How to Use Behavior Data in Segmentation

In modern marketing, data is everything - but not all data is equally powerful. While demographic and transactional data are valuable, behavior data provides real-time signals about what your customers are doing right now. When you use behavior data in segmentation, you’re no longer guessing - you’re responding to actual customer intent.

With MyLINK MarketingPlatform, you can easily collect, manage, and activate behavior data for smarter segmentation and highly personalized campaigns.

What Is Behavior Data?

Behavior data tracks customer actions across channels and touchpoints. Instead of looking only at who your customer is, you focus on what your customer is doing.

Common examples of behavior data include:

• Website visits and page views

• Product searches and category browsing

• Abandoned shopping carts

• Email opens and clicks

• SMS opens and link engagement

• Content downloads

• Time spent on specific content or offers

This type of data shows real-time interest, intent, and engagement - allowing you to react while the customer is active.

Why Behavior Data Is Essential for Segmentation

Behavior data allows you to build dynamic segments based on what customers are actually doing, not just what they’ve done in the past.

This enables:

• Real-time personalization

• Better timing of messages

• Higher engagement rates

• Lower unsubscribe rates

• Improved conversion across the customer journey

Instead of sending the same message to everyone, you deliver targeted offers based on current behavior.

How MyLINK MarketingPlatform Uses Behavior Data

MyLINK MarketingPlatform makes it easy to collect, process, and use behavior data directly inside your segmentation engine.

1. Collect Behavior Data

MyLINK MarketingPlatform automatically collects behavioral events from:

• Website tracking (browsing, searches, cart activity)

• Email and SMS engagement (opens, clicks, link tracking)

• External systems via API (CRM, eCommerce, marketing tools)

2. Build Behavior-Based Segments

Create real-time segments based on specific actions or combinations of behaviors.

For example:

• Customers who viewed a product category but didn’t purchase

• Contacts who clicked on a campaign but didn’t complete checkout

• Users inactive for 30 days after last usage

• Visitors returning multiple times within a short period

3. Trigger Automated Campaigns

Use behavior-based segments to:

• Send abandoned cart reminders

• Promote recently viewed products

• Reactivate inactive users

• Deliver loyalty offers after high engagement

• Follow up after content downloads or webinar signups

4. Combine with Other Data

In MyLINK MarketingPlatform, behavior data can be combined with profile, transactional, and one-to-many data for full multi-dimensional segmentation.

Benefits of Using Behavior Data for Segmentation

Using behavior data allows you to move from static lists to living, real-time segments that reflect what your customers are doing right now. This leads to more relevant communication, better timing, and ultimately stronger results across your marketing efforts. Here are some of the key business benefits:

Make Your Segmentation Work in Real-Time with Behavior Data

Behavior data brings your segmentation to life by allowing you to react to customer intent in real time. With MyLINK MarketingPlatform, businesses can easily collect behavior data across multiple channels, build dynamic segments, and activate highly relevant campaigns that drive engagement and conversions.