In today's episode, we're joined by Michael Loban, Chief Growth Officer at InfoTrust as we discuss the topic of understanding the 'why' behind user behaviour - and how to influence it!In this episode we discuss:Why storytelling skills are key in turning insights into actionsCommon pitfalls to avoid when trying to understand user behaviourQuestions to ask yourself before investing in analytics softwareHow to build your storytelling narrativeHow using influence quadrants can help you to understand the necessary actions to encourage specific user behavioursFrameworks, resources and tools that can help you on your journeyReferenced on this episode:Peter Fader: https://twitter.com/faderpMichael speaking on building narratives and creating influence quadrants: https://www.youtube.com/watch?v=LrxJjluJKTwAdam Grant: adamgrant.netLooker: https://looker.com/QuantumMetric: https://www.quantummetric.com/Never Split the Difference by Chris Voss: https://amzn.to/3c7x706Michael Bernoff: https://michaelbernoff.com/CONNECT WITH MICHAEL / INFOTRUSThttps://infotrust.com/https://www.linkedin.com/in/mloban/CONNECT WITH SCOTT:scott.colenutt@sitevisibility.comhttps://www.linkedin.com/in/scottcolenuttCONNECT WITH SITEVISIBILITY:https://www.sitevisibility.co.uk/https://www.youtube.com/user/SiteVisibilityhttps://twitter.com/sitevisibilityhttps://www.facebook.com/SiteVisibilityhttp://instagram.com/sitevisibilityFor all show ideas, guest recommendations and feedback email marketing@sitevisibility.com See acast.com/privacy for privacy and opt-out information.