Artificial Intelligence has entered our lives and is becoming an increasingly integral part of our world. It particularly affects the way we work with data, as it can dramatically improve the efficiency, quality, and accuracy of data analysis.

## A brief history of Artificial Intelligence and Machine Learning {#a-brief-history-of-artificial-intelligence-and-machine-learning}

If you are well acquainted with terms like Artificial Intelligence, Machine Learning and Deep Learning, feel free to skip right to learning how AI impacts data analytics. However, if you are not an AI whiz, we will guide you through the most important things you should know about artificial intelligence.

‘AI’ refers to hardware or software that exhibits “intelligent” behavior. The first basic Artificial Intelligence systems were developed in the 1950s. These systems were ‘rule-based’, meaning they followed a set of rules written by humans. This presented many limitations, as such systems were unable to perform more advanced tasks, like image recognition.

Artificial Intelligence as we know it today began to gain traction when a subset of AI – Machine Learning – was introduced.

![A graph depicting the categorisation of different subsets of Artificial Intelligence.](/uploads/categorisation_of_different_subsets_of_Artificial_Intelligence_2c960fddd0.png)

Instead of being rule-based, Machine Learning operates on the basis of continuous ‘training’ of the Artificial Intelligence software. Thanks to that, **Machine Learning can perform difficult and highly complex tasks**, especially within data analysis. Machine Learning is applied to a wide variety of tasks that require prediction and optimization, in order to determine the probability of specific events taking place.

Deep Learning is a subset of Machine Learning that delivers breakthrough results in fields including computer vision and language. Its structure is inspired by the structure and function of the human brain, and bears the name of the ‘artificial neural network’.

![the superiority of Artificial Meme Intelligence, Machine Learning and Deep Learning over statistics..png](/uploads/the_superiority_of_Artificial_Meme_Intelligence_Machine_Learning_and_Deep_Learning_over_statistics_f108e8b5a9.png)

## The majority of businesses use AI for data analysis – here is why {#the-majority-of-businesses-use-ai-for-data-analysis-–-here-is-why}

Thanks to AI technology, **we can bypass the limitations of human capabilities**, both in an **inexpensive and highly effective way**. Artificial intelligence is particularly useful in data analytics, as it increases the speed and accuracy of data processing, understanding and defining the outcomes.

Even though Artificial Intelligence and Machine Learning are driven by pure technology, they actually help your business be more 'human'. Predictive personalization drastically improves your customers' experience. Consequently, the need to obtain more concise data within this area is what drives investments in AI-powered User Experience software.

Companies want to leverage Artificial Intelligence and Machine Learning to **analyze large volumes of user data fast and with bullseye accuracy**. The accuracy, efficiency, and quality of data analytics provided by artificial intelligence are simply unmatched.

### Artificial Intelligence improves efficiency in data analytics

If we want to envision how Ai is helping efficiency improve, let's imagine you operate a website with an average of 10 visitors per day. Now, you’d obviously like to gather as much data on your visitors as possible. Manually gathering, segmenting, and deriving insights from data on 10 people may be possible. But what happens when the number grows tenfold? And then some more? At this point, the process would become extremely time-consuming, if not simply impossible to carry out.

As much as we hate to admit that, humans are not all-knowing and omnipotent. But we are smart enough to develop solutions that can pick up the slack and make it count.

Artificial Intelligence can **automate the process of collecting and synthesizing large quantities of data to find patterns in user behaviors**, and make sense of it almost immediately.

### Artificial Intelligence improves data analytics quality

Artificial Intelligence’s ability to expertly work with data analytics makes Artificial Intelligence and big data inseparable. Research suggests that an **average enterprise loses as much as $12.9 million a year due to poor data quality**. This shows just how tremendously important quality is for any [data-driven business.](https://cux.io/blog/2022-trends-data-driven-marketing/)

By using automated data capturing, AI can identify data flowing in from different sources and to different destinations. This ensures that no input or string of data goes unnoticed.

Artificial Intelligence works expertly at eliminating even the smallest errors in a data set, that could affect the data’s quality and usability. This level of precision could not be replicated with manual data monitoring, nothing slips through the cracks with advanced AI guarding the way.

### Artificial Intelligence improves data analytics accuracy

Accuracy must be a primary consideration with automation. This means larger data sets, real-time analytics, and dynamically adaptive algorithms. To achieve this, businesses need high-performance software that provides not just real-time performance. Advanced AI technology also makes it possible to improve accuracy in ways simply not feasible with manual processes.

Using AI to gather data and determine where journeys are failing, such as with its mobile app, Comcast quickly tackles experience issues.

Furthermore, only advanced analytics with accurate measurements, such as the ones provided by AI, can help you develop a unified user profile. Providing your users with personalized experiences is the key to boosting your conversion rates in the long run.

![A graphic underlining the most important benefits of AI in data analysis](/uploads/Benefits_of_AI_in_data_analytics_4d8d2e7eb1.png)

## How cux.io uses Artificial Intelligence and Machine Learning to accelerate data analysis {#how-cuxio-uses-artificial-intelligence-and-machine-learning-to-accelerate-data-analysis}

CUX is the first ever UX Analysis & Automation tool, allowing its users to gain deep insights into their users’ behavior and become a data-driven business with the help of Machine Learning. CUX works by detecting [behavioral patterns within digital products](https://cux.io/blog/what-is-product-analytics/) to simplify the decision-making behind UX optimization. The solution encompasses all the major benefits of Artificial Intelligence in data analytics.

