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Behavioral Analytics
Behavioral segmentation is the method of observing engagement patterns over time, and using the gathered data to predict future events. Whereas conventional web analytics track page views and click-throughs to provide aggregate behavioral segmentation (i.e., true/false indicators of type of activity), behavioral analytics provide advanced behavioral segmentation to understand intensity of behavior, changes in behavior and linkages between different behaviors over time.

Going further, behavioral analytics answers questions that include the following:


 * Does the user read the same topics time over time?
 * Has the user’s topic of interest changed?
 * Is the user visiting more frequently?
 * Is the user consuming more media than usual?
 * What reading behavior of the user is correlated to purchase behavior?

With real-time behavioral segmentation, a publisher is able to not only answer these questions, but package and monetize the audience by providing higher-performance marketing services to advertisers.