\" class=\"alignnone size-full wp-image-34112\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>As you can see, you can get really detailed with personas. The more detailed they are, the better you\u2019ll understand your users.<\/p>\n<p>By definition, a customer persona is chock full of behavioral analytics. They help you describe the persona in detail.<\/p>\n<p>Once you have all of your behavioral analytics together, you can take a couple of different approaches to creating a persona.<\/p>\n<p>The approach you take will depend on what you want to accomplish with your personas.<\/p>\n<p>Do you want to create better email sequences? Do you want to improve your Facebook ads? Think about your objectives as you create your personas.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/personas-goals.jpg\" class=\"alignnone size-full wp-image-34113\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Specifically, you can use certain analytics based on the results you\u2019re after. Let\u2019s look at some examples of this idea in action.<\/p>\n<p>Let\u2019s say you want to redesign your CRM software to attract more leads. In terms of analytics, you\u2019d want to look for business-related psychographics.<\/p>\n<p>These might include the user\u2019s role at work, how much time they spend at their job, or even the search terms they use to get to your site.<\/p>\n<p>So an example persona for that would look like this one (the one on the right side):<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/example-hubspot-personas.jpg\" class=\"alignnone size-full wp-image-34114\" \/><\/p>\n<p>This persona is great for SaaS because it uses analytics that relate to work. There\u2019s little personal information here, but there\u2019s enough to give you an idea of who the persona is.<\/p>\n<p>But that type of persona isn\u2019t ideal for every sort of situation.<\/p>\n<p>Another example: Say you\u2019re the head of growth at an ecommerce apparel startup.<\/p>\n<p>You\u2019d be more concerned with personal behavioral analytics and not so many work-related data. So a persona for you might look something like this:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/behavioral-customer-persona.jpg\" alt=\"\" class=\"alignnone size-full wp-image-34115\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>The types of analytics you use should all depend on your goals and the kind of product or service you\u2019re selling.<\/p>\n<p>It doesn\u2019t hurt to get as many data points as possible, but you\u2019ll want to refine them to zoom in on your average customer.<\/p>\n<p>Creating a persona doesn\u2019t take much time, but it can change how you see growth. That said, you have to make sure your personas are as accurate as possible.<\/p>\n<p>If you get the wrong analytics, well, your entire customer journey might just go down the drain.<\/p>\n<p>But if you get it right, your customers will feel like you really know them.<\/p>\n<p>This is a perfect example of how behavioral analytics can make all the difference in your growth strategy.<\/p>\n<p>Remember, you\u2019re not simply looking at a bunch of random numbers. This information has real uses that you can take advantage of starting today.<\/p>\n<p>Let\u2019s take a look at another one of those advantages.<\/p>\n<h2>Customer Segmentation<\/h2>\n<p>You\u2019re segmenting your users\u2026right?<\/p>\n<p>Okay, maybe you\u2019re not. That\u2019s okay. But you totally need to be.<\/p>\n<p>Some marketers and growth hackers see their audience as one big mass, so every campaign gets sent out to everyone.<\/p>\n<p>But not everyone has the same needs and wants. Your customers are all different.<\/p>\n<p>So if you group people into similar segments, you can deliver more accurate, targeted messages and have better results.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/segmentation-crowds-into-groups.jpg\" class=\"alignnone size-full wp-image-34116\" \/><\/p>\n<p>That\u2019s why segmentation is part of every good marketer\u2019s (and growth hacker\u2019s) playbook.<\/p>\n<p>And\u2013\u2013you guessed it\u2013\u2013behavioral analytics can help you segment better.<\/p>\n<p>The basic idea is to create segments using one or more behavioral attributes.<\/p>\n<p>If you group generally according to behavior, you\u2019ll get an inside look into what different types of customers are looking for.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/different-customers-and-assistor.jpg\" class=\"alignnone size-full wp-image-34117\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Just this basic behavioral segmentation already gives you a much better understanding of the different kinds of users you have.<\/p>\n<p>All you need to do is a little behavioral research to get started with this. In GA, you can go to <em>Behavior &gt; Behavior Flow<\/em> to see an overview of the average user path on your site.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2015\/09\/behavior-flow-google-analytics.png\" class=\"alignnone size-full wp-image-28857\" \/><\/p>\n<p>While this isn\u2019t incredibly comprehensive, it can prep you for actual segmentation later on. Odds are the trends you see on Behavior Flow will reflect your audience as a whole.<\/p>\n<p>This type of segmentation is flexible and can be used in a variety of ways.<\/p>\n<p>Take email marketing. You can see what emails people open, which people almost never open your emails, and maybe even how long a user spends reading your email.