Online Marketing Optimization Consulting.
Home > Services >
Web Analytics Training Course
University of Toronto
Faculty of Information - The iSchool Institute
October 27-28, 2010
Instructor: June Li
Do you have lots of Web traffic reports that you find confusing and meaningless?
Do you have to select a Web analytics tool?
Use Web analytics to optimize your Web site’s content and effectiveness. Seek measurably higher leads, sales, brand recognition or customer satisfaction, or lower costs. Learn the techniques used by leading organizations to interpret Web traffic data, extract meaningful insights and drive profitable gains.
Participants will be able to:
-
Understand the key technologies behind Web traffic measurement tools.
-
Analyze Web visitor traffic.
-
Diagnose problems in visitor acquisition, conversion and retention.
-
Improve usability and search engine marketing effectiveness.
-
Design an effective Web analytics business process and organization, moving beyond simple data collection to focus on actionable results.
-
Understand the need to focus on different but relevant key performance indicators when talking to different levels of management and operating departments.
-
Define requirements for selecting Web analytics software tools. Be informed about the ongoing controversy over accuracy, privacy and cookies.
-
Begin to understand the advanced areas of customer satisfaction analytics, behavioural targetting and social media measurement.
Key topics covered:
-
Definition of Web analytics and Web traffic measures.
-
Analyzing to optimize visitor acquisition, conversion and retention, including search engine marketing conversion.
-
How to use Web analytics to improve usability.
-
Introduction to advanced Web analytics (A/B and multivariate testing, customer satisfaction, social media measurement).
-
Designing reports and key performance indices (KPIs) to effectively communicate Web analytics results.
-
Best practice Web analytics business processes, including organizing, staffing and change management.
-
How to select and deploy a Web Analytics Tool.
-
Additional Web analytics resources.
-
Current and future issues in Web analytics.
Target Audience:
Anyone who owns or operates a Web site. Anyone actively involved in online marketing or communications. Anyone who is looking an introductory course in Web analytics that covers the basics and provides an introduction to broader topics such as customer satisfaction and behavioural targeting.
-
You may be seeking to methodically improve the conversion on your Web site from mere clicks to profitable leads and sales, improved customer loyalty or reduced customer support costs.
-
You may be a Webmaster looking for data-driven ways to cull unproductive content.
-
You may an analyst new to Web analytics who has been given the task of helping business people analyze Web traffic data.
-
You may be a manager, business owner, content owner, editor, writer, online marketer, user experience practitioner or search engine marketer interested in boosting your online results.
Student Comments:
"June is very knowledgeable and approachable. Good examples used to support theory."
"Excellent overall! Appreciate the time taken to address individual, student-specific issues, scenarios and anecdotes. Suggestions of other resources are very helpful."
> 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.
