Types of data that can be collected with behavioral data 

In today's digital world, detailed analysis of online consumer behavior has become critical to the success of any marketing strategy. Especially because, in an era of hyper-personalized experiences, competition is focused on keeping consumers' attention. This is where behavioral data plays a vital role. 

By providing rich insights into individual online consumer habits, motivations, preferences, and needs, behavioral data is revolutionizing how we research and understand consumer behavior in the digital world. 

Would you like to have a deeper understanding of this context? Here we explain why e-commerce evolution demands more and more high-quality information and what types of data you can obtain through behavioral data to succeed in this dynamic environment. 

E-commerce in the age of behavioral data: A reality changer 

In recent years, e-commerce growth has been outstanding, with digital transactions exceeding 5 trillion USD in 2022. Currently, the sector is expected to grow by 15% annually until at least 2025, when it could account for 40% to 50% of total consumer spending in Western countries (OC&C Strategy Consultants). 

At the same time, online consumer behavior has also changed, resulting in increasingly complex and diverse customer journeys. So it is precisely the variety of users, the transaction volume, and the sector's constant evolution that has driven the need for new market research methodologies to better understand consumers. 

If there is one clear thing, it's that traditional methodologies are no longer enough to capture online consumer behavior in all its complexity. This new reality demands a comprehensive, in-depth, and specialized approach that is capable of providing a complete picture of the new consumer. 

As a result, in the middle of this meaningful transformation, the specific data offered by tools such as behavioral data are key to gaining more valuable insights and more accurate analysis. 

The power of behavioral data: 3 types of strategic data for your brand 

Clickstream data 

First of all, to understand how users interact with a digital platform, it is essential to turn to clickstream data. This 'clickstream' allows us to know the consumer's navigation path, as well as all the links and other elements they click on.  

In addition to having information about their time spent on platforms, the series of visited pages, and the searches performed in browsers, the obtained quality data allows to: 

• Analyze website and app performance 
• Understand the path to purchase 
• Optimize platform design and usability 
• Improve user experience (UX) 

Search term data 

On the other hand, we have search term data. This is the analysis of the keywords that users enter in search engines, such as Google, Bing, Yahoo, etc., when they want information about a product or service, or when they are looking for a specific type of content. 

For brands, this information is very useful because it allows them to know the intentions, needs, and search preferences of their potential customers. And, thanks to this data, they can: 

• Know the market and competition 
• Segment users (by profile, location, device used, purchase intention, etc.) 
• Improve organic positioning (SEO) 
• Optimize online advertising campaign performance (SEM) 

In this way, it is possible to establish a solid roadmap towards developing more effective marketing strategies. This not only attracts consumers with personalized messages and offers but also delivers them products and services that are tailored to their needs and expectations, even if these change over time. 

Purchase and e-commerce data 

Finally, purchase data or e-commerce data is a type of behavioral data that is important for gaining in-depth knowledge of users' transaction dynamics in the digital world. With this, it is possible to analyze consumers' detailed 'e-com journey' actions, such as favorite product categories, types of purchases and products added to shopping carts, average tickets, subscriptions, registrations, downloads, and so on. 

What's the goal? To obtain the necessary data to carry out a thorough analysis on: 

• Market share 
• Digital strategies' return on investment (ROI) 
• Conversion metrics influencing factors 
• Customer loyalty 

The future of online consumer behavior analysis 

Now, when we ask ourselves about the future of online consumer behavior analysis, inevitably we are immersed in a dynamic and innovating territory, where technological development is linked to digital consumers' constant evolution. 

However, at the heart of this transformation, we can highlight four axes that are expected to set the tone in the coming years: 

1. Large-scale analytics 

As time goes by, there is no doubt that we will continue to require technology to navigate the increasingly vast ocean of digital data. We are talking about information from different channels and digital platforms, such as websites, mobile applications, social networks, smart devices, etc., which must be integrated and processed in large volumes. 

2. Use of artificial intelligence 

On the other hand, advanced machine learning techniques, artificial intelligence, and statistical analysis will continue to be applied to extract relevant consumer information and generate knowledge about their digital behavior (preferences, needs, motivations). Contributing in this way to more accurate marketing strategies. 

3. Increased personalization 

In addition, there will be an increased market demand for unique experiences. In this sense, technology will be a key tool to offer more personalized and segmented solutions that will improve user experience, product design, and decision-making. Always based on online consumer behavior. 

4. Respect for privacy 

Finally, all this progress and specialization in online consumer behavior analysis will be influenced by a greater demand for privacy. So the future of behavioral studies will have to guarantee respect for confidentiality and ethical treatment when using online consumer information. 

Therefore, obtaining users' consent on the use of their data, providing them with clarity in the information collection process, and safeguarding their identity protection, among other issues, will become more and more relevant. 

Undoubtedly, the current reality of the e-commerce industry is a wide diversity of users, transactions, and behaviors in constant evolution. In this context, the competition for consumers' attention is fought in the field of hyper-personalization, using new research technologies as the main tool to adapt to their needs and demands. 

Now that you know what you can achieve with behavioral data, are you ready to boost your marketing strategies and take your online behavioral analysis to the next level? 

At Wakoopa, we specialize in providing research solutions with advanced technology, so that brands can have a comprehensive view of their consumers through different types of behavioral data. If you want to know more, contact us and find out how we can help you increase your brand's success!