Web Analytics Course Training
There’s a lot of data coming at you from multiple channels, and it’s not easy to know how to make sense of it all. But it’s not impossible. With Michael as your tutor, you can become, as he says, “a ninja and not a squirrel.” Gain an in-depth understanding of KPIs, Segmentation, Reports, Experimentation, and a lot more as he brings clarity to the complex world of Web Analytics.
Recommended prerequisites: Fundamentals: Web Analytics
Web Analytics (50 Hours)
Introduction to Web Analytics
In this comprehensive overview of the foundations of Web Analytics and data collection, Michael outlines the opportunities and benefits of collecting and understanding web analytics data. From the basic fundamentals all the way to complex data collection, you’ll get a strong foundation from which to build.
You know you need the data. But where will it come from, and how comprehensive can it really be? In this compelling series, Michael explains the eight methods of collecting data from your blog, website, or mobile app. Whether you’re a developer, a site owner, or a business professional, you need to understand the breadth and depth of data available, so you can make informed decisions. This series gives you not only the knowledge you need, but the code to make it happen.
Key Performance Indicators & Analytics Techniques
In this video series Michael explains the four attributes of a great KPI, and gives six examples of common KPIs, explaining what makes them great metrics. Additional focus is on selecting the most appropriate KPIs for your business and how to present them to your team as actionable directives.
In this in-depth analysis of Web Analytics segmentation, Michael shares his tips for easily segmenting your data and why it’s an excellent strategy for gaining insights into your visitors. Partnered with well-thought-out KPIs and your data analysis feeds, understanding how to segment your visitors will transform your web strategies and translate to increased conversions.
Making Web Analytics Actionable
Michael shares his absolute favorite web analytics reports, each one guaranteed to give you actionable insights. They’ll help you look at your search data much more effectively, identify all your “home pages,” understand conversion behavior, revisit the linking strategy for your core pages, and help you isolate emerging trends in your data.
Web Data Analysis Guide
Michael explains the intricacies of everything from visitor orbit to micro conversions, measurement models to blind data analysis. You’ll have a detailed understanding of some very effective data analysis techniques and strategies.
Learn why surveys are a key component of your web analytics strategy and how you can gain tremendous insight into your website visitors by asking three simple questions. Michael explains the types of surveys you should be running on your website, the strengths and weaknesses of each type, and how to invite users to fill out a survey without sending them running for the back button.
Experimentation and Testing
Testing. Testing. Testing. If you’re not testing, you’re doing yourself and your website a disservice. There’s no better way to learn exactly what your customers like — and what they don’t. And since you’re already using your data to define KPIs and segments, setting up testing is a no-brainer that will make your campaigns and your site the best that they can be.
Competitive Intelligence Analysis
What’s at least as important as analyzing the data on your own website? Analyzing your competitors’ websites. You’ll branch out to an equally important strategy: understanding how to collect and analyze competitive data. Armed with this information, you can take your strategic decisions out of the vacuum and analyze exactly what keywords you can compete for, further driving the arrows on your dashboards up and to the right.
Not all campaigns originate or finish online. As a result, it’s important to understand how to test, measure, and join your offline activity with your online data. Learn four ways to measure the effects your offline marketing has on your online goals to finally overcome that nagging fear that you’re bleeding data.
With KPIs providing insights on exactly how your company is performing, it is vital that this data be assembled in a way that makes it easily viewable and actionable. Michael shows you how to create dashboards and use them to consolidate data in effective ways. This easily referenced data can then influence decision makers to take action and ultimately affect the bottom line.
Supplemental Materials: Industry Models, Complex Measurement, and Approaches
This module includes a number of videos that don’t fit well in other modules yet offer valuable additional information on analytics measurement and strategies. There is no assignment attached to these videos, but questions based on this video content may appear on the final test.
Supplemental Materials: Social Media Analytics
Social Media Marketing is business critical for nearly everyone. But is it measurable? The short answer is yes, but it requires a unique set of tools and techniques. Learn what data to measure, how to measure success, how to include economic impact and more in this series.
Supplemental Materials: Google-Specific Techniques and Reports
There’s no denying the power and value of Google’s Analytics tools. So it’s worth spending a little time learning some best practices. And even if you’re using another tool, the strategies and tactics found in this module will likely apply. From Advanced Table Filtering to Custom Data Alerts, Intelligence to Mobile App Tracking, to getting a handle on your Goals and Goal Types, you’ll be more efficiently filtering data to finding new ways to improve your site and conversions.
WEB ANALYTICS COURSE CONTENT
- Web analytics can be used to understand and optimize web usage
- Marketers gain insights into the full user journey from source to conversion through web analytics
- Marketing strategies can be improved using audience, campaign and conversion data
- Web analytics is an iterative cycle of analyzing and optimizing
- Google Analytics is the main analytics tool used by businesses for web analytics
- Business goals should feed into website goals
- Data integrity is vital to ensuring that analytics can be trusted and that actionable insights can be obtained
- The code must be installed on every page
- This is executed on page load
- Google Analytics is not always 100% accurate
- Google Tag Manager is the recommended method of installing Google Analytics tracking code
- The implementation should be tested to ensure it is executing correctly and tracking data
- Filters, dashboards, annotations and saved reports are all useful tools to set up and use within Google Analytics
- Google Analytics can be integrated with other Google tools like
- Goals are actions completed on site, such as a purchase or video view
- Goals are set up based on a URL destination, engagement metrics or events
- Goals and ecommerce tracking do not report retrospectively and should be set up as soon as possible, before campaign activity begins
- Goals can be used to analyze and compare performance and ROI for and between different channels
- Assisted conversions are channels that are part of the conversion journey, but not the final click channel
- Goals are set up within the admin section of Google Analytics
- To fully analyze campaigns, Google Analytics data should be used in combination with the campaign platform to gain a full understanding of performance
- The main reporting areas are audience, acquisition, behaviour and conversions
- Reports can help you understand how users move through the website and their actions taken
- Reports can help you understand how to better optimize your website and campaigns
- Audience reports provide insight on who uses and visits a website
- Acquisition reports provide insight into how users are coming to your website
- Behavior reports provide insight into what users are doing on your website
- Conversion reports provide insight into conversions on site, including goals and ecommerce
- The most common types of conversions businesses will track will be sales, sign ups, queries, shares and content interaction
- It is important to analyze business goals and KPIs with website objectives
- It can be useful to analyze and compare both online and offline audiences
- You can segment and analyze traffic based on different audience types
- Understanding your audience helps inform content and campaigns
- Understanding audience behavior on site helps optimize the website and content
- Site search detail can help improve content and website structure
- Event tracking can help analytics non-page load activity
- Site speed analysis can help improve on site experience
- Goal funnels can help identify blocks in conversion
- Assisted conversions and conversion paths help gain a fuller understanding of the consumer journey to conversion
- Attribution modelling allows you to compare the value of different marketing channels