Experience analytics solutions vendor ClickFox is focusing on providing a wide view of customer behavior and the business drivers propelling it with the newly released version 6.4 of its Customer Experience Analytics (CEA) behavior recognition engine.

Taking the Customer Pulse

One of the most significant features of the latest edition of CEA is the ClickFox Pulse dashboard. Designed for clickthrough access, ClickFox says Pulse provides customized business summary views that visually display customer experience activities and allow multichannel tracking of key metrics.

Pulse also identifies business drivers of customer behavior, based on percentage change and volume of customers performing a specific activity, as well as the financial impact of the behavior.

According to ClickFox, other enhancements and new features included in CEA 6.4 include faster data consumption, prediction of when customers are taking an undesirable action, anomaly detection, and comparison of business outcome trends and customer segments across time and across unique customer timelines.

Breaking Down Big Data

ClickFox is promoting the latest upgrade to CEA as “democratizing access” to Big Data, that endless and constantly growing stream of customer data being made available from social media, blogs, mobile devices, automatic sensing technologies and other sources that were non-existent or far less widespread as recently as five years ago.

In September 2011, ClickFox attempted to improve its capabilities and reach in the Big Data analytics sector through a partnership with enterprise data warehousing provider Teradata, and now the experience analytics specialist is trying to boost its internal capacity for sifting through reams of Big Data to pull out nuggets of actionable information.

Despite the backlash against Big Data hype covered in CMSWire in February 2012, Big Data is an established issue of modern business, whether individual companies choose to recognize it as such (also noted in the same article).

By delving beneath the surface of Big Data to try and determine the business drivers behind those comments, such as capturing customer comments about a brand on Twitter, ClickFox appears to be making an entry into the “nanotargeting” subsector of the Big Data market.

As explained by CMSWire, nanotargeting is narrowing in on large trends to obtain actionable insights that can then be used to aid localized and even one-to-one marketing. For example, Hallmark created a loyalty program and provided customer data to local stores, which customized their marketing messages to meet the needs of their specific customers.

As a result, local promotions had up to a 250 percent lift over national mailings, and local promotion response rates rose 27 percent. Making Big Data small and revealing the impetus for small actions is going to soon become a competitive differentiator in mainstream business, hype or no hype.