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.
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:
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.