Bringing Big Data to Life; adding the behavioral perspective
Big data is definitely capable of telling a general story, providing broad insight into the user journey, but how do we capture the essence of the story—all the components that give the story life? Today’s targeted advertising and website personalization technology tracks and responds to your past actions. This is known as ‘Behavioral Targeting’ or ‘Personalization’ and it’s the way websites use information collected from an individual’s past browsing behavior to personalized the experience. The overriding premise behind behavioral targeting is: What people have done in the recent past determines what they will likely do in the future. The problem is that from a psychological perspective, there is little validity to this assumption Only by adding a behavioral perspective to our understanding of website visitors can we effectively personalize content that matches their state of mind, emotions and personality and bring big data to life.