Web Analytics Consulting and Training

Web Analytics Consulting


web analytics consulting - 5 Ways to Create a web analytics Data-Driven Culture

5 Ways to Create a Data-Driven Culture

Tami Dalley
Analyze a campaign? No problem. Optimize a conversion funnel? Sure thing. Sell the value of search and analytics to the CEO? Um…what?
Let’s face it: getting buy-in from key stakeholders can be difficult at best, downright daunting at worst. But more and more, it’s becoming a task marketers need to be adept at, especially in an economy that demands accountability from every dollar. Moreover, stakeholder buy-in is a critical factor for success – organizational support and resources often play a key role in determining the effectiveness of a campaign or engagement – and therefore needs to be an integral part of the marketing toolbox.

web Analytics Training video - keyword web analytics training

WebAnalyticsTraining | October 10, 2010
Learn how to respond to customer trends as they emerge it's the perfect recipe for higher rankings with less competition.

Wise spending is a necessity for any business. But too often, a directive to "spend less" or "do more with the budget" just leads to cost-cutting that ultimately reduces productivity and return even more.

This doesn't have to be the case. Instead, saving money really just means becoming a smarter marketer, and smart marketers rely on keyword analytics to fine-tune each online marketing initiative for maximum efficiency.

The value of keyword analytics is especially measurable in SEO, where timely customer intelligence and insight can help you capitalize on industry trends and user needs way before the competition does. We call this head-start First-Mover Intelligence, and it's an invaluable way to drive results from organic search without maxing out your budget. Take a look below as Director of User Experience Tami Dalley explains exactly how to transform your SEO into a powerful catalyst for increased conversions, not costs

Web Analytics Training - Web Analytics Mailbag

Web Analytics Training - Analytics Mailbag
Blogs are a funny thing. We write whatever we want, whenever we want, however we want – to an audience we’ve often never met. It’s almost as if we just assume people want to hear what we have to say. So what’s the funny part? People actually do listen. Oh, and they talk back too.
So now it’s time to bring you – the reader– to the forefront. Drumroll please…introducing the Analytics Mailbag! Send us your best analytics-related questions, problems and war stories – we want to hear what you have to say. And every so often, we’ll tackle your toughest (or maybe just most entertaining) questions and comments, right here on the Be Brilliant blog. What better way to talk about what matters most to you?
Anyway, let’s hit the mailbag, shall we? For this first issue, we’ve gathered some of the analytics questions we get asked most often. Here we go…
I just started using a web analytics tool. When can I expect to see results?
Wait just a second there. Having a powerful tool is great, but unless it’s a) implemented correctly and b) customized to your specific organization, you shouldn’t expect the world in terms of actionable information. Capturing the right data – and turning that data into usable insights – requires expert analysts who can turn out-of-the-box tools and data into meaningful solutions.
And remember, analytics is all about the “So What?” Tools are great, data is wonderful, but at the end of the day, it comes down to your ability to glean actionable insights and apply it to your business. That said, if your tool has been set up with your marketing goals in mind, and completely implemented correctly, you should have enough data in 30 to 90 days to make some basic recommendations. Trending data takes longer – maybe four to six months. But even then, interpret with care, especially if you have a highly seasonal business.
Smart analytics isn’t just about having the best tool; you want to be wiser, not richer.
So web analytics isn’t all about having the right tool?
Remember this ratio: Invest 20% in a tool…and 80% in someone who knows how to use it and can deliver actionable results. Smart analytics isn’t just about having the latest and greatest tool; you want to be wiser, not just richer. Bottom line: Tools + People = Insight.
What’s the most important metric? Traffic? Revenue?
Trick question! Rather that hone in on a single metric, try to take more of a holistic view that encompasses multiple goalpost and data sources. This includes your “soft” conversion points too. Submission of a lead gen form, video views, white paper downloads, engagement with click-to-chat features – these are great indicators of how well your site is engaging with people.
What are the main differences between B2C analytics and B2B analytics?
B2B analytics presents a host of unique challenges. For example, in B2B, longer sales cycles with multiple touch points can make attribution difficult. Add in the fact that a lot of B2B sales are closed offline, and it becomes even harder to tie back money in your pocket to online efforts.
This is another perfect example of why you can’t just rely on a tool to solve all of your web analytics needs. A lot of tools are geared more towards the B2C realm, meaning it’s crucial that you have the right people setting up your analytics solution and deciphering the data for the best insights.
At the same time, there are also a lot of similarities between the B2C and B2C realms. After all, the ultimate goal of a website – in both B2B and B2C – is to help users complete their mission, whatever that desired action may be.
Okay, one more question on metrics. I’ve heard you say people should stop paying attention to their “Top 10s” metric. Really?
Look at your biggest movers to spot trends before they really emerge.
My favorite rave: Stop looking at Top 10s because they don’t tell you anything! Top 10s never change. It’s like the medal count at the Olympics; chances are China and the US are going to come out on top. Instead, look at your top movers – the pages/products/keywords that have experienced the greatest amount of change in a given timeframe. That’s where you’re going to find the big trends – before they really get going! – even when they occur outside of your normal focus area.
Any other major traps to avoid? 
Two things:
    1. Get your implementation right. I’m not kidding. The amount of million-dollar implementations I see that are truly, truly terrible blows my mind. Why pay all that money for a tool if you’re only going to use it for counting visits?

