Most marketing reports include information on how the user arrives, where they landed, and where they converted, but often miss out on the important data in the messy middle. Understanding this middle section is the key to unlocking true user insights, yet standard reporting rarely gives you the whole picture.

In this practical session, Katie New of Varn will dive into the art of user journey analysis. Katie will explore how her team takes user journey data and transforms it into clear, insightful narratives that go far beyond standard, out-of-the-box marketing dashboards. This talk focuses heavily on the creative and analytical side of reporting as Katie shares interesting, innovative ways to visualise user journey data to uncover the real stories behind how people interact with your site. You will learn how to look at complex user paths through a marketer’s lens, spot hidden friction points, and present your findings in a way that stakeholders instantly understand.

The talk is ideal for digital marketers, SEO managers and data analysts who want to look beyond surface-level metrics and truly understand how users interact with their site. If you want to stop guessing what happens between the first and last click and start finding real insights in the middle, this talk will show you how.

Three answer engines now sit between brands and their customers: ChatGPT, Google AI Mode, and Claude. Each one picks its sources differently, and most brands are optimizing for assumptions that don't hold.
This session breaks down how each engine actually chooses what to cite, based on a dataset of real AI search results built at Profound. You'll see why Claude is the most predictable engine to win and the one almost everyone overlooks, what changed when ChatGPT opened its ads to self-serve, and how Google AI Mode reads a page differently depending on whether you're asking about a place or a product. The takeaway is practical: what to change on your pages so a model reads you cleanly and names you in the answer.