# Behavioral Audiences ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/lytics-essentials/behavioral-audiences | | **course_slug** | lytics-essentials | | **lesson_slug** | behavioral-audiences | | **markdown_file_url** | /academy/md/courses/lytics-essentials/behavioral-audiences.md | | **generated_at** | 2026-04-28T06:55:47.796Z | > Part of **[Lytics Essentials](https://www.contentstack.com/academy/courses/lytics-essentials)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** Behavioral-audiences - **Duration:** 6m 24s - **Media link:** https://cdn.jwplayer.com/previews/xKbrzHhz - **Publish date (unix):** 1751446779 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113646 kbps - video/mp4 · 180p · 200p · 139402 kbps - video/mp4 · 270p · 300p · 157619 kbps - video/mp4 · 360p · 400p · 176507 kbps - video/mp4 · 406p · 450p · 184932 kbps - video/mp4 · 540p · 600p · 213842 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/xKbrzHhz-120.vtt` #### Transcript In this video, we're going to talk specifically about recommended behavioral audience segments from Lytx Smart Hub. What are behavioral segments? Behavioral segmentation is a way of using insights and analysis to discover your customers' engagement and behaviors across channels and tools. Behavioral segmentation is the ability to create audience segments based on what people do by looking at individual actions, their behaviors, and being able to group those people in those specific audiences automatically. So why is this important? Behavioral segmentation is very different from demographic segmentation. Demographic segments don't change very frequently. Your gender, or your age, or where you live, or how much money you make. These segments are mostly static. But as we know, people's preferences, engagements, and interests are constantly in flux. So Lytx Recommended Behavioral Segmentation gives marketers direct access to what people are doing now and what they're interested in. Lytx Smart Hub CDP automatically analyzes the rich, historical, and in-the-moment first-party data, the data that's available in the Lytx marketing profile, and creates recommended, powerful, behavioral segments, and puts those segments directly in your marketer's hands. There are three types of behavioral segments. The first type are engagement-based segments. Lytx looks at how your customers and prospects are engaging with your brand across all your channels and tools, including purchases, product views, content consumption, or whether or not they log into your mobile app or your software. These actions are summarized with behavioral scoring. Lytx proprietary scores help you understand your customer's engagement and automatically create out-of-the-box engagement-based audiences. These audiences include segments such as high engagement, frequent engagement, casual engagement, has visited within one day, has visited within a week, has visited within a month. Also, Lytx will look at whether or not people are interacting on Facebook more, or Google, or if they come in through paid media, specific campaigns, or organic search. Using these behavioral scores, Lytx is also able to predict propensity, such as propensity to purchase. Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. All of these engagement-based recommended audiences help marketers determine how frequently they should communicate with someone and, importantly, whether or not this person is leaning in and if they should advertise to them, or if they should show them something specific on the website. The second type of behavioral-based segments look at your purchase funnel and the behavior and actions that customers take along the way to purchase. Lytx helps identify behaviors that are drivers of a future purchase. Common signals that inform this type of marketing segmentation include past customer transactions, as well as the behaviors that your customers are taking along the path to purchase. Do they first search on Facebook or Google? Are they doing research on the website and then buying in the store? These recommended audience segments are automatically created when you select your marketing goals in Lytx and build your funnel. Lytx recommended audience segments for understanding the purchase funnel and lifecycle can include anonymous visitors, connected customers, such as customers that have signed up for email or are subscribers or have made their first purchase. Lytx