Web Analytics Foundation Course
Learn to scale your business with analytics and conversion strategies and start taking data driven approach for business growth and profit.
About This Course
This specialization course will give you an advanced knowledge on web data collection, analysis, tracking and measurement. You will master multi-channel analytics, quantitative and qualitative analysis and multiple analytics tools to track and assess audience behaviour on websites. Web analytics has become an integral part of Digital Marketing because of the role they play in the conversion channel.
Web Analytics provides an incredible opportunity for using data to solve business problems. Rather than relying on gut instinct or intuition, data can provide near-concrete insights that lead to high confidence decisions. Web Analytics includes analyzing how users interact with your content and websites, as well as how your competitors are performing in their online efforts. This module, covers the importance of Web Analytics as well as some of the opportunities of using data to make smart business decisions.
There is one single number that provides quick insight into how your business is performing, and it’s called a Key Performance Indicator, or KPI. KPIs help businesses define their goals in real numbers, not abstract ideas. In this module, we will explain the definition of a KPI, the importance of KPIs, and the key attributes for establishing great KPIs in your own business.
One truth of Web Analytics is that data in aggregate is often not useful. Rather than trying to analyze one giant group of people, it’s essential to cut this group into smaller groups to really understand why certain people take one action, while others go in a completely different direction. This part of analysis is called segmentation, and as explained in this module, it is the key to finding truly hidden insights in your data.
Just when you think you know what people want from your website, you’re surprised to find out how wrong you are. The solution? Surveys. Surveys get right to the heart of your customer since they provide feedback your site simply cannot provide. Ultimately, surveys should be a key component of your Web Analytics strategy. They don’t need to be exhaustive or comprehensive to be valuable. Three simple questions can gather plenty of valuable information that could lead to immediate action and change. In this module you will learn the three most important questions to include in a website survey, and discover why user feedback is essential to your Web Analytics program.
Data-driven decisions are empowering, and testing is one extraordinary way to gather data about how real users react to website changes. A/B testing and multivariate testing enables you to optimize various elements of a website. Discover the benefits of testing and learn how this can shape a website into an improved, more goal-driven experience.
Knowing how your competitors are performing on the web is hugely advantageous. Even though it is impossible to gain full access to all of your competitors’ web analytics data, you are able to gain an astonishing amount of data through free and paid competitive intelligence tools. With this information, you can gain insights about which aspects of your competitors’ websites are performing well and which are not. With this module you will gain an understanding of the importance of this data, and start learning how your target market reacts to someone other than your own company.
Any sophisticated digital marketing strategy has a variety of campaigns all working in tandem. These can live across various social channels, different referral programs, multiple advertising platforms, and many other online entities. To track this dizzying array of campaigns, you need to implement a tracking system. See how most analytics tools handle this task using a technical tool called tracking parameters.
Sophisticated multi-channel attribution considers the reality of how customers actually buy online. Customers are exposed to many different advertisements, search results, product reviews, and social accounts. Then sometimes months of deliberation the customers finally make a purchase. See how multi-channel attribution can help marketers to better visualize how multiple channels can impact customer buying decisions.