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Overview

If you are to get the best results from your website, leveraging digital insight is essential. This course focuses on using web analytics and other data sources to improve results from your website through analysis of site visitor characteristics and behaviour.

You'll learn how to produce a plan to develop the most appropriate metrics, tools and digital marketing improvement process for your organisation.

Program

This web analytics course will give you a working knowledge of the tools, technologies and data sources to improve results from your website through analysing site visitor characteristics and behaviour. You'll know how to develop key performance indicators, and how to create a comprehensive measurement framework for your organisation, including processes to ensure reports are analysed and acted upon. Discover how to drive a conversion optimisation programme as well as how to use analytics to drive retention marketing strategies.

Course Requirements: Use of a laptop or tablet is optional.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is ideal for those involved in online marketing who have responsibility for understanding customers through web analytics. You may be a marketing manager or agency account manager who needs to develop a plan to apply digital insight to drive the business contribution from websites and e-marketing activities you are responsible for.

How will I benefit?

Upon completion of this course, you'll be able to:

  • Understand how to put together an effective web measurement programme
  • Define the right key performance indicators for your business
  • Learn about the use of different tools, services and technologies
  • Use analytics to plan and evaluate the effect of acquisition, conversion and retention-marketing programmes

What will I learn?

The course covers:

  • Why are we here?
  • A holistic approach to online business performance measurement
  • Main methods of assessing and measuring digital marketing effectiveness
    • Acquisition
    • Conversion
    • Retention
  • Summary and conclusions

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or +44 (0)207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.

Trainer


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Alastair Forsyth

Analyst, Lynchpin Analytics

Alastair has been working in data Analytics since 2010 at specialist Analytics consultancy Lynchpin. His background in management science underpins his approach to strategy, helping clients get the best from the data they have with a range of tools on the market including but not exclusilvly google and adobe.

Experience with a host of clients means Alastair is well placed to understand the analytics requirements of a variety of industry sectors and can draw on this knowledge when training.

He provides training privately for clients including Turner Broadcasting, Virgin Holidays, Lloyds TSB, LexisNexis and MTV.

Tutor for: Google Analytics , Web Measurement and Analytics