# Behavior Activation in Journeys

Behavior data of customers can be highly valuable for marketing, sales, engagement, or any customer experience (CX) campaigns. For example: personalization of email content, product or service recommendations based on a customer’s past behavior or creating reports based on customer behavior data. General benefits of using Behavior Activation are as follows:

* Harness power of behavior data in campaigns such as personalization.
* Reduce workarounds that convert behavior data into attributes, for activation.
* Decide during a campaign which behavior data to activate.
* Removes or reduces dependency of business teams such as marketers on data engineers or IT teams.


For full information about behavior data and Behavior Activation use cases, see [Behavior Activation Overview](/products/customer-data-platform/audience-studio/activation/behavior-activation-overview#behavior-activation-overview).

* [Behavior Activation in Journeys Overview](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#behavior-activation-in-journeys-overview)
* [Behavior Activation in Journeys Examples](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#behavior-activation-in-journeys-examples)
* [Sample Data](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#sample-data)
* [Sample Journey 1](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#sample-journey-1)
* [Sample Journey 2](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#sample-journey-2)
* [Sample Journey 3](/products/customer-data-platform/audience-studio/activation/behavior-activation-in-journeys#sample-journey-3)


## Behavior Activation in Journeys Overview

Configuring a behavior table and its settings in Journeys is identical to [batch segment configuration](/products/customer-data-platform/audience-studio/activation/configuring-behavior-activation). The following functionality applies specifically to Behavior Activation in Journeys:

* In the activation modal, behavior tables available for selection must be configured in the criteria rules of the preceding event path.
* To determine the activated behavior data, Behavior Activation filters the behavior data of the qualifying profiles based on the behavior rules from the preceding event path in the activation.
  * To include filters from earlier event paths, add that behavior filter to the preceding path rules.
* After Merge step: If a profile qualifies for a merge but their behavior data does not meet the rules and output settings, their attributes will be included but behaviors will be activated as null.


## Behavior Activation in Journeys Examples

### Sample Data

Attributes:

| **User_id** | **first_name** | **Country** | **City** |
|  --- | --- | --- | --- |
| id_1 | Mav | USA | SF |
| id_2 | Fred | USA | NY |
| id_3 | John | USA | SF |
| id_4 | Ron | USA | SF |
| id_5 | Mary | USA | NY |


Opportunities (Behavior table):

| **User_id** | **Type** | **Product** | **Amount** |
|  --- | --- | --- | --- |
| Id_1 | New Sale | Product A | 25 |
| id_1 | New Sale | Product B | 23 |
| id_1 | New Sale | Product B | 5 |
| id_1 | New Sale | Product A | 12 |
| id_2 | Upsell | Product A | 22 |
| id_2 | Upsell | Product A | 25 |
| id_3 | New Sale | Product A | 6 |
| id_3 | Upsell | Product B | 8 |
| id_4 | New Sale | Product B | 5 |
| id_5 | Upsell | Product B | 21 |
| id_5 | Upsell | Product B | 34 |
| id_5 | Upsell | Product A | 9 |


Weblog (Behavior table):

| **User_id** | **Type** | **Action** |
|  --- | --- | --- |
| id_1 | New Sale | send email |
| id_1 | New Sale | search |
| id_1 | New Sale | visit webpage |
| id_1 | Upsell | send email |
| id_2 | Upsell | search |
| id_3 | Upsell | click links |
| id_3 | New Sale | send email |
| id_3 | Upsell | visit webpage |
| id_5 | New Sale | visit webpage |
| id_5 | New Sale | search |
| id_5 | Upsell | visit webpage |
| id_5 | Upsell | visit webpage |


Contact Event (Behavior table):

| User_id | Date | Subject |
|  --- | --- | --- |
| id_1 | 2024-11-14 | Call |
| id_1 | 2024-11-25 | Attend Webinar |
| id_2 | 2024-10-16 | Search |
| id_2 | 2024-11-07 | Search |
| id_2 | 2024-11-18 | Search |
| id_3 | 2024-12-18 | Search |
| id_3 | 2024-11-08 | Call |
| id_3 | 2024-11-25 | Search |
| id_5 | 2024-11-13 | Attend Webinar |
| id_5 | 2024-10-04 | Attend Webinar |
| id_5 | 2024-09-18 | Call |
| id_5 | 2024-09-10 | Search |


### Sample Journey 1

Journey paths that filter on the *same behavior column in the same table* : Profiles that have purchased Product A, then Product B.

