How to bridge the gap between Quantitative Data and Qualitative Insights and find the why behind user behaviorIntroduction Digital experiences have changed dramatically in the last 20 years. From navigating static brochures to now highly dynamic and personalized products, users are involved in increasingly complex journeys. While this complexity allows digital builders to create incredible user experiences, it also makes capturing and understanding customer behavior more difficult. Without complete visibility into the user journey, digital leaders are left making assumptions about the real why behind the what of user behavior. When tools are siloed and data isn’t allowed to be contextualized, teams can easily miss out on key insights that can dramatically change the customer

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