### How does CUX improve the efficiency of data analysis?

CUX uses Machine Learning for predictive qualitative analysis to help companies save time, which previously would have been spent performing time-consuming manual data analysis.

CUX makes the research process both faster and more efficient. This is achieved by automating repetitive activities and focusing on decision-making that relies on data-based insights.

CUX's algorithm is capable of detecting your users' pain points and frustrations in as little as 2 minutes, based on the analysis of the user's behavioral patterns. Afterwards, it breaks them down into specific[ frustrations](https://cux.io/blog/reasons-of-user-frustration-on-websites/), which may be inhibiting your conversion rates.

![An image from CUX’s platform showing the Experience Metrics dashboard](/uploads/Experience_Metrics_c4c3bfdee6.png)

### How does CUX improve quality in data analysis?

With CUX you get to analyze both the quantitative and qualitative data insights generated by your users. As we mentioned previously, the quality of the data will wage heavily on the results your business will achieve with it.

CUX merges Visit Recordings and [Heatmaps](https://cux.io/blog/4-ways-to-increase-conversion-with-heatmaps/) to collect the most comprehensive data image of your users' experience.

![A graphic depicting the Heatmaps feature in cux.io.](/uploads/Heatmap_dfd1c02d91.png)

### How does CUX improve the accuracy of data analysis?

CUX uses AI to ensure that you make data-driven decisions to efficiently scale up your business. To maximize accuracy, users can set up specific Business Goals they want to focus on.

CUX will not only present you with the exact data you need but most importantly interpret the data in relation to your business goal. This allows you to be laser-focused on the [goals](https://cux.io/blog/analytics-goals-cux/) that require your full attention. Whether that be increasing your conversions, decreasing your [cart abandonment rate](https://cux.io/blog/shopping-cart-abandonment/), or anything in between.

![A graphic depicting the Business Goals feature in cux.io.](/uploads/Adding_new_goal_3ad00e7a94.png)

## How to improve your Customer Experience with AI-driven data analysis? {#how-to-improve-your-customer-experience-with-ai-driven-data-analysis}

Artificial Intelligence technology and data analytics are the lifeblood of successful businesses. There is no doubting the fact that AI and Machine Learning will be taking more and more space in various solutions within the digital marketing industry. 

As data-driven marketing has taken over the scene, proved by the superior results it yields, having a toolset of AI-powered software to make the most of your data is the key not only to your business's survival but its supremacy. 

Achieve more accurate insights and improve your decision-making by enriching your business' toolkit with the only AI-driven UX & Analysis Automation tool – cux.io.


AI improve the efficiency, quality, and accuracy of data analytics.png

No one questions the fact that in order to succeed in today's digital world, one must know and understand their users’ needs and behaviors.

No one questions the fact that in order to succeed in today's digital world, one must know and understand their users’ needs and behaviors. And to get to the heart of this information, you require data analysis. But a smarter, AI-powered version.

How does AI improve the efficiency, quality, and accuracy of data analytics?

Let’s travel in time a bit and go back a few years in the history of building websites. As you probably remember, back in the day simple actions like switching between subpages would cause the entire page to reload. Doing that would also affect the URL address of the website (keep that in mind for later). For many reasons, this was not an ideal situation for internet users. Especially users with slower internet connection for whom showing full content on the page could take a while.

Fast forward to the present day, we are currently building pages that not only work faster but also only parts of them are reloaded, to prevent any lag in content loading. Creating these so-called single-page applications, we lost somehow the possibility of customizing the URL, which was important to us along the way. Why is this so important? Well, because the basic, simplest and fastest analytics (even the one in Google Analytics) are based on observing how the URLs change while customers navigate our website. 

Going back to times when pages were reloaded with a URL change, the analysis was simple. Google Analytics was easily able to draw the users’ paths based on these changes. Nowadays, in the era of single pages (and no change of addresses, despite changes in content), analytical tools do not receive any information that would indicate switching by the user from one page to another.

But hey, there is nothing to worry about. There are ways to face this challenge and be able to further monitor customer behavior. One of them are events that we can send to an analytical tool. But … first of all, we have to ask developers for help in scripting these events. Secondly, we must ensure that we take into account every – literally EVERY – action that a customer can possibly perform on our website. The worst thing, however, is that we do these event scripting for a specific analytical tool. If at some point it turns out that we want to change the tool, then all the work we did with developers goes to waste ☹.

Relax, there are better ways to analyze websites. Let me get straight to the first important rule.

## The URL address has to change {#the-url-address-has-to-change}

If the webpage content changes, it should automatically imply a change to a unique URL. And this solution is also possible to implement as part of a single-page! Ok, you might ask, if it is possible, why is this not happening? The answer is simple: when designing a page, the topic of variable URLs is usually not the most important thing to implement. This issue usually arises at a much later stage, when the analyst wants to observe the client’s path and finds out that this is impossible using the variable URLs. That’s why it is crucial to put this topic on the list of tasks from the very beginning of designing the page!

