web analytics training: web analytics training

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web analytics training course: california ca

San Diego Web Analytics Course Begins on April 18, 2011 at UCSD Extension
UCSD Extension is offering a web analytics training course starting April 18, 2011 for those interested in learning basic to advanced web analytics strategies used by top web professionals to improve their website and meet business goals.

Registration is currently open for the Spring semester of Web Analytics: Techniques, Tools and Tricks - a comprehensive web analytics training course offered by UCSD Extension to help web professionals in San Diego learn the ins-and-outs of popular web analytics programs such as Google Analytics and apply that knowledge toward improving user experience and engagement on their websites. The course begins on April 18, 2011. Classes will be held every Monday at 5:30 PM at UCSD Extension - La Jolla Campus located at 9600 N. Torrey Pines Road, La Jolla, California 92037. Web Analytics: Techniques, Tools and Tricks is offered as part of the Web Publishing Certificate program at UCSD, but is also available as an individual course for those seeking to expand their knowledge of web development and online marketing.

This web analytics training course is designed for web professionals of all skill levels, including novices and more advanced and experienced professionals. It is also applicable for people in many different internet-related fields, including web design, web development, online marketing and search engine optimization. As part of this course, students will learn everything from the very basics of web analytics to more advanced topics on web metrics and analysis. For much of the course, students will receive in-depth, hands-on Google Analytics training - a free, robust web analytics package provided by the world leader in search. Google Analytics is one of the most popular web analytics programs available on the market because of its robust feature set, user friendly design and highly affordable price point.

During UCSD Extension's web analytics course, students will receive extensive training on many aspects of web analytics, such as setup, data manipulation, interpretation and analysis. Students will receive instruction on a wide range of topics, including how to install web analytics programs such as Google Analytics, how to collect and analyze user data, how to set up custom reporting, and much more.

If you are interested in learning basic, intermediate and advanced web analytics techniques and how to apply web metrics toward improving website performance and conversions, sign up for Web Analytics: Techniques, Tools and Tricks at UCSD Extension today. Register for this course today! Registration ends prior to April 18, 2011.

Contact Info

Gregory Magaril

9600 N. Torrey Pines Road, La Jolla, California 92037

Phone: (858) 534-9358

Website: http://www.discoverwebanalytics.com

Advanced Web Analytics Training Program

Previewing Think Tank: Advanced Web Analytics Training

There’s less than a month now until our X Change Web Analytics Conference kicks-off, making this a typically frantic time (we’re extremely busy too boot). We’re getting close to our maximum capacity, so if you do want to come, I STRONGLY advise you register soon. I’ve already posted a series of blogs on X Change Huddles, and I hope to do a couple more. But I didn’t want to forget about Think Tank – our day of advanced Web analytics training right before X Change.

We started Think Tank last year for reasons similar to those that made me create X Change in the first place. I felt like there was a substantial hole in the market when it came to Advanced training in web analytics. Advanced training is hard to do for a number of reasons: it’s expensive; you can’t get large classes because the topics need to be highly specific, and it’s hard to find the trainers.

I see plenty of options for training in basic tool use - from the vendors or around GA - in basic reporting, and in basic Web analytics. But if you’re an analyst with more than a year of experience, none of that training is likely to be very interesting. We routinely send new analysts off for Omniture certification (as an example), but we’ve found it’s really only useful for people with less than 6 months experience.

The idea behind Think Tank was to take advantage of the audience at X Change and the attendance of much of our staff (it used to almost everybody but as we’ve grown that’s become impossible) to offer a whole set of classes in Advanced web analytics. The classes are all taught by experienced professionals; they focus on topics that go beyond basic tool use; and they are kept quite small and interactive. It’s everything advanced training should be.

Think Tank at X Change this year will feature more than twenty classes. And even if you attended last year, you should check it out since there are many new classes.

Some of the new classes include Greg Dowling doing a deep-dive on Mobile Measurement, Phil Kemelor on Web Analytics Communication, June Dershewitz on Social Measurement tools, Allison Hartsoe and Ryan Praskievicz on Using Google Analytics as a Second Measurement tool in the Enterprise, and a class focused on Use-Case Analysis that I’m developing.

