Johanna is an economist, specialized in data usage mainly through data collection, web analytics and attribution modeling.
Currently, she leads the data team as the Web Analytics, AdTech & Attribution Manager at Barceló Hotel Group.
She has been an active part in the digital transformation project of Barceló Hotel Group and believes that data fully exploited can be the biggest ally for maximizing the potential of digital marketing and to ultimately increase a company’s revenue through a deeper understanding of its users.
Despite this focus in revenue, she looks after data privacy and protection and keeps this as one of her pillars in her way of doing things.