In this talk, Russell will explore the realities of customer journeys, challenge common misconceptions about customer behaviour, and highlight the role of attribution and lifetime value in identifying the key factors that drive performance, all with a fresh perspective on journey and funnel design.

Russell will go into details about the trials, tribulations, maths, complexities behind the scenes of building the tech.

In this talk Russell will show how the cost to acquire a conversion changes over time. This will be based on when customers were originally acquired, what they bought and much more.

ROI isn’t a static line in the sand. Analytics guides our constant strive for improvements. How can we change the conversation about the ROI of analytics for it to become a foundation for decision making.