Digital Metrics and Analytics

Overview

This workshop is designed to give you the fundamentals of digital metrics and analytics so that you can confidently and proficiently either undertake digital measurement and analysis yourself or specify to an agency or partner what you expect to be done and why.

Benefits to you and your organisation

Having learnt the key principles of digital metrics and analytics, you will be in a much better position to specify the key data and resultant information you need in order to improve your digital marketing performance.

The core benefit to the organisation is establishing the link between investment in digital marketing and the subsequent results and ROI. Specific digital metrics and web analytics can help the organisation determine, amongst other things, whether it is providing a worthwhile experience and whether its digital marketing initiatives are working from a bottom-line point of view.

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. Some experience with - or at least exposure to – web analytics software and/or reports would be useful, but is not essential.

What you will learn

• Create and implement a 'best practice' web analytics strategy.
• Avoid common design and implementation issues including measuring the wrong things.
• 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 various digital metrics and analytics options.
• Determine key strategic and tactical metrics that should underpin your digital marketing.
• Improve the design and conversion of your website and other digital marketing tactics.
• Select products, services, solutions, partners etc. based on clearly identified requirements.
• Generate focused and meaningful digital marketing reports.
• Build a knowledge base and benchmarking capability based on internal and external data.
• Use metrics and analytics to inform digital marketing initiatives.

Course content

• Key definitions – 'Digital Marketing', 'Digital Metrics', 'Web Analytics' etc.
• A brief history of digital metrics and analytics 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 digital metrics and analytics.
• Data collection options eg. 'logfiles', 'tagging', 'beacons' and 'packet sniffing'.
• Qualitative aspects of web analytics.
• Designing appropriate metrics using a digital metrics template.
• Measure the efficiency and effectiveness of strategic and tactical digital marketing activities.
• Designing and delivering appropriate and targeted digital activity reports.
• Digital metrics and analytics workshop including Q&A with guest web analytics specialist.
• Useful digital resources to help you improve your digital marketing.

Learning approach

A mixture of slides, video, exercises, demos and discussion, with opportunities for ‘hands on’ experience eg. creating and tracking digital campaigns.