Masterclass: Advanced Analytics (3-days) Training


Develop your analytics strategy and gain practical skills in measurement, interpretation, optimisation and prediction.

The volume of data, analytics tools and different sources relevant to digital is ever-increasing and getting value from that data requires a focused and structured approach.

This three day course will arm you with the practical knowledge and skills you need to transform this wealth of data into increased performance and better strategic decisions. 

The Analytics Masterclass covers the full analytics journey from planning measurement and data collection through to the practicalities of analysing, optimising and predicting behaviour.

Econsultancy’s masterclasses are three-day programmes offering you a deep dive into specific digital disciplines. The intensives offer the practical training without the need for long term commitment.


  • Day 1 – Measure


-Analytics strategy

-Maturity model

-Multichannel data sources


-Key metric definitions and limitations

-Benchmarking conversion and engagement

-Objective and KPI setting

Measurement Frameworks

-Digital measurement frameworks

-Customer lifecycle frameworks

-Mapping personas for measurement

Digital Measurement Design

-Website and app process mapping

-Site search, filtering and facets

-Content, product and service taxonomy

-In-page events and rich media

-Tag management

  • Day 2 – Interpret 


-Digital analytics tools

-Data analytics ecosystem

Statistical and Financial Perspectives

-Statistical fundamentals

-Eliminating red herrings

-Calculating NPV and ROI

Analysing Behavioural Data

-Filtering, drill-down, crosstab and sorting

-Funnel and pathing analysis

-Behavioural segmentation

Campaign Analysis  and Attribution

-Multichannel analysis

-Campaign evaluation

-Attribution modelling

  • Day 3 – Optimise & Predict

Test & Learn

-Key principles

-Planning and structuring tests


-Forecasting methodologies

-Correlation and regression

-Cost/benefit analysis

Data Mining

-Segmentation and clustering algorithms

-Decision trees and artificial neural networks

-Commercial applications

Consolidation & Review

-Data analysis and presentation

-Masterclass actions

Course Requirements: Delegates will get the most benefit from the course if they bring a laptop for days 2 and 3.  If you would like one, please contact us to reserve a rental laptop at a cost of £50 + VAT per day. 

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.

What will I learn?

On completion of the Analytics Masterclass you will be able to:


- Understand what data is available and where it comes from

- Challenge business objectives and select relevant KPIs

- Establish and map broader stakeholder needs for measurement

- Design data capture to meet measurement requirements


- Select the best tool to use for a particular analytical task

- Establish when data is statistically valid

- Practice structured approaches to identify good and bad performance versus KPIs

- Evaluate multichannel performance across campaigns and channels

Optimise & Predict

- Plan a test and learn programme to improve performance

- Forecast future performance based on historical trends

- Identify patterns that can be used for predicting future behaviour

- Formulate and present data driven recommendations

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.

For more information, please get in touch with the team at or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

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.



Andrew Hood

Managing Director, Lynchpin Analytics

Andrew Hood cut his internet teeth in 1999, heading up technical operations of the largest global hotel website of the dotcom boom (, which subsequently sold to Sabre via OTC and

He then co-founded a B2B internet exchange in 2001, developed a return on investment tracking tool for search in 2003 and launched a marketing-friendly web analytics tool in 2004.

Andrew is currently Managing Director of Lynchpin, an independent analytics consultancy which he founded in 2005. He leads a multi-disciplinary team across client engagements including Experian, Canon, HSBC, Cartoon Network, Tesco Bank, Dyson, New Scientist and the Government Digital Service.

Tutor for: Masterclass: Advanced Analytics (3-days)