**Remember!**

- The whole URL address doesn’t have to change, only its fragments, which are responsible for the relevant content.
- Variable URLs can be implemented both for sites with a small number of subpages and for huge e-commerce websites.
- The construction of the URLs is important. Let’s ensure their consistency, let the respective fragments of the URL always be presented in the same order.
- Let all the actions on your site trigger a new, unique link in your browser – your analyst will be grateful for this for the rest of his life, really!
 
## Code matters {#code-matters}

The page code is another important topic that we need to take care of so that our pages can be easily measured and analyzed. The page code consists of several layers: we have _HTML_ that defines the structure of the page and _styles_ that describe how it all looks. Usually, what happens is that we don’t keep any class record scheme (a real-life example would be an inconsistently looking BUY NOW button throughout an online shopping page).

While building a website we can easily describe it in code. So: if we have a form on the page, it is usually unique (i.e. the contact form on each of the subpages will look the same) and we can give it an individual ID by which we can recognize it and without any problems analyze how customers use it.

Now you know that when building websites, you should try to code them in the most transparent and understandable way, giving the code accurate descriptions, not only classes defining the appearance, but also unique identifiers and variable URLs. This, in turn, will help you create much more observable pages, and might even impact whether you can do this kind of analysis at all.

If you have any concerns or need some advice feel free to contact [cux.io](https://cux.io/) CTO – [Kamil](mailto:kamil@cux.io) – he is your guy if it comes to building easily observable websites.

Observable-websites.png

We know how hard it’s to implement the whole analytical strategy. But there are some tricks that can help you make it smoother and work effectively.

We know how hard it’s to implement the whole analytical strategy to your company. But there are some tricks that can help you to make it smoother and to work effectively – first of all your website should by analytics friendly. What does it mean? We’ll explain to you in our articles. Today part one – about the URL and the CODE.

How to create more “observable” webpages? Part one.

Why are we talking about the REAL customer journey? Often, when building business, we tend to idealize clients. We’re convinced that they follow every step of the path we have designed for them. Unfortunately – or maybe not — users are very chaotic in their buying habits. The paths that lead them to the conversion will therefore differ significantly. In order to understand them thoroughly, map their journey and constantly improve, you need a thorough behavioral analysis.

![Journey_Expectations_Reality.png](/uploads/Journey_Expectations_Reality_7209983965.png)

_<center>Customer journey mapping should always be preceded by a product &  behavior analysis. Only this way can we create paths that match real consumers’ experiences</center>_

## Why do we need product analysis? {#why-do-we-need-product-analysis}
Entrepreneurs who want to build a competitive advantage and retain and acquire customers must be ready for the ongoing digital revolution. Therefore, it will be imperative for concert activities to create a valuable digital experience for customers. Thanks to the product’s analytics, they will not have to guess user expectations. Data on their behaviors and experiences will allow not only product optimization, but also customer journey, marketing, and conversion improvements.

Product Analytics allows you to visualize and continuously analyze user engagement in real-time. This allows you to effectively build customer loyalty, improve the level of retention and increase the LTV of customers.

![Roles that use product analytics](/uploads/Product_Analytics_Roles_b0b7c185af.png)

_<center>Web Product Analytics is a tool for anyone working with real-time customer insights</center>_

## What to measure in new products? {#what-to-measure-in-new-products}
New product analytics includes a wide range of activities and metrics. From UX, through improving user retention and engagement, to marketing messages and content. A wisely conducted product analysis allows, among others, on:

- fast identification of potential technical problems in the context of the sales funnel,
- verification of customer behavior in terms of internal organization’s metrics,
- immediate spotting of customer frustration,
- faster and wiser decision-making by verifying how much a given functionality affects customers,
- refining the appearance of pages and content presentation, in terms of what and how attracts the attention of users,
- developing categories based on user behaviors and needs,
- designing the content architecture that is optimal for users,
- recognition of places on pages, in products, and on customer journeys that generate conversion drops or have the potential to optimize sales.


## 4 key metrics to measure with web products analytics {#4-key-metrics-to-measure-with-web-products-analytics}

### Experience Metrics

Experience Metrics contains all information about your users’ frustrations – be it compulsive page refresh, content zooming, or rage clicks. These are the situations that not only indicate the appearance of critical pain points on the customer journey. By analyzing user behavior, you’ll understand why your consumers get angry when they visit your website and how their unexpected frustration is effectively inhibiting your conversion.

![Experience Metrics in cux.io](/uploads/Experience_Metrics_928891e5e2.png)

_<center>Experience Metrics – CUX’s proprietary metrics regarding users’ frustrations. You can track rage clicks, rage key presses, chaotic mouse movements, zooming, and page refreshing</center>_

### Engagement

Digital product analysis is one of the most accurate ways of tracking user engagement. When are they truly active? When do they only keep your site within opened tabs? This knowledge is necessary for designing effective communication, creating ad campaigns, lead magnets, etc. Remember to always distinguish the duration of the entire visit from the actual engagement on the site!

