Behavioural in marketing recognises that purchasing decisions are often based on more than just age, gender, or location. Instead, it hones in on how consumers interact with products and content. 

By analysing behavioural data such as clicks, searches, and social media engagement, marketers can tailor their strategies to match their audience's specific needs and preferences.

Behavioural analysis in marketing involves systematically studying consumer behaviour to gain insights into their preferences, actions, and decision-making processes. It goes beyond demographics, focusing on how individuals interact with products, services, and marketing channels. 

By scrutinising data such as page views, clicks, and purchase history, marketers can discern patterns and trends that help shape targeted campaigns. This analytical approach empowers businesses to understand their audience at a granular level, enabling the creation of personalised and effective marketing strategies that resonate with the unique behaviours of their customers.

Customer data encompasses various facets that provide a comprehensive view of consumer interactions. The three important types of customer data besides behavioural data that you must know are:

• Descriptive data: This includes demographic information such as age, gender, location, and occupation. Descriptive data sets the foundational context for understanding who the customers are.
• Psychographic data: This data delves into the psychological aspects of consumer behaviour, including values, interests, lifestyles, and attitudes. This data helps in creating more nuanced and targeted marketing messages.
• Transactional data: This data pertains to the details of customer transactions, such as purchase history, order values, and frequency of purchases. This information is crucial for predicting buying behaviours and tailoring marketing strategies accordingly.