Where we go from here: tomorrow's behavioral analytics
Behavioral analytics has real applications beyond the realm of marketing and customer intelligence. There is sensor data that can track traffic patterns, for instance, leading to “smarter cities. It’s possible to know if cold storage chains have been broken or medications have been compromised during shipments. Such detailed and up-to-the-second views of goods moving across global supply chains are ultimately another flavor of behavioral analytics.
As with big data more generally, the issue isn’t whether companies have the data they need to do behavioral analytics. It’s more that they need to determine the optimal strategies to collect, manage and analyze in a scalable and accessible way the right data to gain better insights into how people – not to mention processes, equipment and other assets – behave.
It is important to note that big data leaders have long since deployed those strategies and established strong behavior analytics capabilities. It’s likely not a coincidence while such companies also tend to be market leaders.