Behavioral Analytics is a subset of business analytics that focuses on how and why users of eCommerce
platforms, online games, & web applications behave. While business
analytics has a more broad focus on the who, what, where and when of business intelligence, behavioral analytics narrows that scope, allowing one to take seemingly unrelated data
points in order to extrapolate, predict and determine errors and future
trends. It takes a more holistic and human view of data, connecting
individual data points to tell us not only what is happening, but also
how and why it is happening.
Behavioral analytics utilizes user data captured while the web
application, game, or website is in use by analytic platforms like Google Analytics.
Platform traffic data like navigation paths, clicks, social media
interactions, purchasing decisions and marketing responsiveness is all
recorded. Also, other more specific advertising metrics like
click-to-conversion time, and comparisons between other metrics like the
monetary value of an order and the amount of time spent on the site.
These data points are then compiled and analyzed, whether by looking
and the timeline progression from when a user first entered the platform
until a sale was made, or what other products a user bought or looked
at before this purchase. Behavioral analysis allows future actions and
trends to be predicted based on all the data collected.
