Gerry White

Data, the use and abuse of it

Level: Advanced

We are all data driven, we all say we use data to inform our decisions but are we using it right, are we mis-interpreting it do we value data that is meaningless because we aren't applying it right - if we are being data driven we need to make sure we are getting the right data as accurately as possible. Let us figure out what the right questions we should be asking and if the data really provides this. This is tool agnostic, but it will talk about how you can slice and dice it in Looker Studio (new name for Google Data Studio) as well as showing why data in tools such as Google Analytics can sometimes be corrupted.

Gerry White has been in the industry for 20+ years, with a background in development he transitioned to technical marketing leading on SEO, analytics and digital growth strategies for companies, agencies, the government and corporations such as the BBC.

In the past few years Gerry has spoken at conferences around the globe including Paris, Germany, USA and of course the UK. A regular judge for awards such as the UK Search Awards, Growth Awards and E-Commerce Awards and was the Technical SEO Lead for Just Eat a FTSE 100 company in 12 markets as well as consulting for other e-commerce brands. Gerry was the SEO Director for Rise at Seven from 2020 to 2021 when they grew from 15 to 115 people before returning client side as the Head of SEO at Oda an international supermarket with a head office in Norway.