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A/B testing has long been a cornerstone of digital optimization. But as customer journeys become more complex, knowing what happened is no longer enough. At Beyond the Split, marketing and technology leaders will explore the gap between surface-level data and genuine behavioural understanding, and what it takes to uncover the reasons behind customer decisions.

Knowing which version performs better is only part of the picture. As customer journeys grow more complex, understanding behaviour requires a closer look at what customers are doing, what they are looking for, and what may be influencing their decisions. Beyond the Split brings together leaders to rethink how we understand and act on customer behaviour.

A customer dropping off is easy to see. Understanding why they left is much harder. As digital journeys become more complex, businesses need to look beyond surface-level analytics to understand customer behaviour, hesitation, and intent. Join Beyond the Split to explore what comes next in understanding and acting on customer behaviour.

Static analytics can show you where a customer journey broke down. But they don't always reveal what the customer was feeling, hesitating over, or looking for in that moment. At Beyond the Split, explore the shift from simply identifying where customers drop off to developing a deeper understanding of why.

Knowing where a customer dropped off is only the beginning. The bigger question is why. What were they looking for? What made them hesitate? And what could have happened differently? At Beyond the Split, explore how the next generation of analytics approaches can help businesses move beyond surface-level data and toward genuine behavioural understanding.

MXP Sydney brings together product and data leaders to share the decisions, pivots, experiments and lessons behind real digital growth.