Data is everywhere. The trick is knowing what to do with it to drive successful customer outcomes. Kevin Hartman, Director of Google Analytics, shares insights on the art of finding and interpreting the right customer data.


Kevin Hartman

Kevin Hartman

Kevin Hartman is a devoted and artistic practitioner of data. He believes data must do more than simply supply insights that motivate creative thought. Rather, data must express insights in ways that are just as creative as the ideas they inspire.

As Director Of Analytics for Google’s Consumer, Government & Entertainment sector, Kevin and his team partner with major advertisers, creative agencies, and media companies to develop digital solutions that build businesses and brands. His approach mixes science and art to deliver inventive, fact-based strategies that reduce uncertainty and increase effectiveness in the marketing and advertising programs they create.

His book Digital Marketing Analytics: In Theory and in Practice was released in 2020. It provides the context, perspective, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more.

The Door Study

We reference “The Door Study” in the episode, an example Kevin includes in his book to illustrate the effects of cognitive load. You can see video excerpts from the study here.


The Customer Class theme (Face of Pain) is by Michael Charles Smith

All tracks licensed through Marmoset Music.