14 Ways Brands Can Put One-to-One Marketing Back to Work

Understanding both 'action' (what you did) and 'reaction' (what recipients did in response) is key

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Of various types of behavioral data, transaction data is the most predictable, as it’s about the exchange of hard currency for chosen products and services. There really is no stronger indicator for product affinities than repeat purchases.

But there are other types of behavioral data. Online marketers routinely employ click-stream data, following open, click-through, browse, shopping basket, check-out, etc. These may not be as powerful as actual transaction records, but they certainly provide good directional guidance. In fact, desire to utilize such click-stream data ignited the Big Data movement, as data gets really big really fast when collecting “every move they make.”




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in