This article was written by our partner Cognetik, as part of our series highlighting direct insights from our large ecosystem of partners.

Data Science is an umbrella term used for multiple industries, such as data analytics, big data, business intelligence, data mining, machine learning & AI, and predictive analytics, and is clearly on an upward trend. Specifically, the big data and business analytics market was valued at $168.8 billion in 2018 and is forecasted to grow up to $274.3 billion by 2022 at a CAGR of 13.2%, according to Market Reports World.

The surge in spending for data science solutions, talent within the industry, and successful implementations demonstrate that companies understand the tremendous impact data can have on business performance.

As business interactions around the world become increasingly digitized, massive amounts of data are created and can be evaluated through predictive analytics tools to help companies gain a better understanding of market dynamics and underlying trends. With this knowledge, companies can then uncover the needs and expectations of their customers, and ultimately improve the end-user experience.

Therefore, it is no surprise that predictive models rank as one of the top big data technology trends around the world. The value data science can provide for businesses today is unprecedented.

However, even though leveraging data is at the heart of many businesses today, data alone can not provide all of the answers organizations need. Companies require insights and actionable paths they can take to optimize and adjust their business for maximum results.

Impact of Data Science & Global Utilization

The rise of data science has helped analysts and digital teams at large become real-life wizards who gather data at an unparalleled pace, validate its accuracy, assess its meaning, generate insights, formulate actionable plans, and deliver incredible results. Companies all over the world have realized that this isn’t necessarily magic, but rather a transformation and process they need to adopt in order to stay competitive and maintain relevance in the digital age.

Data Science has provided solutions for many industries that have been struggling for a long time. For example, in retail, companies have completely revamped the way they interact with their customers by focusing on creating easier paths for purchasing and tailoring the experience to the needs of specific audiences. In the healthcare industry, data science has drastically reduced the time needed to develop new drugs and has streamlined the ability for patients to get professional help in remote areas.

Cities have also been forever changed by data science, with thousands of sensors embedded throughout our neighborhoods to optimize traffic, reduce crime rates, and improve the overall quality of life.

The Connection Between Data Science & User Behavior

A business may experience thousands of digital interactions with a single user across display, search, social, and on the site or app. These interactions take place on multiple devices, such as mobile, desktop, tablet, or wearable devices.

Initially, analyzing immense data volumes associated with each individual user to make relevant connections was no easy task. However, with the rise of AI and machine learning algorithms, analyzing data points from multiple data sources to create a holistic view of users is now realistic and attainable.

User behavior, including actions, what they search for, and how they interact with digital properties as a whole, can now be collected and transformed into specific customer segments. These insights ultimately lead to personalized user journeys to gain a comprehensive understanding of user behavior, develop targeted advertising, and improve digital experiences.

For retailers today, recommendation engines are among the most used tools because they can give businesses an in-depth look into the interests and goals of their customers and help predict trends. The recommendation engines are complex machine learning components and deep learning algorithms designed to keep a track record of customer segments, analyze behavioral patterns based on this data, and improve the digital experience for customers.

Why You Need to Understand User Behavior

Banks and retailers were among the first industries that realized understanding behavioral patterns of their clients can lead to incredible breakthroughs.

For example, with data science, banks can manage their resources efficiently and make smart decisions through customer segmentation, fraud detection, customer data, and risk modeling via real-time predictive analytics.

By leveraging data science, banks can also have a holistic view of their customer lifetime value as well as part of specific profiling patterns. This, alongside behavioral pattern analysis, allows banks to make accurate predictions about their clients.

In time, customer profiling became one of the top data science applications in finance. By leveraging data they collect from all sources linked to their customers, financial institutions have managed to assess risk and liabilities associated with specific clients before even working with them.

Cognetik: Taking Behavior to the Next Level with Data Science

Our valued partnership with Contentsquare helps numerous industries capture intricate behavior patterns of consumers, provide sophisticated segmentation, and improve digital properties through the power of data.

Data science takes data analysis to the next level, allowing businesses to predict what users might do, augment the user journey, and provide incredible insights that are unmatched.

