Online Marketing Optimization Consulting.
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Google Analytics Training Course
University of Toronto
Next Date : September 29-30, 2010
Instructor: June Li
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Has Google Analytics been installed on your organization’s website but you and your organization find the data interesting but not useful?
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You see clicks to your website but wonder where these people are coming from and what content they are looking at.
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What can you do to improve usability, content findability, leads or search engine optimization?
This two-day introductory course is intended for those who have Google Analytics already installed on at least one website and are interested in improving the effectiveness of their website(s) in delivering self-serve information content.
This course will help you turn Google Analytics from a data reporter into a truly useful analysis tool. Learn to use Google Analytics effectively by:
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Defining your business outcomes
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Interpreting metrics and drilling beyond standard Google Analytics reports to derive useful, actionable insight
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Finding out who your 'best' visitors are and where they come from
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Identifying content your visitors value more than others
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Analyzing onsite search
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Identifying which marketing campaigns are working and which are not.
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Maximizing leads or sales through focus on landing pages
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Tracking and managing 'goals' (now 20, up from 4)
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Event goals such as downloads
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Engagement goals such as forward to a friend or time on site
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Tagging your marketing campaigns (email, search, referrers, banner ads)
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How to use the new Google Analytics features effectively:
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Advanced in-report filtering
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Secondary dimensions
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Pivot tables
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Intelligence alerts
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Custom variables
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Annotations
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Attendance is limited.
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This course is in a hands-on lab environment. Desktop computers have Internet access.
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The basics of using Google Analytics for analysis will covered.
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Some understanding of HTML and JavaScript is required to understand how goal and conversion tracking is enabled.
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However, the attendee does not have to be the programmer who actually inserts the code
Participants who already have Google Analytics installed on their website and have Administrator access to their Google Analytics account will derive the most benefit from this course. Participants may chose to do their lab work on the demo account provided, or their own Google Analytics account.
Specific learning outcomes for participants:
By the end of this two-day course, participants will be able to:
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Create goals, whether these are downloads, form registrations, email links, or a time on site/pages per visit threshold
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Drill down and filter report data
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Understand profiles, filters and simple regular expressions (regex)
- Create and apply advanced segments
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Create custom reports and custom dashboards
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Create custom alerts
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Schedule PDF or Excel exports
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Understand how custom variables can help you segment your visitors, and be able to start a discussion on your website developer about basic set-up
Prerequisite:
Participants should have a basic understanding of web analytics and page tagging methodologies. Pre-reading will be recommended. A familiarity with HTML and JavaScript is recommended but the participant does not have to be a programmer or coder.
Recommended, but not mandatory: Knowledge of basic web analytics concepts and practice, such as Web Analytics: Optimizing Site Traffic and Interactions, another course by the University of Toronto, also led by June Li.
Target Audience:
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Web content owners, marketers & communicators who need to understand what is being used or not used on their website
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Search engine optimization specialists or paid search campaign managers who want to measure landing page effectiveness and segment site behaviour by keyword, ad groups, geography and/or conversion.
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Web analysts who have to explain to marketing, communication or other business managers how visitors are getting to their site, where they are coming from, what they are doing on the site as well as which marketing campaigns or traffic sources are more effective than others .
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Please note: This course is not for developers who are seeking help on Google Analytics installation or want to know how to use the Google Analytics API. The API is not covered in the course. [If this is what you're seeking, we can provide some assistance and direction to point you in the right direction. Please tell us what you are seeking.]
> To check pricing & register for this course, go to the course description on the University of Toronto site .
The "Register" link is at the bottom of the page.
