| Lecture # |
Subject Title |
| Week 1: |
Introduction to Advanced Analytics and
Measurement |
| Presenters: |
Jasme Bantens, BA, MA
Joe Laratro, BBA, MCSE, MCT, CCA
Anna Talerico, BA
|
| 1 |
Introduction to Advanced Web Analytics |
| 2 |
History of Web Analytics |
| 3 |
Web Analytics Installations and Considerations |
| 4 |
Analytics Providers |
| 5 |
Best Practices |
| 6 |
Analytics Concepts |
| 7 |
Conversion Tracking: The Conversion Funnel |
| 8 |
Conversion Tracking: Return on Investment |
| Week 2 |
Traditional Analytics Components |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Anna Talerico, BA
|
| 9 |
Visitors: User Variables |
| 10 |
Visitors: Site Interaction |
| 11 |
Traffic Sources: Direct Traffic and Referring Sites |
| 12 |
Traffic Sources: Paid Traffic |
| 13 |
Traffic Sources: Organic Traffic |
| 14 |
Content: Site Performance |
| 15 |
Goals: Paths, Funnels and Conversions |
| 16 |
ROI Functionality |
| Week 3: |
Google Analytics |
| Presenters: |
Joe Laratro, BBA,
MCSE, MCT, CCA
Anna Talerico, BA
|
| 17 |
Pros and Cons of Google Analytics |
| 18 |
Google Analytics Installation |
| 19 |
Profiles and Configurations |
| 20 |
AdWords Integration |
| 21 |
Goal and ROI Tracking |
| 22 |
Custom Segments |
| 23 |
Custom Reports |
| 24 |
Site Overlay, Maps and Motion Charts |
| Week 4: |
Analytics Tracking and E-Commerce |
| Presenters: |
Jasme Bantens, BA, MA
Joe Laratro, BBA, MCSE, MCT, CCA
Anna Talerico, BA
|
| 25 |
Measuring Framework and Establishing Goals |
| 26 |
Analyzing Goal Performance |
| 27 |
E-Commerce Installation: Order and Item Tracking |
| 28 |
E-Commerce Tracking: Visitors, Referrals and Content |
| 29 |
Using a Third-Party Server to Measure E-Commerce |
| 30 |
Communicating Reports From an External Point of View |
| 31 |
Communicating Reports From an Internal Point of View |
| 32 |
E-Commerce Optimization |
| Week 5: |
Measuring Off Site |
| Presenters: |
Jasme Bantens, BA, MA
Joe Laratro, BBA, MCSE, MCT, CCA |
| 33 |
Measuring Off-Site Metrics |
| 34 |
Email as a Channel and Test Approach |
| 35 |
Measuring Online Advertising |
| 36 |
Video Landscape and Measurement Considerations |
| 37 |
Social Media |
| 38 |
Blogs |
| 39 |
Viral Marketing |
| 40 |
Print Media: Media Channel and Appropriate Measures |
| Week 6: |
Analytics Reports |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 41 |
Report Views |
| 42 |
Report Types by Target Audience |
| 43 |
Setting Benchmarks |
| 44 |
Key Performance Indicators (KPIs) and Success Metrics |
| 45 |
Google Analytics Reports |
| 46 |
Executive Dashboard |
| 47 |
Google Analytics: Auto-Reports and Dashboards |
| 48 |
Interpreting Reports |
| Week 7: |
Advanced Analytics |
| Presenters: |
Jasme Bantens, BA, MA
Joe Laratro, BBA, MCSE, MCT, CCA
Anna Talerico, BA
|
| 49 |
Google Analytics: Custom Filters |
| 50 |
Google Analytics: Event Tracking |
| 51 |
Google Analytics: E-Commerce Tracking Over Multiple
Domains |
| 52 |
Google Analytics: Tagging Campaigns |
| 53 |
Technical Issues and Troubleshooting |
| 54 |
Using External Sources |
| 55 |
Omniture Features |
| 56 |
Testing: Landing Pages, Design and Website Optimizer |
| Week 8: |
Analytics Case Studies |
| Presenters: |
Joe Laratro, BBA, MCSE, MCT, CCA
Anna Talerico, BA
|
| 57 |
Installation |
| 58 |
E-Commerce Installation |
| 59 |
AdWords Reports |
| 60 |
Server-Side Example |
| 61 |
Visualizing Data to Drive Results |
| 62 |
Troubleshooting |
| 63 |
Analytics Report-Based Marketing Optimization |
| 64 |
Analytics Report-Based Design Optimization |
| 65 |
Course Conclusion |