This talk is designed for anyone with experience analysing customer behaviour, who want to better understand the hidden paths their customers take.

In this talk, Stephen will explore how most conversations that drive buyer decisions happen in private channels often overlooked by traditional analytics.

He will show how to measure the real impact of dark social in the conversion path, why standard attribution tools miss these touchpoints, and how people actually share content.

Attendees will learn practical ways to estimate traffic and conversions from dark social, improve tracking without compromising privacy, and align reporting with how people truly discover and share content.