Barbara Pezzi, Director Webmarketing & Ecommerce, Swissotel - Web Analytics: Beyond Clickstream
Barbara shared her views on the importance of web analytics and why there needs to be a shift away from reading data to taking action. She shared success stories on how taking action helped increase bookings and revenues through her online booking systems. Deciding on what action to take would have been difficult without any supporting data, and that's why she made it her first priority to add web analytics to her website.