![Page Visibility in CUX](/uploads/Page_Visibility_b8c00a1e7d.png)

_<center>CUX is able to show you whenever the user displayed your page in the foreground and was active, and when they’ve just kept you on the background tab</center>

![Engagement Duration in Time](/uploads/Engagement_Duration_Time_53f821af95.png)

_<center>In CUX you can measure: the percentage of users’ engagement in relation to whole traffic for a given Goal, average duration time (visit length), and average engagement time (actual active user)</center>_

### Retention

Web product analytics allows you to discover the right way to measure retention for your business model. By tracking customer behaviors and habits, you will develop an appropriate strategy to improve retention over time. You will find out when customers actually abandon their carts (maybe purchase in your store always takes place only after a few visits?). You can check at what times users actually convert. This data will help improve the quality of digital customer experiences.

![Goal progress on a timesheet](/uploads/Goal_timesheet_48b5989828.png)

_<center>In CUX, you can check not only when your website generates the most traffic, but also when it generates the highest conversion in the context of a given business goal. Remember that high traffic does not always mean high conversion!</center>_

### Customer Lifetime Value

User Lifetime Value is the average amount of revenue that a given user brings to your business overall. This metric will help you identify which users’ segments are the most valuable for your business (See: [User segmentation, or how to make your analytics effortless](https://cux.io/blog/user-segmentation-cux)). Use the high-LTV customers’ journey as a templated to increase conversions, create targeted campaigns, or improve trials registration.

![Filtering Visits with LVT in CUX](/uploads/Filtering_Visits_48df08ecc0.png)

_<center>Filtering and segmenting users’ traffic is essential for tracking LTV. In CUX you can, for example, filter the list of recordings to see only those whose users have returned to the site a given number of times</center>_

## How to start product analytics? {#how-to-start-product-analytics}

### 1. Set your business goals. 
Accurate definition and focus on specific business goals allows not only to save time devoted to analysis but also to maximize the effectiveness of optimizations. Each business may have a different end goal, e.g., purchase, form filling, file download, registration, etc.

>_Unlike the competition, [cux.io](https://cux.io/) is able to present not only a complete picture of the data – both quantitative and qualitative – but also interpret the data in relation to the business goal._

### 2. Find the right web product analysis tool. 

There are lots of product analytics tools available on the market. Try to find the one that best suits your needs.

>_CUX combines qualitative and quantitative data, uses neuromarketing and behavioral analysis, allowing for quick identification of the sources of problems and matching solutions to them._

### 3. Map a real customer journey. 
Remember that individual users have completely different experiences when interacting with your product. Therefore, when analyzing the customer journey, consider all the accompanying behaviors and emotions. Check paths for individual sources and channels.

>_CUX uses machine learning to detect and recognize users’ frustration points – rage clicks, rage key presses, zooming, refreshing._

### 4. Conduct continuous analysis. 
Continuous analysis of user behavior patterns and data-driven insights can provide irrefutable arguments for making smart business decisions. Thanks to this, you’ll be able to precisely address customers’ needs and frustrations. Acting based on data – not your gut feeling — eliminates the possibility of making mistakes.

>_Based on expert knowledge and long-term research, cux.io is able to prepare personalized alerts explaining users’ experiences and behaviours while saving time spent on single-handed visits’ analysis._


## The best product analytics tools {#the-best-product-analytics-tools}
What are the tools of product analysis? The list goes on and on. Below you will find the most popular product analytics tools with a description of their use.

![CUX FullStory Heap Smartlook comparison](/uploads/CUX_Full_Story_Heap_Smartlook_comparison_c2289de369.png)

_<center>CUX, FullStory, Heap, and Smartlook comparison/source: [G2](https://www.g2.com/compare/cux-io-vs-fullstory-vs-heap-vs-smartlook)</center>_

### FullStory

FullStory, as a product analytics tool, lets clients watch session recordings, create funnels, and segment users. It’s a great platform for teams who care about analyzing user behavior on a website or web app, but not for teams with both web and native mobile products.

FullStory offers a 14-days free trial and two pricing plans (Enterprise and Business) available upon request.

### Heap

Heap is a product analytics tool that tracks user events. Built for medium to large-sized companies, it includes features such as an event visualizer, path analysis, and conversion charts.

Heap is free to use for 1 project and up to 10k sessions/month. Paid plans offer customized pricing upon request.

### Smartlook

Smartlook is a product analytics tool for websites, iOS/Android apps, and various app frameworks. It lets entrepreneurs watch recordings, use automatically tracked events, create heatmaps, and build conversion funnels.

Smartlook offers free trials and 3 pricing packages: Startup ($39.00), Business ($95.00), and Ultimate (upon request).

### CUX

CUX is the first-ever UX Automation tool detecting behavioral patterns within digital products that predict which users’ behaviors may inhibit conversion. The tool automatically selects data so that entrepreneurs can immediately find their customers’ problems and increase sales.

Using other tools than CUX comes with the need to conduct feedback research and watch hundreds of recordings of visits to pick up the occurring behavioral patterns. CUX – as a hybrid combining quantitative and qualitative data – recognize behavior patterns on its own, and checks the scale of frustration and its impact on the achievement of a business goal.

CUX is available in a free trial – its only limitation is the number of collected recordings (1k). The trail contains ALL functionalities of the tool available on a paid subscription.

