
… what you want to know. Those aggregated splotches obscure the very thing that was interacted with. You have to read the heat map tea leaves and interpret the splotches to figure out what you think the users were interacting with. What button, link, or control does that blob correspond to?
…ms of intelligence are the new moats. What is a system of intelligence and why is it so defensible? What makes a system of intelligence valuable is that it typically crosses multiple data sets, multiple systems of record. One example is an application that combines web analytics with customer data and social data to predict end user behavior, churn, LTV, or just serve more timely content. You can build intelligence on a single data source …