Leading businesses of all sizes, both startup and mature enterprises depend upon analytics to be successful. However, traditional analytics don't tell us the whole story of the customer journey. They do a great job of describing what customers do, but fall short in helping us discover and explain why they do it. Combining quantitative analytics with qualitative journey-based, insights gives businesses the insights they need to understand what motivates customer behaviors and desired outcomes. In this talk, Christopher Bevel, Owner, Bevelroom Consulting shares his tips for how to combine analytics with voice-of-customer insights to inform strategy. What is covered: Data to Insights: Why it is important to have different skillsets for combining quantitative ('what') and qualitative ('why') data for a more holistic set of insights Examples of combining digital analytics with VOC to inform business strategy and improve customer experiences. Bringing data to life through customer data stories