How to Create Actionable Insights from Marketing Data

Most teams are just wasting their time watching session replays. Why? Because not all session replays are equally valuable, and many don’t uncover the real insights you need. After 15 years of experience, here’s how to find insights that can transform your product: — 𝗛𝗼𝘄 𝘁𝗼 𝗘𝘅𝘁𝗿𝗮𝗰𝘁 𝗥𝗲𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗿𝗼𝗺 𝗦𝗲𝘀𝘀𝗶𝗼𝗻 𝗥𝗲𝗽𝗹𝗮𝘆𝘀 𝗧𝗵𝗲 𝗗𝗶𝗹𝗲𝗺𝗺𝗮: Too many teams pick random sessions, watch them from start to finish, and hope for meaningful insights. It’s like searching for a needle in a haystack. The fix? Start with trigger moments — specific user behaviors that reveal critical insights. ➔ The last session before a user churns. ➔ The journey that ended in a support ticket. ➔ The user who refreshed the page multiple times in frustration. Select five sessions with these triggers using powerful tools like @LogRocket. Focusing on a few key sessions will reveal patterns without overwhelming you with data. — 𝗧𝗵𝗲 𝗧𝗵𝗿𝗲𝗲-𝗣𝗮𝘀𝘀 𝗧𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲 Think of it like peeling back layers: each pass reveals more details. 𝗣𝗮𝘀𝘀 𝟭: Watch at double speed to capture the overall flow of the session. ➔ Identify key moments based on time spent and notable actions. ➔ Bookmark moments to explore in the next passes. 𝗣𝗮𝘀𝘀 𝟮: Slow down to normal speed, focusing on cursor movement and pauses. ➔ Observe cursor behavior for signs of hesitation or confusion. ➔ Watch for pauses or retracing steps as indicators of friction. 𝗣𝗮𝘀𝘀 𝟯: Zoom in on the bookmarked moments at half speed. ➔ Catch subtle signals of frustration, like extended hovering or near-miss clicks. ➔ These small moments often hold the key to understanding user pain points. — 𝗧𝗵𝗲 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝗮𝘁𝗶𝘃𝗲 + 𝗤𝘂𝗮𝗹𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 Metrics show the “what,” session replays help explain the “why.” 𝗦𝘁𝗲𝗽 𝟭: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗗𝗮𝘁𝗮 Gather essential metrics before diving into sessions. ➔ Focus on conversion rates, time on page, bounce rates, and support ticket volume. ➔ Look for spikes, unusual trends, or issues tied to specific devices. 𝗦𝘁𝗲𝗽 𝟮: 𝗖𝗿𝗲𝗮𝘁𝗲 𝗪𝗮𝘁𝗰𝗵 𝗟𝗶𝘀𝘁𝘀 𝗳𝗿𝗼𝗺 𝗗𝗮𝘁𝗮 Organize sessions based on success and failure metrics: ➔ 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗖𝗮𝘀𝗲𝘀: Top 10% of conversions, fastest completions, smoothest navigation. ➔ 𝗙𝗮𝗶𝗹𝘂𝗿𝗲 𝗖𝗮𝘀𝗲𝘀: Bottom 10% of conversions, abandonment points, error encounters. — 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗦𝗲𝘀𝘀𝗶𝗼𝗻 𝗥𝗲𝗽𝗹𝗮𝘆 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 Make session replays a regular part of your team’s workflow and follow these principles: ➔ Focus on one critical flow at first, then expand. ➔ Keep it routine. Fifteen minutes of focused sessions beats hours of unfocused watching. ➔ Keep rotating the responsibiliy and document everything. — Want to go deeper and get more out of your session replays without wasting time? Check the link in the comments!

Your website tells you who’s visiting. But do you know what they care about? You’re a multi-product company. Accounts visit your website daily, but all you see is a stream of clicks, page views, and scattered data points. You know who is engaging, but you have no clear insight into what they’re actually interested in. Your sales team is flying blind. Your marketing team is running generic campaigns. And potential buyers aren’t getting the right message at the right time. Most teams try to solve this with lead scoring—but scoring alone doesn’t tell you why an account is engaged or what specific product they care about. That’s where traditional solutions fail. With Interest Groups, Factors.ai consolidates scattered engagement signals into one clear, actionable insight based on what an account is actually interested in. Instead of pouring through raw data, you now get: 1. A consolidated view of an account’s engagement with specific products or features 2.⁠ ⁠Signals from blogs, videos, product pages, search keywords, and G2 intent data (all grouped automatically) 3.⁠ ⁠A single Interest Score showing how engaged an account is with a particular solution What this means for you: 1.⁠ ⁠Sales Teams Walk into every demo knowing exactly which product or feature a prospect cares about. No more generic pitches. Just precise, interest-driven conversations. 2.⁠ ⁠Marketing Teams Run hyper-personalized LinkedIn ads, nurture emails, and campaigns based on real engagement data. No more one-size-fits-all messaging. 3.⁠ ⁠Customer Success Teams Spot existing customers showing interest in products they don’t own yet (turning insights into upsell and cross-sell opportunities). For companies with multiple products or complex feature sets, this is a game-changer. 💡 Your accounts aren’t just "interested". They have specific needs. Interest Groups finally let you see what they are. Excited to see how this changes the way GTM teams operate. How are you currently identifying account interest? Would love to hear! #B2BMarketing #SalesIntelligence #AccountBasedMarketing #RevenueGrowth #GoToMarket