Common use cases of behavioral analytics include:

• Web or app analytics: Tracking how users navigate a website or app, including which pages they visit, how long they stay, and what actions they take (e.g., clicks, purchases).
• Customer journey mapping: Analyzing the entire customer experience, from initial interest to final purchase, to identify pain points or drop-off points in the process.
• Personalization: Using behavioral data to tailor content, recommendations, and offers to specific user preferences or behaviors.
• Fraud detection: Identifying abnormal or suspicious behaviors that may indicate fraudulent activity, such as unusual login patterns or unauthorized transactions.
• Marketing optimization: Understanding which marketing campaigns or channels drive the most engagement or conversions and refining strategies accordingly.

Behavioral analytics often involves using advanced tools and techniques such as machine learning, data mining, and predictive analytics to extract actionable insights from the data.

Tools enabling behavioral analytics include Piwik PRO Analytics Suite, Google Analytics, Mixpanel, Heap, and Amplitude. 

Further reading:

• What is behavioral data and how can it help you better understand your customers
• What is data activation and how does it fit into your data analytics stack
• 8 customer data platform (CDP) use cases that will drive your business growth

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• Page views
• Button clicks
• Form submissions
• File or app downloads
• Newsletter sign-ups
• Adding an item to the cart
• Abandoning a cart
• Creating an account
• Reacting to a social media post
• Canceling an order
• Writing comments or reviews

Behavioral data goes beyond demographics like age, gender, location, and job title to help you identify customers’ wants and needs. You can analyze the actions performed by existing customers, as well as by prospects or first-time visitors.

You can benefit from behavioral data by:

• Optimizing marketing campaigns
• Understanding and mapping customer journeys
• Optimizing sales processes – improving customer acquisition and retention, reducing churn, and improving customer LTV
• Discovering ways to make your company’s operations more efficient
• Segmenting users based on their shared interests, issues, and needs to serve them with personalized content
• Collecting insights for product development
• Identifying friction-heavy touchpoints for users
• Predicting customers’ future behavior based on their past actions

Behavioral data reflects your relationship with customers. If you accurately segment customers and target them with the right content, they might feel like the brand is speaking directly to them.

Just like with transactional data, you can put behavioral data into action using a customer data platform.

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• Social networks
• clicking paths of an anonymous user profile
• interactions with banners
• scrolling the list of topics the user has shown interest in.

Behavioral marketing can be used on its own or with other forms of targeting. For example, popular social networks like Facebook and Instagram offer behavioral targeting and hypertargeting through their ad platforms. These ad practices raise privacy concerns in Europe.

To read more about this method, visit the Piwik PRO blog: Funnels based on behavioral segmentation: a little-known way to map the entire customer journey

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• Easy to create a data lake thanks to built-in integrations.
• Visualization of tables thanks to integration with Data Studio.
• Data transformation can be simplified with ETL solutions like DataFlow and DataProc.
• The integrations with analytics platforms like GA4 allow streaming raw data straight into BigQuery.

BigQuery has some disadvantages, like:

• Limitations regarding data export.
• One of the most expensive solutions available on the market.
• Steep learning curve.

You may also like:

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: a session during which a visitor views an entry page but doesn’t continue to another page view, goal conversion, or ecommerce conversion.

The bounce rate gives you information about the success of a single web page as a landing page. High bounce rates indicate the landing page might need some improvement. This metric helps verify whether the visitor’s intent was met when they came to the website via a search engine. It can also tell you if ad campaigns match the expectations created by the message on the landing page.

A high bounce rate can also be a good sign. For instance, visitors could find the phone number they were looking for on the first page and leave it immediately. In this case, the visitor would have achieved their goal, but the bounce rate for a group of such visitors would be 100%.

More about bounce rate on the Piwik PRO blog and help center:

• How to find website conversion problems with cross-device & cross-browser reports
• Discover your landing page issues with message match report
• What is bounce rate
• KPIs for ecommerce: Maximizing funnel performance

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• Flexibility, convenience, and cost-effectiveness.
• Strong control of sensitive data and applications.
• Full visibility over the use of your keys in the cloud.
• Highest level of data security, integrity, and trust.

BYOK at Piwik PRO

At Piwik PRO, we see great value in implementing Bring Your Own Key (BYOK), which enables customers to enhance the security of their data.

Piwik PRO has long offered BYOK in the private cloud (dedicated hardware). In the standard setup, private cloud instances are hosted on Piwik PRO’s Azure and/or Orange FE account. Piwik PRO retains a billing relationship with cloud providers.

In 2024, we also decided to implement BYOK for the private cloud (dedicated database), which is available with Orange. In that case, the database is set for each client and encrypted with the client’s key.

Additional reading:

• How to host your analytics: public cloud vs private cloud vs self-hosted
• How To Tell If You Have Secure Cloud Analytics
• Dedicated database – a private cloud that perfectly combines security with cost-effectiveness

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A business associate agreement or BAA is a contract between a HIPAA-covered organization and its business associates. It obliges both sides of the contract to protect personal health information (PHI) and comply with the guidelines provided by HIPAA.

BAAs require that:

• A company dealing with PHI obtains sufficient assurances from its business associates
• The business associate will safeguard the PHI on the company’s behalf

Under the HITECH Act (the Health Information Technology for Economic and Clinical Health Act), any HIPAA business associate automatically becomes subject to audits performed by the U.S. Department of Health and Human Services (HHS) and can be held accountable for any data breaches or improper handling of data.

What should be in a BAA?

HIPAA requires that every BAA contains certain elements. As we can read on the HHS website, the contract must:

• Describe the business associate’s permitted and required uses of protected health information.
• Provide that the business associate will not use or further disclose the protected health information other than as permitted or required by the contract or as required by law.
• Require the business associate to use appropriate safeguards to prevent the use or disclosure of protected health information other than as provided for by the contract.

You may also like:

• A review of HIPAA-compliant analytics platforms
• HIPAA, marketing and advertising: How to run compliant campaigns in healthcare
• How PHI and PII impact your HIPAA compliance and marketing
• The AHA’s lawsuit against HHS guidance on online tracking technologies: What it means for HIPAA-covered entities and their use of analytics

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Key capabilities of business intelligence tools include:

• Data collection: BI tools aggregate data from multiple sources, including databases, spreadsheets, and external systems.
• Data processing: They clean and organize data to ensure accuracy and consistency.
• Data analysis: Users can perform complex analyses to identify trends, patterns, and insights.
• Data visualization: BI tools present data in user-friendly formats like dashboards, charts, and graphs for easier interpretation.
• Reporting: Automated reporting features allow users to generate reports without manual input.

Business intelligence tools come with several benefits:

• Improved decision-making: By providing accurate and timely information, BI tools help businesses make better strategic decisions.
• Increased efficiency: Automation of data processes reduces the time spent on manual reporting and analysis.
• Enhanced collaboration: Many BI tools facilitate sharing insights across teams, promoting a data-driven culture within organizations.
• Predictive analytics: These tools can forecast trends based on historical data, allowing businesses to address potential challenges proactively.

Popular BI tools include Microsoft Power BI, Looker Studio, Tableau, and Qlik. BI tools can be integrated with other systems, such as analytics platforms.

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