If content is king, data is undoubtedly queen. Data analytics has transformed how businesses across the globe approach decision-making. Nowadays, no one lifts a finger before you show sufficient data to them.

Every organization strives to be data-driven, employing analytics everywhere – from websites to warehouses and production plants, crunching millions of numbers every day.

When it comes to user data, businesses collect information about what users do and where they do it. But it’s only been 10-15 years since organizations started paying attention to data that describes how and why users do what they do – the data about their behavior. And this data offers some unique insights.