Start with the decision
Interesting patterns are not enough. Every analysis begins with what a team needs to decide differently.
Based in Kuching, working across Malaysia
We make behavioural data easier to question—and easier to act on.
Product analytics should create alignment.
Api Nodehub is an independent analytics practice focused on one difficult problem: turning many individual product actions into a truthful, useful picture of customer behaviour.
We work with product leaders, data teams and commercial stakeholders. Our role is part analyst, part facilitator—rigorous enough for technical scrutiny and clear enough for a planning meeting.
Working principles
Clear methods. Useful restraint.
Prefer interpretable work
Stakeholders should understand why a segment exists and what behaviour defines it.
Respect the person behind the event
We minimise data, avoid sensitive attributes where possible, and consider Malaysia's PDPA requirements.