    2. Don’t use stats like a drunk man uses a lamppost – for support, rather than illumination (from Mark Twain, not me!). You really do have to develop thick skin. It might hurt, but don’t be afraid to use web analytics as a mirror for revealing what needs to improve.
Lastly, how do I maximize the value of my web analytics investment?
Think of web analytics as a three-step recipe: Implement. Optimize. Capitalize.
Like I’ve said before, start with the best, most accurate implementation you can possibly find. Then, test, test, test – optimize with both A/B and multivariate testing to achieve measurable improvements in performance. Lastly, capitalize on your investment with savvy analysts who can turn data into action. And when in doubt, remember that analytics isn’t something you “set and forget.” It requires ongoing governance and care, so for the best results, schedule regular audits to ensure your data is as accurate as possible.
Again, let us know what’s going on in your analytics world. Whether it’s a question you have, lesson you’ve learned or story that just has to be shared, just fill out the form below or email kwd at acronym.com to get into the mailbag.
Till next time!

Web Analytics Training from USF - Web Analytics Training Courses

Harness the Power of Advanced Web Analytics Training and Convert Data Into Profits!

Interactive marketing has exploded in popularity and usage, due in large part to its measurability. In fact, Forrester predicts that U.S. businesses will spend approximately $953 million on web analytics software in 2014, with an average compound growth rate of 17%.* At the same time, new research from Econsultancy and Lynchpin shows a shift from spending on technology (which decreased from 45% to 38%) to spending on internal staff (which increased from 36% to 42%)** — highlighting a growing need for trained web analytics consulting professionals.

Web analytics tools make it possible to track everything from page hits to visitor demographics to advertising ROI. However, the key to success is not just obtaining accurate and plentiful data — it’s knowing how to use that information to your advantage. If you’re not making optimal use of your findings, it could be costing you money, customers and your competitive edge.

Advanced Web Analytics goes beyond the platform and empowers you to master the discipline. Not only will you learn what to measure and how to measure it, but you’ll also discover how to analyze the data and use it to optimize your website and campaigns.

Accomplished web analytics experts provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized certificate course will equip you with the web analytics training you need to leverage your metrics and maximize your marketing success!
Who Should Register?

This 100% online advanced analytics training course is ideal for marketing professionals and webmasters in agencies and corporate marketing departments. It is also essential for managers and executives who are responsible for setting goals and producing results, as well as for entrepreneurs seeking to optimize interactive marketing expenditures. Students may find it helpful to have some familiarity with basic web analytics tools, which are covered in 

