What kind of data is most valuable for Marketing Cloud Intelligence insights?

Behavioral and transactional data is considered the most valuable for Marketing Cloud Intelligence insights because it provides direct insights into how customers interact with products and services. This type of data reflects actual consumer behavior, such as purchasing patterns, browsing habits, product interactions, and engagement levels across various channels.

By analyzing behavioral data, businesses can identify trends and preferences that lead to more effective targeting and personalization. Transactional data further enriches these insights by offering context regarding the monetary aspects of customer behaviors, such as purchase amounts, frequency, and timing, which are critical for understanding customer value and predicting future purchases.

While demographic data, historical sales data, and customer feedback surveys provide useful information, they often lack the immediacy and actionability of behavioral and transactional data. Demographics can help with segmentation but do not account for actual behavior patterns. Historical sales data is valuable for trend analysis but may not signify current consumer preferences. Customer feedback surveys can guide product and service adjustments but are often based on subjective opinions rather than actual behavior. Thus, behavioral and transactional data provide a more robust foundation for deriving insights that drive marketing strategies.