Behavioral Data
Behavioral data is information about what people actually do: pages viewed, products browsed, features used, videos watched, and clicks. It reveals interest and intent in real time and is one of the richest categories of first-party data a business collects.
Behavioral data complements declared data: where zero-party data tells you what someone says they want, behavioral data shows what they do. The two together produce a far more accurate picture than either alone.
It requires interpretation, since the same action can mean different things, which is why behavioral signals are most powerful once unified with identity, transactional, and declared data on a single customer record.
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