also identifies along the funnel purchasers, repeat purchasers, and people likely to purchase. And finally, Lytx can also help you identify high-value, loyal customers and your at-risk customers. Lytx also analyzes time-based engagement and uses weekly calendar and time to understand when customers engage the most and are more likely to open an email or respond to an offer and purchase. By looking at someone's behavior, you can understand if they're likely to open more on a Monday or a Friday, if you should show them and send them an offer midweek or over the weekend. Behavioral segmentation is very powerful and can give your brand a true competitive advantage. But access to the insights for behavioral segmentation can be challenging. It requires a new level of intelligence and decisioning that most organizations don't yet have. The Lytx Smart Hub CDP unlocks recognizing and identifying and the CDP unlocks recommended segmentation for behavioral teams, providing the final piece to your marketing puzzle. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.960 In this video, we're going to talk specifically about 2 00:00:04.960 --> 00:00:09.840 recommended behavioral audience segments from Lytx Smart Hub. 3 00:00:09.840 --> 00:00:15.060 What are behavioral segments? 4 00:00:15.060 --> 00:00:22.260 Behavioral segmentation is a way of using insights and 5 00:00:22.260 --> 00:00:28.140 analysis to discover your customers' engagement 6 00:00:28.380 --> 00:00:31.380 and behaviors across channels and tools. 7 00:00:32.740 --> 00:00:37.820 Behavioral segmentation is the ability to create audience segments 8 00:00:37.820 --> 00:00:44.060 based on what people do by looking at individual actions, their behaviors, 9 00:00:44.060 --> 00:00:50.340 and being able to group those people in those specific audiences automatically. 10 00:00:51.620 --> 00:00:52.820 So why is this important? 11 00:00:53.820 --> 00:00:58.420 Behavioral segmentation is very different from demographic segmentation. 12 00:00:59.700 --> 00:01:03.380 Demographic segments don't change very frequently. 13 00:01:03.380 --> 00:01:07.940 Your gender, or your age, or where you live, or how much money you make. 14 00:01:09.060 --> 00:01:11.020 These segments are mostly static. 15 00:01:12.660 --> 00:01:15.540 But as we know, people's preferences, 16 00:01:15.540 --> 00:01:19.860 engagements, and interests are constantly in flux. 17 00:01:19.980 --> 00:01:24.380 So Lytx Recommended Behavioral Segmentation gives marketers 18 00:01:24.380 --> 00:01:28.660 direct access to what people are doing now and what they're interested in. 19 00:01:29.940 --> 00:01:36.380 Lytx Smart Hub CDP automatically analyzes the rich, historical, 20 00:01:36.380 --> 00:01:41.420 and in-the-moment first-party data, the data that's available in the Lytx 21 00:01:41.420 --> 00:01:46.740 marketing profile, and creates recommended, powerful, 22 00:01:46.740 --> 00:01:51.900 behavioral segments, and puts those segments directly in your marketer's hands. 23 00:01:53.020 --> 00:01:56.260 There are three types of behavioral segments. 24 00:01:57.620 --> 00:02:01.380 The first type are engagement-based segments. 25 00:02:02.500 --> 00:02:06.380 Lytx looks at how your customers and prospects are engaging with your brand 26 00:02:06.380 --> 00:02:10.980 across all your channels and tools, including purchases, product views, 27 00:02:10.980 --> 00:02:14.540 content consumption, or whether or not they log into your mobile app or 28 00:02:14.540 --> 00:02:15.180 your software. 29 00:02:16.180 --> 00:02:20.900 These actions are summarized with behavioral scoring. 30 00:02:21.900 --> 00:02:27.900 Lytx proprietary scores help you understand your customer's engagement 31 00:02:28.980 --> 00:02:35.140 and automatically create out-of-the-box engagement-based audiences. 32 00:02:36.380 --> 00:02:41.940 These audiences include segments such as high engagement, 33 00:02:41.940 --> 00:02:47.300 frequent engagement, casual engagement, has visited within one day, 34 00:02:47.300 --> 00:02:50.340 has visited within a week, has visited within a month. 35 00:02:52.260 --> 00:02:58.180 Also, Lytx will look at whether or not people are interacting on Facebook more, 36 00:02:58.180 --> 00:03:04.300 or Google, or if they come in through paid media, specific campaigns, 37 00:03:04.300 --> 00:03:05.740 or organic search. 