189 - Behavior Patterns That Predict Conversion - with Keith Zubchevich

Funnels are comforting because they look orderly, but buying rarely is. Keith Zubchevich, President and CEO of Conviva, joins us to unpack what most digital analytics misses: the difference between tracking clicks and understanding intent. We dig into why two people can purchase the same product through completely different paths and why forcing everyone into a single “best journey” quietly hurts conversion. We get concrete with examples like the “research shopper” who bounces between review...