While planning digital marketing campaigns activation, marketers involves in studying and evaluating lots of different type of data (including everything related to campaign execution) and one of the critical component what they do audit and analyze is Behavioral Data Segmentation? luckily with refined web analytics technologies it is becoming increasingly possible.
Historically it has been difficult to understand consumer behavior but in the big data world we are able to understand consumers a lot more, especially those in the digital space. This method groups consumers by buying patterns and usage behaviors. This is an excellent way of talking to individuals in a way that is highly likely to resonate with them.
It is useful when talking about specific products or use occasions. However Behavioral does not of course give such a black-and-white view as demographic segmentation and therefore is not an exact science... always keep in mind that behavior can change with your lifestyle & changes in cultural variables.
good-luck (Team Digital Performance @ Expertek US)
www.expertek.net