How to Know Your Users: The Difference Between Profile Data and Behavioral Data

How to Know Your Users: The Difference Between Profile Data and Behavioral Data

As app entrepreneurs, we spend loads of time slicing and dicing analytics information. This makes it straightforward for us to overlook that the numbers characterize precise folks interacting with our apps… folks with hometowns, favourite bands, groups, sneakers, and types of music.

These person traits are the driving power behind all behavioral information. And whereas we will speculate on many person attributes by analytics, however wouldn’t or not it’s good to know for certain?

Now you’ll be able to with profile information.

Over the previous few months, we’ve printed some fairly in-depth content material round analyzing behavioral information. And though behavioral and profile information could appear comparable, they’ve some distinct variations.

Behavioral information: exhibits what customers are doing

You guessed it: Behavioral information is all about how the person behaves in your app. How lengthy are customers staying inside your app? When do folks come again after their first go to? How many individuals deserted the checkout course of? Some of these questions can all be answered with insights from behavioral information.

It’s particularly helpful to entrepreneurs as a result of we will goal our customers primarily based on this info. Moderately than sending blanket push or in-app messages to each person, we will goal particular person segments with extra personalised language and calls-to-action. When the advertising and marketing outcomes are available in, you’ll be able to optimize and repeat with extra outlined person segments.

Profile information: exhibits who they’re

Profile info will not be about how the person behaves; it’s precise traits in regards to the person. This may be so simple as favourite sports activities groups or bands, or as sturdy as whether or not or not they use an in-store loyalty card. All of this info could be collected in real-time by the app, or outdoors the app and imported to your analytics platform.

Examples of profile information

Curiosity classes

  • Sports activities Groups = Boston Pink Sox, Liverpool FC
  • Music Artists = Paul Simon, Dr. John
  • Hobbies = Guitar, Advertising, Touring
  • Information = World, Expertise, Finance

Static information

  • Birthday = 1982-03-10
  • Gender = Feminine
  • Hometown = Checotah, OK
  • Annual Revenue = $200,000

In-app data

  • Subscriber Sort = Trial
  • Linked Twitter Account = True
  • Registered Consumer = False

Exterior channel attributes

  • In-Retailer Purchaser = True
  • Frequent Purchaser Member = False
  • Rewards Standing = Non-member

The most effective options of person profiles is that it doesn’t require the person to enroll or register. You’ll be able to nonetheless gather loads of this info anonymously. That is how an app like Yahoo Climate! can bear in mind my house location, in addition to my different favourite areas with out ever registering or signing in.

The right duo: behavioral + profile information

There was a time when behavioral and profile information existed as separate entities. They knew of one another’s existence, however had by no means met. One wonderful day they had been launched by a mutual app analytics platform, they usually by no means seemed again. Though this may occasionally sound a bit foolish, behavioral and profile information do have a really interdependent relationship with one another. Listed below are a number of examples for instance:

#1. The Retail Clothes App
  • Provide: 25% low cost coupon by way of push notification
  • Behavioral Consumer Section: Customers who’ve made an in-app buy inside the previous 30 days

The Recreation Changer: Profile Information

Whereas guests are in your retailer, provide them an unique 25% in-app purchasing low cost in alternate for making an in-store buy utilizing their loyalty card.

Why It Works: Not solely does this incentivize your buyers to purchase utilizing their loyalty card, it additionally encourages them to open, interact and store utilizing your app.

#2. The Every day Newspaper App
  • Provide: Free 30-Day Premium Trial
  • Profile Consumer Section: Registered App Customers

The Recreation Changer: Behavioral Information

There’s a giant section of customers who seen the “Premium Subscription” web page inside an app, however by no means transformed. Moderately than ship one free trial push notification to all registered customers, ship it solely to those that have seen this “Premium Subscription” part. It’s like remarketing to your personal customers!

Why It Works: You actually don’t have a good suggestion of whether or not or not the common registered person is all for subscribing. It’s greatest to ease them in with extra light-weight conversions like social sharing or clicking on recommended articles. By leaving the free trial to customers who’re farther down the subscription funnel, you’re spending your advertising and marketing {dollars} (and their display screen area) extra properly on person segments who usually tend to reply.

How good is your app advertising and marketing?

Good app advertising and marketing is about speaking necessary gives to your customers with push and in-app messaging. It’s about realizing the distinction between your customers and tips on how to successfully goal them with distinctive and related gives. However the smartest app advertising and marketing transcends the app…

The fusion of behavioral and profile information means that you can share internet, offline and in-store conduct along with your in-app advertising and marketing efforts (and vice versa). It offers you with a holistic, cross-platform view of your customers leading to increased ranges of engagement and a stronger loyalty to your model.

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