Balance – The Analytics Workshop for Digital Marketers – teaches you the core concepts, tools, methodologies and practices of effective digital analytics, as well as a systematic approach to fine-tuning the impact of each touch-point along the customer’s online experience path.You don’t have to be a geek to make smart use of analytics, and get the best performance out of your digital presence!
The tools, knowledge that you are equipped with are phenomenal. I feel empowered!
Ulandi Annandale, Estuary Media
The true power of digital marketing lies in its efficiency, which results directly from its measurability. Without analytics, you are flying blind. Analytics helps you to know what’s working, what’s not, and what to do about it.
The workshop mantra is kaizen – the Japanese concept that effort spent in analysis is wasted unless it results in decisions. And you can’t make decisions without a clear set of goals. So Balance helps you interpret the goals of your websites and social media, to set up a dashboard of trending data that helps you stay on track.
The workshop is built primarily around Google Analytics / Universal Analytics and the metrics provided by social platforms. But it also explores how to integrate this digital data with information from other sources, such as sales or CRM.
If you want to manage digital marketing professionally, you have to get comfortable with analytics. This workshop will get you there!
Excellent course! Knowledgeable trainer, great sense of humour, lots of tips!
Who Should Attend?
Balance is designed for marketers who have a responsibility for continuously optimizing, and reporting on, the performance of their websites or social media.
Participants who have found this workshop invaluable include:
- digital Project Managers
- communications professionals
- advertising agency strategy, creative, and media personnel
- digital media analysts
- e-commerce, omnichannel, and digital marketing personnel
What You’ll Learn
After this workshop, you’ll better understand where your site visitors come, what they are doing on your site, and how you can improve their user experience. If you are in e-commerce or omnichannel, a deeper understanding of analytics will help you make decisions which increase conversions.
You’ll have a great insight into the power and capability of Google Analytics, Universal Analytics and social media metrics.
This workshop provides guidelines for getting the resources you need, selecting the right tools and solutions, designing a compelling analytics strategy, and ensuring that information gets reported and applied appropriately.
You will discover which critical metrics can help you assess and improve online and offline campaigns, how to track the impact of banner ads, email marketing, Google AdWords, social pay per click, SEO, and alternative online media placement options.
You will leave this course professionally equipped to make informed analysis-based decisions that will improve the business impact of all your digital activities.
- Learn the essentials of statistical analysis
- Identify the metrics most relevant to your business objectives
- Get numbers to tell you a story
- Select resources and tools to use for web analytics
- Improve your site’s conversion rate
- Identify best sources of site visitors
- Tagging campaigns
- Use events to track in-page conversions
- Make a successful business case for analytics investment
- Put together your own analytical marketing strategy
The workshop is led by Godfrey Parkin, author of the best-selling books “Doing Business Digitally” and “Digital Marketing: Strategies for Online Success.” He is a twenty five year veteran of the European and US digital industries, and ran the global business services operation of international market research giant AC Nielsen for many years before that. He has taught strategy, innovation, analytical marketing, social media and e-marketing in more than three dozen countries. [Read More]