There are disclosed marketing analytics apparatus and processes. There is a data store of interactions between a plurality of customers and one or more vendors over a plurality of channels. Pathing and attribution of these interactions may be obtained as marketing analytics. Pathing may be obtained in part with a match programming statement which identifies all of the paths in the data store matching criteria specified in the match programming statement. Pathing may be obtained in part with a split programming statement which splits all of the journeys in the data store into paths. After pathing, an attribution pathing statement may be used to attribute conversions to other events.