Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Digital marketing has a built-in accountability which marketers are increasingly being asked to provide. However, digital metrics can be a bit of a minefield for the uninitiated. It has its own terminology, technology, principles, policies, processes, procedures and metrics, and there’s hundreds/thousands of consultants/consultancies out there willing, if not able, to give help in this ‘highly specialised’ field, for a fee of course.

The good news is that with a bit of guidance, you can – and indeed should – be doing most, if not all, of this yourself!

The purpose of this course:

This workshop is designed to give you the fundamentals of web analytics (the terminology, technology, principles...) so that you can confidently and proficiently undertake measurement yourself or specify to an agency or partner what you expect to be done and why.

Who this course is for:

This workshop is designed for people/organisations who want to get a better understanding of how their key digital marketing tools and techniques are working with a view to measuring and improving the return on their digital marketing investment, effort and activities.

You should have a web site and be using/testing (or at least learning about) one or two complementary digital marketing tools and techniques eg email and/or some form of digital advertising.

Benefits for your organisation:

The core benefit to the organisation is establishing the link between investment in digital marketing and the subsequent return. Web analytics and the derived metrics help the organisation determine, amongst other things, whether they are providing a worthwhile experience and whether their digital marketing initiatives are working from a bottom-line point of view.

Benefits for you as an individual:

Having learnt the key principles of web analytics from best practice design through to successful implementation and familiarised yourself with all of the relevant terminology, you will be in a much better position to specify the key data and resultant information you need in order to improve not only your digital marketing performance but also your overall organisation’s performance which is ultimately what it’s all about

You will learn how to:

• Create and implement a ‘best practice’ web analytics strategy
• Avoid common design and implementation issues eg 12 common stumbling blocks
• Undertake appropriate quantitative and qualitative analyses geared to developing insight
• Understand where your web traffic is coming from and going to and perhaps even why
• Critically appraise the various web analytics routes and options available
• Determine key strategic and tactical metrics that should underpin your digital marketing
• Improve the design and conversion of your web site and other digital marketing tactics
• Select products, services, solutions, partners etc. based on clearly identified requirements
• Generate focused and meaningful digital marketing reports with emphasis on what and why
• Build a knowledge base and benchmarking capability based on internal and external data
• Establish the ROI (£) on various digital marketing activities to optimise budget allocation
• Use web analytics to continually inform all digital marketing initiatives and activities

Course content:

• Key Definitions – ‘Digital Marketing’, ‘Web Analytics’, ‘Web Metrics’
• A brief history of web analytics and metrics within context of general marketing metrics
• The importance of not only understanding the ‘what?’ but also the ‘why?
• Overview of quantitative and qualitative aspects of web analytics
• Data collection options
• Qualitative aspects of web analytics
• Designing appropriate metrics using a template
• Measure the efficiency and effectiveness of strategic and tactical digital marketing activities
• Design and deliver appropriate and targeted marketing activity reports
• Web analytics & metrics workshop with guest web analytics specialist
• Working with agencies and other digital marketing partners
• Useful digital resources to help you improve your digital marketing

Pre and post learning support:

In preparation for a fruitful experience and in order to hit the ground running, delegates will receive some ‘prep’ along with their joining instructions. This will include a scene setting article to get you thinking about the web analytics and metrics, as well as a self-completion ‘web analytics audit’ questionnaire to bring along to the workshop. Post event, all delegates are given the facility to run their web analytics plan past their Course Director and/or guest presenter with a view to enhancement and/or ‘signing off’.

To take away from the course:

• Case studies, checklists, exercises, formulae, metrics, templates, tools and techniques
• An outline ‘Web Analytics & Metrics’ implementation plan
• Free web analytics text book
• A glossary of key terminology and KPIs (digital metrics)

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework