An Analytical Journey: Using Google to Improve Your Content Performance

If you want to be a data-driven communicator, knowing your way around Google Analytics, Ads, Data Studio and more is crucial. Here, you can gather the analytics necessary to defend budget requests and campaigns as well as better understanding your audiences and what’s working and what’s not. That’s especially important as consumers’ behaviors have shifted during COVID-19, with communicators across industries scrambling to catch up. In this session, Juliana Yamana, Head of Insights & Analytics for Google Brazil, will take you through the analytical journey and showcase the power of automation through Google’s tools, along with how they can better enhance your efforts.

You’ll learn: 

• Ways to discover what content, messages and campaigns are driving the most traffic and conversions
• How to select the best KPIs to track and report
• How Google Analytics can reveal information and behaviors about your target audience
• The media performance conversation path and how Google campaigns fit with overall PR and marketing strategies