Subscription starts at €49 and depends on the amount of traffic on the site and the duration of data retention.


[See the G2 Best Product Analytics Software at a glance](https://www.g2.com/categories/product-analytics)

 

## Digital Product Analytics with CUX {#digital-product-analytics-with-cux}
To start using CUX, you just need to implement the tracking code to the page you want to track. This can be done using the integration with Google Tag Manager or Google Analytics (toggle switch). After starting the analytics, CUX auto-captures all the events on the pages, thus not involving you in setting technical parameters.


### The most important of the CUX functionalities:

- **Experience Metrics**. Proprietary metrics show the frustration of users on the website.
- **Recordings of visits**. CUX analyzes entire visits, instead of individual sessions (See: [Visits or sessions? Where is the difference?](https://cux.io/blog/visits-vs-sessions/)). This means that it tracks the user’s visit even when he/she opens many tabs or is inactive for a long time.
- CUX generates heatmaps for single pages and SPA (single-page apps). The tool is also compatible with various types of devices – from mobiles and desktops, tablets and consoles, to smart TVs and wearables. (See: [How to read a heatmap? Part 1](https://cux.io/blog/how-to-read-a-heatmap-part-1/))
- **Conversion Waterfalls**. CUX helps you track visitor behavior in various scenarios. In other words, Waterfall is a graphical representation of any sequence of steps visitors take on your site.
- **Analysis in the context of a business goal**. Regardless of what your business goal is (sales, training registration, filling out the contact form, downloading an e-book, etc.), CUX will select for you only the data about user behavior that may influence it. The number of goals for a project is unlimited.
- **Auto-captures events**. CUX is able to automatically pick out events on the website, allowing codeless tracking of every stage of the user’s journey without the need to involve the IT department.
- **Retroactive analysis**. CUX allows you to create and modify Conversion Funnel, even using historical data, without having to wait for new data to be collected.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)



product-analytics.png

Web product analytics is nothing more than getting to know your clients in detail, their motivations, and experiences in contact with your product.

Web product analytics is nothing more than getting to know your clients in detail, their motivations, and experiences in contact with your product. Regardless of whether you run e-commerce, SaaS, B2B, fintech, or a media portal – the analysis of a real customer journey is the basis of success.

What is product analytics, and how can you use it?

## Being data-driven means being smarter and ready for long-term development {#being-data-driven-means-being-smarter-and-ready-for-long-term-development}

**Paulina Walkowiak, co-founder & CEO at [CUX](https://cux.io/)**

![Paulina Walkowiak CUX](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_5_250x200_7e1b74286e.png)

### Data-driven business is not a goal to aim for anymore. It’s a fact.
For me, as an analytical tool founder, it has at least two layers. First, in the upcoming cookieless future, we have to be ready for optimization not based on an ads budget, but on knowing your clients’ needs in any way. Second, if you want to grow, you have to measure the growth. There is no other way to optimize if you do not measure where you are. Thus, **developing innovative businesses requires smart data-based decisions and recalculating everything constantly**. Being data-driven means being smarter and ready for long-term development. On one hand, the lack of users’ behaviors analytics is typical for a hype business based on a temporary trend. On the other hand, if you plan to grow your company and build a significant market advantage, you have to use data that really matters

## Building a data-driven culture will help move to the next level {#building-a-data-driven-culture-will-help-move-to-the-next-level}
**Robert Paszkiewicz, VP Central and Eastern Europe at [OVHcloud](https://corporate.ovhcloud.com/pl/)**

![Robert Paszkiewicz OVHcloud](/uploads/Robert_Paszkiewicz_250x200_3b0feb8aa2.png)

We are facing a revolution that started some time ago. And is gaining momentum now. Growing customer awareness and a huge number of offers are forcing changes in the philosophy of addressing services and in shaping the customer’s buying journey. 

Most people believe that the pandemic impact was negative. Then again, their outlook towards the future is more than positive (according to the SODA 3rd business survey).

The sentiment increases. User experience, fulfilled promises to customer expectations, quality, and impact. In fact, **how we communicate the promise and deliver on it is becoming strategic**. And surely will be the factors that will shape our reality.

Although 90% of the Polish companies collect data, very few know how to read it and use it, as [OVHcloud’s research](https://ovh.to/VcFa1sd) shows. A data-driven approach, which we are only just learning, will become the engine that enables conscious and attentive companies to reach the next level. Of course, data-driven marketing will help stand out from the crowd. And, what’s more important,  it’s available to any business, regardless of size. 

This means we can all win from it.

## Data-driven decisions significantly increase business goals achievement {#data-driven-decisions-significantly-increase-business-goals-achievement}
**Natalia Kuźma, co-founder & CEO at [DiveInData](https://diveindata.com/)**

![Podróż-Cytaty-Kolaż-Fotograficzny-3-250x200.png](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_3_250x200_96634b60ca.png)

### The capability to understand customer needs and keep an eye on competitors’ moves nowadays is a must.
It isn’t easy to get a competitive edge. And it’s challenging to maintain one. In fact, **data-driven business decisions, enhance the likelihood of achieving business goals by 77%** ([Deloitte, 2019](https://www2.deloitte.com/us/en/insights/topics/analytics/insight-driven-organization.html)). Hence, market intelligence is becoming ever more widespread. For this reason, **analyzing the competitive landscape to improve business performance should be an integral part of operating in every industry**. Even small companies can get to essential data like competitors’ websites, opinions about their products, or customer demographics. Insights based on those, and other data help determine the right goals, minimize risk, and establish competitive differentiators.