38 00:03:06.740 --> 00:03:12.420 Using these behavioral scores, Lytx is also able to predict propensity, 39 00:03:12.420 --> 00:03:15.420 such as propensity to purchase. 40 00:03:15.420 --> 00:03:23.700 Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. 41 00:03:24.900 --> 00:03:32.180 All of these engagement-based recommended audiences help marketers 42 00:03:33.020 --> 00:03:38.220 determine how frequently they should communicate with someone and, 43 00:03:38.220 --> 00:03:42.460 importantly, whether or not this person is leaning in and if they should 44 00:03:42.460 --> 00:03:47.420 advertise to them, or if they should show them something specific on the website. 45 00:03:49.340 --> 00:03:56.980 The second type of behavioral-based segments look at your purchase funnel 46 00:03:57.020 --> 00:04:03.220 and the behavior and actions that customers take along the way to purchase. 47 00:04:04.700 --> 00:04:10.380 Lytx helps identify behaviors that are drivers of a future purchase. 48 00:04:10.380 --> 00:04:15.460 Common signals that inform this type of marketing segmentation include 49 00:04:15.460 --> 00:04:20.980 past customer transactions, as well as the behaviors that your customers 50 00:04:20.980 --> 00:04:23.900 are taking along the path to purchase. 51 00:04:23.900 --> 00:04:26.500 Do they first search on Facebook or Google? 52 00:04:26.500 --> 00:04:31.340 Are they doing research on the website and then buying in the store? 53 00:04:31.340 --> 00:04:35.740 These recommended audience segments are automatically created when you select 54 00:04:35.740 --> 00:04:41.460 your marketing goals in Lytx and build your funnel. 55 00:04:41.460 --> 00:04:45.260 Lytx recommended audience segments for understanding the purchase funnel 56 00:04:45.260 --> 00:04:51.580 and lifecycle can include anonymous visitors, connected customers, 57 00:04:51.580 --> 00:04:56.500 such as customers that have signed up for email or are subscribers 58 00:04:56.500 --> 00:04:58.020 or have made their first purchase. 59 00:05:00.420 --> 00:05:06.700 Lytx also identifies along the funnel purchasers, repeat purchasers, 60 00:05:06.700 --> 00:05:09.300 and people likely to purchase. 61 00:05:09.300 --> 00:05:15.740 And finally, Lytx can also help you identify high-value, loyal customers 62 00:05:15.740 --> 00:05:17.900 and your at-risk customers. 63 00:05:18.900 --> 00:05:26.900 Lytx also analyzes time-based engagement and uses weekly calendar and time 64 00:05:26.900 --> 00:05:32.020 to understand when customers engage the most and are more likely to open an email 65 00:05:32.020 --> 00:05:34.900 or respond to an offer and purchase. 66 00:05:34.900 --> 00:05:39.860 By looking at someone's behavior, you can understand if they're likely to open more 67 00:05:39.860 --> 00:05:44.900 on a Monday or a Friday, if you should show them and send them an offer 68 00:05:44.900 --> 00:05:47.140 midweek or over the weekend. 69 00:05:49.140 --> 00:05:53.900 Behavioral segmentation is very powerful and can give your brand a true 70 00:05:53.900 --> 00:05:55.900 competitive advantage. 71 00:05:55.900 --> 00:06:00.500 But access to the insights for behavioral segmentation can be challenging. 72 00:06:00.500 --> 00:06:05.900 It requires a new level of intelligence and decisioning that most organizations 73 00:06:05.900 --> 00:06:07.900 don't yet have. 74 00:06:07.900 --> 00:06:12.900 The Lytx Smart Hub CDP unlocks recognizing and identifying 75 00:06:12.900 --> 00:06:19.900 and the CDP unlocks recommended segmentation for behavioral teams, 76 00:06:19.900 --> 00:06:22.900 providing the final piece to your marketing puzzle. ``` ```transcript [00:00] In this video, we're going to talk specifically about [00:04] recommended behavioral audience segments from Lytx Smart Hub. [00:09] What are behavioral segments? [00:15] Behavioral segmentation is a way of using insights and [00:22] analysis to discover your customers' engagement [00:28] and behaviors across channels and tools. [00:32] Behavioral segmentation is the ability to create audience segments [00:37] based on what people do by looking at individual actions, their behaviors, [00:44] and being able to group those people in those specific audiences automatically. [00:51] So why is this important? [00:53] Behavioral segmentation is very different from demographic segmentation. [00:59] Demographic segments don't change very frequently. [01:03] Your gender, or your age, or where you live, or how much money you make. [01:09] These segments