From Data to Action: Using Web Analytics to Drive Results

Jeff Larson

Slide Deck


Jeff Larson is co-author of "Digital Marketing Essentials." He is an associate professor of marketing in the Marriott School of Business at Brigham Young University. His research has been published in the Journal of Marketing Research, Journal of Consumer Psychology, and other top research outlets and has been featured in the New York Times, the Wall Street Journal, NPR, Good Morning America, and CBS This Morning, among other national press outlets. He has five (!) children and no hobbies (did you see the five children part?).

Digital analytics is constantly changing, and Google’s recent introduction of Analytics 4 is one example of this change. Analytics 4, however, is not a straightforward upgrade of Universal Analytics — it represents a paradigm shift in website tracking and analysis. Jeff will provide an overview of both Analytics 4 and Universal Analytics, highlighting the strengths and capabilities of both platforms, while giving some suggestions for effective teaching on both platforms.