Introductory Seminars on Web Analytics
Web analytics issues are not technically challenging or hard to understand if they are explained properly.
The following short seminars make web analytics accessible by any business person. While they are short, they have proven many times that they work. At the end of these seminars people leave with concrete things they know and can do.
Marketing – Measuring Online Activity
AUDIENCE: marketing professionals
The aim of this seminar is to enable marketing professionals who are not experts in the web to understand how to measure and assess the performance of the main streams of online marketing; click-through ads, search engine placement, affiliate sites, direct email, and directories and portals. In addition to these, of course, we must add the website itself. The seminar will be intended for a non-technical audience. This seminar was originally developed with for the UK Chartered Institute of Marketing under their Continuing Professional Development scheme.
SECTION 1 (1 hour) – The Science of Web Analytics
- Different mechanisms for measuring online marketing, their pros & cons.
- Counting web pages – why “hits” is meaningless, visits VS sessions, page views
- Counting people – unique vs repeat visitors, cookies and privacy, CPM, referrals
- Online Auditing – who does it, what it costs, what they audit, the differences between audited and genuine numbers
SECTION 2 (3 hours) – Assessing & Improving Digital Marketing Performance with Web Analytics
- How can you get these numbers?
- How often should you get them?
- Assessing performance – What do good and bad numbers look like?
- What can you do about it?
- Essential tips – how to avoid having sites banned, relevant industry trends, design for analysis
Sales – Measuring & Improving Website Sales Performance
AUDIENCE: Anyone with managerial oversight of a web site which sells online or takes sales enquiries.
The aim of this seminar is to enable business owners who are not experts in the web to understand how to measure and assess the performance of their website. Understanding your website’s performance need not be a complex process. This seminar will provide the 6-8 key performance indicators which will enable you to assess the performance of your site. In discussing these numbers, we will learn how to use them to work out what is and isn’t working in your site, and what to do about it. This seminar was initially developed for the UK’s Business Link, a government body which assists business start-up’s.
Part 1 (1 hour) – The Science of Selling Online
- Different mechanisms for measuring, their pros & cons.
- Counting pages – why “hits” is meaningless, visits VS sessions, page views
- Counting people – unique vs repeat visitors, cookies and privacy
- Counting cash – Online marketing and assessing ROI, sales analysis
Part 2 (4 hours) – Assessing and Improving Online Sales Performance
- Understanding the website as a sales pitch
- Resistance thresholds – how to assess and overcome sales resistance
- Which numbers do you need?
- How to focus on the key numbers and forget the rest.
- How can you get these numbers? How often should you get them?
- Assessing performance – What do good and bad numbers look like?
- What can you do about it?
Web Analytics Training Onsite
Formerly one of Microsoft’s senior trainers and with literally decades of experience, Brandt offers some of the best corporate training available.
Our courseware is up-to-date, innovative in approach, and designed to give you practical skills you can use immediately.
Customised On-Site Training
Do your people really need to spend a week learning everything there is to know about a topic, or could they be taught only what’s required for their job in three days? Trimming courses down to job requirements costs very little, or we can just as easily add additional material to bring in additional information required for a job, but not necessarily worth attending a full course for.
Training When You Need It
Our courses are available on demand, which means you get the training course you need when it suits you. We can deliver the class at your facilities, or we can provide facilities for you, at a location to suit. Good value if you have two students, this is the cheapest option on the market if you have three or more people to train.
Training Courses Available
- Introduction to Web Analytics
- Introduction to Google Analytics
- The Google Analytics API for programmers
- Custom Reporting in Google Analytics
- Data-driven marketing with Google Analytics
Student Feedback
“Well timed with enough one-to-one tutoring. The instructor communicates the ‘Big Picture’ with relevance to Ford. An excellent tutor.” – SW, Systems Programmer, Ford.
“[The course] greatly exceeded my expectations. I very much enjoyed the course material and the instructor.” – TSgt S.G, US Air Force.
“Very knowledgable instructor, fun to listen to.” – S.C., Senior Consultant, Microsoft.
“I thoroughly enjoyed the course and learnt a lot from it. Brandt is a very good instructor and makes the course interesting.” – A.P., Analyst Programmer, SmithKline Beacham Research Unit.
“The course was well delivered and the instructor showed a good knowledge of the topic.” – D.G., E-Commerce Manager, Baxter Healthcare.