COMPANY PROFILE

Decibel

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Visual analytics tool to improve website performance and conversions

London, United KingdomFounded 2012AI

Valuation $100–250M Last recorded · 2020

Revenue $10–50M Latest reported FY

Headcount <100 Current team size

Total funding $50–100M Disclosed equity funding

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About Decibel

Decibel, formerly known as Decibel Insight, operates as a digital experience analytics platform, providing businesses with tools to analyze and enhance their online customer interactions. The company was founded by Ben Harris and Timothy de Paris in 2013. The idea originated from Harris's digital agency, where they identified a gap in traditional analytics, which failed to explain the 'why' behind user actions. This led to the creation of their own technology, initially bootstrapping the venture before spinning it off as a separate entity. A significant milestone in the company's trajectory was its acquisition by Medallia, a prominent customer and employee experience firm, in March 2021 for approximately $160 million.

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The platform is designed for enterprise-level clients, including marketing teams and UX professionals, aiming to improve user experience and increase conversion rates. Revenue is generated through a Software-as-a-Service (SaaS) model, where clients subscribe to access the analytics suite. The core of Decibel's offering is its ability to capture and quantify user experiences on websites and applications. It moves beyond traditional metrics by providing qualitative insights into user behavior.

Decibel's product suite includes several key features. Session replay allows clients to watch video-style recordings of user sessions to see exactly how visitors interact with their digital properties. Heatmaps provide visual data on where users click, move their mouse, and scroll, highlighting areas of engagement and friction. The platform also offers detailed form analytics to identify issues with online forms that may lead to abandonment. A central component is the proprietary Digital Experience Score (DXS), an AI-powered metric that evaluates and benchmarks the quality of the user experience based on factors like frustration, engagement, and navigation. This allows businesses to automatically identify and prioritize problem areas that impact revenue and customer loyalty.

Source: Dealroom company data