As an analytics and data science company, Cognetik helps the Fortune 1000 go above and beyond the standard recipe for making data science a reality. Our team of experts can guide you through the process, analyze what would work best for your business, and help you implement it in order to gain a holistic view of your users and improve your digital properties.

Adobe Stock, via titima157

After raising $120 million since 2017, and following the acquisitions of Clicktale and Pricing Assistant, digital experience analytics leader Contentsquare announced record results for the full year 2019. For its vision and accomplishments, the company has been named a 2020 BIG Innovation Award winner by the Business Intelligence Group.

“The digital experience analytics industry is growing at a rapid pace and Contentsquare is leading the way. Our company had tremendous growth this year including revenue, clients, geographic reach, employees, partnerships and product,” said Contentsquare CEO, Jonathan Cherki. “Customer feedback makes it clear we have the right strategy executed by the right people so we look forward to a bright 2020.”

Record Company Growth

With a mission to empower brands to create better web, mobile, and app experiences, Contentsquare grew annual recurring revenue nearly 200% during 2019. New and expanded clients include industry leaders across sectors such as BCG, Best Buy, Caixa Bank, Crocs, Deichmann, Dell, Europcar, Eurostar, Ferragamo, Orvis, Pizza Hut, RBS, T-Mobile, TomTom, Toyota, Tumi, Unilever, and many others. Contentsquare analyzes more than 9 trillion consumer interactions each day to provide its more than 600 enterprise clients worldwide with benchmarks and recommendations.

Companies worldwide are turning to Contentsquare for a new breed of analytics which surfaces digital behavior insights essential for improving customer journeys, increasing mobile conversions and increasing revenue. In 2019, more than 200 new customers joined the Contentsquare community and total usage of the platform increased nearly 300%. Contentsquare’s international sales grew at a brisk pace in 2019, with 40% of its business now in the United States and 50% in Europe, including strong adoption across France, the United Kingdom, Germany, Italy, Spain and the Nordics. The company is growing faster than expected in Asia, particularly in Japan; Contentsquare is investing across the region in Australia, Singapore and China.

Contentsquare doubled its staff in the last year, growing the team from 300 to 600. The company plans to fill 200 positions this year. Contentsquare has 7 offices in Paris, Munich, London, New York, San Francisco, Tel Aviv and Tokyo. In line with its mission to create better experiences, the company continued to invest in its employee culture, adding new benefits and bringing all employees together for the annual offsite.

Ecosystem Integrations and Strategic Partnerships

Building a strong partner community is a key ingredient of Contentsquare’s strategy. The company’s partner program invites both services and technology partners to leverage the Contentsquare technology in order to create value for their customers. The company has built technology integrations with more than 100 software vendors, including some of the key players in its ecosystem such as Google, Adobe, Oracle, Medallia, Qualtrics, Tealium, Dynamic Yield, Usabilla, Monetate, Kameleoon, Qubit, ForeSee and OpinionLab. Contentsquare also announced in 2019 a business and technology integration with Salesforce. These seamless ecosystem integrations allow clients to leverage the power of Contentsquare data and insights to enhance the value of their commerce and marketing solutions. The company has also developed strategic partnerships with consultants and digital marketing solutions providers around the world, including WPP, Capgemini, Havas, Accenture, BCG, Wunderman, Dentsu Merkle and many others across Europe, the United States, LATAM, the Middle East and Asia. See them here.

Innovation with Artificial Intelligence, Privacy and Security Focus

To keep up with the needs of its clients, the company is constantly innovating and adding new modules to the platform. With 170 people in R&D and Product, Contentsquare is built to provide instant insights that go beyond what traditional “clickstream” analytics can show. A major new version of the platform debuted in 2019, integrating capabilities from its acquisitions such as Session Replay and featuring innovations such as Revenue Opportunities which estimates the financial impact of recommended modifications. The company also introduced the industry’s first turnkey holistic online experience score, the Digital Happiness Index.

