If you’ve been keeping a close eye on the world of digital analytics, you may have come across Digital Experience Intelligence (DXI)—a powerful combination of quantitative and qualitative data that unlocks a comprehensive understanding of digital experiences.
In a nutshell, digital experience intelligence combines quantitative and qualitative data to give you a comprehensive understanding of your digital experience—and, more importantly, the steps you can take to perfect it.
In order to give you that coveted 360º view of your digital experience, a DXI solution should combine rich analytics, robust session detail, and intuitive collaboration tools to help you answer questions, understand issues, uncover improvement opportunities, and create a strategy for putting all of that knowledge to work.
How digital experience intelligence works for your team
For you and your team, DXI means access to complete digital experience data presented in easily digestible formats.
Boiled down, an effective DXI platform surfaces information you didn’t know you needed about your digital experience. In order to do that, it should provide easy access to digital experience data that’s automatically indexed, fully retroactive, and instrumentation-free. This combination of capabilities gives you insight into all possible digital interactions your customers have with your business, ensuring no blind spots in your analyses.
While digital experience intelligence is simple enough to explain, it can be difficult to know what to look for in a DXI platform. Read on for some pointers to keep in mind as you evaluate digital experience intelligence solutions for your organization.
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Three features to look for in a digital experience intelligence platform
Digital experience intelligence is designed to answer questions you didn’t know to ask. Here are three features that should be non-negotiables as you evaluate DXI solutions:
Dashboards in your DXI platform help you cut through the analytics clutter with crisp data that highlights your biggest wins and opportunities for improvement.
Use case: Some CX teams find it useful to build a custom dashboard for each of their most important clients, which allows them to monitor customer health at-a-glance and eliminates the need to dig through mountains of data.
See how visitors interact with you digitally. Visualizations in your DXI platform should help you pinpoint what gets their attention, where they go, what they click, how they scroll, and more—all guiding you in making smarter DX decisions.
Use case: Heat maps, scroll maps, click maps, and other types of heatmaps let you see exactly how far down a page your users get, what path they take to get there, and what elements they click on along the way. This can help you understand things like which elements should appear above the fold, how engaging your content is, and more.
Your DXI solution should surface your greatest opportunities for growth, helping you to prioritize projects and take action quickly. Look for a platform that will proactively surface what’s broken and offer a clear understanding of how issues are affecting your bottom line.
Use case: Analytics surfaced by your DXI platform enable you to build a data-driven roadmap, focusing on your top opportunities for innovation, and address any issues impacting your users’ experience.