Lifelong Learning for a Brighter World

Web Analytics

Harness the digital world
to power your business.

Program discontinued (January 2017)

Modules

This program is no longer offered.
Instead, you may be interested in the Digital Marketing program. 

 

Module One:  Introduction to Web Analytics  

  • Understand the role of the Web (Digital) Analyst in organizations and business. 
  • Review the evolution of web analytics and discuss emerging trends.  
  • Discover the web analyst’s role in launching, tracking, and evaluating successful marketing campaigns.    
  • Build the foundations to critically analyze the connection between a business’ objectives with their website’s design. 
  • Learn the key concepts and terms of web (digital) analytics as you start to explore the principles of data collection, calculating metrics and interpreting results. 
  • Recognize how to identify trends and anomalies through analysis of page views per day, bounce rates, and unique visitors. 

Module Two: Digital Collection Techniques and Metrics

  • Answer the 5 W’s of web analytics: Who are the site visitors? What information do they view? Where are they accessing the information and where do they travel on the site? When do they access and leave the site? Why is this data important to the business’ operations? Learn how this data is collected and critically analyzed to inform business strategy.  
  • Experimenting with actual data from a recently launched website, participants will gain hands on experience segmenting customer data. 
  • Conduct strategic analysis of local, national, and international organization’s websites and make recommendations on site optimization to attract target market.      

Module Three:  Actionable Web Analytics: Key Performance Indicators

  • Define, select, report and analyze the most appropriate Key Performance Indicators (KPIs) to help decision makers of an organization make timely, strategic, and data-driven decisions. 
  • Use digital data to identify new opportunities and minimize risk.  Using real-world examples, participants will be able to identify and create objectives for their organization’s website that are aligned with the broader business objectives.  
  • Understand the Web Analysts roles in defining, collecting and distributing KPIs within an organization, and their impact on the strategic direction.    

Module Four:  Mastering the tools: maximizing your digital analytics platform

  • Review the major analytic systems and propriety platforms to determine the best tool for an organization’s needs. 
  • Apply the theoretical knowledge gained in the classroom in an analytics platform: focus is placed on installation, reporting, filtering and expressions, goal conversions and funnels, dashboards, and optimizing for search engines (SEO).  
  • Identifying strengths and weaknesses in SEO, and develop an SEO action plan with clear objectives aligned with the business’  defined KPIs.

Module Five: Converting Digital Data into Success

  • Apply theory in exercises designed to explore online marketing campaigns, segmenting strategies, effective measurement techniques, ad servers, events and ecommerce. 
  • Explore the Web Analyst’s role in developing the investigative questions, collection strategies and data analysis to achieve profit and success.  
  • Learn how Web Analysts works with other Marketing team members to develop KPIs to measure eMarketing campaign performance. 
  • Analyze  data found in internet advertising revenue reports, and  apply to  your organization’s eMarketing strategy immediately.