11 ways connected data reduces your time to insight

Your data is a goldmine of customer insights and business opportunities—but only if you use it right. When valuable data (like behavioral, performance, error, CRM, and customer support data) is scattered across multiple tools and teams, you miss huge opportunities to spot trends, predict problems, and identify improvements. 

Connected data—bringing these data sources together into one centralized warehouse—empowers you to get deeper insights, perform advanced analyses, and create personalized user experiences (UX), so you can drive better results for your customers and your business.

Read on to learn 11 powerful ways that connected data reduces your time to insight, and start turning those insights into action today.

Key insights

• Connected data gives you a comprehensive, unified dataset that powers endless insights. By bringing multiple data sources into your warehouse, you can consolidate every data point about each customer to get a crystal clear understanding of their needs, preferences, and pain points.

• With connected data (and the right data integration and enrichment tools), data analysis and business intelligence teams improve data hygiene and implement data management best practices across all business processes. This reduces manual work while maintaining your high standards, freeing up more time for meaningful analysis instead of routine admin.

• This creates a scalable ecosystem that lets you analyze massive datasets, future-proof your data strategy, and democratize your data, empowering every team to act on customer insights to accelerate decision-making—all without requiring engineering resources.

Here are just a few of the ways you can use connected data and unlock the benefits of data integration, but remember: the opportunities are limitless. 

Find opportunities to expand and upsell

Analyze your connected data to find behavioral signals that indicate customers are interested in—or ready to—upgrade their plan, then take strategic action with data-driven initiatives.

For example:

1. Discover the right time to reach out

Use experience analytics data from Contentsquare tools like Heatmaps, Session Replays, and Journey Analysis to spot how much time customers are spending time on pricing pages or whether they’re engaging with content about upgrading. Combine these with product analytics signals, like approaching usage or user limits, to identify prime candidates for expansion.

2. Create tailored experiences to demonstrate value

Sync your ‘prime candidate’ segment to your email marketing, CRM, and personalization tools to trigger targeted campaigns that show prospects the value of upgrading. This could include 

• Sending relevant content, like case studies about how companies in the prospect’s industry use your product’s advanced features with great results or how-to guides

• Scheduling a check-in from a sales rep or customer success manager to provide a personalized demo or gauge their suitability for another plan

• Offering a free trial of an advanced plan or feature for a limited time so they can see its value in action

💡 Pro tip: seamlessly integrate enriched behavioral, performance, and error data from Contentsquare into your data warehouse with Data Connect. 

Export data such as

• Behavioral data from tools like Session Replay, Heatmaps, and Journey Analysis that reveal how users navigate and engage with your site or product 

• Events like views, clicks, or hovers that relate to key goals (like conversions or signups)

• Performance data like frustration signals (such as rage clicks or excessive hovers) and site speed

• Errors like JavaScript, API, and custom errors that impact functionality and user experience (UX)

• APIs and integrations that capture custom data unique to your tech stack

With Data Connect, data lands in your warehouse clean, structured, governed, and SQL-ready, removing the need for time- and labor-intensive preparation before it can be used. 

The result? A powerful, unified data warehouse that empowers data experts and data consumers to self-serve and get the real-time insights they need with minimal work and maximum efficiency.

Deliver impactful, personalized marketing that boosts conversions and revenue

Today’s users expect personalized experiences—and connected data helps you deliver them. Use your connected data to get a complete picture of your customers, empathize with their goals, and create tailored experiences that drive conversions, retention, and loyalty. 

Connected data enables marketing teams to self-serve and identify opportunities that they can quickly act on. For example:

3. Nurture high-value prospects

Combine behavioral data (like which pages users visited before converting) from your experience intelligence platform with customer lifetime value (CLV) or annual recurring revenue (ARR) data from your CRM to understand the behaviors of long-term, high-value customers. Then, nurture prospects who show similar behaviors by sending targeted campaigns using marketing automation software.

4. Promote your most successful journeys

Use Contentsquare’s Journey Analysis capability alongside purchase data from your CRM or ecommerce tool to identify which user journeys result in cart checkouts. Use these insights to optimize your site and encourage more users to take this golden path. For example, if you spot that many users visited a reviews page before checking out, embed reviews right into your product page to make things even easier—and more persuasive—for your customers.

5. Re-engage frustrated users

Use an AI-based user frustration score (like Contentsquare’s 👋) to identify high-intent users who didn’t convert due to frustration. Sync this segment of frustrated users with an email automation platform to trigger retargeting campaigns or entice them back with a personalized offer or discount.

💡 Pro tip: get a deeper understanding of what users do on your site with Contentsquare’s Session Replay. Filter replays to home in on key behaviors or criteria, like users who completed a transaction or had the highest frustration scores, then watch exactly what happened from beginning to end to truly empathize with their experiences and make data-driven improvements.

Want to accelerate time to insight even further? AI-powered Session Replay Summaries analyze multiple session replays in moments to quickly deliver key takeaways, potential issues, and behavioral trends to watch out for, with time-stamped highlights so you can jump straight to the most important moments.