<\/p>\n<p>You probably look at data like this all the time:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/aweber-email-marketing-performance.jpg\" class=\"alignnone size-full wp-image-34118\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>But have you considered that you can use this information to tap into your subscribers\u2019 brains?<\/p>\n<p>All of those are behavioral analytics in their own right, and they\u2019re great for segmentation.<\/p>\n<p>There\u2019s a lot you can do with these analytics. You can send a special discount email to the loyal subscribers who regularly open your emails, or you can send more targeted emails to people who tend to open one type of email.<\/p>\n<p>And your results are almost guaranteed to improve.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/behaviorally-targeting-survey.jpg\" alt=\"\" class=\"alignnone size-full wp-image-34119\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>The possibilities are endless.<\/p>\n<p>And if you\u2019re using Kissmetrics, you don\u2019t have to worry about any of this because the behavior-based delivery feature does it for you.<\/p>\n<p>Still in doubt? I know it sounds like a lot of work, but it really isn\u2019t, and it can pay off big time.<\/p>\n<p>MailChimp found that segmenting subscribers by interest made every metric soar:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/mailchimp-segmentation-email-performance.png\" alt=\"\" class=\"alignnone size-full wp-image-34120\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>If you\u2019re willing to get even crazier with segmentation, get ready.<\/p>\n<p>You can also use behavioral analytics to group your customers by their place in the customer journey.<\/p>\n<p>This concept is a little more advanced than the techniques we\u2019ve gone over, but it packs a serious punch.<\/p>\n<p>The typical customer journey is more or less like this:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/maze-of-customer-journey.jpg\" class=\"alignnone size-full wp-image-34121\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>By using behavioral analytics, you can find out what stage of the customer journey a user is going through.<\/p>\n<p>Behavior Flow can often show this. If someone has checked out lots of your product pages but hasn\u2019t made it to the checkout, he or she is in the consideration stage.<\/p>\n<p>Once you\u2019ve found out where someone is in the customer journey, you can place him or her into an appropriate segment.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/08\/types-of-behavioral-segmentation.jpg\" alt=\"\" class=\"alignnone size-full wp-image-34122\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>This approach is a growth hacker\u2019s dream. Not only can you segment your customers, but you can also get a better grip on the customer lifecycle.<\/p>\n<p>It\u2019s awesome, isn\u2019t it?<\/p>\n<p>If you\u2019re serious about converting and growth, you should strongly consider this advanced tactic. It\u2019s one of the best ways to hyper-focus your messages, and you\u2019ll reach the right users at the right time.<\/p>\n<h2>Conclusion<\/h2>\n<p>Growth is all about people.<\/p>\n<p>And by people, I mean your users.<\/p>\n<p>A good growth strategy has to be centered around your customers. Otherwise, your strategy will fall flat on its face.<\/p>\n<p>If you\u2019re focused on sheer volume and ignore your customers in the process, you\u2019re going to get nowhere fast.<\/p>\n<p>Analyzing and leveraging your users\u2019 behavior is one way to enhance your current strategy.<\/p>\n<p>If you understand your users\u2019 behavior, you can more easily determine what kind of content they want and what kind of messages are best to send to them.<\/p>\n<p>Like I said, it\u2019s all about people. We want to be understood, and we want our needs to be taken care of.<\/p>\n<p>As a growth nut, it\u2019s your job to make sure that happens.<\/p>\n<div class=\"related-posts\">\n<div id=\"related-posts-MRP_all\" class=\"related-posts-type\">\n<h2>Related Posts<\/h2>\n<\/div>\n<\/div>\n<p>I hope you enjoyed this article on <a href=\"http:\/\/147.91.204.66\/wordpress\/how-to-leverage-behavioral-analytics-in-your-growth-strategy\/\">How to Leverage Behavioral Analytics In Your Growth Strategy<\/a><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/behavioral-analytics-in-growth\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1603\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1603\" ).width(jQuery( \".scroller_1603\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>this is a article on How to Leverage Behavioral Analytics In Your Growth Strategy. Be sure to view the entire note and view the original site If you\u2019re obsessed with growth, you know how important it is to have a super detailed growth strategy. You and data are BFFs, right? Great, but you also need &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/how-to-leverage-behavioral-analytics-in-your-growth-strategy\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">How to Leverage Behavioral Analytics In Your Growth Strategy<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Leverage Behavioral Analytics In Your Growth Strategy - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/how-to-leverage-behavioral-analytics-in-your-growth-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Leverage Behavioral Analytics In Your Growth Strategy - test\" \/>\n<meta property=\"og:description\" content=\"this is a article on How to Leverage Behavioral Analytics In Your Growth Strategy. 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