Interests are based on purchases, memberships, magazine subscriptions, and survey responses.
All interests are scored on a scale of 1 (low) to 9 (high). Recency, frequency, monetary value, and number of sources are considered.
Joe subscribes to magazines, possibly about cats. He might be a cat owner and buys books infrequently.
Behaviors are estimations about the attitudes and behaviors of a family. Demographic, real estate, census, geography, and interests data are used as inputs.
Behaviors vs Interests
Interests are based on observed data, whereas Behaviors make estimates based on the observed data. Furthermore, Behaviors describe the family while Interests describe the person.
family.behaviors- Estimated behaviors associated with the family.