Western Kentucky University

Market Motive - Web Analytics

Web Analytics (50 Hours)

There's a lot of data coming at you from multiple channels, and it's not easy to know how to make sense of it all. But it's not impossible. With Google's Avinash Kaushik as your tutor, you can become, as he says, "a ninja and not a squirrel." Gain an in-depth understanding of KPIs, Segmentation, Reports, Experimentation, and a lot more as he brings clarity to the complex world of Web Analytics.

This course qualifies graduates for OMCP® Certification.

Recommended prerequisites: Fundamentals - Web Analytics

 

Sections Include:

Section 1: Introduction to Web Analytics

In this comprehensive overview of the foundations of Web Analytics and data collection, Avinash outlines the opportunities and benefits of collecting and understanding web analytics data. From the basic fundamentals all the way to complex data collection, you'll get a strong foundation from which to build.

 

Section 2: Key Performance Indicators (KPIs)

In this video series Avinash explains the four attributes of a great KPI, and gives six examples of common KPIs, explaining what makes them great metrics. Additional focus is on selecting the most appropriate KPIs for your business and how to present them to your team as actionable directives.

 

Section 3: Segmentation

In this in-depth analysis of Web Analytics segmentation, Avinash shares his tips for easily segmenting your data and why it's an excellent strategy for gaining insights into your visitors. Partnered with well-thought-out KPIs and your data analysis feeds, understanding how to segment your visitors will transform your web strategies and translate to increased conversions.

 

Section 4: Actionable Web Analytics Reporting

Avinash shares his absolute favorite web analytics reports, each one guaranteed to give you actionable insights. They'll help you look at your search data much more effectively, identify all your "home pages," understand conversion behavior, revisit the linking strategy for your core pages, and help you isolate emerging trends in your data.

 

Section 5: Web Data Analysis

In this module, Avinash explains the intricacies of everything from visitor orbit to micro conversions, measurement models to blind data analysis. You'll have a detailed understanding of some very effective data analysis techniques and strategies.

 

Section 6: Qualitative Research

Learn why surveys are a key component of your web analytics strategy and how you can gain tremendous insight into your website visitors by asking three simple questions. Avinash explains the types of surveys you should be running on your website, the strengths and weaknesses of each type, and how to invite users to fill out a survey without sending them running for the back button.

 

Section 7: Experimentation and Testing

Testing. Testing. Testing. If you're not testing, you're doing yourself and your website a disservice. There's no better way to learn exactly what your customers like — and what they don't. And since you're already using your data to define KPIs and segments, setting up testing is a no-brainer that will make your campaigns and your site the best that they can be.

 

Section 8: Competitive Intelligence

What's at least as important as analyzing the data on your own website? Analyzing your competitors' websites. You'll branch out to an equally important strategy: understanding how to collect and analyze competitive data. Armed with this information, you can take your strategic decisions out of the vacuum and analyze exactly what keywords you can compete for, further driving the arrows on your dashboards up and to the right.

 

Section 9: Multi-Channel Analytics

Not all campaigns originate and finish online. As a result, it's important to understand how to test, measure, and join your offline activity with your online data. Learn four ways to measure the effects your offline marketing has on your online goals to finally overcome that nagging fear that you're bleeding data.

 

Section 10: Google Specific Techniques and Reports

There's no denying the power and value of Google's Analytics tools. So it's worth spending a little time learning some best practices. And even if you're using another tool, the strategies and tactics found in this module will likely apply. From Advanced Table Filtering to Custom Data Alerts, Intelligence to Mobile App Tracking, to getting a handle on your Goals and Goal Types, you'll be more efficiently filtering data to finding new ways to improve your site and conversions.

 

Section 11: Social Media Analytics

Social Media Marketing is business critical for nearly everyone. But is it measurable? The short answer is yes, but it requires a unique set of tools and techniques. Learn what data to measure, how to measure success, how to include economic impact and more in this series.

 

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

 Last Modified 8/8/13