ContentSquare makes its living by recording what users do on a website and then distilling it into insights, for such clients as Walmart, Tiffany and Unilever.
This week, the Paris-based firm is adding a new AI recognition algorithm that automatically learns about a site, turning the company into what it calls “a fully automated” provider of digital experience insights.
ContentSquare’s platform is used to determine, for instance, why users sign up in a form field less often when a buy button for a new product is added to the same page.
To acquire the user data, the Paris-based firm adds to the site’s header a tag which captures data from every page. When new elements like a form field are added to the page, the client would then have to configure the new page using ContentSquare’s dashboard.
CMO Efrat Ravid compared this approach to some tag management firms’, where new elements sometimes mean more tags as well as configuration. AI-based analytics has then been used by ContentSquare to deliver insights, such as whether the buy button was a factor in the lower sign-ups.
The company has launched this week a new AI-based recognition algorithm called Auto-Zone that does away with the need to configure a page in the dashboard, when new page elements like another image or a different button have been added.
Source: Marketing Land