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.

Measuring Online Marketing 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.

As mentioned, the seminar will be intended for a non-technical audience. This seminar has been delivered through several branches of the UK Chartered Institute of Marketing and qualifies under their scheme as Continuing Professional Development.

SECTION 1 (30 min) – The Science

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 (1 hour) – The Business

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

Owning a Website – Measuring Performance

AUDIENCE: Anyone with managerial oversight of a web site.

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 (30 min) - The Science

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  (1 hour) - The Business

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?

Contact me if you are interested in these seminars or have a specific topic you need covered.