Short · 2026-09-29
The London heatmap tool that sold to Medallia for $160 million.
An enterprise heatmapping and session-replay tool listed from London, renamed Decibel in 2018 and bought by Medallia in March 2021.
Decibel Insight's listing made a narrow, confident pitch: it "helps marketers truly understand website behaviour beyond Analytics." The tool offered advanced heatmaps, visitor replays and behavioural insights, and the listing named its rivals outright. It set itself apart from Crazy Egg and ClickTale, it said, because it had been "built with enterprise businesses in mind." Browse pages carried the card from April 2015.
By March 2018 the London company had dropped half its name. Diginomica reported that Decibel Insight had become Decibel and introduced a Digital Experience Score, a single rating built from engagement, navigation, frustration, form and technical measures.
Three years later it had a buyer. On 4 March 2021, Medallia announced an agreement to acquire Decibel for about $160 million in cash, naming Ben Harris as its chief executive and co-founder. MarketScreener recorded the deal completing on 12 March 2021, at about $162.3 million, for a company still registered as Decibel Insight Limited.
The old domain now redirects to Medallia. Medallia's Digital Experience Analytics product offers heatmaps, session replays and a 0 to 10 Digital Experience Score built on the same five measures Decibel described in 2018. The page does not mention Decibel by name.