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Personalization Glossary
Contextual Data

Contextual Data

What is contextual data?

Contextual data provides context to a visitor’s unique properties, particularly related to a session on a site. With contextual data, you’re looking for context around how a visitor’s unique journey differs from another visitor that ends up on site. You can use data points such as device type or device location to find out more context on a user’s session.

When contextual data is combined with behavioral data, demographic data, and firmographic data — you can start creating experiences to make on-site segmentation and personalization even more relevant.

Examples of contextual data points

You might be curious — what exactly should I be looking for with regards to a visitor’s contextual data?

That’s a great question!

Here are a few contextual items a marketer might be interested in utilizing for personalization:

Device type:

  • Mobile vs Desktop vs TabletiPhone vs AndroidMac vs PC

Browser type:

  • Safari vs Firefox vs Chrome

Device location:

  • The IP address of the device visiting the site

Time data:

  • Time of day
  • Day of week
  • Month

The collection and monitoring of these touch points might seem arbitrary, but when you’re dealing with large datasets — even small nuances can lead to insights and metrics improvements.


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