Innovation

Evan Kohn Contributor A digital marketing and customer experience leader, Evan Kohn is chief business officer at Pypestream, where he created PypePro, an AI onboarding methodology used by Fortune 500 firms. Companies have long relied on web analytics data like click rates, page views and session lengths to gain customer behavior insights.This method looks at how customers react to what is presented to them, reactions driven by design and copy. But traditional web analytics fail to capture customers’ desires accurately. While marketers are pushing into predictive analytics, what about the way companies foster broader customer experience (CX)? Leaders are increasingly