May 29th, 2024, YouGov
How can marketers use behavioral & survey data to gain valuable insights?Download whitepaper
“The difference between what people say they do and what they actually do is a marketer’s opportunity.”
Behavioral data is anything that records an action or behavior – this can be a newsletter sign up, a purchase, or liking of a social media post. By its definition, behavioral data is concrete: actions don’t lie. For marketers, this insight is invaluable. It provides an infallible view of what people do.
However, concrete actions are only a small part of the consumer insights puzzle – there’s a whole world of thoughts, preferences, attitudes, and considerations that lead up to a final moment of commitment.
By leveraging survey data and behavioral data in conjunction with one another, in the right context, marketers can build the most cogent understanding of a consumer.
In this whitepaper you'll learn:
- The history & evolution of behavioral data
- Its strengths and weaknesses in comparison to survey data
- Key benefits of leveraging both types together
- What happens when behavioral & survey data tell conflicting stories