The WUA Digital Experience Platform is the dashboard that helps you optimize the digital customer experience (CX) of your website. But you obviously don't just pick out the most valuable data from complex CX research. That process isn't simple. After all, many different data types and sources are involved in CX research. That's why we use machine learning and AI at WUA. This way, we transform data into reliable and actionable insights. With the WUA Digital Experience Platform, you no longer need to sift through enormous amounts of data yourself. That's a thing of the past. Our AI tools provide you directly with the most important insights. This way, you make impactful optimizations faster, guided by powerful and advanced machine learning algorithms and AI. We're already very enthusiastic about AI's impact on our clients' CX. And that's while the technology continues to develop rapidly! We're therefore convinced that the best is yet to come.
AI helps distinguish good data from bad
The first stage where we use AI is data selection. This allows us to ensure data quality. We receive enormous amounts of data per study. Each of our studies uses data from more than 400 people. And the original group of respondents is even much larger.
However, it's essential for us to only use the best possible data, combined with the largest sample size. Therefore, we analyze every dataset with a custom-built machine learning algorithm. This isn't 'AI' as most people know it, but a very complex algorithm to determine the quality of each respondent with high accuracy. This smart algorithm detects when respondents drop out, cheat, or provide low-quality data. This way, we can exclude weak respondents and only high-quality data is included in the analysis. This data comes from more than 400 qualified respondents. And through data selection, you know for sure that you get insights with real value.
Connecting qualitative data with measurable insights
To get a clear picture of how customers experience your website, we capture their complete experience. The result is enormous amounts of information, including qualitative data from open responses. While these results tell a lot about the reasoning behind customer behavior, they also form a mountain of different types of data. The potential value of this is very high, but extracting that value from the mountain isn't simple. All this information needs to be read, analyzed, and understood.
Because of that enormous amount of data, we deploy specially developed machine learning algorithms that do the work for you. The algorithms automatically connect hard, quantitative data to topics and then match these with the qualitative, open responses from each study. By automatically labeling and categorizing hundreds of open responses in just a few seconds, complex qualitative data is transformed into something that's easy to understand.
How AI gives you clear priorities
The WUA Digital Experience Platform then uses two remarkable AI functions that transform your complex data into clear priorities for optimizing your CX. These are sentiment analysis and impact analysis. Both functions use a complex machine learning algorithm that analyzes responses. The algorithm finds connections between individual responses and larger market trends. The sentiment analysis measures whether the response is positive, negative, or neutral. The impact analysis is all about setting priorities. To understand which optimization has priority, our advanced algorithm calculates the conversion impact for each of the responses. It does this by looking at the entire market and measuring what result each topic ultimately delivers. Do competitors' websites perform better? Then the algorithm analyzes which topics this applies to. It calculates to what extent each topic influences the ultimate conversion. 
This is a complex task that you don't easily perform manually. Let alone that you can do this quickly as a human. However, AI and machine learning do it in the blink of an eye and with perfect accuracy. The result? You don't need to read hundreds of responses, make detailed notes, and categorize them into topics and sentiments. And you also don't need to map the connection with conversion yourself anymore. Our AI takes hours of work off your hands and simply gives you a summary of the most important data. Thanks to AI, hundreds of responses are automatically read, processed, summarized, and labeled. This way, you can understand enormous, complex datasets and your priorities quickly become clear.
A clear vision for the entire market
Thanks to the power of machine learning, complex, qualitative data is now linked to quantitative, hard data. Each response is linked to relevant topics (making them easier to analyze), and you immediately have insight into the average sentiment per topic and website. 
This is a gigantic task, making a machine learning model the only way to get these in-depth insights. We see that in all sectors, virtually always the same topics are in the top 10. However, their relevance can differ considerably per brand and sector. You therefore really need a clear picture of your position. For this, we use the best data model. Machine learning determines which model fits best, because this depends on the sector and the topics. You can also consider this process as an 'eye test for sharp vision' for our AI. We ensure this way that it's well-calibrated for the market.
Using the incredible potential of AI and machine learning
Data doesn't lie, but it can be difficult to get to the facts or transform them into a priority list. And here too, our advanced machine learning algorithms and AI can help you! Our algorithms quickly extract 'meaning' from hundreds of responses. Complex and varied data is placed in a clear overview to make connections between sentiment, topics, and conversion and give you insights and priorities. But this is just the beginning. We keep experimenting with new algorithms and methods, developing time-saving improvements and better insights. Some of these are already within reach. Such as mapping trends and their performance and integrating OpenAI and other language models to analyze responses even better. We're also working on a new way to cluster topics and developing ways to track and compare customer preferences. All these functions help you provide your customers with a better CX! And it doesn't stop there. Our future innovations build on the enormous amounts of market data we've collected over the past 12 years in every major sector. WUA has a treasure trove of data to train algorithms and discover trends. As humans, we could spend a lifetime trying to unravel these patterns, but machine learning and AI analyze this 'big data' within a few seconds to create incredible insights that help you win the market. Ultimately, WUA's focus is always directed at making CX optimization easier and saving time. Through the development of our powerful AI-driven insights and tools, we make this process faster and more effective than ever before. Let's dive right into the countless possibilities. Book a demo now and see how our platform helps you optimize your CX and capture a larger market share.
