How behavioral profiles can transform the way you relate to your customers

Succeeding in sales and customer relations is about more than good products and generalized marketing. As SlideShare found in a 2018 study, 90% of customers are after a personalized experience.

In other words, if you really want to drive sales and increase your rates of returning customers, it’s always smart to focus on the individuals who are buying your products and how they are interacting with your brand.

That’s where our behavioral profiles come in. Lytics offers advanced behavioral engagement data presented in a clear, intuitive format. Your team will be able to understand and use these insights about how your customers behave to make smarter, clearer decisions about the best marketing approaches for specific types of customers.

Today, we’ll take an in-depth look at one of our behavioral profiles and offer some tips on how to read and use this feature.

Here is an example of a Behavioral Profile. As you can see, we’ve broken it down into seven sections. Let’s take a look at each section and discuss how it can be used.

1. Behavioral Audiences

Because using our Lytics scores option directly requires a level of understanding of the data science at play, we also offer out-of-the-box behavioral audience breakdowns.

These audiences are essentially a blend of scores that can be used alone or as a rule in a custom audience. For example, “Casual Visitors” is a term used to describe users who come and go without showing very much activity per session.

In Lytics score terms, this user type is defined by Users with an intensity score less than 25. Instead of needing to understand the different Lytics score intensities, the audience Casual Visitors can be used as a building block. This more user-friendly terminology means you can analyze Lytics scores at a glance — without ever having to deal with any numbers!

In this example audience, the Casual Visitors characteristic is being used to filter the users who have a high affinity for “Computing”. Note that the number of people who have a high affinity for “Computing” is 276,046, but the number of people who have a high affinity for “Computing” and qualify as Casual Visitors is 185,747.

Reducing the size of an audience is a great way to make your campaign more efficient. Additionally, splitting an audience based on specific behavioral properties is a wonderful way to introduce different modes of communication that are optimal for different archetypes of users.

For instance, because Casual Visitors may not stick around long enough to answer their own questions, try engaging them with a slideout on early page visits. The opposite of Casual Visitors, Deeply Engaged Visitors, are probably determined to find that information on their own and would find a popup to be annoying. Splitting the audience by behavior type keeps both archetypes engaged without accidentally detering anyone.

In other words, our behavior types mean that you can tailor your campaign to suit the preferences of users by understanding their patterns.

Remember that each of these out-of-the-box behavioral audiences can be altered to suit your company with the audience builder using Lytics scores user fields. Mastering Lytics scores will open up the possibility of new combinations of score thresholds that result in new behavioral audiences to be used as building blocks in campaigns.

2. Lytics Scores

Lytics scores offer a chance to understand your consumers’ behavior based on Lytics data science. We crunch all the digital signals and expose this behavior across nine out-of-the-box scores:

• Frequency: Measures how consistently a user is interacting with your brand over time. The more frequent the interactions, the higher the score.
• Quantity: Measures a user’s cumulative activity over their lifetime of brand engagement. The more activity the user registers, the higher the score.
• Intensity: Measures the depth of a user’s typical interaction with your brand. More sustained or intense usage means a higher score.
• Recency: Measures how recently the user’s last general interaction was. More recent activity means a higher score.
• Propensity: Predicts how likely a user is to return with subsequent activity in the future. Users exhibiting positive interaction patterns are more likely to return and therefore have higher scores.
• ‍Momentum: Measures the rate at which users are interacting with your brand. Users who are interacting more than average with your brand will have a higher score.
• Consistency: Measures the regularity of a user’s engagement pattern.
• Maturity: Measures how long a user has registered interactions with your brand.
• Volatility: Measures how sporadic a user’s behavior is while interacting with your brand.

These nine scores each represent a distinct behavioral quality and can be combined to build rich audience types. Please note, users must have adequate existing behavioral data for us to make confident measurements. If a user was added to Lytics via email upload, for instance, they will show no scores until more data is collected.

3. Content & Product Affinity

Lytics defines Affinity as a measurement of a user’s interest in a particular content topic. It can be loosely interpreted as the probability that a user will interact with content about a specific topic. Within Lytics, Affinity is represented as a score between 0 and 1. For simplicity and clarity, numerical values are translated into three main categories:

• “Low Affinity” – values less than 0.3
• “Some Affinity” – values between 0.3 and 0.6
• “High Affinity” – values greater than 0.6

This part of the Behavioral Profile is best used to determine which content to push for which users. This way, you can avoid bombarding users with content that doesn’t interest them, and instead, keep them engaged with topics that do interest them.

The Lytics Content Affinity Engine is a programmatic approach to content classification and topic affinities at the user level. There are three main benefits of the Lytics Content Affinity Engine, when comparing it to other solutions:

• Automatic rich topic extraction per URL or document
• Individual topic affinities for every user
• A dynamic taxonomy

4. User Activity by Channel

This module gives an overview of which channels (email, web, mobile,and so on) an individual user has been active in. When mapped properly, it will also provide information about when users were active on each channel (within the last day or within the last 30 days).

This module can be used to get a better sense of a user’s preferred communication methods.

5. Unique Identifiers

‍Unique identifiers are a special type of user field that enable accurate mapping of cross-channel data onto a single user profile.

For each user, the unique identifier(s) that have been mapped to their profile are displayed. This section expands to show all available identifiers that are not currently mapped for this user.

6. Active Hours

This visualized event chart shows a user’s average activity by hour and day of the week. The top right section of the chart highlights when a user is most active, for example Thursdays at 10am.

7. Profile Deletion

As a service provider and data processor, Lytics assists its customers in enhancing security and meeting privacy and data protection obligations, including the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act of 2018 (CCPA).

Respond to data subject (consumer) requests in compliance with a variety of regional and state privacy and data protection requirements.

• Personal Data Access: Using the Find a User feature, enter the identifying details provided by the consumer to locate their profile. The profile “created” date refers to the earliest date Lytics collected any data on this user.
• Personal Data Correction: If user profile data requires correction, you need to send the corrected data to Lytics, which will be remapped to correct the resulting user profile information.
• Determining Categories of Personal Data Collected: You can use the Lytics UI to obtain information about the categories and specific pieces of PI collected on a consumer in the past 12 months. Again, using the Find a User feature, you can view the fields of populated data and determine the appropriate consumer PI categories to disclose to a requesting data subject/consumer.
• Personal Data Portability: We support the export of profile information via the Lytics UI or APIs. An individual’s profile data from Lytics will be downloaded as a JavaScript Object Notation (JSON) file. JSON is a common, machine-readable file format.
• Personal Data Deactivation/Suppression: You can establish audiences to enforce consumer suppression and “do not market” choices and prioritize those choices when establishing marketing journeys for your consumers. These audiences can be exported from Lytics to your downstream tools or “data destinations”.

Personal Data Deletion: We provide a Delete User option in the Lytics UI. Our API may also be used for this purpose. This will send a deletion request to the Lytics platform, which will process the request for the customer identifier provided.