I’ve been lending a hand on several of these and I think they should be really interesting. Greg is doing a much deeper dive into mobile measurement than we did together at eMetrics. He’ll be overviewing some of the key tools that have emerged, diving down into the basic problems in capture and measurement design in mobile, and then working through an interactive exercise in mobile application measurement design. June’s class on Social Measurement tools follows a similar arc. She’ll be overviewing some of the key tools in the space, highlighting measurement issues and opportunities, and then diving down into a real-world example pulled from our Web analytics world. My own Use-case analysis class will show the key segmentation techniques we’ve developed for building use-case signatures, discuss how to measure different types of use-cases effectively, and then I’ll work through an interactive example of identifying behavioral use-cases on a site.

That’s just a sample of the new stuff. There’s a slew of really cool courses coming back from last year. Eric (with John Lovett added) will be doing a whole track on People, Process and Technology for Web Analytics. I’ll be reprising my Data Warehousing Online Analytics class as well as my Survey and Web Analytics Integration class.

Some of the highest rated classes last year were the Testing & Auditing Class (a deep-dive into tools and techniques for testing and governance in Web Analytics) taught by Jon Entwistle and Breen Baker, Functional Analysis with June Dershewitz, and Jon’s Business Requirements to Tag Design to Tag class. He and Breen will also be reprising their Tagging a Web 2.0 site class.

Because X Change isn’t just about theory and concepts, some of the classes have to be tool specific. We did Think Tank at the Unica Conference (which was great) and we taught a Functional Analysis, Database Marketing, and SEM Analytics class all geared toward NetInsight. For X Change, we have tool specific offerings around Omniture and Excel including Jesse Gross’ class on When and How to Use Omniture Tools and his Excel Tips&Tricks class. The former focuses on what types of jobs/applications each tool in the Omniture Suite is best at and some the key limitations it’s important to understand before trying to tackle a job with each. Paul Legutko will be reprising his class on Using Discover for Analysis as well as the class I taught at Unica’s Think Tank on SEM Analytics (tool neutral at X Change) with an expanded section on attribution.

There is just too much cool stuff to describe.

How does Think Tank work? It’s pretty simple really. It’s a full day of training with three sets of classes. When you sign-up, you pick the classes you want from each session. Unlike X Change where you aren’t guaranteed a Huddle, you’ll get the classes you pick at Think Tank. We’ll let you know if a class is closed. We target about 7 people per class – though some we’ll let float a little bit if they are less interactive. In a way, each class is like an X Change Huddle but on steroids. The conversation is highly directed and topic specific. All use powerpoint, some go hands on to the tools, and many feature interactive sessions. It’s a lot of fun – and the type of training you simply can’t get anywhere else.

Check out the full listings on our site – and remember – if you’re coming out to X Change and you didn’t sign up for Think Tank you can just reach out to me and we’ll get you the Bundle price. You can also have an analyst come out and get the bundle price with your X Change admission (again, just let me know if you’d like to do that). And, of course, you can even attend just Think Tank and not X Change.

You can register now for X Change and Think Tank here!

google analytics training SINGAPORE

training on google analytics in Singapore

Web Analytics

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Web Analytics Consulting Singapore

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Web Analytics Training Singapore

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Web trends Training Course–Web Analytics Training: Administrator Short Course for Government