When it comes to data privacy and security, Contentsquare continues to put its clients and their end users first, obtaining ISO 27001 certification with SOC 2 compliance completing in 2020. The company is also fully compliant with applicable data privacy laws such as EU GDPR and California CCPA.

In addition to the 2020 BIG Innovation Award, Contentsquare was named as a Next40 growth company by the French government and recognized by Global research firm Gartner, as a leader in the Customer Experience Digital Analytics field. Contentsquare CEO, Jonathan Cherki is participating in this year’s Davos World Economic Forum.

“Our ambition remains unchanged: empower brands to deliver better digital experiences. We are creating an intelligent brain inside the cloud that, thanks to our amazing clients, is improving the digital products and services that we all depend on every day. Our team constantly goes beyond traditional limits to achieve this vision. The results obtained over the last 12 months just strengthen our ambition to put the power of Contentsquare in the hands of every digital professional,” said Cherki.

In retrospect, my first time at Dreamforce —  a summit for innovation and cutting-edge technology —  was much how I imagined it would be: a three-day techy delight party. Within an hour of landing, I noticed the groundswell badge-carrying, intentional session trekkers and got to key-note crashing. 

Salesforce knows how to set a conference vibe with the ukulele opening performance, with horn shell blowing duos wishing attendees “a wonderful and blessed Dreamforce event.” 

Salesforce Product Previews 

Amid the sensory overload of DJspinning, Obama-stanning, and expo hall cacophony were some of the most exciting Salesforce product previews I’ve seen to date. Starting with enhanced capabilities to Einstein, a service cloud, the A.I. algorithm is now powering customer call centers with natural language processing to understand the context of the conversation, and surface the most relevant knowledge-article for the associate. 

The pain this solves is reducing the hold time and consumer policy referencing, which enables Einstein to close customer cases 31% times faster. This cuts out 10 minutes in operation, making for workflow efficiency and overall better and faster work. 

I was left most curious about the future of Salesforce’s new, custom-built, multi-channel CMS, as it highlights agility for digital teams to organize and sustain every aspect of their asset creation. This allows them to hone in on their viable potential to tailor connector integrations to bolster their capabilities. 

Also exciting was the news rollout from Salesforce B2C Commerce LINK Marketplace,  confirming that LINKpartners like Contentsquare would be transitioning to the AppExchange, an online marketplace for Salesforce apps, components and services that connects customers with a business’s solutions. 

This will enable a deeper, more seamless deployment for customers, including ours. It is well in line with the Customer 360 mission, and underscores the substantial partner ecosystem investment they’ve made this year. 

3 Tips for Future Dreamforce Attendees

Interested in attending Dreamforce? Here are the three  tips I would give to Dreamforce novices moving forward to maximize time and energy onsite:

1. Map your business and product objectives to the right internal Salesforce teams, stakeholders and sessions. There’s an app for that, which was fairly effortless to navigate and use to schedule meetups 4-6 weeks prior to attending. San Francisco has phenomenal eateries and coffee shops; take advantage of the opportunity to treat stakeholders for 30-minute syncs away from the pandemonium.
2. (Dual) partner up: connect with mutual partner customer success teams to align on scaling integrations and for the best ways to measure and amplify results with joint-compelling narratives.
3. Double down: Salesforce soldiers and their respective trailblazers are in full-effect at Dreamforce. Therefore,  the best way to gain face time and address challenges live and direct is during the event where they are projecting motivation and building new-year momentum. 

All in all, I left Dreamforce too blessed to be stressed, and easily more informed on how Contentsquare can extend the value of Salesforce solutions than when I arrived.

NEW YORK, LONDON & CANNES, France–(BUSINESS WIRE)–Contentsquare, a leading digital experience insights optimization platform today announced its partnership with Monetate, the worldwide leader in personalization for UX and customer experience optimization.

This strategic partnership enables global brands to deliver better personalization, experience stronger ROI and improve the lifetime value of customers. As for the 73% of consumers who feel brands fall short of expectations when delivering a personalized experience, this collaboration closes this gap.

