The full curriculum, module by module.
Five modules, delivered over five to seven weeks depending on cohort pace. Each one builds directly on the data prepared in the one before it.
Reconstructing the real path
The first module is about assembling a timeline. Participants take a raw event export and work through how to order touchpoints by session and identifier, deal with anonymous visits that later resolve into known customers, and decide how far back to look before a purchase is considered part of the same journey. This module also covers cross-device stitching at a practical level, including where it commonly fails.
Finding friction and drift
Once a path exists, the second module looks at where it breaks down. Participants learn to distinguish a real exit from a tracking gap, identify repeated return visits that signal hesitation rather than disinterest, and flag long gaps between touches that a funnel report would simply erase. The module closes with a short exercise mapping friction points across several real customer paths.
Attribution beyond last click
This module walks through several attribution approaches side by side, including linear, position-based, and data-driven models, using the same set of journeys reconstructed earlier. The goal is not to pick a single correct model. It is to understand what each model assumes, and where those assumptions quietly change which channel looks responsible for a conversion.
Segmenting journeys, not just customers
Not every customer takes a similar path. Module four introduces methods for grouping journeys by shape rather than by demographic segment, so a team can talk about a short, single-session path differently from a long, research-heavy one. This reframes many reporting conversations that previously treated all conversions as equivalent.
Turning maps into decisions
The final module is deliberately practical. Each participant leaves with a short document connecting specific findings from their own journey map to concrete changes: a content gap to fill, a channel worth reweighting, a step in the process that consistently causes drop-off. The module ends with peer review of these documents within the cohort.
Cohorts move at the speed of the slowest data source, not the calendar.
Some weeks stretch when a team's data needs extra cleaning before an exercise makes sense. That is treated as normal, not a delay to apologize for. The five modules above are typically spread across five to seven weeks rather than five, precisely to leave room for this.
Materials that outlast the cohort
By the end, most teams have a reusable spreadsheet template for path reconstruction, a short internal glossary for describing journey stages without relying on funnel language, and a working document connecting at least one finding to a planned change in campaigns or content. None of this requires ongoing access to any Hotilo tool. The templates are built to work in spreadsheet software your team already has.