Behavioral data has been informing us throughout time immemorial in many different forms, as it allows us to understand the relationship between action and reaction. In today’s world, where ultra-connectivity and instantaneous feedback are ever present, it also becomes so much more important to not only have digital behavioral data but also to be able to trust it and use it effectively.
The current landscape
To varying degrees, every company holds behavioral data about their end users and/or employees. Still, it may not be structured for easy consumption by humans or AI, or it may be incomplete and thus provide an unreliable view of behavior.
This places users of a product into a scenario where their frustration or delight may go unnoticed until traditional channels are being utilized, but feedback surveys may only provide insight when it’s already too late to effect any meaningful change for the majority of users. Just like how the human body requires instant actionable information via the nervous system, so do our digital products and solutions so that potential harm can be remediated in a timely fashion and positive behavior can be reinforced.
How clean, structured, and trustworthy behavioral data help shape the future
Whether AI, humans, traditional software, or something in between, reliable data is vital. We as humans demand clean, structured, and trustworthy data on which to base our decisions; neural networks require the same so that we can trust their output, and traditional software solutions will only accept data that corresponds to the format required. So, no matter what you intend to support in the long run, having data that can be trusted and used is vital for innovation, progress, maintenance, and compliance.
However, reaching this ideal state can be a daunting task, especially when faced with the vast amount of data available. Without a clear understanding of the required data structure, it's easy to feel overwhelmed or opt for the path of least resistance. Yet, many companies have dedicated teams focused on structuring and refining data into a reliable foundation that underpins all their decisions and processes.
It is a challenging undertaking and quite often lies entirely with data engineering or data analyst teams who may not have the expert knowledge around all forms of behavioral data that a company may collect, or the data collection process is biased due to only specific data points being captured that may have been vital at one point but are now no longer sufficient.
How Fullstory can help
Fullstory’s approach forms the baseline for all your digital behavioral efforts as it won’t require constant instrumentation to ensure all potential data points needed are actually captured. It removes the unintentional bias introduced by only one team being responsible for deciding which data points genuinely matter. It is important to note that instrumentation is still powerful for unique data points that may only exist for your company. So, a healthy future would be Fullcapture combined with instrumentation around unique data points that matter to your teams and more on that later.
Having removed the constant burden of deciding what needs to be captured, Fullstory additionally moves the processing required for digital behavioral data to the server infrastructure instead of putting further strain on client devices. So, with Fullstory, you start with an unbiased baseline of digital behavioral data from which you can further enhance it in various ways without impacting client-side performance.
Fullstory’s Data Studio empowers your whole company to create clean, trusted and reliable behavioral data!
We’ve mentioned earlier that instrumentation adds additional value to Fullcapture’s baseline data, but traditionally, this may materialize in the form of client-side implementation, which Fullstory also fully supports. However, what if there is a different way? What if the hard work of your front-end teams can be effortlessly utilized to refine the behavioral data captured?
This is precisely what Fullstory’s provides. By harnessing server-side processing of the raw behavioral data stream, Fullstory allows its users to further structure the data by extracting properties from the underlying code of your digital experience. Through an easy-to-use UI, users can designate whether the displayed text of a child object should propagate to its parent container, so you always know which search result was most interacted with.
But it doesn’t stop there; element attributes can also be effortlessly extracted and used to structure the Fullcapture data, allowing you to benefit from the difficult task of your front-end teams in providing clean code. What this means, in essence, is that instead of asking your teams to implement additional front-end code or have it implemented by a third party, you can now achieve the same via Fullstory’s UI, so your teams can focus on crafting perfect digital experiences.
Now, the true power of Data Studio crystallizes when all business users are allowed to review the captured behavioral data and lend their expertise to finetune it by naming, combining, and extracting further information. Gone are the days when it’s up to data analysts or data engineers to make sense of various front-end experiences to ensure data stays relevant, trustworthy, and structured. Instead, it becomes part of the daily interaction with Fullstory and its Data Studio because any user can dive deeper into the data and structure it to their needs, further enhancing the overall quality of your behavioral data. Let your brightest minds in all departments help shape your data future by becoming data citizens, ensuring that your AI and innovation initiatives will always retain a human element and that everyone feels included in your company’s future.
Are you ready to take the next step in empowering your company to seize a better behavioral data future? Request a Fullstory demo today.
