Behavioral data is data about what people actually do across channels, as opposed to static attributes about who they are.
Category
Data Types
Also known as
behavioural data
It is more predictive than demographics: recent behavior tells you more about intent than a stored profile field.
In practice
Weight recent behavior over old attributes when building segments and models. What someone just did usually matters more than what an old profile field says they are. A quick test: if a segment leans on a profile field older than 90 days, treat it as a guess until a recent event confirms it.
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