Web Analytics 101

Course Description:

Your colleagues are talking more and more about developing better reports to measure your online marketing efforts. And the IT department keeps offering to either “build our own reports” or “outsource them to a web analytics vendor.” But no one is talking about the actual content of those reports. Will they be any good? Will they actually add value? Will we be able to act on them? Before committing to a course of action, wouldn’t you like to know what you’re getting into? We’ve developed a course targeted at business (not technical) users who want to understand the benefits of website traffic reports without having to commit to a single vendor. We’ll demystify the terminology, familiarize you with sample reports from real websites and provide you with useful tools so you can interpret the data to meet your own needs.

What you'll learn:

Learn the pros and cons of typical website-traffic reports such as those provided by WebTrends, Google Analytics, Urchin, Webalizer, AWStats or other log-analyzer tools and learn how to interpret and leverage the different reports they generate.

During this one-day course, we’ll address such questions as

What is actually being counted?
Which are the key traffic statistics to track?
What are the differences between hits, visits and visitors?
Which vendor is most accurate?
How much should we expect to spend?
Is it complicated to implement?
How can analytics reports help us identify problems areas or potential improvements we could make to our site?

Using real-world examples and team interaction, we’ll show you concrete ways to leverage these reports, allowing you to decide if they’ll assist you to adequately measure and evaluate the effectiveness of your Internet efforts relative to your website strategy. Most importantly, the course will be taught from a marketing and communications perspective—not a technical one.

Who should attend:

Marketing and communications professionals who are debating which website traffic report tool (analytics) to purchase for their organization.

Participant Comments:

"[the course] reinforced what I was doing and gave me ideas on how to improve it. I thought it was great for uninformed as well as existing users." "Worth every dollar we spent!"

Length and Format:

One-day course taught at your facility and scheduled at your convenience (agenda available in downloadable PDF format).

Price:

$1,500 per session, plus instructor's travel expenses if course delivered outside of Ottawa, Canada.