Web Analytics Certification

While Internet marketing has many facets, all of them intersect at one discipline—Web Analytics. Whether you study SEO, Social Media, or Paid Search, success in any of those fields hinges on a keen understanding of your web metrics.

Learn why segmenting is an excellent strategy for gaining insight into your visitors and discover the tools that will help you understand visitor behavior on your website. You'll 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 isolate emerging trends in your data.

Topics to be Covered

Avinash Kaushik and John Marshall provide a comprehensive overview of the foundations of Web Analytics, focusing on the challenges of Web Analytics at a conceptual level and outlining the ways which each topic plays into the next:

• Introduction to Web Analytics
• Introduction to Key Performance Indicators (KPIs)
• Advanced KPI Analysis Techniques
• Segmentation: Introduction and Advanced Segmentation Techniques
• Google Analytics Features: Segmentation
• Generating Engaging and Actionable Web Analytics Reports
• Generating Valuable Data from Internal Search Analytics
• Website Surveys Part I: The Basics
• Experimentation and Testing: Why You Can’t Survive Without It
• Experimentation and Testing Demystified: A/B and Multivariate Testing
• Multi-Channel Analytics

Benefits of Attending

Aside from being introduced to the fundamentals of web analytics, key performance indicators (KPIs), segmentation and testing, you’ll walk away from this course with the abilities to look at your search data more effectively, identify all your "home pages," understand "conversion behavior,” revisit the linking strategy for your core pages and isolate emerging trends in your data.

Who Should Attend

Those in the following roles will benefit greatly from the knowledge imparted by this course:

• Small business owners
• Senior executives
• Managers
• Front line marketers

Additionally, those in the following job functions will be served well by this course:

• Direct Marketing
• Advertising
• Web Analytics
• IT

Why You Should Attend

Avinash Kaushik and John Marshall provide a comprehensive overview of the foundations of Web Analytics, focusing on the challenges of Web Analytics at a conceptual level and outlining:

• Introduction to Key Performance Indicators (KPIs)
• Advanced KPI Analysis Techniques
• Segmentation: Introduction and Advanced Segmentation Techniques
• Google Analytics Features: Segmentation
• Generating Engaging and Actionable Web Analytics Reports
• Generating Valuable Data from Internal Search Analytics
• Website Surveys Part I: The Basics
• Experimentation and Testing: Why You Can’t Survive Without It
• Experimentation and Testing Demystified: A/B and Multivariate Testing
• Multi-Channel Analytics