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 reviews and the shopping cart. A review-page visit is just a fact; the looped behavior pattern is the meaning. Keith explains how Conviva collects every session event, computes thousands of consumer behavior patterns in real time, and groups them into archetypes and segments you can actually act on. That shift from top-down questioning to bottom-up pattern surfacing helps teams focus on the changes most likely to move high-intent customers forward, instead of over-investing time and data science effort for marginal gains.

We also challenge the hype around agentic AI. Agents do not fix vague data or “AI-washed” dashboards. They get smarter when they can pull from accurate, structured behavioral context and start the conversation where the user actually is. We talk UX personalization, context-aware agents, and where Conviva fits alongside tools like funnels, heatmaps, and session replay as teams push toward hyper-personalized digital experiences.

If you care about product-led growth, conversion rate optimization, real-time customer analytics, and building better AI-assisted UX, this one will sharpen how you think. Subscribe, share this with a product or growth friend, and leave us a review with the biggest analytics blind spot you want to fix next.