USF’s Master Certificate in Internet Marketing program.
What You’ll Learn
Introduction to Advanced Analytics and Measurement
History of web analytics
Critical considerations for web analytics installations
Overview of web analytics providers
Best practices for analytics
Key analytics and conversion-tracking concepts
Traditional Analytics Components
Vital visitor info: user variables and site interaction
Tracking traffic sources: direct, referring sites, paid and organic
Optimizing site performance and ROI functionality
Goal-setting: paths, funnels and conversions
Google Analytics
Pros and cons of Google Analytics
Installations, profiles and configurations
AdWords integration and goal/ROI tracking
Custom segments and reports
Site overlay, maps and motion charts
Analytics Tracking and E-Commerce
Analyzing goal performance
Successful e-commerce installation and tracking
Alternative ways to measure e-commerce
Communicating reports externally and internally
E-commerce optimization
Measuring Off Site
Off-site metrics: top tracking and reporting methods for email, online advertising, video, social media, blogs, viral marketing and print media
Analytics Reports
Essential reports for webmasters, marketers, executives and small-business owners
Establishing benchmarks, KPIs and success metrics
Google Analytics: auto-reports and dashboards
Interpreting web analytics reports
Advanced Analytics
Google Analytics: custom filters, event tracking, e-commerce tracking over multiple domains and tagging campaigns
Top troubleshooting tips for web analytics
Evaluating external sources for web metrics: comScore, Nielsen and MRI
Must-know Omniture features
Testing: landing pages, design and Website Optimizer
Analytics Case Studies
Installations: standard and e-commerce
AdWords reports
Server-side example
Visualizing data to drive results
Analytics report-based marketing and design optimization


* “U.S. Web Analytics Forecast, 2008 to 2014”; published on Forrester.com, May 27, 2009.
** “Online Measurement and Strategy Report 2009”; published by Econsultancy, June 2009.

Phoenix SEO Firm to Lead Google Analytics Training Presentation

Phoenix SEO Firm, KEO Marketing, to Lead Google Analytics Training Presentation

Phoenix SEO firm, KEO Marketing, will be leading a Google Analytics Training presentation hosted by the Phoenix Chapter of the American Marketing Association

Phoenix SEO firm, KEO Marketing, will be leading a Google Analytics Training presentation hosted by the Phoenix Chapter of the American Marketing Association.
In this hands-on session, entitled ‘Top 10 Recent Enhancements to Google Analytics,’ Phoenix SEO expert, Sheila Kloefkorn, President of KEO Marketing and Director of Business Intelligence, Ryan Grimes will teach attendees how Google Analytics can give them the knowledge they need to improve the performance of their website and their marketing campaigns. In addition, two companies will have the opportunity to receive a complimentary detailed audit of their Google Analytics implementation.

“Google Analytics allows you to analyze various facets of your website and is the most widely used analytics application on the Web,” said Sheila Kloefkorn, President of Arizona online marketing company KEO Marketing. “This presentation will teach attendees how to properly leverage Google Analytics to make significant improvement to their marketing campaigns and overall business.”
The ‘Top 10 Recent Enhancements to Google Analytics,’ presentation will be held on Thursday, October 28, 2010 from 3 p.m. to 5 p.m. at the Jobing.com headquarters located at 4747 N. 22nd St. in Phoenix.
Interested parties can find more information about the event or register online at http://www.amaphoenix.org.
KEO Marketing is committed to developing marketing strategies and plans that help clients succeed online. Some of the world's largest brands have depended on KEO for marketing programs that deliver tangible and substantial results.
About KEO Marketing
KEO Marketing specializes in innovative online marketing strategy and solutions including search engine marketing and optimization, online advertising, social networking and social media. Some of the companies that KEO Marketing has provided online strategy for include: General Motors, FedEx, Profiles International Inc. and many more. For more information, visit http://www.KEOMarketing.com.

Google Analytics Training Course

1 day - £250 + vat
SUMMER PICK & MIX on Social Media and SEO Training
5-day training packages for just £795 + vat (normally up to £1,195)
Google Analytics provides you with free, in-depth data on your web traffic and enables you to increase online sales by understanding where your visitors are coming from and how they are using your website. Effective Google Analytics training will help you to make the best of this fantastic free tool.
This hands on Google Analytics course will provide you with the knowledge you need to install Google Analytics, understand Traffic and Content Reports, use AdWords to create effective pay-per-click campaigns and use Goals and Filters to help you improve Search Engine Optimisation (SEO) and increase online sales
Experienced users can attend our Advanced Google Analytics course

