Google Analytics certainly provides us the opportunity to track everything on a website. But how can we take advantage of this opportunity, within such an enterprise, to drive change and improve the quality of the services it provides? Both online and offline. In this session we will go through the four major pylons of such an endeavor: Web & App optimization Data driven Design Integrated data from all sources

There is no shortage of guides and tutorials about how to track everything from videos to the weather (Thanks Simo!). There are very few examples of anyone actually using Google Analytics to take actions and drive change. In this session, I will share my favorite examples from landing page optimization, content ideas, to marrying qualitative with quantitative data. In addition, everyone talks about attribution, but rarely is anyone able to show why it matters for their business. I'll share quick examples to show how to start a meaningful conversation around attribution and show why it matters.