Qualitative vs. quantitative data analysis? Today we are talking with Scott Voigt, co-founder and CEO of Fullstory about how qualitative data analysis helps you to drive conversions. Scott tells us why a solid data basis is so important for optimizing websites or apps and how a digital experience intelligence platform can help you optimize your conversion rate. He also talks about current trends in customer journey optimization.

Of course, we asked Scott for book recommendations - here are his tips:

• Working Backwards, Colin Bryar, Bill Carr 
• Who: The A Method for Hiring, von Geoff Smart, Randy Street