Web Analytics

Benefits to you and your employer:

Benefits to your employer:

You will know how good data is generated and how this data can be used to improve your business performance.

By the end of this one-day training course you will understand:

• Basics of campaign reporting and web analytics
• Web analytics terminology
• How to ensure that your reports and analytics tools are correctly configured
• How to take the data and use it to improve the conversion rate of your website or the effectiveness of your campaigns

Benefits to you:

Are you drowning in reports that don’t make sense?

Do you have effectiveness reports that you don’t believe?

Are you under pressure to make your campaigns work harder?

If your online numbers don’t add up then this is the training course for you.

Who should attend:

The Web Analytics course is designed for those of you using web analytics data to make decisions based upon performance data, and if you are looking to get more from that data.

This will include:

• Marketing executives
• Account managers
• Marketing managers
• Digital executives
• Digital managers
• Analysts

Previous delegates include:

• Marketing Analyst (SAGE Publications)
• Senior Marketing Consultant (RBS Insurance)
• Marketing Manager (Nationwide Building Society)

Outline programme

The Web Analytics course is a one-day course designed to help you if you manage specific online channels or have responsibility for web site effectiveness.

Here is the programme outline for this course:

Getting good data – the key to success

• How to ensure your tools are set up correctly and that you are getting good data that you understand
• Understanding how the different numbers are generated, and how to spot when they are wrong
• How to deal with data from two sources that does not add up
• Deciding upon which numbers to trust – or at least understanding bias

Campaign improvement - using data to optimise campaign effectiveness

• The basic reporting methodology used to track campaigns and what it can / cannot tell you
• How consumers really interact with multiple campaigns, and the impact this has on tracking results
• Smarter techniques for campaign analysis that will show you what is / is not really working

Site improvement – converting more browsers into buyers

• Visits that don’t convert into sales / applications / bookings / leads are potentially a waste of your efforts. This session looks at how site effectiveness can be improved by using the data intelligently
• Understanding site visit metrics properly so that consumer behaviour can be correctly interpreted and corrective action worked out
• Learn how to segment data so that behaviour of key groups can be seen

How to create a reporting / analytics programme that will deliver results

• Turning theory into practical programs that actually work for your organisation
• Integration of web analytics data with usability research, surveys and other insight techniques to get a true
• Managing the people involved in optimisation programmes & avoiding the “knowing-doing gap” that paralyses many optimisation projects

Training course tutor

Matthew Tod is a Partner within the Consulting division of PwC, leading the company’s Digital Analytics and Optimisation team.

Prior to joining PwC, Matthew was CEO of Logan Tod & Co, Europe’s leading online performance and optimisation consultancy. PwC acquired Logan Tod & Co in March 2012 to spearhead its digital analytics growth and enhance its strategy and consumer offering.

Matthew has worked with many clients including ASDA, Argos, Debenhams, Sony, BSkyB, Vodfone, Sainsburys, Google, Shop Direct and Nestle. Before launching Logan Tod & Co in 2002, Matthew was Chief Executive at digital marketing agency Publicis NetWorks, London, a subsidiary of Publicis Groupe.

Matthew is also a course speaker for the IDM Diploma in Digital Marketing qualification and the IDM training course Complete Digital Marketing.

Guest speakers

Adrian Nash is the Head of Insight at Logan Tod & Co, where he is responsible for all insight techniques, including web analytics. Prior to joining Logan Tod & Co Adrian was at AKQA building and developing analytical tools to help companies like Sainsbury’s and Orange understand the impact of their online marketing activity.

John D'Arcy is the Practice Director at Analytics & Insights. He has helped clients measure and optimise their marketing communications for over 15 years and is an authority on web analytics, data visualisation and statistical modelling. He has used techniques such as segmentation; targeting and econometric modelling to drive increases in Marketing ROI in the media, technology, automotive, financial, and FMCG industries.

Delegate testimonials

"Extremely thorough and in-depth, with a high standard of speakers who are experts in their field. Great value for money."

Sarah Blackwell, Assistant Managing Director, That Company Called IF

"You will discover it's not only about Web Analytics, its much more than the web."

David Simeon, Internet Marketing Manger, Pitney Bowes International

"Great informative course, from the industry experts! "

Lee Parker, Digital Marketing Exec, Bedford College