A SlideShare highlighting how predictive customer journey analytics – also known as behavioural modelling – allows marketers to analyse previous behavioural patterns and more accurately predict what customers will do next

1. Use behavioural
insights to more
accurately predict
the future
How predictive customer journey
analytics can help marketers to
recognise previously seen patterns and
deliver better campaign outcomes.
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2. What is
behavioural
modelling?
Behavioural modelling is a specialised
subset of predictive analytics.
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3. It helps you understand
‘why’ customers act in a
certain way.
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4. Your marketing strategy is then:
Data-driven More accurate More effective
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Use behavioural insights to more accurately predict the future

5. How does
it work? Analyse
Analyse the past to spot
behavioural patterns
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Use behavioural insights to more accurately predict the future

6. Steer
Steer the customer
journey to maximise
positive marketing
outcomes
Predict
Better predict what
people will do in
the future based
on scoring
Recognise
Recognise those
patterns today
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Use behavioural insights to more accurately predict the future

7. Common patterns are
known as behavioural
features, which can be split
into three categories
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8. Simple metrics
such as average
spend and basket
abandonment rate.
Summary
measures
-
Such as a reduction
in web visits or an
increased average
linger time.
Dynamic
trends
-
Which are a
combination of
factors that lead
up to a behavioural
outcome.
Sequence of
events
-
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9. Why is
behavioural
modelling
important?
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10. Traffic volumes,
click rates, bounce
rates, linger time
all tell you what.
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11. Behavioural
modelling
reveals why.
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12. positive
outcomes.
Now you know how people are likely to act, you
can build campaigns designed to maximise
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Use behavioural insights to more accurately predict the future

13. What data types
does it rely on?
Behavioural modelling is built on transactional, time-dependent
data. The transactional data you need comes in two forms:
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14. A transaction event initiated
by the customer, such as
making a purchase, visiting
your website or making a
complaint.
Behavioural data
-
An activity initiated by
your business via one
or more channels.
Communication data
-
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15. Why aren’t more marketers using it now?
Data is stored in
silos
No single customer
view
Able to see what,
but not why
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Use behavioural insights to more accurately predict the future

16. Unable to turn
business logic into
selection logic
Difficult to analyse
each customer
activity during each
stage of their journey
Why aren’t more marketers using it now?
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Use behavioural insights to more accurately predict the future

17. How does
Apteco help?
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18. Cut and query
data in any
way to reveal
insights
Build granular
segments as
required
Analytical tools
offer both
descriptive
and predictive
capabilities
Bespoke
behavioural
modelling
component.
Understand
the ‘why’-
automatically
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Use behavioural insights to more accurately predict the future

19. Process huge
volumes of data
at pace
Unlock insights
and activate
campaigns from
one convenient
platform
Interact
seamlessly with
your preferred
distribution
channels
Our comprehensive eGuide explores
behavioural modelling in greater detail.
Better
understand
customer
behaviour
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Use behavioural insights to more accurately predict the future

20. DOWNLOAD NOW
Download now to discover how to move beyond
‘what’ and understand ‘why’ customers are
motivated to act, helping you to optimise
targeting and campaign performance.