Digital Analytics Strategy

Issuing periodical reports is what is considered to be web analytics in many organisations. However, competing on analytics means cutting through big data volumes to uncover insights that enable real website performance improvement.

The Digital Analytics & Measurement course will equip you with the knowledge, tools and techniques to take your organisation from a reporting culture to a culture of data-driven improvement of the entire visitor experience and conversion process.

This training course is software independent and is equally relevant for users of Google Analytics, Adobe SiteCatalyst, Webtrends, Coremetrics or other web analytics solutions.


Defining  the web analytics playing field

  • What is web analytics ?
  • A holistic approach to web analytics : the 360° analysis of the digital visitor experience
  • The role and limitations of Javascript tracking and cookies
  • Cookie legislation
  • Web analytics terminology

How to implement web analytics in your organisation

  • Web Analytics Maturity self-assessment
  • The roadmap for web analytics implementation
  • Reasons why web analytics projects fail

Creating your own KPI dashboard

  • The RACE methodology for creating Internet Scorecards
  • Tracking your online campaigns and traffic channels (Reach)
  • Website content effectiveness and usability (Act)
  • Defining and monetising macro and micro conversions (Convert)
  • Customer loyalty and customer experience metrics (Engage)
  • Defining actionable key performance indicators
  • Creating automated KPI dashboards in Excel using API’s
  • Data visualization
  • Combining multiple data sources into one dashboard

Web analytics toolkit

  • Web analytics vendor landscape
  • A/B & multivariate testing: tools, process and examples
  • Easy Voice of Customer measurement: from implementation to insights
  • Tag management solutions: benefits and implementation
  • Attribution modelling: allocating success in a multi-channel environment

Social Media Analytics

  • Social media KPI models
  • Measuring social media using traditional web analytics tools
  • Using social media monitoring tools
  • Facebook Insights
  • Twitter Analytics
  • YouTube Analytics
  • LinkedIn Analytics
  • Pinterest Analytics

From data to insights

  • The importance of segmentation in web analytics
  • Traffic channel optimisation
  • Putting names to your visitors: identifying which companies and persons visit your website.
  • Visitor journey insights (click-path analysis)
  • Measuring the contribution of your content to conversion
  • Conversion funnel optimisation
  • Identifying cross-sell and up-sell opportunities