Many businesses have adopted modern agile or lean approaches, implying that they are continually building, testing, and iterating to satisfy customer requirements better and maintain a competitive edge. As a result, product managers are expected to change direction and make decisions after each iteration to ensure that their offerings succeed in the market. Without appropriate data, these product-related judgments are difficult to make. Successful product managers use past experience, instinct, competition analysis, and market research to validate assumptions about market demands as often and as rapidly as possible. Indeed, even comments from one of your most significant clients must be validated through data. The terms “behavioral data” and “behavioral analytics” are used interchangeably.

Behavioral Data and Behavioral Analytics 

Behavioral data is information generated from or in response to a customer’s interaction with a company. Indeed, page visits, email sign-ups, and other critical user behaviors are examples of this. Some common behavioral data sources includes, websites, CRM systems, mobile apps, marketing automation systems, call centers, support desks, and billing systems. Customers can be individuals, businesses, but all behavioral data can be traced back to a single end-user.

Behavioral analytics and behavioral intelligence tools help in  investigating the “whats” and “hows” of customer behavioral data better to understand the “whys” of their actions. Certainly, page visits, email sign-ups, and other crucial activities like registration can all be tracked in this way. These important day-to-day insights enable us to engage, improve conversion and retention.

What are the advantages of Behavioral analytics for a business?

Behavioral analytics are critical for increasing engagement, conversion, and retention at your firm. Consequently, every team member should acquire meaningful data to address their questions and exploit data in ways that didn’t seem conceivable previously with the correct behavioral analytics solution.

Correlation between Marketing and Behavioral Analytics

Marketers can leverage behavioral data and analytics to maximize campaign effectiveness, improve client acquisition, and increase customer lifetime value (LTV). A marketing team knows which initiatives are driving engagement and revenue. For example, a marketing team can track the success of an email campaign to increase blog traffic and the number of visitors to the site, and which blogs are receiving the most views.

Marketing teams use Indicative to:

• Compare and focus on the most valuable channels and campaigns to improve customer acquisition.
• Identify the shared habits and characteristics of the most loyal customers to increase customer LTV.
• Increase client retention by understanding where, how, and why customers engage with you throughout their lifecycle.
• Create dashboards on the fly to track and communicate key performance indicators (KPIs) throughout the customer experience.

Role of Behavioral Data in Product Management 

The most basic requirement for product managers is to track consumer usage and satisfaction. The product manager wants to examine how customers react to new features that have been presented. Customer loyalty is indicated by high utilization and satisfaction levels, which reduces the risk of turnover.

It is recommended using adoption and engagement metrics to monitor usage and customer satisfaction levels effectively. There is a huge difference between the term adoption and engagement. While they are connected, they are not synonymous, so here we start by defining the words.

• Adoption focuses on new applications.
• User engagement is a metric that indicates how involved people are with the product/service and how much they use it.

These KPIs are useful for confirming concepts based on historical data, but they’re also employed as “features” in machine learning algorithms by data scientists. Indeed, with some support from artificial intelligence, you can begin to spot patterns in product consumption and find new client categories. All of these data points assist you in taking corrective action to avoid churn.

Product managers can use behavioral analytics to create a product roadmap, boost user engagement, and minimize churn. If you’re a product manager or an app developer wanting to analyze the success of a new feature on an app, behavioral analytics can enable you to monitor and isolate users who use the new feature, as well as the process that led them to use it. If the new feature fails, the product team can identify friction points that prevent users from engaging with the new function.

Take away

The metrics mentioned in the article can assist you in increasing user adoption and engagement. Depending on your product, which method of study works best. People can measure overall product indicators, but more comprehensive metrics yield even more fascinating results. To gain more knowledge about the causes for the numbers, you could conduct a qualitative study.