Today, nearly all businesses are using some form behavioral customer data to drive insight. There is a wide spectrum of sophistication emerging, from small businesses using basic website analytics to understand customer journeys, to SaaS businesses putting behavioral data in the heart of their product, processes and decision-making.

In this episode of the Orbit podcast Tim Harrison, a specialist in Hg's data science and analytics team, speaks with Yali Sassoon, co-founder at Snowplow Analytics – a business helping organisations to unlock value from rich customer data.