City Road
London, England EC1V 2TT

Effectiveness: Improve your digital marketing and e-commerce results through analytical insight

If you and your organisation are to get the best results from your website, leveraging digital insight is essential. This course focuses on using web analytics and other data sources to improve results from your website through analysis of site visitor characteristics and behaviour. It will show you how to produce a plan to develop the most appropriate metrics, tools and digital marketing improvement process for your organisation.

Who should attend?
Those already actively involved in online marketing, either as a manager of a web marketing team or as someone responsible for web analytics. Alternatively, you may be a marketing manager or agency account manager who needs to develop a plan to apply digital insight to drive the business contribution from websites and e-marketing activities you are responsible for.

How will I benefit?
You will be able to explain what web analytics is and why it is important to colleagues, and demonstrate how to improve your digital marketing and ecommerce results through analytical insight. You will create a framework of the Key Performance Indicators that matter most to your organisation, and learn be able to apply different analytical techniques to improve the key business process of acquisition, conversion and retention.

What will I learn?
You’ll gain a working knowledge of the tools, technologies and data sources to improve results from your website through analysing site visitor characteristics and behaviour. You’ll know how to develop Key Performance Indicators, and how to create a comprehensive measurement framework for your organisation, including processes to ensure reports are analysed and acted upon. Discover how to drive a conversion optimisation programme as well as how to use analytics to drive retention marketing strategies.

Key learning outcomes

• Understand how to put together an effective web measurement programme

• Define the right key performance indicators for your business

• Learn about the use of different tools, services and technologies

• Use analytics to plan and evaluate the effect of acquisition, conversion and retention-marketing programmes

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Added by E-consultancy on November 3, 2009

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