If customers make or break a business, it comes as no surprise that the best businesses know their customers more intimately than most of us realize; sometimes, more intimately than customers know themselves. Consider the Netflix hit show House of Cards. Netflix created it, at a $100M budget, without ever seeing a pilot. Yet the streaming service insists the move wasn’t a gamble. Why? Because Netflix knows their 100M+ worldwide streaming customers. From the types of shows and actors their customers tend to watch to the title colors that appeal to them. Netflix’s success inspires all businesses to take behavioral analytics seriously.
So what are behavioral analytics and how can companies make them an integral part of their business model? In a nutshell: behavioral analytics comes down to recognizing “how” users engage and interact with products, so that we can identify “why.” That level of understanding is the only way to truly optimize a product or service so that it can stand the test of time. The problem is, customers can be hard to understand.
Figuring Out Your Users
With much of the available analytics software, your view of the customer journey is limited. You can see app and mobile data, but what if you want to know the effectiveness of your email campaign or of your support center? To figure this out, you may have to wait days for a backlogged data scientist to complete your analysis request, missing out on a key window to act on the data and drive customers to your product.
Enter Indicative: the leader in behavioral analytics. Indicative enables business users—from the marketing team to the product team—to follow a customer through their entire journey, and allows for a level of flexibility and complexity not possible on other platforms. You can analyze customers’ behavioral touchpoints across web, mobile, email, customer support and much more. It takes away the grunt-work so that every member of your company can use data to drive decisions.
Read the rest of this post on our partner Astronomer’s site.
This post was co-authored by Laurel Brunk.