TEN-2526-043 (PA2023) Digital Tracking Tool

Description

The Creative Services and operational design teams are currently undertaking a strategic redesign and optimisation of the Nest website. While multiple data sources currently inform decision-making, a critical gap remains in understanding user behaviour—specifically the "why" behind online actions. To address this, we require enhanced behavioural insights to better analyse user journeys, funnel performance, and content engagement. The tool will enable us to capture and interpret visual understanding of how users interact with the website, to optimise journeys and improve engagement. Ideally, we are looking for a tool that will offer the following: Visual behavioural insights Support session-level replay and heatmapping Journey-level behavioural analysis across pages and devices. Friction and drop-off diagnostics at interaction level Integration with existing analytics and experimentation tools (e.g., Google Analytics, Kameleon, A/B testing platforms) The tool will support the Strategic Refresh of the Website and Journey Optimisation; we are looking to implement a digital experience analytics platform that goes beyond traditional web analytics. This tool will empower teams with granular, user-level insights to drive smarter decisions, reduce friction, and improve conversion across key journeys.

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