As some of you may know, I have been an advisor to Decibel Insight for the past few years. Decibel provides a platform that allows you to determine if your digital customers/prospects are having good or bad experiences. Decibel does this by recording digital experiences and applying machine learning to determine if the exhibited behavior appears to be positive or negative. Decibel allows you to watch recorded sessions, see heat maps, click maps and so on, but the machine learning algorithms are what really differentiate Decibel. Each session receives a series of scores (called a DXS Scores) that can be used to determine how hard or easy it is for visitors to accomplish their tasks. These scores can be modeled with key conversion events so you can determine how the experience is impacting your bottom line.
Decibel can be integrated with digital analytics tools like Adobe/Google Analytics. I have done several blog posts and webinars on how you can achieve synergistic effects by integrating tools like Decibel and Adobe Analytics. Some of the benefits include:
Decibel can be integrated with digital analytics tools like Adobe/Google Analytics. I have done several blog posts and webinars on how you can achieve synergistic effects by integrating tools like Decibel and Adobe Analytics. Some of the benefits include:
- Being able to build segments in Adobe Analytics and view the experiences and session recordings of those segments in Decibel. For example, I want to view recordings and DXS score impact for visitors that Adobe Analytics shows had over $300 in the shopping cart, but did not order.
- Being able to capture DXS scores in Adobe Analytics so you can build Adobe segments that show how conversion differs between visits with good and poor experiences.
- Being able to use the Revenue capabilities of Adobe Analytics to see the exact financial impact of poor experiences on the bottom line
- Being able to view customer journey differences between good and poor experiences
There are many more synergies, but these are the big ones.
Last week, it was announced that Medallia will acquire Decibel Insight. This is huge news and should be great for both companies. While I am not a Medallia expert, I have many clients that use its technology the get digital experience feedback in the form of issue tracking and more holistic satisfaction via measures like Net Promoter Score (NPS). Both companies are focused on improving the visitor experience, but both come at it from a different lens. The combination of both should yield some pretty power synergistic effects.
Off the top of my head, I can imagine the following scenarios:
- Decibel Insight recognizes that a visitor is having an experience issue, which causes Medallia to proactive prompt the user to see if they need assistance
- I am excited to see how Decibel's DXS scores track with Medallia's NPS scores. If it can be proven that these scores align, there may be ways to use real-time DXS scores as a predictor of NPS and improve NPS by proactively improving experiences in real time
- Medallia data and visitor feedback can be used to refine and improve the DXS score algorithms. For example, if in a session, Decibel thinks the user is an 8 out of 10, but them the same user completes Medallia feedback indicating a 3 out of 10, this can be used to refine the Decibel DXS scores over the long-run
As I learn more about Medallia, I am sure I will think of many more synergies, but I am excited about what the combination of these technologies can bring. I congratulate both parties on the deal and look forward to learning more in the future.
P.S. I will be conducing a free webinar on how to integrate tools like Decibel and Adobe Analytics on May 4th, 2021 through the SDEC community. If you would like to attend that session, you can join the SDEC for free here: www.searchdiscovery.com/sdec.
Adam Greco
greco@hey.com
P.S. Have something you want to discuss about this post? Email me at greco@hey.com.