Google Analytics Training Course Objectives

On Completion of this Google Analytics course delegates will be able to:
  • Install Google Analytics on their website
  • Understand basic Traffic and Content Reports
  • Set up AdWords, select Campaign Keywords and track results
  • Use Goals and Filters effectively 

Google Analytics Course Content

Introduction to web analytics

  • The Google Analytics story, introduction to complementary Google products
  • Successful Web Analytics Approaches
  • Case study

Reports interface

  • Introduction to reports: Overview, Visitors, Traffic, Content, E-Commerce
  • Discuss interface features
  • Date selection tool
  • Exporting and saving reports
  • Customizing dashboards
  • Emailing reports

Administrative interface

  • Setting up an account and profile
  • Adding users
  • Overview of standard filters
  • Overview of Goals and funnels
  • Overview of Site Search
  • Linking with AdWords

The Importance of Goals

  • Non e-commerce vs. e-commerce

Case study

What do you want to track?

  • Key Performance Indicators (KPIs)
  • Traffic Sources analysis
  • Lead Generation metrics
  • Branding and Rich Internet Application (RIA) metrics
  • Keyword analysis
  • Website design/Site Content Optimization
  • E-commerce

Case Studies

Optimizing AdWords and PPC campaigns

  • Campaign tracking
  • Targeting campaigns around location, site, time of day, keyword position
  • AdWords tips and tricks: budget controls, keyword types

Introduction to experimentation and tracking

  • Ad Creatives, Landing Pages, Refining Keywords, Shopping Cart Funnels
  • Manual Campaign Tracking
  • Other Google products: Website Optimizer, Feedburner, Webmaster Tools

Creating a data driven culture


  • “Not set”, “other”, sampling, set up, linking
  • Common errors and how to avoid them
  • Help Center, GAAC program, Discussion Forum

Open questions & answers

Google Analytics Training Course Pre-requisites

Prior to attending this Google Analytics course delegates should have:
  • Good basic PC / Mac skills
  • An understanding of the web and how websites are structured

Google Analytics Training Course Recommended Reading

Google Analytics
- Jerri L. Ledford, Joe Teixeira and Mary E. Tyler - buy from amazon
Advanced Web Metrics with Google Analytics
- Brian Clifton - buy from amazon

Google Analytics Training | Google Web Analytics Training

Google Analytics Training - Google Web Analytics Training


Econsultancy are a favourite training provider of mine. They offer great training, at great value and the trainers are always experts in their field.

Econsultancy online marketing training

Silicon Beach Training, Brighton

Silicon Beach Training run regular hands-on Google Analytics Training and Advanced Google Analytics Training courses at their training centre in central Brighton. All courses are delivered by experienced industry professionals.

Analytics Training | Google Analytics Training

Webtrends web analytics training - Webtrends Certified Professional

Become a Webtrends Certified Professional

The best and brightest minds in web analytics are Webtrends Certified Professionals. We offer comprehensive training and certification programs in:
  • Technical administration
  • Data analysis
  • Website optimization
Our Webtrends Certified Analytics Administrators complete an intensive four-day training curriculum covering the topics in Analytics for Technical Professionals Essentials and Custom Reports, followed by a certification exam on the fifth day. This program provides the in-depth knowledge to implement and customize Webtrends Analytics to meet your organization’s business requirements.
Webtrends Certified Data Analysts know how to make sense of data and how to recommend action steps for their organizations to improve business results. Becoming a certified analyst requires completion of our case-basedWebtrends Certified Professional – Analytics: Analyst course and exam.
Webtrends Certified Optimization Analysts are skilled in the field of site optimization and in the use of Webtrends Optimize. The know how to begin developing an approach to site optimization, develop a testing strategy, and work with an optimization team. Becoming certified requires completing the strategic certification self-paced training available within the Webtrends Optimize Resource Center and completing the online exam with review from a Webtrends instructor.
Webtrends Certified Optimization Developers are skilled in the advanced concepts of A/B/n and multivariate testing. They know how to design effective tests, analyze the results, and automate ongoing optimization. Becoming certified requires completing the technical certification training available within the Webtrends Optimize Resource Center and completing the online exam with review from a Webtrends Instructor.