Course Description
This course consists of three two-hour training segments designed for the specific needs of the
government administrator using Webtrends Analytics. First, we will review the key tagging
methodologies used by Webtrends Analytics. Next, we will discuss approaches to capturing
web 2.0 activities in Webtrends Analytics reports. Finally, we will review key strategic
considerations for enterprise portal analytics.
Note: This course supplements the other courses offered in the Webtrends Analytics for
Technical Professionals track by teaching specific topics of interest to government agencies. It
is not a comprehensive configuration and administration course for Webtrends Analytics, and it
is recommended that government administrators also attend the other courses in the
Webtrends Analytics for Technical Professionals track.
Learning Outcomes
After finishing this series, you will be able to:
• Understand the multiple methods of tagging used for Webtrends Analytics data capture
• Recognize when and where you might be able to use cookies to gather data about your
visitors
• Begin using Webtrends Analytics to track dynamic interactions on your web presences
• Recognize how analytics differs when measuring portal usage
• Begin to develop a tagging and reporting strategy for your organization’s site or portals
Products Covered
• Webtrends Analytics On Demand and On Premises
Who Should Attend?
Administrators of Webtrends for government agencies, and anyone responsible for Webtrends
Analytics data collection strategy and capture within a government organization.
Prerequisites
None, though Webtrends Analytics for Technical Professionals I: Essentials or at least 6
months of experience with Webtrends Analytics is highly recommended.
Availability and Pricing
You may choose to attend a public online course or schedule a private online class.
• Public Online: $500 per participant Training Syllabus
851 SW 6th Ave, Suite 1600 1.877.932.8736
Portland, OR 97204 sales@webtrends.com Page 2
ADMINISTRATOR FOR GOVERNMENT
851 SW 6th Ave, Suite 1600
Portland, OR 97204
1.877.932.8736
sales@webtrends.com
• Private Online: Please contact your account manager for pricing.
Duration
• 3 two-hour weekly sessions, 9:00 am - 11:00 am Pacific Time each
Agenda
Session Description
Tagging 101 More and more organizations are implementing an alternative
technique to collect web site traffic information rather than relying
on web server log files. This technique is called client-side data
collection, or tagging for short. In this session, learn how tagging
works, the advantages and disadvantages of using cookies as well
as some best practices around implementing tagging.
Web 2.0 Tracking Tracking visits to pages using AJAX (Web 2.0 stuff), Flash, and
even downloads can be difficult to track. Not now. Learn how you
can use Webtrends Analytics to track when people use different
dynamic elements in AJAX, Flash, and more.
Portal Deployment Deploying enterprise portals requires significant investments in
time, effort and money. With the evolution and broad adoption of
portals, organizations have become keenly interested in measuring
portal usage. Knowing how the portal is being used and mapping
usage trends over time can provide evidence of a successful portal
initiative. With Webtrends training, understand how the unique
attributes of portals can pose specific challenges when it comes to
tracking usage and learn how Webtrends can help you gain
insights about portal usage and user behavior.

https://www.eiseverywhere.com/file_uploads/d7152517012721b01118a1f116694ec5_9_Government_admin_series_110111.pdf

Webtrends Training–Webtrends Certification - Certified Professional – Analytics: Administrator Exam

Overview
The Certified Analytics Professional Exam is a exam that tests an individual's knowledge of the
technical fundamentals and custom reporting knowledge required to support Webtrends
Analytics solutions. Prior completion of the Webtrends Analytics for Technical Professionals:
Essentials and Custom Reporting courses are strongly recommended. However, experienced
Webtrends administrators can take this test as a stand-alone exam to gain Certified Analytics
Administrator status.
Products Covered
• Webtrends Analytics 9 On Demand and On Premises
Who Should Attend?
Webtrends Analytics administrators and anyone responsible for configuring Webtrends
Analytics features (data sources, profiles, filters, templates, etc.). Technical professionals
responsible for configuring Webtrends Analytics to meet the advanced reporting needs of
marketing professionals.
Prerequisites
Webtrends generally discourages individuals from taking only the exam unless the individual
has significant real-world experience in configuring Webtrends Analytics solutions. The
preferred path is to complete the full training program, which will enable individuals to learn key
skills required to successfully pass the exam. For those individuals who feel they have all the
relevant experience required, we do offer the exam-only option.
The following courses are recommended prior to taking the exam:
• Webtrends Analytics for Technical Professionals: Essentials
• Webtrends Analytics for Technical Professionals: Custom Reports
Exam Details
To gain certification, an individual must pass the exam with a score of 85% or better.
Availability and Pricing
You may choose to take the exam online or at a public training center.
• Public Online: $400 per participant
• Public Training Center: $400 per participant Certification Exam Details
851 SW 6th Ave, Suite 1600 1.877.932.8736
Portland, OR 97204 sales@webtrends.com Page 2 CERTIFIED ADMINISTRATOR EXAM
851 SW 6th Ave, Suite 1600
Portland, OR 97204
1.877.932.8736
sales@webtrends.com
Duration
• Public Online: 2 hours
• Training Center: 3 hours, 9:00 am – 12:00 pm
Features Covered
The exam tests participants’ knowledge of the following Webtrends Analytics features:
• Client-side tagging
• Query parameters
• Profiles, data sources and filters
• Templates and dashboards
• Parameter analysis
• Content groups
• Path analysis
• Session tracking
• User rights and privileges
• Scenario analysis
• Campaigns
• Visitor history
• Custom reports
• Custom drilldown reports

