Using Google Analytics at Booking.com

Building a data-driven organization is a topic a lot of analytics and data science teams have to face in their everyday work. At Booking.com, this has been our priority from day one. But in an environment where there are internal tools collecting data and employees are empowered to leverage data sets, what role does Google Analytics play? How did we scale Google Analytics in a company with 17.000+ employees? We’ll touch upon these and some other challenges, opportunities and examples of our work with product teams by using Google Analytics at scale.