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Behavioral analytics are a subset of business analytics which focus on finding out how and why people behave the way they do when using eCommerce platforms, social media sites, online games, and any other web application.
Behavioral analytics take business analytics’ broad focus and narrows it down, which allows one to take what seem to be unrelated data points and then extrapolate, determine errors, and predict future trends. All of this is done through data exhaust that has been generated by users.
Behavioral analytics are a holistic and human view of data which connects individual disparate data points in order to tell a story of how, what and why a particular event happened.
It uses user data captured by analytics platforms such as Google Analytics while the web application, website or game is being used. The data being recorded are user trails such as clicks, navigation paths, purchasing decisions, and viewed advertisements.
Using the gathered user data, analysts can find useful metrics such as click-to-conversion time which shows how many different clicks and navigations happened before a product or service was purchased or availed, and comparisons between related scales like the monetary equivalent of the purchase against the time spent on the website before the conversion happened.
These events are analyzed using a timeline progression starting from when the user first entered the site until a conversion or purchase was made, and also includes what other products a user checked or bought before that particular purchase was made.