Webtrends Training–Webtrends Certification - Certified Professional – Analytics: Administrator Exam

https://www.eiseverywhere.com/file_uploads/1efaa4b97d94607cc7ec2dfafde0b6ed_9_Analytics_Admin_Exam_Overview_101213.pdf

Webtrends Training–Web Analytics Training for Technical Professionals II: Custom Reporting

Course Description
Many organizations have sophisticated reporting requirements that are not met with standard
Webtrends Analytics features. In Webtrends Analytics for Technical Professionals II: Custom
Reporting, you will learn how to configure and implement custom reporting features to create
advanced reports to meet the specific needs of your organization.
Our expert instructors use demonstrations, hands-on labs and lecture to guide you through the
configuration and use of custom reports. You will learn how to design reports using the vast
number of preconfigured components supplied in Webtrends Analytics and how to build your
own customized dimensions and measures. In addition, you will also learn how to design
custom drilldown reports for campaigns, products and other business processes.
Learning Outcomes
As a result of attending the course, participants will be able to:
• Navigate the Webtrends Analytics custom reporting interface
• Understand the importance of visitor history
• Design and create custom reports
• Create custom report hit and visit filters to segment traffic
• Create custom components such as dimensions and measures
• Understand lookup tables and how to implement them
• Implement advanced campaign and product reporting
• Design and create drilldown reports
Products Covered
• Webtrends Analytics 9 On Demand and On Premises, Advanced Marketing or Commerce
Package
Who Should Attend?
Administrators of Webtrends Analytics and anyone responsible for configuring custom reports
to meet the reporting needs of their organization.
Prerequisites
Webtrends Analytics for Technical Professionals I: Essentials or equivalent experience. Student
must be able to configure profiles, create and manage data sources, use filters and configure
advanced features such as content groups and path analysis Training Syllabus
851 SW 6th Ave, Suite 1600 1.877.932.8736
Portland, OR 97204 sales@webtrends.com Page 2 CUSTOM REPORTING
851 SW 6th Ave, Suite 1600
Portland, OR 97204
1.877.932.8736
sales@webtrends.com
Note: Custom Report functionality covered in this course is only available in the Advanced
Marketing or Commerce Package of Webtrends Analytics On Demand and the Advanced
Analysis Package of Webtrends Analytics On Premises.
Availability and Pricing
You may choose to attend a public course online or at a training center or schedule a private
class online or on-site at your location.
• Public Online: $600 per participant
• Public Training Center: $700 per participant
• Private Online or On-Site: Please contact your account manager for pricing.
Duration
• Public Online: 1 day, 9:00 am – 2:00 pm Pacific Time
• Training Center: 1 day, 9:00 am – 3:00 pm
Agenda
• Visitor History
Importance and use of visitor history
• Basic Custom Report Components and Setup
Navigating the Webtrends Analytics custom reports interface
Creating categories
Setting up your templates to auto populate custom reports
Custom report structure
• Filters and Calculated Measures
Create and apply custom report filters
Create calculated measures
• Custom Dimensions and Measures
Creating new dimensions and measures
Using custom tags in reports
Lookup tables
• Drilldown Reports
Building hierarchy reports
Advanced campaign and product reporting
https://www.eiseverywhere.com/file_uploads/ba3182ac58b92cd6d5ce2b08f7e7b6bf_9_CR_Syllabus_101213.pdf

Webtrends Training–Web Analytics Training for Technical Professionals I: Essentials

