Focus on confirmed behaviour vs implied behaviour

When starting with a customer data strategy marketers systematically overestimate the value of behavioural data when it comes to driving value for the business.

I've found that organisations who start with use cases that leverage confirmed 1st party data are able to drive results more effectively vs the ones that focus on use cases leveraging behavioural data.

Leveraging existing data from a single 1st party system (e.g: transactional data) can drive more value for an organisation than anonymous (or even identified) behavioural data. That last one will almost always only leads to marginal gains.

My hypothesis is that the reason for this focus on behavioural data is that marketers have always been using with anonymous data gathered through tags and pixels.

💭 Focus on confirmed behaviour vs implied behaviour. Especially when the actions you are taking based on this data are non-existent to start with.