Digital marketers are constantly looking for ways to improve their marketing campaigns. This is because it is important for them to know what their customers are doing and how they are interacting with the content. The three stages of the digital marketing funnel are awareness, consideration and conversion. In order to understand how these stages work, we must first understand what makes a customer tick. Behavioral data helps in understanding how customers move through these stages. It also gives insight on how they behave within those stages, which in turn helps companies better understand the needs of their customers and how they can best serve them.