From website behaviors, a great application is the extension into email marketing campaigns. This is a form of segmentation that is more current to an audience need than if static data (such as form fill-outs) are being used for segmentation.

It is important to send relevant messages that are a result of their behavior and showing prospects actions that they should be doing, which can be an extension of the "what others were interested in" function. You can then highlight content that you know is of interest for the consumer based on his or her behavior. This is a great application that will show increased loyalty and online engagement.