Reconstructing the real path
How to stitch together sessions across devices and channels using identifiers you already collect, and what to do when identity resolution is incomplete, which it almost always is.
The problem with funnels
A funnel is a summary. It is not a map.
Awareness, consideration, decision. Most teams still report on customer behavior using this three-stage shape, or something close to it. It is easy to draw and easy to present in a meeting. It is also, in almost every case, a compression of something far more tangled: a customer who read a comparison article, left, came back through a search ad two weeks later, abandoned a form, opened an email they never asked for, and finally converted after a phone call. None of that fits neatly into a funnel stage.
This program does not try to make the funnel more detailed. It replaces the mental model entirely, starting from the data you already collect and working backward to the actual sequence of events.
Inside a session
Live sessions built around your own data, not a generic case study.
Each cohort works with anonymized exports from participants' own analytics setups. Instead of studying a hypothetical brand, you spend the sessions reconstructing paths from your own customers, using the tools and tags your team already has in place.
The circular window on this page is not decorative filler. It is the same idea the program teaches: what you see depends entirely on where you cut the frame.
Program structure
Four modules, built in sequence
Each module builds on data pulled apart in the previous one. Teams typically move through all four across a cohort, though the modules also stand on their own for teams that need a narrower focus.
Finding friction and drift
Methods for spotting the points where customers hesitate, backtrack, or disappear for weeks before returning, and how to tell a genuine drop-off from a data gap.
Attribution beyond last click
A working look at data-driven and position-based attribution models, their assumptions, and where each one quietly distorts the picture of what actually influenced a purchase.
Turning maps into decisions
Translating a journey map into changes a content calendar or media plan can actually use, so the analysis does not end as a diagram nobody revisits.
For teams ready to commit
Join the next cohort
Live, cohort-based training with your own data at the center of every session. Includes templates, worked examples, and direct feedback on your team's journey maps.
Get started
For teams still deciding
Look at the curriculum first
Not ready to book a cohort? Review the full module breakdown, the format, and what a typical week looks like before deciding if it fits your team.
Where to start
Who this is built for
Marketing teams that already track data but rarely look at it as a sequence
The program was designed for people who work with analytics platforms daily but have never been asked to reconstruct an individual path end to end. That includes several roles at once, usually within the same team.
- Marketing managers who report on funnel conversion but suspect the numbers hide more than they reveal
- Growth and performance marketers optimizing channels in isolation from one another
- CRM and lifecycle marketers trying to understand what happens between email touches
- Analysts asked to explain journey behavior with tools built for stage-based reporting
How the sessions run
Format, not theory
Sessions are built to be worked through with a laptop open, not watched passively. Below is roughly how one cohort week is structured.
Live working session
A two-hour session where the group works through one part of the journey together, using shared, anonymized data exports.
Workbook and templates
A written companion with the exact spreadsheet and query templates used in the session, adapted for common analytics platforms.
Feedback on your own map
Between sessions, teams apply what they learned to their own data and receive written feedback before the next call.
Reference materials
Recorded sessions and reference notes remain available afterward, so the material can be revisited when onboarding new team members.
A closer look
Inside past sessions
Common questions
Before you get in touch
Do we need a specific analytics platform to take part?
No single platform is required. The methods taught apply to most event-based analytics tools and CRM exports. Sessions focus on the underlying logic, not one vendor's interface.
How much data do we need to bring?
A few months of exportable session or event data is usually enough to practice the methods. Teams with thinner data still benefit, though some exercises will use anonymized reference data instead.
Is this only for large marketing teams?
The material is written for teams of any size, including a single marketer who also handles analytics. Group cohorts mix company sizes, which often adds useful contrast during discussions.
What happens after the four modules end?
Participants keep access to the recorded sessions and templates. Some teams choose to repeat modules with new starters or revisit the material when their tracking setup changes.