Overview
Next intake: 31st October 2012
Application deadline 1 October 2012
Cost: £2450 (+ VAT)
The digital industry is much too complex and moves much too fast for any one person to stay ahead of every discipline. But employers need to hire people who can hit the ground running.
That's where the Econsultancy Digital Certificates come in. Whether you're looking to break into the industry, to sharpen a specific set of skills, accelerate your career or 'upskill' your team, you’ll find the fastest route to current best practice right here.
The programme delivers a challenging series of academically accredited courses, each covering a specific digital discipline. The emphasis is on practical skill development combined with rigorous academic understanding. You'll learn the most up-to-date strategies, tactics and technologies from top practitioners in a curriculum that combines face-to-face classes, distance learning and intensive on-the-job assignments.
Course Description and Schedule
Econsultancy is without doubt the premier learning and development resource for digital marketing and e-commerce people like you. Digital marketing offers an unparalleled opportunity to continuously optimise campaigns, content and processes based on effective data analysis, resulting in increased conversions. However, the sheer amount of data available can present a problem for marketers looking to make effective changes to their online activities
This certificate provides participants with the skills to select appropriate measures of success, drawing useful conclusions from the data available. It will explore the tools and methodologies available for data collection and analysis, and how the information can be applied to test approaches and increase conversion and retention rates. The certificate also pays specific attention to the integration of on and offline data to increase performance and examines the importance of a single customer view, segmentation and personalisation.
The course is taught over two modules (12 weeks each) and assessed via two written assignments. All training and tutorial days will be held in Manchester.
Module One: Online Management
Day One
- Introduction to web analytics
- Objectives, KPIs and metrics
- Measurement frameworks
- Competitor/market analysis
Day Two
- Implementation and basic configuration
- Mapping KPIs to reporting
- Analytics for online marketing
- Social media monitoring
Day Three
- KPI workshop
- Tagging workshop
- Campaign evaluation
- Module two: Optimisation
Module Two: Optimisation
Day One
- Funnel analysis
- Analysis for site content
- Advanced analysis
Day Two
- Automated testing
- Offline/online integration
- Taking a holistic view
Day Three
- Optimisation workshop
- Testing workshop
In addition to the teaching days, each module has two tutorial days at Manchester Metropolitan University
The Application Process
Application deadline for 2nd May intake is 26th March 2012.
Applications are open year round and applications for any given intake will be accepted up to four weeks before beginning the course. Successful applicants will be eligible to start any of the courses they qualify for providing the start date falls within 18 months of receiving the official offer letter. Speculative applications are welcome.
Contact us at training@econsultancy.com for an application form and full details of the course.
Learning Outcomes
Module One: Online Measurement
Upon completion of the module participants will;
- Understand the core web analytics metrics presented in standard reports, their origins and their limitations
- Establish clear high-level objectives for sites and major initiatives, and document the KPIs required
- Understand 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
Module Two: Optimisation
Upon completion of the module participants will;
- Identify the key stages in the conversion funnel and drive optimisation of completion rates at each stage
- Use appropriate engagement metrics and content analysis to feed qualified traffic into the funnel
- Isolate customer and prospect segments based on profile and behaviour to improve targeting
- Understand basic testing to improve content and user experience and increase conversion, retention and cross-sell
- Understand the impact of cross-channel customer activity and how on and offline data can be combined to increase performance
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.
