Web Analytics Program Modules

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Module 1:  Introduction to Web Analytics

Review the history of web analytics in terms of the field of work to understand the role of the web (digital) analyst in organizations and business.  Discover the importance of digital analytics within an organization in terms of launching, tracking and evaluating a successful campaign.  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. 

Open to Participants: 14 days (5 hours of content, learning activities; participants should allocate an additional 2-3 hours of independent work)

Module 2: Digital Collection Techniques and Metrics

Explore digital data collection techniques, database mining and the interpretation of results.  Examine web metrics visitors, visits, traffic sources, entry and exit points, time spent on page/site, and click paths to gain an understanding of how visitors find and interact with a business’ site.   Focus is placed on answering 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 for the benefit of the organization. 

Open to Participants: 14 days (5 hours of content, learning activities; participants should allocate an additional 2-3 hours of independent work)

Module Three:  Actionable Web Analytics: Key Performance Indicators

Examine Key Performance Indicators (KPI), as you learn to define, select, report and analyze the most appropriate KPIs to help decision makers of an organization make timely, strategic, and data-driven decisions.  Learn to use digital data to identify new opportunities and minimize risk.

Open to Participants: 23 days (9 hours of content, learning activities, participants should allocate an additional 2-3 hours of independent work)

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

Review the major analytic systems currently available and propriety platforms to help identify 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).

Open to Participants: 20 days(10 hours of content, learning activities, participants should allocate an additional 2-3 hours of independent work)

Module Five: Converting Digital Data into Profit

Explore online marketing and ecommerce as you learn to use analytics to maximize profits.  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 terms of developing the investigative questions, collection strategies and data analysis as a means for the business to profit and achieve success. 

Open to Participants: 13 days (7 hours of content, learning activities, participants should allocate an additional 2-3 hours of independent work)