|Date||29th November 2012 (9:30am – 4:30pm)|
|Venue||Etc Venues, Moorgate, London, United Kingdom|
About the course
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.
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.
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
- Summary and conclusions
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.