Course Description
In Webtrends Analytics for Technical Professionals I: Essentials you will learn how to configure
and implement the base functionality provided in Webtrends Analytics 9. This class is designed
for technical professionals who are responsible for configuring Webtrends Analytics features to
produce reports required by business users and other Webtrends end users in the organization.
The class utilizes multiple training methodologies such as lecture, discussion, demonstration,
and hands-on exercises to promote learning. Participants will learn how to configure profiles,
filters, templates, and a wide-array for reporting features. In addition, the class focuses on using
SmartSource Data Collection (SDC) and will describe the SDC JavaScript tag and Webtrends
query parameters available to enhance reporting options.
Learning Outcomes
As a result of attending the course participants will be able to:
• Navigate the Webtrends Analytics interface and interpret reports
• Understand the various methods of collecting data and describe the advantages of each
• Create profiles, data sources, templates, and dashboards
• Understand the purpose of JavaScript tag and basic Webtrends parameters
• Create hit and visit filters to segment traffic
• Understand the purpose of the DCSMulti-Track function in regards to Web 2.0 tracking
• Implement basic campaign reporting
• Set up a scenario analysis to measure website conversion rates
• Implement paid search tracking
• Set up user rights, permissions, and roles
• Export information to a SmartReport or ODBC format
• Analyze web-site effectiveness via the configuration of various reports such as content
groups, path analysis, parameter analysis
Products Covered
• Webtrends Analytics 9 On Demand and On Premises
Who Should Attend?
Administrators of Webtrends Analytics and anyone responsible for configuring Webtrends
Analytics features such as data sources, profiles, reports, filters, templates, etc.
Prerequisites
None
Availability and Pricing
You may choose to attend a public course online or at a training center or schedule a private
class online or on-site at your location.
• Public Online: $1,800 per participant
• Public Training Center: $2,100 per participant
• Private Online or On-Site: Please contact your account manager for pricing.
Note: Individuals enrolling in this class often choose to also enroll in Webtrends Analytics for
Technical Professionals II: Custom Reporting. This one-day advanced class will provide you the
skills to create custom reports, drill-down reports, and campaign reporting for your organization.
Duration
• Public Online: 3 days, 9:00 am – 2:00 pm Pacific Time
• Training Center: 3 days, 9:00 am – 4:30 pm
Agenda
• Viewing Reports
Navigating the Webtrends Analytics interface
Locating and interpreting reports
• SmartSource Data Collection
Various methods for collecting data – web logs and SDC
Advantages and disadvantages of various methods
Webtrends Analytics implementation model - software vs. hosted
• Data Sources
How to create a data source
Best practices for creating data sources
• JavaScript Tag and Query Parameters
How to implement the JavaScript tag on your website
How to utilize query parameters and meta tags to enhance reporting
• Profiles
Creating a standard and advanced profiles
Understanding the purpose of a profile in regard to segmenting traffic
• Filters
Implementing filters to refine reporting results
Hit filter vs. visit filters
• Templates
Creating templates to organize and simply your reporting solutions
Creating dashboard to summarize report results
• Regular Expressions
Understanding the purpose of a regular expression
Using regular expressions to specify a URL pattern
• Content Effectiveness and Navigation
Creating content groups to determine traffic patterns
Implementing parameter analysis to determine traffic patterns
Setting up path analysis reporting to view visitor paths
• Advanced Tracking
Understanding the DCSMultiTrack function
Using the DCSMultiTrack function to enable Web 2.0 reporting
• Paid vs. Organic Search
Tracking ROI as a result of Paid Search
Enabling paid vs. organic search reports
• Conversion
Tracking website conversion rates
Tracking conversion via tagging and UI methods
• Campaigns
Implementing campaign tracking
Enabling visitor history and campaign reporting
• Users
Creating, modifying, and deleting users
Creating and assigning user roles
• Exporting
Utilize Excel SmartReports for data analysis
Making an ODBC connection for data mining and analysis

https://www.eiseverywhere.com/file_uploads/c63a21bf0ab2b19c187d4cac15a481f4_9_Tech_Ess_Syllabus_101213.pdf

Webtrends Training in London–web Analytics training in UK for Marketing Professionals

Webtrends Training - Analytics for Marketing Professionals is designed for individuals who will use Webtrends Analytics data to understand and improve their organization’s online presence.

