Advanced Web Analytics
Harness the Power of Advanced Web Analytics Training and Convert Data Into Profits!
Interactive marketing has exploded in popularity and usage, due in large part to its measurability. Web analytics tools make it possible to track everything from page hits to visitor demographics to advertising ROI. However, the key to success is not just obtaining accurate and plentiful data — it’s knowing how to use that information to your advantage. If you’re not making optimal use of your findings, it could be costing you money, customers and your competitive edge.
New research from Econsultancy and Lynchpin shows a shift from spending on technology (which decreased from 45% to 38%) to spending on internal staff (which increased from 36% to 42%)* as more organizations realize that even the best data is meaningless without trained analytics professionals to interpret it.
Advanced Web Analytics goes beyond the platform and empowers your employees to master the discipline. Not only will they learn what to measure and how to measure it, but they’ll also discover how to analyze the data and use it to optimize your website and campaigns.
Accomplished analytics experts provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized course will equip your team with the web analytics training they need to leverage your metrics and maximize your marketing success!
Course Topics
Introduction to Advanced Analytics and Measurement
- History of Web Analytics
- Critical Considerations for Web Analytics Installations
- Overview of Web Analytics Providers
- Best Practices for Analytics
- Key Analytics and Conversion-Tracking Concepts
Traditional Analytics Components
- Vital Visitor Info: User Variables and Site Interaction
- Tracking Traffic Sources: Direct, Referring Sites, Paid and Organic
- Optimizing Site Performance and ROI Functionality
- Goal-Setting: Paths, Funnels and Conversions
Google Analytics
- Pros and Cons of Google Analytics
- Installations, Profiles and Configurations
- AdWords Integration and Goal/ROI Tracking
- Custom Segments and Reports
- Site Overlay, Maps and Motion Charts
Analytics Tracking and E-Commerce
- Analyzing Goal Performance
- Successful E-Commerce Installation and Tracking
- Alternative Ways to Measure E-Commerce
- Communicating Reports Externally and Internally
- E-Commerce Optimization
Measuring Off Site
- Off-Site Metrics: Top Tracking and Reporting Methods for Email, Online Advertising, Videos, Social Media, Blogs, Viral Marketing and Print Media
Analytics Reports
- Essential Reports for Webmasters, Marketers, Executives and Small-Business Owners
- Establishing Benchmarks, KPIs and Success Metrics
- Google Analytics: Auto-Reports and Dashboards
- Interpreting Web Analytics Reports
Advanced Analytics
- Google Analytics: Custom Filters, Event Tracking, E-Commerce Tracking Over Multiple Domains and Tagging Campaigns
- Top Troubleshooting Tips for Web Analytics
- Evaluating External Sources for Web Metrics: comScore, Nielsen and MRI
- Must-Know Omniture Features
- Testing: Landing Pages, Design and Website Optimizer
Analytics Case Studies
- Installations: Standard and E-Commerce
- AdWords Reports
- Server-Side Example
- Visualizing Data to Drive Results
- Troubleshooting
- Analytics Report-Based Marketing and Design Optimization
* “Online Measurement and Strategy Report 2009”; published by Econsultancy, June 2009.
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