Digital Analytics Strategy Training Course

Master digital analytics in a big data world

Course Details & Enrolment

Course Details
This course can be delivered to teams at your business or organisation.	Enquire Now
*Course length:* 1 day (9.30am - 5.30pm) includes digital copies of materials and certification

Please note: Our training courses are now available either in-person or online.

Benefits

Following the Digital Analytics Strategy training course, you will understand:

The relationship between big data and digital analytics
The digital analytics ecosystem and available options to gather and analyse data
How to increase your organisation's digital analytics 'maturity'
How to successfully map your goals with digital analytics
How to use data to understand and improve the customer journey and campaign performance
The role of tag management in digital data collection
How to segment and visualise data to gain maximum insight

All attendees receive an attendance certificate, a digital copy of course material and four weeks post course support online.

Course Overview

With businesses rapidly maturing into digital organisations, and consumers increasingly using multiple touchpoints, capturing, processing and understanding the data generated has never been so important. Enter digital analytics.

While the emphasis in digital projects is often on the digital customer experience and the enabling technology, the digital data component is often overlooked, or dealt with ad-hoc.

This Digital Analytics course is for anyone who is responsible for, or involved in taking their organisation from basic reporting, to taking actions based on digital data insights. It provides an invaluable view of the key elements when embarking on the digital analytics journey.

Course Programme

Setting The Scene

The proliferation of digital technology, customer touchpoints and digital data
Main concepts involved in big data and digital analytics

The Digital Analytics Ecosystem

Clickstream data from websites or apps (web analytics)
E-commerce data
A/B and multivariate testing, heat mapping
CRM & marketing automation data
Customer support data (phone calls, tickets etc.)
Voice of customer data, incl. customer feedback surveys, Net Promoter Score, Customer Satisfaction
Social media: analysing social media profile data, engagement and sentiment (in particular, but not limited to, Facebook and Twitter)
Media performance data: digital, print, mass media, direct response

Putting Data At The Heart Of Your Digital Strategy

Assessing your digital analytics maturity
The digital analytics roadmap
Digital analytics governance: what and how to organise for digital analytics success
Digital analyst profile: skills and competences
Why digital analytics projects fail

Developing Your Measurement Strategy

Defining clear business goals
Selecting the right key performance indicators to measure performance

Digital Data Collection

The do’s and don’ts of digital data collection: the latest in data privacy legislation
The role of tag management solutions in digital data collection
The relationship between digital analytics and big data technology such as enterprise data management solutions and Data Management Platforms (DMP)

Data Analysis & Insights

Data analysis process
Mapping your customer journey touchpoints
Attribution modelling: how to allocate success when multiple channels are involved
The importance of segmentation in digital data analysis
Recency-frequency-monetary (RFM) analysis
Customer Lifetime Value (CLV) analysis
Predictive analytics: how to predict what happens next
Visualisation tools & techniques (Klipfolio, Qliqview, Tableau)
Data storytelling, the new must-have skill

Audience

The Digital Analytics course is suitable for digital marketing managers, digital project managers, IT managers, product owners, digital analysts, business analysts, and any function involved in capturing and analysing digital data.

This course is not product specific and can be applied to users of any mainstream analytics or tagging software.

Trainer

The Digital Analytics Strategy training course is led by industry veteran, Remco Van Der Beek.

Remco has over 10 years experience in digital marketing and analytics. He was a senior consultant at Nedstat (now comScore), Europe's leading web analytics vendor, and worked with many large organisations as an external or internal consultant, such as France Telecom. Remco is a passionate advocate of web analytics and brings his huge experience and enthusiasm to each analytics training course.

What people say

Useful and practical course on digital analytics, great to get an overview and practical tools you can apply.

Mila Rendle, Business Unit Director - Consumer
Cambridge University Press

This course was tailored to our business and was so relevant to our team. The course leader was extremely personable and passionate, lots to take away and implement.

Harry Lockyear, Marketing Manager
Disney

The trainer and course content were both very good. Facilitated by videos, real time online analytics examples and high level strategy explanation and directions were very helpful. I would recommend this course as an introduction to Web Analytics.

Akansha Nath, Analyst
Barclaycard

I keep coming back to Emarketeers for their knowledgeable trainers and professionally organized workshops. The course on web analytics and optimisation gave me lots of new ideas that I can start using right away to better understand how visitors are interacting with our website.

Adrienne MacDonald, Web Editor
Medicines for Malaria Venture

I really enjoyed this course. It included a good balance of theory coupled with practical tools that can be adopted by our business.

Karen Kiggundu, Digital Brand Manager
Revlon

The course was very interesting and insightful. Remco is an entertaining and informative teacher.

Liam Geoghegan, Website Manager
City University

This is the second Emarketeers course I have attended and yet again I came out brimming with ideas for how to take my organisation forward.

Lucy Wrangles, Marketing Manager
Hertfordshire Business Services

The course provided a very useful overview of what web analytics can do, how this may apply in my organisation and what actions were needed to take this forward.

John Moss, Product Manager
Department of Work & Pensions

This is the second Emarketeers course I have been on and have been extremely impressed by both. I have taken away so many useful tips and techniques that I can apply to the work I do every day, which for me is the essence of a great course.

Becca Tuttle, Marketing Officer
De Montfort University

This course was very informative and gave a very comprehensive overview of everything you need to know to implement a successful web analytics and conversion strategy within your business.

Sinead Hernen, Online Marketing Manager
Swinton Insurance

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