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Webtrends Training - Analytics for Marketing Professionals:
Fundamentals I
Learn the fundamentals of using Webtrends Analytics to measure the success of your online presence. This class provides an understanding of Webtrends Analytics core features, terminology, and key reports. Duration: 1 day or 2 half-days.

View the full syllabus

28 March, 2011 - London, UK: Fundamentals I

27 April, 2011 - London, UK: Fundamentals I

24 May, 2011 - London, UK: Fundamentals I
Webtrends Training - Analytics for Marketing Professionals:
Fundamentals II
Building on the concepts learned in Fundamentals I, this course will teach you how to use Analytics to improve acquisition, deepen visitor engagement, optimize site design to increase conversion, and create customer loyalty through retention. Duration: 1 day or 2 half-days.

View the full syllabus

29 March, 2011 - London, UK: Fundamentals II

28 April, 2011 - London, UK: Fundamentals II

25 May, 2011 - London, UK: Fundamentals II
Webtrends Training

Webtrends Training–Webtrends Analytics Courses for Marketing Professionals

Webtrends Training - Analytics for Marketing Professionals is designed for individuals who will use Webtrends Analytics data to understand and improve their organization’s online presence.

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View the full syllabus

February 8, 2011 - Portland, OR: Fundamentals I

February 14 - 15, 2011 - Public Online: Fundamentals I

March 14 - 15, 2011 - Public Online: Fundamentals I
Webtrends Training - Analytics for Marketing Professionals:
Fundamentals II
Building on the concepts learned in Fundamentals I, this course will teach you how to use Analytics to improve acquisition, deepen visitor engagement, optimize site design to increase conversion, and create customer loyalty through retention. Duration: 1 day or 2 half-days.

View the full syllabus

February 9, 2011 - Portland, OR: Fundamentals II

February 17 - 18, 2011 - Public Online: Fundamentals II

March 17 - 18, 2011 - Public Online: Fundamentals II
Webtrends Training - Certified Professional – Analytics:
Analyst Course & Exam
Learn best practices for analytics-driven organizations and use real-world business cases to develop your abilities in analyzing web analytic data and communicating insight to your organization. Then, complete an Analytics case study exam to become a Webtrends Certified Analyst. Duration: 2 days.

View the full syllabus

February 10 - 11, 2011 - Portland, OR: Certified Analyst

February 22 - 23, 2011 - Public Online: Certified Analyst

March 22 - 23, 2011 - Public Online: Certified Analyst
Webtrends Training - Analytics for Marketing Professionals: Mobile Analytics
Webtrends Mobile Analytics provides deep insight into your mobile sites and apps. Understand how Webtrends Mobile Analytics works, the reports, and how to determine KPIs for your mobile investments. Duration: 4 hours.

View the full syllabus

February 8, 2011 - Public Online: Mobile Analytics

March 8, 2011 - Public Online: Mobile Analytics
Webtrends Training - Analytics: Marketing Short Course for Government
This course supplements the other Analytics marketing courses by teaching 3 topics of interest to government marketers in a series of two-hour sessions. Topics include: the business case for analytics, measurement strategies, and communicating results. Duration: 6 hours.

View the full syllabus

March 10, 17, & 24 - Public Online: Govt Marketing
Webtrends Training - Understanding Webtrends Analytics Reports
Designed to teach end users how to effectively interpret information in their Webtrends Analytics reports, this class reviews the report interface and your Webtrends Analytics reports in a private course. Duration: 1 day.

View the full syllabus
This course is available as a private course only. Please contact your Webtrends sales representative at 1.877.932.8736 or sales@webtrends.com for more details.
Webtrends Training

Webtrends Training for Technical Professionals–Europe/global

The Webtrends Analytics Training for Technical Professionals track is designed for administrators and other individuals responsible for configuring Webtrends Analytics to create customized reports to meet the specific needs of their organizations.

