3. Situate these metrics in the entire user journey- Map out the end-to-end user
For an organization with large volumes of data, this approach can be further enhanced by considering interactions between humans, algorithms, and technology 2 . A Behavioral Data Science (not the same as Be.Data Analytics) approach allows organizations to detect patterns in an automated way to build scalable solutions capable of predicting user behaviour 3 . Using machine learning platforms, organisations can centralize behavioral data and create behavioralanalytics capabilities. Behavioral data science has not been covered in the scope of the current paper.
journey, defining the start and end points of the desired behavior. Include all the possible actions a user can take at each step. Mark the data metrics for each action onto the user journey. Sales and engagement journeys are more apparent while other journeys can be less straightforward.
How can you get started?
1. Define the business problem: Define the business problem by outlining the business priorities. Break the problem into smaller goals, identify the specific user behavior the business problem is tied to, and gather relevant data points. E.g., If you want to drive sales, you should look at the user’s ‘Add to cart’ behavior. 2. Review data with a user-centric lens: Infer what the data tells us about how users behave and what matters to them through their journey. E.g., To drive sales, look at
what actions users are taking on the purchase page. This can help identify possible friction points to ‘add to cart’ behavior.
4. Hypotheses generation: List out factors that can affect user behavior and validate them through a preliminary data mapping and user research to build behavioral hypotheses. Conducting immersive research with users at this stage can provide valuable insights to refine the hypothesis framing. E.g., Lack of support on the website to understand product information and make an informed choice can affect ‘Add to cart’ behavior. User research can help in not only identifying this factor but also provide a direction to rectify it.
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