How to improve your marketing segmentation by Christoph Rottler from Kameleoon - Mouseflow interview

We met with Christoph during DMEXCO 22 and got to ask him a few questions about the role of user behavior data and how to interpret it in context to iterate towards better products.
Here are the questions we addressed:
• What's the value of understanding user behavior?
• What advice would you give to other businesses that doubt about the effectiveness of user behavior data?
• How do you gather evidence with behavior analytics to improve a product?
• Main challenges this year in digital marketing?
• What's the most relevant data to create target groups today?
• Why is net income not a good target condition?
• One thing you have to do to succeed in behavior analytics?