Born and raised in Beijing, Mona obtained a bachelor’s degree in Global Business and a master’s degree in Business Psychology from the University of Worcester in England. She joined Webcertain in 2015, and was responsible for managing multilingual PPC campaigns across various search engines and countries. She then took an interest in conversion rate optimisation (CRO) as she is fascinated by the user behaviour insights digital marketing can provide. Her current focus is user behaviour analysis incorporating both qualitative and quantitative data, coding, and storytelling via data visualisation.