Behavioral Intelligence (BI) is likely on your radar. It should be part of every strategic campaign when you need to increase qualified leads at every level of your sales funnel. But is it? Are you using it to maximize your ROI? Do you know just how powerful this tool is? If the answer is no, here’s what you need to know.
What is Behavioral Intelligence?
Wikipedia defines Behavioral Intelligence as “the ability to interpret, predict and adapt your actions based on internal and external cues.” The article delves into greater detail about why people need to cultivate this ability. You probably can recite instances when a brand ran a surprisingly successful campaign because they accurately predicted how people would respond. Nike did it with the Just Do It campaign, launched in 1988. Dove’s Real Beauty Sketches campaign was so successful it became a Google Case Study. These two brands knew the demand was there when others missed the signs. Their calls-to-action struck the right note for the moment. As a result, the target audience took the desired action. It’s what every marketing team hopes for each time they launch a campaign. Alas, results seldom measure up. If they had added Behavioral Intelligence to their toolbox, imagine how different the results could be.
What Does BI Do?
Sabal Strategy data scientists are the wizards behind our Behavioral Intelligence. Their data expertise coupled with technology means they use real-time data about how the target audience interacts online with the client’s and competitor brands. The data they compile is based on:
- Which websites are visited
- What content is consumed
- How often online viewers visit target sites
- How recently did they visit the target sites
This data and other data points gives our scientists the ability to identify specific potential customers who match your ideal audience. Their activity demonstrates they’re in the market for your offerings. Once identified, the next step is to market directly to this audience.
Why is BI Better?
Many of you are thinking this is just another hoop to jump through, so why bother. Your digital ads have been working just fine, thank you very much. But are they? Do you REALLY know if people are paying attention to those ads? Can you be sure those who do pay attention are REALLY qualified prospects? And can you prove your current ads REALLY convinced someone to take action? In fact, do you know who is looking at your ads?
Here’s why you need to use our Behavioral Intelligence: our data scientists identify the target audience by postal address and name. With that data, we can determine whether or not they’re qualified prospects. You can add them to your CRM and mailing lists. You can add them to your next mailing, serve them more content and targeted ads because you know how to find them online. This potential resident audience is no longer anonymous.
Behavioral Intelligence offers three benefits when you incorporate it into your omnichannel marketing campaign:
- You reach interested people in real-time as they search online and are seeing communities similar to yours.
- You reach these prospects across all digital and offline market channels thanks to our ability to aggregate a variety of data points into a real-time, full customer profile.
- You have clear attribution by comparing your transaction/responder files to the marketing files.
Make the Smarter Move
The next time your CEO asks if your marketing campaign is filling the sales funnel, you’ll have the hard data to prove it. Isn’t it time you went from hoping for success to knowing how to actually achieve it? Behavioral Intelligence is a smart addition to your marketing toolbox, and our data wizards are the right choice to implement it. Just ask Maribeth or Angela. They’d be delighted to help you understand how it can help you achieve your marketing goals.
