Quantitative or Qualitative approaches to measuring Digital Success?

When determining user and customer success, which methods are the best to use?

As a Data & Optimisation agency, we spend lots of time evaluating customer journeys, user behaviour and the audiences that sit behind them.

We use several quantitative methods to uncover data-driven insights, detailing touchpoints, common paths, multi-channel and multi-device funnels.

However, using tools such as HotJar adds colour to quantitative analysis. Qualitative data comes into its own for understanding the human response.

It's vital to use both quantitative and qualitative methods to determine user journeys.