Data analytics startup Fullstory Inc. says it wants to enhance the capabilities of artificial intelligence applications by providing them with the behavioral data they need to understand customer’s sentiments properly.

To do this, it has announced a new platform called Data Direct, which automates the collection, synchronization and cleaning of structured, AI-ready behavioral data that can be fed into any application. By doing this, it says it can provide companies with more insightful web and mobile sentiment signals, allowing them to adapt the way they engage with customers and, hopefully, enable more positive interactions.

Data Direct is said to transform the behavioral data pipeline by making this kind of information available as a direct, standalone data source that can easily be paired with AI systems, leading to enhanced customer personalization, forecasting and modeling.

Fullstory cites a study by McKinsey & Co., which shows the power of high-quality behavioral data. According to that study, organizations that can successfully leverage behavioral insights into their customers outperform those that do not by up to 85% in terms of sales growth, and more than 25% in terms of gross margin.

But Fullstory says the challenge lies in accessing this behavioral data. If it’s not comprehensive, companies will be left with incomplete customer profiles, and that means they struggle to personalize experiences effectively and make poor decisions, the startup claims.

Data Direct captures digital behavioral data and sends it directly to the user’s technology stack, so they can put it to work wherever it’s needed, the company said. This information is captured automatically before being indexed and semantically structured, Pre-built integrations with Google BigQuery, Snowflake, RedShift and Amazon S3 then make it extensible to any almost system, including customer-focused generative AI models.

Fullstory claims it’s offering the simplest way for companies to access comprehensive and accurate behavioral insights into their customers, eliminating the need to instrument data collection tools, analyze its origination, fix incorrect or incompetent data and reformat it so it can be put to use.

“We’re seeing companies that have viewed themselves as customer-centric realize that they have significant blind spots when it comes to actually understanding their customers,” said Fullstory Chief Executive Scott Voigt. “What they are missing is only available through comprehensive first-party behavioral data, and Data Direct provides countless ways to take advantage of this rich data source.”

Image: Full Story