are mostly static. [01:12] But as we know, people's preferences, [01:15] engagements, and interests are constantly in flux. [01:19] So Lytx Recommended Behavioral Segmentation gives marketers [01:24] direct access to what people are doing now and what they're interested in. [01:29] Lytx Smart Hub CDP automatically analyzes the rich, historical, [01:36] and in-the-moment first-party data, the data that's available in the Lytx [01:41] marketing profile, and creates recommended, powerful, [01:46] behavioral segments, and puts those segments directly in your marketer's hands. [01:53] There are three types of behavioral segments. [01:57] The first type are engagement-based segments. [02:02] Lytx looks at how your customers and prospects are engaging with your brand [02:06] across all your channels and tools, including purchases, product views, [02:10] content consumption, or whether or not they log into your mobile app or [02:14] your software. [02:16] These actions are summarized with behavioral scoring. [02:21] Lytx proprietary scores help you understand your customer's engagement [02:28] and automatically create out-of-the-box engagement-based audiences. [02:36] These audiences include segments such as high engagement, [02:41] frequent engagement, casual engagement, has visited within one day, [02:47] has visited within a week, has visited within a month. [02:52] Also, Lytx will look at whether or not people are interacting on Facebook more, [02:58] or Google, or if they come in through paid media, specific campaigns, [03:04] or organic search. [03:06] Using these behavioral scores, Lytx is also able to predict propensity, [03:12] such as propensity to purchase. [03:15] Lytx is able to predict lifecycle, including binge, at-risk, or likely to return. [03:24] All of these engagement-based recommended audiences help marketers [03:33] determine how frequently they should communicate with someone and, [03:38] importantly, whether or not this person is leaning in and if they should [03:42] advertise to them, or if they should show them something specific on the website. [03:49] The second type of behavioral-based segments look at your purchase funnel [03:57] and the behavior and actions that customers take along the way to purchase. [04:04] Lytx helps identify behaviors that are drivers of a future purchase. [04:10] Common signals that inform this type of marketing segmentation include [04:15] past customer transactions, as well as the behaviors that your customers [04:20] are taking along the path to purchase. [04:23] Do they first search on Facebook or Google? [04:26] Are they doing research on the website and then buying in the store? [04:31] These recommended audience segments are automatically created when you select [04:35] your marketing goals in Lytx and build your funnel. [04:41] Lytx recommended audience segments for understanding the purchase funnel [04:45] and lifecycle can include anonymous visitors, connected customers, [04:51] such as customers that have signed up for email or are subscribers [04:56] or have made their first purchase. [05:00] Lytx also identifies along the funnel purchasers, repeat purchasers, [05:06] and people likely to purchase. ``` #### Lesson text Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy. ## What is behavioral segmentation? ### What will I learn? * What is behavioral segmentation? Why does it matter? * What types of pre-built behavioral audiences are available? * How are scores used to define Lytics behavioral audiences? In this guide, we will describe how Lytics **automatically surfaces behavioral audiences** to help guide your marketing teams in understanding how to best engage with your customers. Lytics looks at how your customers and prospects are interacting with your brand, across all your channels and tools including all purchases, product views, content consumption, or if they log into your app or your software. Understanding your customers' engagement across all their actions enables Lytics to understand if someone is leaning in and ready for more interactions, or if they are at-risk of churning. Lytics **automatically surfaces behavioral audiences** to help guide your marketing teams in their understanding of when and how much to engage. ## Lytics Behavioral Audiences ### Out-of-the-box Behavioral Audiences Lytics provides pre-built behavioral audiences for all accounts, using a blend of our behavioral scores under the