An Analytical Journey: Using Google to Improve Your Content Performance

Already a member? Watch now
Presented By: 

The full content of this page is available to members only.

What You’ll Learn:: 
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
November 2020

unilimited access
to all videos

per year
Presenter bio: 

Juliana Yamana is Head of Insights & Analytics for Google Brazil, with a huge focus on measurement and business analytics. She has been in the technology market for more than 17 years, and prior to Google, Yamana helped to develop the mobile phone market in Brazil while working for Samsung and Nokia in several areas as business intelligence, strategy, finance and controlling, and logistics and supply. Yamana has a degree in Public Administration from EAESP-FGV, a postgraduate degree in Business from Insper, and executive education in topics like Innovation and Data Science at the University of California, Berkeley, Haas School of Business, Entrepreneurship in Emerging Markets at Harvard, Digital Disruption at London Business School and Human Behavior at Hyper Island.