Your digital marketing is only as effective as the analytical insights derived from online activities.This Web Analytics Module guides you through web analytics and other data sources to better understand site visitor characteristics and behaviour. You will understand the most important and appropriate metrics and how to use them improve your digital activities.This is a very interactive, practical module which will help you to understand how to get the most from you website analytics. We explain how to get actionable insights from the traffic to your site, which you can then use to improve design and optimise your traffic. You will then be in a position to identify areas that require improvement and you’ll be able to measure the impact of changes implemented.

Your lecturer is Joanne Casey who is Head of Search & Analytics with Omnicon Media Group.  More details are available on her LinkedIn profile.

Sample Video #1 - Google Analytics

Click on the image to see a sample video for this email marketing course

Course Overview

Google Analytics has revolutionized how we measure traffic through our web sites, from understanding where our visitors come from through to providing detailed analysis on our online financial transactions.  Successful organisations today are leveraging the power of web analytics to realize the full potential of their web sites, developing and maintaining deeper client relationships that create measurable value to the business. In this course you will be introduced to key concepts, tools, techniques and practices of web analytics using Google Analytics.

Objectives & Outcomes

After attending this course, participants will have a clear understanding of how to measure and monitor their online traffic.  Using this information, you should be able to update your marketing campaigns to drive increased traffic to your business.

Sample Video #1 - Google Analytics and Traffic Measurement

Click on the image to see a sample video for this email marketing course

Course Topics

• Understand the benefits of using website analytics
• Recognise and use the data provided by web analytics packages
• Google Analytics Interface
• Reports
• Analytics Terminology
• Implement, configure and use Google Analytics
• Use web analytics to implement improvements to your website Key
• Performance Indicators (KPIs), why they are important
• Key tools and diagnostics based on different web site objectives

Who Should Attend

This course will be highly relevant to anybody with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.