hood to identify where users fall in a behavioral lifecycle. These Behavioral Audiences can be used alone or as a rule in any custom audience. * **Frequent Users:** People who interact with your brand a lot. * **Infrequent Users:** People who interact with your brand occasionally. * **Deeply Engaged Users:** People who show a lot of activity when they do interact with your brand. * **Casual Visitors:** People who show little activity when they do interact with your brand. * **Likely To Re-engage:** People likely to come back based on their past activity patterns. * **Unlikely To Re-engage:** People not likely to come back based on their past activity patterns. * **At Risk Users:** People whose interaction behavior is changing for the worse. * **Binge Users:** People who show a lot of activity when they do interact with your brand. * **Perusers:** People who visit often but rarely interact deeply with your brand. For more information, see our [Behavioral Audiences](https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences) documentation.  **Tip:** **Behavioral Audiences are powerful building blocks**. Keep in mind that Lytics scores are constantly updating in real time, so audiences based on these scores are highly effective at targeting customers according to their engagement with your brand. Stale audiences no more! ## Optimize how you engage with customers Targeting audiences based on behavioral properties is a great way to introduce different modes of communication for different archetypes of users. For instance, Casual Visitors may not stick around long enough to answer their own questions on your website, so you could try engaging them with a slide-out on early page visits.  The opposite of Casual Visitors, Deeply Engaged Visitors, are probably determined to find that information on their own and would find a popup to be annoying. Splitting the audience keeps both archetypes engaged without accidentally deterring anyone.[](https://learn.lytics.com/documentation/product/features/user-profiles/stitching-user-profiles) ## Audience Definitions with Scores Here is the full set of behavioral audiences, with a breakdown of how Lytics Scores are used in under-the-hood audience definitions. If you haven't completed the Academy module on Behavioral Scores yet, head there next to gain a deeper understanding of how Lytics calculates these scores. ![behavioral-audiences-1.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png) Here's another set of parameters: ![behavioral-audiences-2.png](https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png) #### Key takeaways - Connect **Behavioral Audiences** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary Behavioral Audiences. Find out how the Connected Customer KPI allows you to monitor your identity resolution strategy. What is behavioral segmentation? What will I learn? What is behavioral segmentation? Why does it matter? What types of pre-built behavioral audiences are available? How are scores used to define Lytics behavioral audiences? In this guide, we will describe how Lytics automatically surfaces behavioral audiences to help guide your marketing teams in understanding how to best engage with your customers. Lytics looks at how your customers and prospects are interacting with your brand, across all your channels and tools including all purchases, product views, content consumption, or if they log into yo ### Retrieval tags - Behavioral - Audiences - lytics-essentials - lesson 08 - Behavioral Audiences - lytics-essentials lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "08" and topics: [Behavioral, Audiences]. Parent course slug: lytics-essentials. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Behavioral Audiences | `https://cdn.jwplayer.com/v2/media/xKbrzHhz/poster.jpg?width=720` | | behavioral-audiences-1.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png` | | behavioral-audiences-2.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` | | Behavioral Audiences | `https://learn.lytics.com/documentation/product/features/descriptive-and-predictive-modeling/behavioral-audiences` | | behavioral-audiences-1.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt0f4dd96c03c26f4a/6864f08602c701bfcdb9562c/behavioral-audiences-1.png` | | behavioral-audiences-2.png | `https://images.contentstack.io/v3/assets/bltebc53cfaf0dd6403/blt2811fdfe6a1ee2ea/6864f086ade2191ed2888f87/behavioral-audiences-2.png` |