Integrating Behavioral Marketing Into Strategy

Name: Integrating Behavioral Marketing Into Strategy
Author: Tracy Abbott

Learn how to develop your behavioral marketing strategy.

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Course: On-Demand

(gentle music) In the following lessons you'll learn about customer identity, how to detect and interpret patterns of behavior, and how to leverage data to create successful marketing strategies. You'll also learn how to use behavioral marketing to develop your marketing strategy, and grow your business. Kevin Dean, the president and general manager of targeting at Experian Marketing Services says, "Identity should be the start of every customer interaction, "whether that means accurately understanding "the profile of the consumers you are engaging with "or crafting the ideal marketing message... "Brands want to create relevant, "and positive customer experiences for individuals "and it all starts with identity." When you understand your customers, their behaviors, and their identities, you can create personalized experiences that will best fit their wants and needs. Regardless of how consumers engage with your organization you can craft unique marketing messages based on your customer profiles. To understand these identities, marketing professionals create customer profiles. These profiles are built with data that identifies the user, like online behaviors, search histories, purchase histories, and their application usage. Different types of people will respond to different marketing tactics. Using data from these sources, marketing professionals can understand the identities of their customers and decide on the most appropriate marketing strategies. Let's talk about how marketers can create customer profiles with accurate customer identities. The process of identity resolution ensures accuracy. According to a recent article from Forbes, identity resolution is, "Data from different sources "designed to create a complete view "of the customer and to help the marketer identify "where meaningful engagement might take place." The process of identity resolution can help you get complete profiles of each customer. And these profiles can then be used to create engaging experiences. Let's look at an example. Imagine that you're a book retailer gathering data about a certain customer using their online behaviors. You might notice that they frequently search for a certain genre of book, like historical fiction. You might also notice that they consistently use coupon codes from your organizational emails. Based on these activities, you could assume that this customer prefers historical fiction books, and responds well to email marketing. With this information about their identity, you could better customize their experience with your brand by recommending specific historical fiction books, and including promotions in your email messages. Understanding your customers' identities can have many benefits. A recent article from Business Wire explains that creating these customer profiles can foster more relevant audience communications, improve customer response rates, and increase customer acquisition. Having profiles can make it easier to create personalized messages for your target audience. The key to improving your customer experience, and reaping these benefits is to truly understand your customers. And you can do this through identity resolution, and the creation of customer profiles.

Intermediate Provider : Tracy Abbott 6 Lessons · 19m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

To understand more fully what their customers want and need, organizations often create customer profiles through the process of identity resolution. That process is completed using data about customers’ online behaviors, like search histories, purchase histories, or application usage. This kind of information can help you understand your customers’ likes and dislikes, and ultimately allow you to leverage those insights and improve your overall marketing approach. As customers continue to engage with your marketing messages, you can analyze their responses, evaluate your performance, and adjust your strategy to achieve your organizational goals.

In this course, Integrating Behavioral Marketing Into Strategy, you’ll learn how behavioral marketing and your overall marketing strategy connect. You’ll understand customer identity, how to detect patterns in customer behavior, and how to use data to implement successful marketing strategies. You’ll also identify how behavioral marketing can contribute to business growth, and you’ll learn different methods for developing your strategy.

What You'll Learn

Understand customer identity and the process of identity resolution used to create customer profiles
Detect and interpret patterns in consumer data drawn from behaviors like search, purchase, and application usage
Leverage behavioral insights to improve your overall marketing approach
Identify how behavioral marketing can impact and contribute to business growth
Develop marketing strategies using data to implement successful marketing approaches
Connect behavioral marketing with your overall marketing strategy

Key Takeaways

Organizations create customer profiles through identity resolution, a process completed using data about customers' online behaviors such as search histories, purchase histories, or application usage.
Behavioral data helps you understand customers' likes and dislikes so you can leverage those insights to improve your marketing approach.
As customers engage with marketing messages, you can analyze their responses, evaluate your performance, and adjust your strategy to achieve organizational goals.
Behavioral marketing connects to your overall marketing strategy and can contribute to business growth.
The course covers detecting patterns in customer behavior and using data to implement successful marketing strategies.

Frequently Asked Questions

What does this course cover?

Integrating Behavioral Marketing Into Strategy teaches how behavioral marketing and your overall marketing strategy connect. It covers customer identity, how to detect patterns in customer behavior, and how to use data to implement successful marketing strategies, as well as how behavioral marketing can contribute to business growth and different methods for developing your strategy.

What is identity resolution as described in this course?

Identity resolution is the process organizations use to create customer profiles to understand more fully what their customers want and need. It is completed using data about customers' online behaviors, like search histories, purchase histories, or application usage.

What topics are taught in the lessons?

The lessons cover Customer Identity and Identity Resolution, Detecting Patterns Amid Consumer Data, Interpreting Patterns and Leveraging Insights, Implications for Business Growth, and Developing Marketing Strategy, followed by a Test Your Knowledge section.

How can behavioral marketing benefit my organization according to this course?

The course explains how behavioral marketing can impact business growth and how analyzing customer responses lets you evaluate your performance and adjust your strategy to achieve your organizational goals.