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Advanced Digital Analytics
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Harness the Power of Advanced Digital Analytics Training and Convert Data Into Profits!
Interactive marketing has exploded in popularity and usage, due in large part to its measurability. In fact, Forrester predicts that U.S. business will spend approximately $953 million on web analytics software in 2014, with an average compound growth rate of 17%.* At the same time, new research from Econsultancy and Lynchpin shows a shift from spending on technology (which decreased from 38% to 30%) to spending on internal staff (which increased from 42% to 53%)** — highlighting a growing need for trained analytics professionals.
Digital analytics tools make it possible to track everything from page hits to visitor demographics to advertising ROI. However, the key to success is not just obtaining accurate and plentiful data — it’s knowing how to use that information to your advantage. If you’re not making optimal use of your findings, it could be costing you money, customers and your competitive edge.
Advanced Digital Analytics goes beyond the platform. Not only will you learn what to measure and how to measure it, but you’ll also discover how to analyze the data and use it to optimize your website and campaigns.
Accomplished digital analytics experts provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized certificate course will equip you with the digital analytics training you need to leverage your metrics and maximize your marketing success!
Who Should Register?
This advanced analytics training course is ideal for marketing professionals and webmasters in agencies and corporate marketing departments. It is also essential for managers and executives who are responsible for setting goals and producing results, as well as for entrepreneurs seeking to optimize interactive marketing expenditures. Students may find it helpful to have some familiarity with basic web analytics tools, which are covered in the Advanced Professional Internet Marketing Certificate program.
What You’ll Learn
Overview, Foundations, and Concepts
- History of digital analytics
- Critical considerations for web analytics installations
- Key analytics and conversion-tracking concepts
- Overview of statistics and data sampling concepts
- Common analytics tools, types of measurement, analytical databases, data integrality, data governance
- Optimizing site performance and ROI functionality
- Learn the pros and cons of integrating third party data
- Learn how to identify and explain various report views based on the target audience
- Learn critical segmentation strategies for expert data analysis
- Gain an understanding the power and limitations of on-page analytics and on-site ads (CPM, CPC, CPA)
- Review the definitions of Visitors, Visits, and Interactions
- Understand the reason for call tracking, how to implement, and analyze call tracking data
- Learn how to measure Off Site Metrics: Online banner ads, Rich Media, Video, Print, Viral Marketing, Blogs
- Understand the challenges and alternatives to path analysis
- Assemble the key components of summary report types by target audience
- Review advanced mathematics necessary for statistical data
Advanced and Alternative Data Tracking Methods and Troubleshooting
- Learn when and why to extract data from Google and Bing Webmaster tools
- Explore the different methods for identifying causes of data spikes, peaks, and valleys
- Learn the important metrics related to predictive analytics, brand analytics, and customer service analytics
Social Media Analytics
- Explore the measurable aspects of social media, how to define goals, quantity, and quality
- Learn about Facebook Insights and how to apply the data from Facebook Insights
- Define A/B testing, Multivariate testing and learn how to differentiate between testing scenarios and software offerings
Using the Tools & Course Wrap Up
- Explore the pros and cons of Google Analytics, Site Catalyst, and WebTrends
- Learn the distinctions and overlap between analyst and technical roles
- Server-side example
- Gain insight into where web analytics is heading and learn how to stay current
* U.S Web Analytics Forecast, 2008 to 2014"; published on Forrester.com, May 27, 2009.
**Online Measurement and Strategy Report 2010"; published by Econsultancy, June 2010.
Advanced Digital Analytics
CALL TO REGISTER!