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.

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