When implementing behavioral marketing and customer segmentation, leveraging the data that’s already accessible to you falls under the step of “Define the interactions you want to track.”
- Define the interactions you want to track.
- Implement tracking.
- Analyze and report how people are behaving on your website.
- Use this information to segment your contacts.
The correct answer is: Define the interactions you want to track.
Explanation: Defining the interactions to track is not just about identifying new metrics but also about effectively utilizing the existing data. Many times, tools like CRMs already compile reports on frequently visited landing pages and the sources of those visits. It’s essential to harness this readily available data. Conducting a thorough audit of your data and its collection process is crucial. Reflect on the metrics you’re currently tracking and the reasons behind them. Similarly, consider the data you aren’t tracking and understand the rationale. By doing so, you ensure a comprehensive and informed approach to behavioral marketing.
HubSpot Inbound Marketing Lesson: UNDERSTANDING BEHAVIORAL MARKETING AND CUSTOMER SEGMENTATION