Fullstory's Chief Marketing Officer Lindsay Bayuk shares how behavioral data revolutionizes customer understanding by revealing not just what customers do, but why they do it. Companies using AI extensively report twice the impact on user engagement and operational efficiency compared to cautious adopters.• Behavioral data captures user emotions through signals like "rage clicks" (5 successive clicks in 10 seconds)• Fullstory helps brands understand the "why" behind customer actions that traditional analytics miss• Companies extensively adopting AI see 2x impact on user engagement and operational efficiency• 80% of companies collect data, but only 25% say they use it effectively• Breaking down data silos and building data literacy creates competitive advantage• Real-time personalization based on behavioral signals produces measurable ROI• Pizza Hut achieved 6.5% transaction increase using Fullstory to optimize experiments• For marketers overwhelmed by technology: pick a few strategic areas rather than changing everything at once• AI should elevate human capabilities while solving real customer problems

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