## Implement processes more efficiently and effectively {#implement-processes-more-efficiently-and-effectively}
**Konrad Pabiańczyk, Business Architect at [UnityGroup](https://www.unitygroup.com/)**

![Konrad Pabianczyk UnityGroup](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_4_250x200_cd47d96741.png)

There are a few interesting developments to look forward to this year. Recent changes in consumer behaviors will accelerate, and businesses will adapt even faster to better serve these needs. **Look out for the rise of Q-Commerce (quick-commerce), hyper-personalized browsing experience, and process mining as a method for improving processes and eliminating inefficiencies.** 

### Q-commerce

- Consumers will continue to eschew in-store shopping for a more virtual experience. The pandemic allowed for delivering food to become standard, but only very recently have we seen products being delivered in 15 minutes or less. What was advertised as the best solution for missing ingredients may well become a corner store killer. 


### Unique browsing and hyper-personalization

- Websites will become even more personalized. Two consumers sitting next to each other could be served up entirely different websites. This will not only relate to copying or as, but to products themselves — different locations can have varied preferences. This is often seen in physical stores, where the assortment reflects local preferences but will become even more pronounced online. 


### Process mining for churn prevention and shopping cart drop-off

- Process mining takes event logs and combines them with data science techniques to determine where there is room for improvement. Such methods will be combined with existing UX research to eliminate abrasive touchpoints for a seamless shopping experience. It will be taken further to assess behavior before, during, and possibly after a shopping cart was dropped to help explain why.

## Proper and fast performance of a website or application is essential {#proper-and-fast-performance-of-a-website-or-application-is-essential}
**Michał Szklarski, Board Member at [e-point](https://www.e-point.com/)**

![Michał Szklarski e-point](/uploads/Michal_Szklarski_photo_250x200_e8550240eb.png)

Business owners and e-commerce managers know very well how difficult it is to acquire customers. We do a lot of work managing paid traffic or analyzing tons of traffic data. We constantly encourage the user to visit our website, hoping that this process will increase the conversion rate. **Meanwhile, it frequently happens that a slow mobile site or app, in addition to poor usability, can effectively discourage purchases, despite so many efforts**.

When it comes to speed, users are mainly concerned with the smooth loading of content. **It is worth emphasizing that the overall efficiency should be associated with the high responsiveness of the mobile site and maintaining the stability of elements during loading**. Such actions were taken, among others, recently by [Orange](https://web.dev/orange/), which significantly improved their conversion rate. These elements have an impact on the reception of ads, as well as (which was introduced in the summer of this year) on search engine ranking.

## Roll-up brands – the future of the market? {#roll-up-brands-–-the-future-of-the-market}
**Adam Bogacki, Associate at [COBIN Angels](https://www.cobinangels.com/)**

As e-commerce has been strongly accelerating, fuelled by the COVID outbreak, there is a significant rebuilding process going on in this market. Third-party sales in Amazon’s GMV are responsible for over 50% of the total.

**This opportunity on the market is being covered by e-commerce roll-ups, which are on the rise now**. The concept assumes acquiring, running, and consolidating small and mid-size e-commerce stores or brands simultaneously. Synergies and scale effect make them grow faster than standalone. **Therefore, they also get access to huge scopes of data with clients’ behavior that may help them to make more data-driven decisions in line with clients’ expectations**. While huge amounts have already been invested in companies like Thrasio – probably the largest player on the market, Perch, Berlin Brands Group, Opontia, the smaller players are acting on CEE and the African market. In the upcoming year, the trend may be continued with a strong focus on smaller brands being acquired.

_

Do you have an unused marketing budget? What if you were to bet on analytics? Take advantage of the 25 % discount on training and audits with Paulina Walkowiak and be data-driven in 2022. The discount is valid until the end of December, realization in January 2022.

_

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the [cux.io](https://cux.io/) nourishing [newsletter](https://cux.io/newsletter/)! Be careful! We may grow on you! 🥑 😉

business-trends-2022.png

What trends await us in business in 2022? Business experts write about their data-driven predictions for 2022, and the trends to follow. 

What trends await us in business in 2022? Business experts write about their data-driven predictions for 2022, and the trends to follow. In 2022, implement a data-driven culture into your business and gain further success in your industry.

2022 trends: data-driven business

Imagine for a moment this scenario. Your consumers’ buying intent is very high – you’re already opening a bottle of your best champagne. Suddenly – looking closely at data – you’re realizing that the conversion rate still falls way behind the other metrics. People are not converting! In such a situation you require a simple answer not to the questions “how much?” but “why!?”. And the correct analytics Goals setting in CUX can answer that question immediately.

## What do goals in analytics do? {#what-do-goals-in-analytics-do}

Goals let you measure only what matters for your business by focusing on the most important data insights. The types of goals can be different – you do not have to focus only on sales, but also intentions to sell, abandoned carts, user registrations, subscriptions to newsletters, going through specific categories on the website, form fill-outs or specific paths to be overcome. Thanks to properly configured Goal you’ll be able to track clicks, scrolls, page loads, activities related to form filling or traffic from referrals.

