This is a recording of a talk given at the virtual International Search Summit Global 2020. Data and analytics. It is the piece needed to judge if your website, local and international advertising campaigns, landing page or business listing are reaching, engaging and converting your potential audience. After you do the basics for setting up Google Analytics, are you doing anything with that data? How do you turn data from numbers into a necessary tool to show value and help make business decisions, especially at a global scale? In this session, Colleen provides a starting point for anyone in digital who wants to tackle local and global data. Learn all the practical steps to leverage data and streamline processes.