Masterclass: Analytics and Optimisation Training

Date	9:30am 26th March – 4:30pm March 28 2013
Venue	Econsultancy London, London, United Kingdom
Trainer	Andrew Hood
Duration	3 days
Cost	$2,295.00

About the course

Overview

The sheer amount of data available to online businesses can be overwhelming, but identifying the right metrics and consistently analyzing them will give you the insights you need to continuously improve performance.

This three day course provides hands on practical training in selecting interpreting data, setting effective key performance indicators and using various tools and technology to extract the data you need to effectively measure your business.

Econsultancy’s Masterclasses are three-day intensive programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the masterclasses offer the practical training without the need for long term commitment.

Masterclasses:

Are led by practitioner trainers
Include access to resources to support the training
Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training
Lead to an Econsultancy certificate of completion
Offer delegates the opportunity to ‘upgrade’ to an academic qualification where demand is high enough

Program

Day one:

Introduction to web analytics

Web analytics – a brief history
Analytics as a business process
Where online data comes from and the limitations

Objectives, KPIs and metrics

Key web analytics jargon
Setting online objectives and KPIs
Dealing with accuracy and data discrepancies

Measurement frameworks

Measurement across the customer lifecycle
Structured frameworks
Persona-based frameworks

Competitor/market analysis

Where the data comes from and the limitations
Panel versus ISP versus ad network tools
Identifying opportunities and gaps in the market

Day two

Introduction to web analytics tools

Summary of key players in the market
Key criteria in tool selection
Planning implementation to give the desired results

Implementation and basic configuration

Getting basic data – how the tools work
Measuring conversions and commerce value
Measuring marketing campaigns

Mapping KPIs to reporting

Translating a KPI brief to a web analytics tool
Where to look for the key results
Practical examples of interpretation/application

Analytics for online marketing

Tracking different online marketing channels (e.g. display, search, affiliate)
Benchmarking campaign performance
Segmentation and optimisation strategies

Social media monitoring

Challenges in monitoring social media: filtering, classification and sentiment
KPIs for buzz/reputation
Building a monitoring framework

Day three:

KPI workshop

Guided group exercise to establish measurement framework (case study site)

Tagging workshop

Guided group exercise to work through generation of a data collection brief (case study site)

Campaign evaluation

Group appraisal of campaign performance and presentation of recommendations

Who should attend?

Masterclasses are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.

They are also ideal for teams embarking on a new project where it’s important everyone approaches the work with a thorough understanding.

What will I learn?

Learning outcomes:

Interpret the core web analytics metrics presented in standard reports, their origins and their limitations
Structure clear high-level objectives for sites and major initiatives and document KPIs required
Evaluate the strengths and weaknesses of different analytics and testing tools and select the appropriate toolsets for increasing performance in different contexts
Identify and specify the data points to be captured to enable effective analysis for a given site, and understand the technical dependencies
Track and segment campaign performance based on conversion, revenue, cost and return on investment

Trainer

Andrew Hood

Managing Director, Lynchpin Analytics

Andrew Hood is founder and managing director of Lynchpin, a web analytics consultancy with clients including Experian, Vodafone, Cadbury, HMV and The Guardian.

Andrew's marketing career began in 1999 at All-Hotels.com, where he developed the systems that led to All-Hotels becoming one of the biggest e-commerce sites in Scotland, selling for £1.425m in 2002 to Online Travel Corporation, now owned by Lastminute.com.

He then joined search company ambergreen, where he developed one of the first online return on investment tracking systems, for the emerging online marketing sector. In 2005 he launched Lynchpin as an independent web analytics business.