Setting up goals can shorten time you’ve previously spend on analytics as it filters the data only relevant to your intended purpose. You can build custom goals with as many steps as you want or use one of [cux’s predefined goal](https://cux.io/knowledge-base/predefined-goals/) settings.

![Add New Goal CUX](/uploads/Screenshot_2021_01_13_at_09_08_41_700x503_0666438399.png)
_<center> Predefined Goals in cux.io </center>_

Thanks to goals, you will be able to focus on those metrics that affect your business, instead of looking for important information in the flood of data.

>Imagine your business goal is for customers to fill out a contact form – it’s the main place where your sales operate. There will be no important information for you – at least in the context of monetization – in how much time users spend reading your blog or scrolling through the privacy policy. Setting the goal to “Send contact form” will allow you to automatically filter out those visits that will show the achieved goal. Thanks to them, you’ll be able to streamline the contact process, spot problems faced by your users or change the page layout so that they convert more and faster.

## Building your own custom Goal {#building-your-own-custom-goal}
Each business is different, therefore each business can be after a completely different business goal. At CUX, you have the ability to create as many of your custom own goals as you wish, with an unlimited number of steps to be completed by your users.

CUX auto-captures events on the websites, so you do not need specialistic knowledge or help from developers to set goals – it’s as easy as pie! [See how to set your own custom goal.](https://cux.io/knowledge-base/building-your-custom-goals/)

### To build your goals, you can use different [events prepared by CUX](https://cux.io/knowledge-base/goal-events/), such as:

- page loads
- referrers
- clicks
- scrolls
- activities around forms


You can also use “Reverse this step (Negation)” functions when building your own goal. Negation in the case of events means that CUX will select for you all the visits that did NOT meet the given Goal. For example, if you select an even “Click the “buy” button” and check the “Reverse this step (Negation)” box, you will only see the visits’ recordings where users did not fulfil the Goal (did not click the button).

![Reverse this step (Negation)](/uploads/Screenshot_2021_01_13_at_10_23_47_700x271_a6d99c2a1f.png)

_<center> Reversing step in Goal settings in cux.io </center>_

## The use of analytics goals has many benefits {#the-use-of-analytics-goals-has-many-benefits}

- Saves your time on manual analytics.
- Selects only the data that will be relevant to your business.
- Pre-selects data for you.
- Allows you to find quick wins faster.
- Catches users’ problems and frustrations in the most important places on the website.
- Allows you to follow the progress of the goal from the dashboard.
- Sends you alert every time your goal rate changes by the amount you specify.


#### Are you ready to enter the world of Goal settings?


<center><iframe src="https://giphy.com/embed/GGMUpbtiNX4C4" width="480" height="323" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/snl-kristen-wiig-will-ferrell-golden-globes-GGMUpbtiNX4C4">via GIPHY</a></p></center>

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the [cux.io](https://cux.io/) nourishing [newsletter](https://cux.io/newsletter/)! Be careful! We may grow on you! 🥑 😉

Why-analytics-needs-Goals.png

The Goal is the ratio of the number of recordings that meet your primary purpose (conversion) to all visits’ recordings.

The Goal is the ratio of the number of recordings that meet your primary purpose (conversion) to all visits’ recordings. In other – much simpler – words, analytics goals are here to tell CUX’s scripts what is important to your project. They translate your business into code understandable to the tool and define how it is to interpret your data. And all you have to do is reap the benefits.

Why does your analytics need goals?

Success-story-article.png

In times of a crisis, reality always calls bluff, and anyone who thought that they could still avoid the digital channel can no longer do so.

In times of a crisis, reality always calls bluff, and anyone who thought that they could still avoid the digital channel can no longer do so. This was particularly noticed by many fashion businesses who missed digitization, which was a big surprise for the observers of this market. The truth is that while business is running, hardly anyone tries to improve it, and while there is demand, hardly anyone tries to understand the target group. As long as the conversion rate is high using the analytical nomenclature, no one really sees the need to analyze their activities too much.

Analytics is the key to success in a post-pandemic reality

Fortunately for us, everything can be measured when it comes to online activity. These days obtaining data is neither complicated nor time-consuming, it’s relatively inexpensive, and it is available to everyone. On top of that, there is access to a really wide range of indicators on the basis of which we can verify how well our business is operating. On the other hand, you need to remember not to try to analyze everything. Too much data can lead to analytical chaos which benefits no one.

## What kind of data should you collect? {#what-kind-of-data-should-you-collect}

In that case, an important question to ask yourself is – what kind of data should you collect? There is no clear answer here, because it all depends on, among other things, what business you have, what you want to research and what is the end result that you want to achieve. Thankfully, there are a few basic rules that you should follow when building your analytical empire. We will try to present them to you so that you can lay a solid foundation for this kingdom.

