Follow up attendees and no-shows differently, because they need different things

Build a segment 'Recent webinar audience - last 14 days' capturing users registered for a webinar that has ended in the last 14 days. Includes both attendees and no-shows; the branching happens inside the journey via the attendance attribute.

Create an AI-derived attribute on the User object called 'last_webinar_attendance'. Computed at webinar_completed from webinar_attended events. Output: object with (a) webinar_id, (b) attended (boolean), (c) attendance_minutes, (d) engagement_score: composite of attendance duration + questions asked + poll responses, (e) topic of interest based on the webinar.

Generate two parallel email content paths. Attendees path: touch 1 (within 2 hours) thank-you + recording link + 2-3 key takeaways; touch 2 (3 days later) related content recommendation + book-a-meeting CTA; touch 3 (7 days later, if no engagement) AE outreach with personalized angle based on attendance signals. No-shows path: touch 1 (within 2 hours) 'sorry you missed it' + on-demand recording link; touch 2 (3 days later) objection-handling content (the most common reason for no-show is competing priorities — content positions on time-saving); touch 3 (7 days later, if engaged) next-webinar invite.

Build a branched journey wired to the webinar audience segment. Top-level split on last_webinar_attendance.attended: TRUE → attendee 3-touch path, FALSE → no-show 3-touch path. Both paths feed into the same exit conditions: meeting_scheduled, deal_created, or 14-day max duration. High-engagement attendees (engagement_score >= 70) get fast-tracked to AE-outreach task creation at touch 2 instead of touch 3.

Compose a webinar performance dashboard: registration-to-attendance rate, attendance-minutes distribution, post-webinar email engagement by path (attendee vs no-show), webinar-to-meeting conversion rate, and webinar-to-deal-created conversion rate (90 days). Break down by webinar topic and source channel (email vs paid vs organic). Surface the top 3 webinars by deal conversion (those are good rerun candidates).