![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcRQJsNheI_1ZHuJ-ikVefIni_LIGc-EuTYFpAsxERHz35_H7imzyNxyvSCt5RrcLb-d3KexnAiev2RTP3KKG0z5fn1vuhAgFzJbGeAwN65gSQ-Fxn2pJPvfApSdXDdSugFPzcZ?key=WuPvD72TYe52XzQaRUCuimbU)

1. Entry Criteria: Profiles that have purchased Product A


* Rules:
![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcdvHOJ_z5mZBBktSyphzlZOqab33A_qP_YCFNzIgHVgSHhZSj6WcZ7seuJdT3vIgnhdA_fK8XDSprPUcpFnslOligJCmaGzYtf4hwL1BkpAF5cV1l7XPf-Uog9UbaoxiQiPaBf?key=WuPvD72TYe52XzQaRUCuimbU)
* Qualifying profiles:
  * Profiles that have purchased Product A: *Mav (id_1), Fred (id_2), John (id_3), Mary (id_5)*


1. Activation:


* Output settings (Behavior Columns): **Source Table = Opportunities**
* Result


| **User_id** | **Type** | **Product** | **Amount** |
|  --- | --- | --- | --- |
| id_1 | New Sale | Product A | 25 |
| id_1 | New Sale | Product A | 12 |
| id_2 | Upsell | Product A | 22 |
| id_2 | Upsell | Product A | 25 |
| id_3 | New Sale | Product A | 6 |
| id_5 | Upsell | Product A | 9 |


1. Wait: 2 days interval between events
2. Decision point: Profiles that have purchased Product B


* Rules
![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfE0H6A4c10n3EslGjS4_xAgqgj4oj-GblowO258exJjXsEiE_GPMmLtNid9yKzU3RORexmQAE08zYhfdSZ71en4ob6Cx-kjEYG2JejMsfzCTtTWyNsjnX-gbcwjb8Cf8nrzWIPfA?key=WuPvD72TYe52XzQaRUCuimbU)
* Qualifying profiles that move to step 4. Decision point:
  * Profiles that have purchased Product A and Product B: *Mav (id_1), John (id_3), Mary (id_5)*


1. Activation:


* Result
  * Output settings (Behavior Columns): **Source Table = Opportunities**
    * Only behavior records where product = Product B will be exported.
      * If you want Product A behaviors of the qualifying profiles exported, alter rules in preceding event path rules (Step 4).


| **User_id** | **Type** | **Product** | **Amount** |
|  --- | --- | --- | --- |
| id_1 | New Sale | Product B | 23 |
| id_1 | New Sale | Product B | 5 |
| id_3 | Upsell | Product B | 8 |
| id_5 | Upsell | Product B | 21 |
| id_5 | Upsell | Product B | 34 |


### Sample Journey 2

Journey paths that filter on *different behavior columns in the same table* : Profiles that have purchased Product A, then purchased an item with an Amount > 10.

![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXchtUBIWsrJMtQwWPUSFNsrL251zYpAWvXzm38_ipjVsY43ZxwyfiPu1RS8wNpvec-bMntGAu-QkCCHqk170Df956L0JPaDur3yN8Sxp-3qRknsCQCcbDWHTk174fWErh76n6RYLQ?key=WuPvD72TYe52XzQaRUCuimbU)

1-3. Same as Sample Journey 1. The profiles that reach 4. Decision point will be the same – *Mav (id_1), Fred (id_2), John (id_3), Mary (id_5).*

1. Decision point: Profiles that have purchased Product B


* Rules


![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfetPM8rsNo1Wn0iK8FhNTCBYrk3iKTaTQhJxD5drSDJmZp3-yZyeG27-m_m5LO_SniZWJqInxJbfklzp4oo_pZF6MEPzOH_pxUmWSkyHjoRx6wmxgY_v1YRZ8UfCgtGp_QF7IIgg?key=WuPvD72TYe52XzQaRUCuimbU)

