To most of us, analytics is a black box of mystery; countless charts, graphs, lists and seemingly unrelated bits of information are supposed to tell you where you are having success, what to improve, and how it all works together.
But there’s one problem – no one tells you how to do it. You are on your own, the instructions seem vague and there is no specific place to find what you need to know.
The DMA’s course on Web Analytics and Optimization is designed to answer these questions for you and your company.
First, the course will start on the vocabulary, function and design of analytics. By starting with the foundations of what analytics are, where they come from and how to interpret the information. Proper set-up, coding and technical aspects of gathering the data are taught and explained.
Second, analytics programs are usually an “off the shelf” or “one size fits all” approach. To get data that is specific to your business, you need to customize your analytics to your specific business. Goals, revenue measurements and campaign analysis are covered in this section, in order to help you develop a customized business approach for your analytics.
Finally – what does it all mean? This section covers the importance of data relationships and developing custom reports specific to your goals. Relating data sets and interpreting the information properly will result in amazing insights into visitor behavior. Your campaigns will transform as you develop a multi-channel analysis that enables a clear valuation of the success and comparisons of each campaign.
At the end of this course, each attendee should come away with an understanding of how to get the business critical information from analytics. Not only this, but to create action plans to optimize campaigns, websites, and channels by knowing WHAT is happening, WHY, and WHAT to do.
Defining the problem: Terms and Concepts
What are these terms, what do they mean and how can I apply them? Visitors, bounce rates, ROAS, uniques and actuals. The terminology for analytics is confusing on its own. Instead of learning a new language, learn what drives analytics and understand the concepts first.
Beyond the DashBoard
In order to make analytics work for you and your company, it HAS to be customized. According to your organizational goals, the setup of any analytics solution must be based on your goals and tracking the things that provide revenue and measure successful activities. Learn the basics of setting goals, tracking activity and measuring revenue.
Breaking Down the Data
Most people are simply overwhelmed by the amount of reports available within any analytics package. The problem is that while tons of data are available, you need to get to the right data to get what you need. Asking questions of the data allows you to get what is important, rather than get what is presented. BY asking questions, you get the answers you need. This module focuses on segmentation, channel analysis and the beginnings of data interpretation
Measure Value, Not Visitors
Does it create value? That is the question that needs to drive your analytics program. Analytics is about understanding visitors; where they came from, what they wanted and what they did. By focusing on these three questions, an amazing amount of information can be generated that answers questions and can be immediately applied to improving the customer experience. Develop practices that improve your marketing with clear data, not worthless reports.
The Psychology of Analytics: Interpreting the Data
So, what do you do with an analytics report? Does it provide insight for better understanding your visitors? Does it tell you what they need? This module develops practices for knowing WHAT to do WHEN. Learn to interpret actions from the data and develop an action plan for improvement.
Reports You Can’t Live Without
The best analysis is lost if it cannot be communicated. Many times, improvements to a campaign are never made simply because they aren’t communicated properly or effectively. This module develops the analyst into a presentation juggernaut. First, develop the right reports for the right people! Second, present the data in a way that no one can resist, not even a CEO!
Building a roadmap
- What does change look like?
- What are the first things you can do – today?
- What are the first things you can do – this week?
Roadmap plan exercise
- What policies/changes are needed to support a data based mentality?
- What is the benefit of your analytics training to the company
Social hour @ local pub – ask the instructor anything!
*Outline is subject to change.
**The majority of information presented in this class will focus on Google Analytics. Other analytics platforms will be addressed and presented, as the information will pertain to any business analytics program.