With over two decades in digital marketing and Google Analytics consulting, Brian is recognised internationally as a Google Analytics expert that has helped shape the industry.

His best selling books have sold more than 100,000 copies and are used by students and professionals worldwide. As Google’s first Head of Web Analytics for Europe (2005-8), Brian built the pan-European team of product specialists. A legacy of that work was the online learning centre and test known as the GAIQ, which for 10+ years has been the certification for analysts.

Brian has also been a guest lecturer at University College London (MSc, “Web Economics”), Copenhagen University, and the Stockholm School of Economics.

Currently Brian is Director of Data Insights at Search Integration – a company specialising in helping organisations gain in-house “metrics understanding” using Google Analytics in combination with other business intelligence tools. He is the founder of the cloud-based Google Analytics audit tool: Verified Data.

As a keynote speaker, Brian presents his research and ideas on data quality and online privacy.

Talk:
Google Analytics and How to Avoid Bad Data
 
Abstract:
After leaving Google in 2008 I initially followed the customary consultancy path of helping enterprises achieve digital transformation – based on data of course. My goal was to provide smart insights and strategic advice that would significantly boost a business’s performance online. Good idea! However, despite my reputation I was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So I circled back and started systematically auditing Google Analytics setups in order to establish what level the data quality was at. This story brings together some of the extraordinary findings of my work, with results that are somewhat shocking. It also changed my career path…