“The partnership between Contentsquare and Monetate opens up exciting possibilities for brands who understand the retention and revenue potential of contextual personalization,” said Jonathan Cherki, CEO and Founder, Contentsquare. “By activating individualized journeys based on a visitor’s context and goals, brands will connect with customers in a way that sustains competitive advantage.”

International Brands like Clarks and Dreams Benefit from Contentsquare-Monetate Integration

With the majority of North America and UK consumers (63%) expecting personalized experiences,* the main challenge for brands is often a technical one. Our research shows data architecture emerged as a top challenge, preventing businesses from meeting or exceeding revenue goals. By combining Contentsquare’s unique ability to understand digital behavior and identify challenges and opportunities within a consumer’s online experience with Monetate’s programmatic personalization engine – the only solution bringing actionable insights into one platform – brands can save time and resources, recognize new revenue and build a lasting relationship with consumers.

Global footwear retailer Clarks and popular mattress retailer Dreams currently benefit from the Contentsquare-Monetate collaboration. For giant brands like Clarks, the technology implementation is a seamless, behind-the-scenes integration that advances how their ecommerce businesses operate to improve the online customer experience.

“Both the frequency of our testing and the success of our personalization efforts improved since adopting Contentsquare alongside Monetate. With Contentsquare, we can quickly identify sub-optimal visitor behavior and areas of focus,” said Andy Rayner, UX and CRO Manager at Dreams. “It’s refreshing to have a complementary suite of market-leading technologies which enhance each other.”

“Contentsquare plays a huge role in helping Clarks improve our checkout journey, reduce abandonment and increase on-site conversions,” said Andrew Brimble, Lead Performance Analyst, Clarks. “Like most ecommerce teams, a key challenge for us is knowing where to focus and prioritize, and with the Monetate integration, we’re able to see and take action on this faster.”

“Monetate’s collaboration with Contentsquare allows us to close the loop for brand marketers by allowing them to spot challenges and opportunities faster, act on them faster, and continuously evaluate their campaigns to make incremental gains in their marketing strategies,” said Stephen Collins, CEO, Monetate. “Together, we’re able to help consumer brands around the world overcome common speedbumps in realizing greater ROI and stronger customer relationships.”

Key Benefits for Brands & their Customer Experience

• Personalize at scale: Understand why customers are behaving the way they do to individualize the experience in real-time.
• Prioritize your personalization strategy: Identify your biggest UX opportunities within minutes, uncover new areas for personalization and leverage data to focus campaigns.
• Create more uplift: Gain insights into which campaigns perform well and which do not, and activate new experiences based on customer intelligence.

Monetate and Contentsquare have been strategic partners since 2018. In less than a year, dozens of retail, travel and hospitality brands across key markets in the Americas, Europe and APAC are improving their CX and bottom line through this collaboration.

To meet with Monetate and Contentsquare at Cannes 2019, visit: https://get.monetate.com/monetate-at-cannes-lions/

French homeware giant Lapeyre chose Contentsquare to help accelerate digital growth and implement a data-driven customer experience strategy. Here’s a closer look at the reasons why…

Main objective: Continued Growth, Customer-Centricity and a Data-Driven Organization

Lapeyre, a subsidiary of the multinational French corporation Saint Gobain, has partnered with Contentsquare to bolster its digital strategy with actionable insights into digital customer behavior. Lapeyre.fr is at the heart of the brand’s customer experience strategy, and the digital team was looking for a solution to measure visitor behavior and help improve customer journeys across the board.

To stay ahead in a highly competitive market, Laypeyre’s goal was twofold: maintain the double-digit growth of its online sales while guaranteeing a seamless omnichannel experience for customers thanks to a data-driven organization.

Contentsquare, a Logical Choice for an Optimized Customer Experience Strategy

There are several reasons the popular homeware store decided to partner with Contentsquare, not least the platform’s ability to capture and analyze millions of visitor sessions, and to provide actionable recommendations without the need for a tagging plan. Accessibility and ease of use were also key decision factors.

