Behavioral analytics

Article summary

Behavioral analytics is an advancement in business analytics that reveals new insights into consumer behavior on eCommerce platforms, online games, web and mobile applications, and Internet of Things (IoT) devices. Growth in the volume of raw event data generated by digital platforms has enabled methods that go beyond demographics and other traditional metrics, which describe what kind of people took what actions in the past. Behavioral analysis instead focuses on how consumers act and why, allowing predictions about future actions. Applications include allowing marketers to target offers to specific consumer segments. Behavioral analytics can be useful as authentication as for security purposes. It uses non-identifiable but individually unique factors to confirm the identity of the user. The identity of the user is authenticated in the background using factors such as mouse movement, typing speed and habits, login history network detail like IP address, browser used, etc. Behavioral analytics utilizes the massive volumes of raw user event data captured during sessions in which consumers use applications, games, or websites, including traffic data like navigation paths, clicks, social media interactions, purchasing decisions and marketing responsiveness.…

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