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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 Mastering Analytics Intensive covers the full analytics journey from planning measurement and data collection through to the practicalities of analysing, optimising and predicting behaviour.
- Day 1 – Measure
-Multichannel data sources
-Key metric definitions and limitations
-Benchmarking conversion and engagement
-Objective and KPI setting
-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
- Day 2 – Interpret
-Digital analytics tools
-Data analytics ecosystem
Statistical and Financial Perspectives
-Eliminating red herrings
-Calculating NPV and ROI
Analysing Behavioural Data
-Filtering, drill-down, crosstab and sorting
-Funnel and pathing analysis
Campaign Analysis and Attribution
- Day 3 – Optimise & Predict
Test & Learn
-Planning and structuring tests
-Correlation and regression
-Segmentation and clustering algorithms
-Decision trees and artificial neural networks
Consolidation & Review
-Data analysis and presentation
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
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.
In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at firstname.lastname@example.org or 0207 970 4167 to find out more.
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.