Immediate ROI and continued UX improvements

Using the journey analysis feature and the zone-based heatmaps, Lapeyre was able to start leveraging Contentsquare recommendations right away.

This allowed teams to prioritize optimization efforts but also had an impact on the testing strategy, generating uplift with fewer, more focused tests.  

The objective: continuous improvement of the User Experience (UX) on ideal purchase journeys and a steady conversion rate optimization.

The AI Alerts feature was a key decision factor for Lapeyre.

Interview with Yann Guillaud, Head of E-Commerce at Lapeyre

Contentsquare : What commercial challenges is Lapeyre facing today? Is the competition fierce?

Yann GUILLAUD : Yes, there is heavy competition. Lapeyre exists in a complex and competitive environment, at the crossroads of many different types of brands. There are the DIY/home improvement giants (Leroy Merlin, Castorama), the specialized stores (kitchen outfitters, carpentry and joinery specialists, etc…) and the furniture brands.

Today, Lapeyre’s goal is twofold: to grow revenue and to offer a seamless, omnichannel user experience. This is a necessity for all brick-and-mortar brands. We are focusing our efforts on acquiring revenue-generating traffic and we’ve already significantly increased our conversion rate.

We also encourage our customers to head in-store to benefit from the expertise of our sales associates, particularly when it comes to bigger home renovation projects (such as kitchen or bathroom remodels) or for tailor-made products (windows, doors, staircases). That’s why drive-to-store and in-store appointments are also an objective for us.

Courtesy of https://www.lapeyrestair.com/

Contentsquare : How does Contentsquare fit into your sales strategy?

Yann GUILLAUD : Contentsquare is perfectly aligned with our growth objectives and our customer experience goals. Thanks to Contentsquare and the AI alerts feature, our team is not only capable of identifying short-term and long-term growth opportunities, but also to streamline the user experience on a daily basis.

Contentsquare : Which teams use Contentsquare at Lapeyre?

Yann GUILLAUD : The Contentsquare platform is mainly used by the eCommerce teams, and that’s why we chose this solution. Its ease of use, which requires no prior expertise (code, etc) was a key factor in our decision.

Today we give our clients the ability to quiz their digital properties about customer engagement and turn these answers into visual UX cues that can be leveraged by anyone on the digital team. The natural next step in democratizing data for all digital experience makers is to make our specialized metrics available where they can have greater reach and more impact — right in a team’s eCommerce dashboard.

That’s why we’re thrilled to be joining forces with the world-class Salesforce B2C Commerce platform, and giving brands a shortcut to our solution through the Salesforce LINK Partner Marketplace. Now, teams using Salesforce B2C Commerce can directly access our exclusive KPIs to understand the fastest ways to increase conversion, revenue and overall digital happiness.

By adding Contentsquare to your Salesforce B2C Commerce, you can understand what’s driving your conversion numbers, run meaningful A/B tests, measure the ROI of creative content, and make the most of your acquisition spend. And you can do this across your entire ecommerce team, day in and day out.

Insights For All (Or, No More Optimizing In The Dark)

A doctor wouldn’t prescribe drugs without knowing what was wrong with their patient. And you wouldn’t dream of putting on makeup in the dark. So why do so many UX improvements still stem from something as error-prone as instinct? Or from click data that assumes all customers have the same intent, needs, and goals across all web sites? Or from an analysis not readily accessible to those making the decisions?

Customers are telling you what they expect from your specific brand’s site or app experience with every click, scroll, or hover. Our solution captures all these interactions and translates them to a language anyone can understand. This means you don’t need to rely on analysts to crunch the numbers for you — from eMerchandising to art direction, everyone can access the same clear insights into which actions need to be prioritized.

Our integration with Salesforce creates a shortcut to these insights inside your eCommerce platform. No need to see experience-building and experience-improving as two separate things — now your team can improve continuously inside one system, and reduce speed to optimization.

Because our one-click insights come in a format that is digestible and makes sense to everyone, your team can quickly agree on priorities and be confident in their impact. By understanding what your specific customers want from your brand, your team can create a unique brand experience that is relevant to customers and rewarding to your bottom line.  