![How to build your analytical empire based](/uploads/1_1_1_d0cd386e8b.png)

## Collect the most basic data {#collect-the-most-basic-data}

There is no need to go on a wild goose chase when you’ve only just started your journey in web analytics. Rome wasn’t built in a day, and you also do not have to start with the most advanced of analytical tools. It makes absolutely no sense to start with more complicated tools and functions and lay awake at night wondering whether you indeed configured everything correctly and if all the data you need is actually being stored. What you should do is start with the basics, and when it comes to web analytics, Google Analytics is absolutely essential.

![Google Analytics for basic data](/uploads/2_2_816a79b674.png)

It will give you an insight into the simplest indicators that you should keep an eye on: number of users, number of page views, average time spent on it, bounce rate (i.e. the percentage of users who left the page after viewing only one tab). You will also see the demographic profile of your users or the sources of their traffic (i.e. those places on the Internet from which users came to your website). You can view the data on an hourly, daily or weekly basis. There will be a lot of data collected, so it is important to configure GA correctly. You can do it yourself, using [the advice available on the Internet](https://www.whitechalkroad.com.au/blog/how-to-use-google-analytics-in-2020/), or ask a specialist for help (we recommend [Maciek Lewiński](https://www.maciejlewinski.pl/)!). Remember – there is no shame in asking for help. Nobody will judge you or think you are inferior in terms of knowledge or skills. Nobody is an expert in everything, and it’s important to know that there are knowledgeable people who are happy to help you configure the tool correctly.

## Frequency: Analyze daily {#frequency:-analyze-daily}

Data analysis should become a daily habit, just like brushing your teeth. It’s something you should start your workday with. We are not talking about spending many hours in analytical tools, sometimes a glance while drinking your morning coffee is enough to see how your business goals went the previous day, or to check if anything worrying is happening. Only thanks to a daily routine, you will be able to be efficient and react quickly to any errors that may appear on your shopping path (as was the case for T-Mobile, who, thanks to this approach, quickly eliminated the price error negatively affecting the purchasing decisions of their customers).

 

## Quantitative analysis is not everything. {#quantitative-analysis-is-not-everything}
### Analyze qualitative data

Once you have the correct configuration of Analytics and you visit it regularly, remember one more thing – quantitative data alone is not enough. Of course, the numbers are definitely important, they tell you a lot about how your business is going, but they won’t give you the full picture. For example, when you see a drop in sales, quantitative data tells you: hey, something’s going on, sales are falling. But it won’t give you any more information about why this is happening. To find out, you need to see what is happening on the page that makes the results drop. For this you need a qualitative analytics tool (e.g. [cux.io](https://cux.io/)). Thanks to such a tool, you will be able to use heatmaps and recordings of users’ visits, which will allow you to see negative events on the purchasing path, which may be preventing clients to complete transactions.

![Analyze qualitative data - cux.io](/uploads/3_2_4917699ff3.png)

## Look at different quality indicators {#look-at-different-quality-indicators}
### Build conversion funnels, analyze events, measure frustration

Since you already know that qualitative data is an indispensable element of web analytics, you should also know that it is worth to analyze all kinds of indicators. Start with conversion funnels. This is the basic measure that provides the most insight into your purchasing processes. It will allow you to examine each step of the purchase path and see the conversion at each stage. It will be the place that will alert you if something disturbing is happening.

Also remember to analyze all kinds of events (not just URL addresses) – scrolls, form filling, clicking on the checkboxes (e.g. when selecting consents). All this will give you an insight into whether the user interaction with the website is seamless or problematic.

Try not to also forget that, on the Internet, you can measure user’s frustration and check the level of anger based on the presence of indicators such as click reaction, content zooming or chaotic mouse movements. These measures, if they appear in the dashboards of quality tools, should be like a red light, a danger signal. These indicators mean that there is a brake in the shopping path. They may not only prevent the user from completing the purchase, but also prevent the user from returning to it due to the frustration they caused.

 

## See the bigger picture {#see-the-bigger-picture}
### Use different analysis tools

If you already know quantitative and qualitative analytics, remember that it is also important to look at your internet business holistically. Try to be up to date with what people say and write about you online. It is important to be able to react quickly to any image-related crises, before they affect your sales. You want to know about both negative and positive comments about your product – the latter will allow you to build long-term relationships based on customer satisfaction. To keep an eye on what is happening on the Internet, you can use tools such as [Brand24](https://brand24.pl/) or [Intercom](https://www.intercom.com/).

## Why you should invest in web analytics? {#why-you-should-invest-in-web-analytics}

As you can see, web analytics is not a piece of cake. It can be complex, complicated, sometimes even like an unsolved mystery, but if you just take a few moments and learn how to use it, it will turn out to be your best friend. Analytics will never lie to you, it will not color or beautify reality, and will always reveal the truth. Sometimes, it will be painfully honest, but it really is for your own good. Well-configured quantitative analytics, supplemented with qualitative data drawn from conversion funnels and frustration indicators, combined with information from online monitoring, will allow you to stay one step ahead of your competition, boost your sales and quickly prevent any crisis.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://cux.io/newsletter/).



Analytical-tips-and-tricks-2.png

Making the right business decisions is not always easy and can at times be a real headache. In order to make sure you do the right thing each time.

Making the right business decisions is not always easy and can at times be a real headache. In order to make sure you do the right thing each time, you need to have access to the right data, be able to read it correctly and to draw the right conclusions.