Decibel Audio

About Decibel Audio

Decibel Insight, founded in 2013 by Ben Harris and Timothy de Paris, emerged as a key player in the digital experience analytics sector before its acquisition by Medallia in 2021 for $160 million. The company established itself by providing advanced analytics software designed to enhance online user experiences for major global brands. The firm's core offering was a sophisticated analytics platform that automatically identified and scored user experiences on websites and applications, highlighting issues that negatively impacted conversion rates, sales, and customer loyalty. Its technology provided a 'Digital Experience Score' (DXS) for every user session, enabling clients to quantify and prioritize the most critical experience issues.

Decibel's software offered detailed session replays and forensic tools that allowed businesses to understand the root cause of user friction, validate hypotheses, and implement effective solutions swiftly. This capability positioned the company as a valuable tool for marketing and IT teams aiming to optimize their digital assets. The client roster included prominent international companies such as Lego, Fidelity, and British Airways, demonstrating its applicability across various industries including retail, financial services, and travel. The business operated on a Software-as-a-Service (SaaS) model, generating revenue through subscriptions to its analytics platform.

The acquisition by Medallia, a leader in customer and employee experience management, represented a significant milestone. By integrating Decibel's digital experience analytics with its own comprehensive customer feedback and engagement platform, Medallia aimed to provide an unparalleled, holistic view of the customer journey, both online and offline. This strategic move allowed for the correlation of customer feedback with observed digital behavior, providing deeper insights into the 'why' behind online actions and solidifying its market position.