Jennifer Gaffney is the Director of Digital Marketing Services at Berkshire Hathaway Home Services California Properties, where she leads the company's digital strategy and trains agents in offices throughout San Diego, Orange County, Los Angeles, Ventura County and Santa Barbara. She also teaches a continuing education course on Web Analytics at the University of San Diego. Prior to relocating to San Diego, Jen lived in Baltimore, where she helped more than 100 companies of all sizes across many industries achieve their digital marketing goals.
Jen earned her BA in English from Shippensburg University in Pennsylvania. She is the former Trumpet Instructor for Baltimore's Marching Ravens, the largest musical organization in the NFL, and appeared on season 2 of Sports Jeopardy!
Outside of work, Jen cheers for the Baltimore Ravens and Orioles, loves to travel, watches a lot of HGTV, and destroys opponents at pub trivia.
Data Analytics: Investigations and Storytelling
by, Director, Digital Marketing Services, Berkshire Hathaway Home Services
Website analytics tools tell us what happened, but they don’t explain why it happened. The numbers don’t always speak as loudly as they could because they’re missing context – the piece of information that changes the reaction to your report from “So what?” to “I get it now!” This talk will take a data point from Google Analytics and pose a series of follow-up questions to weave a narrative that provides actionable business insights.