British Airways, Lego and Tesco are among the companies that use Decibel’s platform to help convert online clicks into sales by gathering real-time intelligence on how consumers are responding to their websites and mobile apps. It uses AI and machine learning to evaluate “digital body language”, detecting feelings of confusion, frustration and engagement by monitoring how fast a mouse is moved. It also records which words people are reading, and other metrics that pinpoint the features that people enjoy and others that turn them off. Founded by Ben Harris, 44, and Timothy de Paris, 37, in 2014, the company grew sales to £5.4m last year.
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