The behavioral data opportunity
May 29th, 2024, YouGov

The behavioral data opportunity

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.”

Alie Cirgenski
Managing Director – YouGov Behavioral

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