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Webtrends Training - Analytics for Technical Professionals I: Essentials
Learn the essentials for configuring and administering Webtrends Analytics. Includes hands-on experience in creating profiles, filters, templates, path analysis, conversion funnels, and more. Duration: 3 days.

View the full syllabus

7 - 9 March, 2011 - London, UK: Essentials

4 - 6 April, 2011 - London, UK: Essentials
Webtrends Training - Analytics for Technical Professionals II: Custom Reporting
Building on the concepts learned in Essentials, this class teaches you how to create advanced reports to meet the specific needs of your organization using Webtrends Analytics’ powerful custom reporting functionality.Duration: 1 day.

View the full syllabus

10 March, 2011 - London, UK: Custom Reports

7 April, 2011 - London, UK: Custom Reports
Webtrends Certified Professional - Analytics: Administrator Exam
Become a Webtrends Certified Analytics Administrator by taking this practical exam that tests your knowledge of Webtrends Analytics technical fundamentals and custom reporting. Duration: 2-3 hours.

View the full syllabus

24 June, 2011 - London, UK: Partner Exam
Webtrends Certified Professional - Analytics: Partner Certification Course
Attendees 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. Duration: 5 days.

View the full syllabus

20 - 24 June, 2011 - London, UK: Partner Course
Webtrends Training

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:

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!

http://www.acronym.com/keyworddriven/you-ask-we-answer-introducing-the-analytics-mailbag.html

Web Analytics Training - Web Analytics - Convert Browsers to Buyers

Web Analytics Training - Web Analytics - Convert Browsers to Buyers

Author: Aurora Brown

Web Analytics is not the sexiest topic in the Search Engine world today, but is nonetheless very practical in measuring the performance of your website. So many people I come across have absolutely no idea what the traffic patterns are like on their website, much less their return on investment (ROI) or how much it costs to acquire a customer.

Mind you, many of these companies are giving thousands of dollars a month to SEM firms, PPC budgets, email campaigns, viral marketing and more, having no idea of what this investment really means, where the money goes, and if the company they're with is charging a fair price.
Taking a page from the direct marketing world, agencies are paid based on their performance and this performance is measured by certain key metrics that measure progress towards certain goals (leads, subscriptions, downloads, sales, etc.). If we look at all of the targeted marketing that can be done online vs. via list brokers (even in-house lists) and traditional direct marketing (DM), internet marketing seems like direct marketing on steroids.

Additionally, the same metrics that add to the success of a DM campaign can be applied to all of your internet marketing objectives, and much like direct marketing, there are tools that can sort through tons of data to provide information that can validate your online goals.

These include sophisticated web analytic services that provide information which can actually help convert browsers to buyers on your website. A good web analytics program should offer all of the services below; each one performs a specific function that is necessary to tracking the success of your website, such as:

Scenario Analysis. This examines the actions of visitors through the steps they take from initial visit to check-out. This allows a business to identify which paths lead to sales and modify the navigation accordingly;

ROI Analysis. To justify the dollars spent on links, PPC, or other CPM, CPA, or other ongoing SEO campaigns, you need to know which tactics are producing a positive ROI and which tactics need to be re-evaluated or eliminated. Usually, you're able to drill down into this data to see more details such as which PPC keywords drive the most traffic, or more importantly, sales:

Sales Summary Reports. These should offer a 'big picture' look at numerous variables, including seasonal trends, peak buying hours, revenue earned per unique time frame (quarterly) and average order size. This report should generally be graphical or presented in an easily understandable;

Advanced Merchandise Reporting. This helps merchants identify specific items a customer adds/deletes/buys from their shopping cart, to tap into trends for specific products and help optimize the timing of promotions and other marketing messages;

Organic Search Report. This gives you an ROI figure for all of your organic search terms. This is what you should get monthly if you are hiring a professional SEO firm or consultant;

Although plenty of other reports can be generated to validate your marketing dollars, good analytics can mean squeezing more dollars out of your website turnip.

Article Source: http://www.articlesbase.com/sem-articles/web-analytics-convert-browsers-to-buyers-78046.html

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