Most professionals accept that mastering the customer journey is a crucial task across industries for the modern marketer. In this presentation, Adrian will explain
- some of the simple methods to test and learn across customer journeys, such as A/B testing of the journey;
- through to more complex analyses such as algorithmic attribution that helps cut through the noise, to discover the truly successful journeys that exist
- and onwards to more complex algorithmic approaches, but ultimately more successful approaches based on the latest AI and ML techniques.
The presentation will be business focused, without diving too deep into the technical aspects of these approaches, though Q&A on that is welcomed.