Digital Happiness: There’s A New E-Commerce KPI On The Block

Many psychologists will tell you that being understood is even more valued than being loved. And value is exactly what brands are expected to bring to the table today. Knowing where your customers exit and whether or not they convert is interesting. But knowing why they left and why the journey didn’t end in a purchase is actionable.

That’s why we analyze all mouse movements, including Hovers and Scrolls, and why we’ve developed unique metrics such as Attractiveness and Conversions Per Click; we take into account how consumers engage with all your content to give you a richer understanding than a simple page exit rate ever can. When you consider that over 50% of content never gets viewed, you realize the depth of the gulf you have to cross to establish an emotional brand preference that results in sales, margin and loyalty.

The digital trailblazers at GoPro have already been leveraging the power of our next-gen analytics with Salesforce B2C Commerce with great success — with results such as an 80% increase in conversions.

With storytelling such a huge part of GoPro’s offering and of the GoPro.com experience, the brand has a vital need to tell a rich digital story while encouraging direct-to-consumer conversions. For everyone’s favorite lifestyle brand, that meant enriching the experience with bold, brand-relevant content in a way that also positively impacted the ultimate sales.

Supercharge Your eCommerce With Turnkey Integration

Right now there are more than 350 brands who regularly rely on Contentsquare insights as a part of their workflow. Today you too can access this level of customer understanding in Salesforce B2C Commerce in a few clicks. We look forward to welcoming you into our community.

PARIS, France & NEW YORK, NY, May 16, 2019 — Contentsquare, the leading digital experience optimization platform trusted by brands like GoPro, Sephora, Walmart and LVMH, and Datawords, the global leader in e-multicultural technologies that works with brands like L’Oréal, Audi, Benefit Cosmetics and Harry Winston, announced today a strategic partnership to provide their clients and prospects with a solution that combines culturally-relevant digital content with digital user experience (UX) insights to improve customer engagement and revenue around the world.

Today, consumers expect a more personalized experience wherever they are and however they connect. In order for premium brands to stay competitive, it’s vital that they understand and anticipate the unique expectations of customers across borders. With globalized UX insights, brands will have the power to understand how customers in different regions are interacting with their apps and websites, and therefore be able to quickly adapt to boost engagement and conversion.

Now brands can quickly understand how and why their visitor behavior varies by region and customize local experience to increase business across the board.

“We are always looking for innovative solutions that immediately help our clients improve their Digital Happiness Index scores and bottom line results,” said Jonathan Cherki, CEO and founder Contentsquare.  “With an increasing number of our clients operating across borders, we are partnering with Datawords to give these multi-nationals another advantage. Now brands can quickly understand how and why their visitor behavior varies by region and customize local experience to increase business across the board.”

Datawords’ multicultural understanding of the international digital landscape combined with Contentsquare’s leading expert knowledge in user experience will allow digital marketers to unlock the doors of new opportunities with international consumers.

Together, we will help international brands get a deeper understanding of their customers’ UX all over the world as well as adapt and streamline their digital campaigns to the local tech environment and cultural context.

“We are thrilled to announce this new partnership with Contentsquare, a company with which we already share many values and clients in different sectors,” said Alexandre Crazover Co-founder of Datawords. “Together, we will help international brands get a deeper understanding of their customers’ UX all over the world as well as adapt and streamline their digital campaigns to the local tech environment and cultural context.”

About Datawords

Created in 2000, Datawords combines the understanding of local cultures and technological expertise to implement the international strategies of major global brands on any digital platform. Headed by a team of co-founders, Datawords is today established in Europe, Asia and the USA. Datawords differentiates itself with e-multicultural technologies and the diverse backgrounds of its 600 employees who represent 50 nationalities and more than 60 languages. Datawords recorded a $75m turnover in 2018. Vanksen, 87seconds and Digiprod are also part of the Datawords Group.
More info on www.datawords.com and on LinkedIn.