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.
Course Requirements: Use of a laptop or tablet is optional.
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
Director, Lynchpin Analytics Ltd
Steve Dalgleish is a director of Lynchpin Analytics Ltd and was integral in the company’s aim to become the UK’s best analytics agency. For over 12 years he has been helping companies with their online marketing and analytics including many blue chip clients such as: Royal Bank of Scotland, Cadbury, BSI, Turner Broadcasting, Standard Life, First Direct, HSBC and Thomas Cook to name a few.
Steve's online marketing career began in 1998 when he lead Scottish Power’s first foray into online marketing and analytics.
Steve has presented and spoken at many conferences on various digital topics. However, over the past few years, online analytics is where his digital focus lies. He also advises and trains companies to build their own in-house analytics teams.
Areas of Expertise: Google Analytics, Omniture, Online Marketing, Online Strategy and Consultation, Analytics Strategy & Implementation and E-commerce optimisation.
firstname.lastname@example.org; 0207 269 1470
Our Google Analytics - Optimising Your Site course is an ideal next step if you have basic knowledge of web analytics but are looking to apply Google Analytics for site conversion optimisation through advanced configuration and customisation of reports.