* Qualifying profiles that move to step 4. Decision point:
  * Profiles that have ‘Product A’ and ‘Amount > 10’ as behaviors: *Mav (id_1), John (id_3), Mary (id_5).*


1. Activation:


* Result
  * Output settings (Behavior Columns): **Source Table = Opportunities**
    * Only behavior records where ‘amount > greater than 10’ will be exported, this includes Product A and B.
      * If you only want behavior records of the qualifying profiles where ‘Product A’ and ‘Amount > 10’, alter rules in preceding event path rules (Step 4).


| **User_id** | **Type** | **Product** | **Amount** |
|  --- | --- | --- | --- |
| id_1 | New Sale | Product A | 25 |
| id_1 | New Sale | Product B | 23 |
| id_1 | New Sale | Product A | 12 |
| id_2 | Upsell | Product A | 22 |
| id_2 | Upsell | Product A | 25 |
| id_5 | Upsell | Product B | 21 |
| id_5 | Upsell | Product B | 34 |


### Sample Journey 3

Journey paths *merge* different behavior tables: Profiles that have purchased Product A, then those that have attended a webinar or sent an email are then merged.

![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXcTffIGyUCDZ9amL3cn3S0PpcBaC-59sStl14dIS20HeQDEKJFRvHg9cWac2O7vGGZykIEp7GfTDooBmTxqMPsB37pKiiRv3RYFEgk0pXnd2HEoxNXBKaXc0Ol3-PYvQEt92SRbZg?key=WuPvD72TYe52XzQaRUCuimbU)

1-3. Same as Sample Journey 1. The profiles that reach 4. Decision point will be the same – *Mav (id_1), Fred (id_2), John (id_3), Mary (id_5).*

4a. Decision point: Profiles that have Attended Webinar

* Rules
![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdIGYGonZT8K0AaM0MOt-serBbvgG70mIUmngDqUsT0HN1t1va6zsGVexiR7l7PiC5dLlS9SdV3uVL9gPk-6YDL1CCZ-KxbQzZ8dManGn8Ag5jopVcOPPHW2fsDMnWy29QoNcgl3g?key=WuPvD72TYe52XzQaRUCuimbU)
* Qualifying profiles that move to step 4a. Decision point:
  * Profiles that have ‘Product A’ and ‘Attend Webinar’: Mav (id_1), Mary (id_5)


4b. Decision point: Profiles that have sent an email

* Rules
![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXe0qd1Sfa76MDVKWGxCNZnr0Uq8L_EJUAwTnzbME_DUIPrfqRvia2ig8u5_l7mVWV6wq3-j9XvH_vdskxKZ9Ttf85Vyk4OaIi_DSqa3MfHOC2QZXkikOjalYarKa9Sf7rCe0Ccm0Q?key=WuPvD72TYe52XzQaRUCuimbU)
* Qualifying profiles that move to step 4b. Decision point:
  * Profiles that have 'Product A' and 'send email':John (id_3), Mav (id_1) will be in higher priority decision point - see [How to Prioritize a Condition](/products/customer-data-platform/journey-orchestration/batch/creating-a-decision-point#prioritize-a-condition)


1. Merge:


* Profiles that move to step 5. Merge:
  * Profiles that have purchased ‘Product A’ & (‘Attend Webinar’ or ‘send email’): *Mav (id_1), John (id_3), Mary (id_5)*


1. Activation:


* Result
  * Output settings: **Attributes + Behavior Table = Weblog**
  * Only behavior records where ‘action = send email’ will be exported. When activating attributes & behaviors, qualifying profiles whose behaviors do not fulfill preceding path rules will be exported as null.


| **User_id** | **First name** | **Type** | **Action** | **Browser** |
|  --- | --- | --- | --- | --- |
| id_1 | Mav | New Sale | send email | 23 |
| id_1 | Mav | Upsell | send email | 8 |
| id_3 | John | New Sale | send email | 6 |
| id_5 | Mary | null | null | null |