Search Marketing Expo Toronto
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If you’ve just been given the responsibility for web analytics, this workshop is for you.
Whether you are new to web analytics, new to web management or just need to be sure that you are seeing the forest for the trees, this is the best place to get grounded in the basics.
| Workshop Program and Instructor: | Introduction to Web Analytics – March 29th ½ day 1:00 to 4:30pm Instructor: June Li |
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| Dates and Venue: | Toronto: March 29th Toronto Marriott Eaton Centre Hotel 525 Bay Street, Toronto, Ontario |
| Workshop Schedule: | The half-day workshop is 1:00 to 4:30pm with one 15-minute coffee break. |
Instructor
June Li, Founder and Managing Director, ClickInsight
June helps organizations overcome barriers to effective deployment and use of web analytics to optimize marketing. She is a contributing writer to OneDegree.ca, an associate instructor for the award-winning web analytics program at the University of British Columbia, as well as an instructor for a web analytics course at the University of Toronto. June is a very active member of the Web Analytics Association.
- Why and what is web analytics?
- How do I get started?
- What can I expect?
- What do these terms mean?
- What skills are needed?
- How do the technologies differ?
- What are the hazards to watch for?
This workshop will give you the high level overview of web analytics you need to make your website more valuable to your company.
- Process for tool selection
- Makeup of a web analytics team
- Finding low hanging fruit
- Defining Key Performance Indicators
- Working web analytics into your business culture
If you’re a newcomer to this field, this is the workshop for you.
The web analytics continuum is wide as well as deep. Understanding the variety of possible metrics and what they reveal is prerequisite to managing your website and measuring website success.
This day-long WAA Base Camp workshop will prepare you for the climb into the higher altitudes of online campaign optimization, on-site traffic analysis and conversion optimization.
What Will You Learn?
The Wide Variety of Metrics
You already know about measuring visitors, visits, sessions and dwell time. This workshop will cover how to measure navigational changes, search term trends, shopping cart content and more. Much more.
Web Metrics Terminology
Clickthroughs and pageviews are just the beginning. After this workshop, you’ll be able to speak knowledgeably about log files vs. page tagging, cookie deletion, unique visitors, visits, sessions, Key Performance Indicators and conversion ratios.
How To Identify the Most Valuable Metrics
“Not everything that can be counted counts,
and not everything that counts can be counted.”
– Albert Einstein
How To Manage a Metrics Team
You will explore the skills required to extract, massage and understand web metrics as well as identify areas of responsibility.
What’s on the Agenda?
A Short History of Web Metrics
The tools have dictated what we know so far. As the technology changes, our knowledge grows. We’ll start with a look at how data is gathered from server logs and compare and contrast that to current page tagging technologies.
Where Do They Come From?
Keeping track of how people get to your site is essential to measuring the value of your promotional dollars. We’ll explore the metrics behind banner ads, newsletter links, and email marketing.
What Do They Want?
Most site visitors come to you from search engines. Search engines are kind enough to divulge which terms those visitors used to find you. That, coupled with the terms used in your own on-site search show what people want and how they describe it; invaluable insight for the marketer.
How Do They Maneuver?
Cumbersome navigation is the nemesis of every website designer and the nightmare of every surfer. Web analytics reveals where people go wrong on your site.
Calculating Conversion
Turning browsers into buyers is a fine old online tradition and web analytics shows the way. Recency, frequency, abandonment, and attrition all apply whether your site actually sells goods and services or not. We’ll look into clickpath and shopping cart analysis.
Required Skill Sets
Technology – How do we get the data? Analytics – How do we turn the data into useful information? Business management – What action do we take? How do we measure the impact of that action?
And much more.
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