AI-powered Session Replay Summaries in Contentsquare give you critical insights in seconds—and pinpoint the exact moments that need your attention

Improve CRO with next-level A/B testing

Conversion rate optimization (CRO) is the process of increasing the number of users who take a desired action on your site, like signing up for a free trial or making a purchase. It’s a powerful way to improve outcomes for your business, but it requires ongoing experimentation to drive the best results. 

Connected data improves your A/B testing strategy by providing deeper insights. This helps you identify high-impact tests and campaigns to prioritize, as well as giving you more comprehensive before-and-after data to contextualize your results and validate your findings. For example: 

6. Prioritize high-impact experiments

Use behavioral data from Contentsquare to identify hypotheses to test and get buy-in for needle-moving changes. Create user segments of frustrated or disengaged users based on frustration signals like errors, slow loading times, page looping, rage clicks, drop offs, low time on page, and bounce rates. Sync these segments with A/B testing tools like Optimizely or AB Tasty to run targeted experiments and discover the best way to improve the experience for these users.

7. Enhance onboarding to increase stickiness

Compare product analytics data—like adoption rates, feature activation rates, and time to value—across industries and demographics to see which audiences are engaged and which ones need a helping hand. Use your experimentation platform to A/B test different onboarding strategies tailored to these segments’ unique use cases to boost uplift and help them get more from your product, faster.

Use segmentation in Contentsquare to analyze how different cohorts engage with your onboarding process

Proactively prevent churn with predictive modelling

Connecting your data helps you connect the dots, letting you identify crucial warning signs of customer churn before it’s too late.

Combine product usage data, frustration scores, experience monitoring data like performance errors, customer support logs, and churn rates to fuel AI-powered churn prediction data models. Check out our comprehensive guide on how to create a churn prediction model step-by-step. Then, use these insights to quickly take action and proactively re-engage these customers before they leave.

For example:

8. Turn low activation into high engagement

Use product analytics and churn data to identify users with low engagement rates that commonly result in churn, then reactivate this segment by using marketing automation software to run targeted email campaigns or in-app messaging. Deliver personalized content and training modules to increase engagement and help customers unlock more value from your product.

9. Encourage early adoption of your stickiest features

Don’t just use your data model to predict churn—use it to examine the user behaviors associated with retention, high CLV, and long-term customer satisfaction, too. For a SaaS company, this might look like using a particular feature or signing in a certain number of times per week, while for an ecommerce company, it could be creating a wishlist of items. 

Then, create in-app or on-site flows that encourage more users to take these key actions associated with stickiness to reverse-engineer retention from day one and proactively reduce churn.

10. Support customers before they need help

Consider churn rates from your billing or CRM tools alongside data from your customer support platform to identify risk factors that cause users to leave. For example, your data might reveal that customers who contact support more than 3 times in a set period are at an increased risk of churning, or that certain topics (like asking for refunds or escalations) have an outsized impact on satisfaction. 

Armed with this information, you can implement workflows that address these concerns, whether that’s by providing more self-serve help content so users don’t need to reach out to your team or by routing high-priority tickets to specialist teams to provide VIP support.

💡 Pro tip: use Contentsquare’s Voice of Customer tools to capture user feedback that helps prevent churn.

Start by analyzing your data warehouse to identify key risk signals. Once you’ve discovered the behaviors or demographics that are cause for concern, turn this into a segment in Contentsquare. Then, launch surveys to this audience to get their candid feedback about your business’s performance and their satisfaction levels.

Want even more information? Invite at-risk customers to user interviews to deeply understand their issues—and how to fix them.

Schedule user interviews with Contentsquare to get in-depth feedback from real customers

Quickly detect fraud and take action to reduce risk 

Fraud can do major damage to your customers, your business, and your reputation. With connected data, you get greater visibility over warning signs and risks, enabling you to move fast and stay protected.

Use AI and machine learning algorithms to surface anomalies and unexpected patterns in your data that may indicate fraud.

For example:

11. Identify anomalies and suspicious behavior to safeguard your customers

Combine behavioral data with real-time transaction and geographical records to detect threats and quickly intervene. Cross-referencing suspicious behavior—like verification or validation errors, low or zero engagement on pages, repeated form submissions, or creating multiple accounts—with location and transaction data gives a fuller picture, allowing you to gauge risk and prioritize effectively. 

Use these cues to trigger additional security measures, such as requiring users to confirm the transaction in their banking app or temporarily disabling their account, to protect against fraud.

Connected data, endless insights

Connecting your data is only the beginning—the real magic happens when you start using it strategically. 

Aligning your organization around a single source of truth doesn’t just streamline processes and improve efficiency: it rapidly reduces time to insight. By democratizing clean, reliable, real-time data, you put crucial customer insights into everyone’s hands, empowering teams to act quickly, make informed decisions, and deliver better customer experiences that fuel business growth.

FAQs about connected data