What will be covered?

• Identifying business and marketing objectives
• Establishing KPIs (Key Performance Indicators)
• Engagement verse conversion metrics
• Making measurement a priority
• Tracking requirements
• Google Analytics: How to set up your analytics to work for you, specific techniques and reports, how to successfully track marketing campaigns
• Collecting actionable metrics
• Analysis requirements and reports
• Making sense of the results
• Action plans

Who should attend?

This course is ideal for those wanting to:

• Track actionable metrics
• Improve their reporting structure
• Understand how to make data driven decisions
• How to set up their analytics programs to meet their objectives
• Gain a better understanding of Google Analytics
• Make significant changes to achieve better results

Outcome and benefits

• Understand KPIs
• Understand the difference between engagement and conversion metrics
• Understand analytics and the reports associated with each tool
• Be confident to monitor and evaluate website activity
• Be able to make changes to their online activity that will ultimately produce better results (sales/leads)
• Be able to make tracking metrics a part of monthly marketing tasks
• Create reports suitable for company distribution
• Set up analytics to work for you

Course materials (included)

Delegates receive courseware to refer to throughout the course and as a refresher following the course

Pre-requisites

A sound understanding of marketing basics as well as an already established website and analytics program to refer to during the course

Further courses that may be of interest:

• Marketing – strategy, skills and applications for your business
• Inbound Marketing: using content & paid media campaigns
• Online Advertising – effectively manage paid for media