Professional Development

Price includes refreshments, lunch and course materials

Level: Foundation

The purpose of this course:

This practical ‘hands-on’ workshop is aimed at enabling online marketers to get better results from their web marketing. We will explore how web analytics (web site statistics plus customer data) can be analysed to convert more:

• Web browsers into quality site visitors
• Site visitors into engaged customers
• Engaged visitors into leads
• Leads into customers
• Customers into repeat customers

Who this course is for:

Marketing managers wanting to drive the contribution of their website to the business by developing a plan to measure and improve the site. This workshop will also suit specialist e-commerce or e-marketing staff responsible for web marketing in their organisation who need to improve results by refreshing on the latest web analytics tools and approaches.

Benefits for your organisation:

• Focus on increasing the contribution and return on investment of internet marketing to your organisation
• Contribution increased through generating more marketing outcomes such as leads, sales and repeat sales using the website and email
• Defines an effective evaluation and reporting process for key management information.
• Shows how to benchmark your organisation’s e-marketing with competitors

Benefits for you as an individual:

You will be shown how to develop an e-marketing plan which outlines objectives, strategies and tactics to improve the contribution of e-marketing.

You will also be able to assess whether you are using the best ‘tools for the job’.

You will learn how to:

• Process – how to create an e-marketing measurement and improvement programme
• Metrics – the key metrics and actions to improve the acquisition, conversion and retention of online customers
• Analysis – simplifying output from server-based analysers (web logs) and browser-based (hosted) measurement services. What are the measures that really matter?
• Tools and techniques – selecting the latest web analytics tools and techniques including clickstream and site path analysis, visitor segmentation and benchmarking competitor sites
• Customer experience – how to enhance the website and e-marketing campaigns by improving customer journeys online

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.