About

Krista Seiden is an experienced leader in the digital analytics industry living and working in the SF Bay Area. She has led analytics & optimization at companies such as Adobe, The Apollo Group, and most recently at Google. During this time she has become an expert in analytics & optimization methodology, toolsets, and steering organizational mindset.

Currently, she works as the Analytics Advocate for the Google Analytics 360 Suite covering Google Analytics, Google Optimize, Data Studio, Attribution, and Google Tag Manager. She also works as a part time Product Manager for Google Analytics. Prior to this role, Krista led web analytics, reporting, testing, and optimization for the Enterprise Marketing team (now the GSuite team). In that role, she worked hard to build a culture of testing & optimization within Google’s Enterprise group, along the way building an internal testing platform, gaining resources by showing significant wins, and expanding testing efforts by more than 15-fold in just a few quarters. Krista joined Google from the Apollo Group where she worked as a product analyst responsible for mobile and social analytics. Prior to Apollo, Krista worked as a web analytics manager at Adobe Systems for their Acrobat Services Group. While there she also helped lay the foundation for Adobe’s social analytics tool.

She is experienced in many areas across digital marketing, including web analytics, social analytics, and mobile analytics. Her tool skillset includes Omniture, Google Analytics, Business Objects, Microstrategy, and Tableau.

Krista is a frequent speaker for analytics & optimization and is active in the digital analytics community, including holding a position as co-chair for the San Francisco chapter of the Digital Analytics Association (DAA) as well as volunteering as a mentor for the Analysis Exchange. In 2014 Krista was awarded the ‘Digital Analytics Rising Star’ award and in 2015 she was awarded the ‘Practitioner of the Year’ award by the DAA for her industry participation and significant business impact.

Krista also enjoys blogging and tweeting in her spare time – you can find her at www.kristaseiden.com or follow her on twitter @kristaseiden. Occasionally you will also see her guest posts on the Official Google Analytics blog or other industry publications. When she’s not working, blogging, or tweeting Krista enjoys living an active, healthy lifestyle and traveling to far off destinations. She holds a B.A. in Economics and Political Science from the University of California, Berkeley.

If you would like to get in touch with Krista for potential speaking opportunities, please visit the speaking and contact page.

*The posts on this blog represent Krista’s personal thoughts and experiences and in no way speak on behalf of Google or the Google Analytics team*