Digital Marketing Analytics

Course Introduction

The First ‘Dot-Com Boom’ of the mid-1990s has become a ‘cause celebre’ for running a business online without much thought to actual effectiveness. People invested millions into any business that was a ‘dot-com’ without worrying whether the businesses behind the websites were sound or whether the customer promise was being delivered. Whilst Amazon.com has become both a Global Success and a Household brand name, most others around at that time have failed, many quickly.

Since then, investors have become cannier and circumspect, but even now, the general feeling is that we can get all the web analytics we need from Google Analytics, ‘Likes’ and ‘Shares’. This training course aims to move beyond this narrow understanding and gives delegates detailed knowledge on how to interpret data from, for example, Google Analytics, interpret its meanings and act accordingly. Using examples from some of the biggest and best is a practical guide to making sense of the data and turning it into actionable information.

This training course will highlight the following:

• Understand the importance of Web analytics and how to access that data
• Learn how to turn dashboard data from, say, Google Analytics and convert it into insights
• Learn which metrics are essential and which are not
• How to track conversion rates and improve them
• How to measure visitor Loyalty and Engagement

Objectives

This training course aims to facilitate the delegates to understand the Myriad of information that web data analytics tools like Google Analytics give them and determine which data are worthy of action and which are not. Selecting the right metrics is the key to success and understanding valuable information and background ‘noise’.

The participants will be able to:

• Understand how to read Google Analytics reports to gain actionable insights
• How to properly conduct A/B tests to maximise the impact
• Using the Google Analytics tools Masterclass
• How to improve conversion rates with data
• Learn why people leave your website with no sale or interaction

Training Methodology

This training course uses a mixture of lectures, video presentations, case studies, and guided online analytics tools like Google analytics through data interrogation of their sites in real-time to glean actionable insights into corrections and improvements they might make to improve their web presence. Those selling goods or services from their website will learn how to plot and review customer behaviours and interactions with the site.

It is highly interactive with the delegates working on their websites, so any insights gained have a practical value and are not hypothetical.

Professional Impact

Anyone who has a website or has to manage a website will benefit from this interactive course to enable them to use available tools to gain actionable insights to improve their online performance.

The participants will:

• Learn how to set up Google Analytics on their site
• Learn how to read and interpret the Google Analytics dashboards and data
• Learn how to plot and understand visitor behaviours, what they do and when
• Learn how to link free tools to give more significant insights (e.g. Google Webmaster Tools and Google Analytics)
• Learn how to segment traffic from Social Media platforms
• Use Event Tracking to track and monitor critical moments in the Customer’s online experience

Target Audience

Several different types of people may benefit from this course as the internet is such an embedded part of all our lives. 

However, the training course will be of particular interest to:

• Marketing Executives
• Brand Managers
• Product Managers
• Webmasters
• Market Research Professionals
• Sales Support Professionals
• Key Account Managers
• Entrepreneurs
• Data Analysts
• Small-to-medium sized business owners

Daily Topics

DAY ONE: INTRODUCTION

• Your Business Objectives and Goals: What do you want from your website?
• How does Web Analytics works?
• Creating a Google Webmaster and Analytics Account
• Installing the GA tracking code
• Conversion Rates: Overview & Tracking

DAY TWO: YOUR CUSTOMERS

• Reviewing the Dashboard: What it all means?
• Analysing Visitor Behaviours
• Linking your Tools (Google Webmaster Tools and Analytics) for deeper insight
• Devising and monitoring Marketing Campaigns
• Building dashboards that give insight

DAY THREE: MONITORING AND MANAGING

• Social Media Traffic Analysis
• How to segment your Social Media traffic?
• Engagement: Developing a ‘call-to-action’
• Using Event tracking tools to monitor Calls to Action
• How to test your site’s efficiency (upload and download speeds)?

DAY FOUR: ONGOING DATA MANAGEMENT

• The process of Marketing Analytics
• Strategies for Digital Analytics
• Available tools for consideration
• Creating bespoke dashboards and reports
• Optimising your Site

DAY FIVE: IMPROVING ENGAGEMENT

• Content Analyses
• A/B Testing of Content
• Modeling New Campaigns
• Creating Dynamic Dashboards
• Drafting and Monitoring KPIs for Engagement
• Landing Pages and Engagement

For Registration & more information please contact

NAYEL Training Centre 

T: +971 4 379 7245 | M: +971 50 249 6876 WhatsApp +971 50 249 6876

Email [email protected]