User Behaviour
All measurable actions that people perform on a website, in an app or in response to a campaign.
Also known as: User Engagement, Behavioural Data
User behaviour covers all measurable actions that people perform on a website, in an app or in response to a campaign. That includes clicks, scroll depth, dwell time, paths through a site, search queries and reactions to emails. Analysing this data is the basis of any serious optimisation in online marketing.
Which data matters
Relevant data types include page views, dwell time, scroll depth, click heatmaps, conversion paths and return rates. From these values you can derive bottlenecks, popular content and potential improvements. A clean separation between anonymous data and personal profiles is essential to stay within data protection rules.
Which methods help
Alongside classic web analytics, methods such as session recordings, heatmaps, surveys and usability tests round out the picture. Quantitative data answers what is happening, qualitative data explains why. Only the combination of both delivers a complete view of user behaviour.
Relevance to the JD Media Suite
In JD Mail and JD Partner reports show values for opens, clicks, conversion rates and behaviour in follow up mailings. Advertisers see which content works and which segments react most strongly. Based on this data you can optimise campaigns precisely without burdening recipients with irrelevant content.