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If you are to get the best results from digital marketing, leveraging digital insights is essential.
This course focuses on how to analyze and improve the efficiency and effectiveness of digital marketing. Measurement and metrics enable marketing professionals to justify budgets based on returns, and to drive organizational growth and innovation.
By analyzing digital visitor segments and behaviors, you’ll learn how to produce a plan to develop the most appropriate metrics, tools and digital marketing improvement process for your organization.
You will also take a deeper look at interpreting and acting on digital analytics data. You will learn how to manage conversions with practical examples on using digital analytics to gain insights on your visitors, visitor behavior, engagement and conversion goals.
This digital marketing analytics course will give you a working knowledge of the strategies, tools, technologies and data sources to improve results from your digital marketing through developing an integrated strategy and identifying KPIs to measure and improve your results.
You will know how to develop key performance indicators, and how to create a comprehensive measurement framework for your organization, including processes to ensure reports are analyzed and acted upon.
Discover how to drive acquisition and conversion optimization projects 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 and responsible for understanding customers through marketing analytics. You may be a marketing manager or agency account manager who needs to develop a plan to apply digital insights 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:
Learn a Digital Marketing & Measurement model to measure, analyze and act on results from diverse digital marketing channels to achieve your business goals
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
Demystify the digital analytics jargon
Understand the role of A/B and multivariate testing in improving conversions
Use filters, advanced segmentation, attribution modeling, goals & e-commerce tracking to define and improve conversions and marketing ROI
Use digital marketing analytics to plan and evaluate the effectiveness of acquisition, conversion and retention-marketing programmes
FREE 1 year Small Business Subscription (WORTH USD795 or RM2,500) for every course participant!
Econsultancy's Small Business Subscription (USD795/year) offers unparalleled access to Econsultancy’s rich resources of digital marketing reports, best practise and beginner's guides, stats, events, blogs and forums.
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
How to align marketing activities, strategies, and metrics with business goals
Use digital analytics to identify key digital channels and understand how they are driving positive ROI through the acquisition, conversion and retention customer lifecycles
Latest developments in using customer segmentation, real-time feedback and behavioural attribution analytics to identify the most profitable visitor segments
Summary and conclusions
Trainer, Econsultancy Asia
Ivan Wong is a Senior Trainer & Consultant at ClickAcademy Asia, a premier training and development academy for Asia's professional talents. Ivan has over 12 years of experience in Business Consulting, Search Engine Marketing, Conversion Management and Digital Analytics with deep experience across multiple verticals. He is a Qualified Google Adwords and Google Analytics individual, an external trainer for Groupm, ClickAcademy Asia and Google's Partners Program.
He was most recently Director of e-Commerce at Far East Hospitality, Singapore's largest operator of hotels & serviced residences. Prior to that, he was Head of Search & Operations at DGM Asia based in Singapore and has also held management positions in Web Analytics Asia, Hewlett-Packard Asia and Magnus Management Consultants.
He has delivered Digital Marketing consulting and training for leading brands and organizations including Econsultancy, TripAdvisor, CNNGo, AMEX, ANZ, HSBC, Nanyang Business School, Singapore Institute of Marketing, SingHealth, DeBeers, Club Med, Hyatt, M&C, WA Tourism, and CMC Markets Asia.