Digital and Web Analytics (Google Analytics) Training … · The web analytics module also zooms in on the BIG WHYs customers do the things they do on a website such as abandoning

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https://www.equinetacademy.com/digital-web-analytics-google-analytics-training-course/

Digital and Web Analytics (Google

Analytics) Training Course

Transform Data into Actionable Insights


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Course Overview

Singaporeans are a highly-connected net savvy population, driving commerce online. SME’s and corporate brands are rapidly

recognizing that a simple online presence is not enough. Consumers review and differentiate products services online. E-commerce is the best “route to market” with great retail and brand uplift opportunities. F&B outlets and MNC producers of FMCG, can no longer rely on television, as consumer in-market, engagement and conquest channels, with audience and buy point segmentation, requiring performance, KPI and ROI analysis. The challengers facing employers is how to bridge the new skills gap, within company competencies and capacity building. This intensive two-day Digital Analytics training workshop outlines the features, advantages and benefits of digital analytics. With theory and practical exercises, designed to enhance data planning and capture capabilities, producing actionable insight. The web analytics module also zooms in on the BIG WHYs customers do the things they do on a website such as abandoning a shopping cart, spend very little time on a website, and more. Furthermore, participants will learn how to track and measure the effectiveness of both online marketing channels (SEO, Online ads, Social Media, Content) and offline marketing channels (flyers/brochures, TV, in-store promotions) with Google Analytics, and make important business decisions such as directing your marketing dollars to the best performing channels. Through intelligent quantitative and qualitative analysis on key user behaviours metrics and deploying industry-leading analytical tools to gain a clear perspective of modern-day consumer buying journeys Digital Analytics teams will be able to make better business decisions to boost a company’s profits.

Objectives By the end of this course, trainees shall be able to:

• Understand the role of digital analytics on the commercial aspects of an enterprise web site and development of marketing strategies.

• Deploy analytics tools and data capture

• Define data capture approaches to an online enterprise

• Define onsite goals and apply key performance indicators (KPI’s) for the measurement of return on investment (ROI)

• Establish and monitor marketing and advertising campaign tracking and data capture.

• Examine marketing and advertising campaign performance and KPI bench marking.

• Conduct a competitor’s analysis and suggest market conquest opportunities.

• Collect and review qualitative data on, consumer psychometric, consumer journey, audience targeting, A/B and Multivariate testing


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Key Features

• Up-to-date, bite-sized course modules

• Hands-on, interactive, instructor-led

• Actionable strategies, frameworks, and processes you can implement to new or existing campaigns

• Comprehensive and structured curriculum

• Real world examples & case studies

• Developed and delivered by industry experts

• Lifetime access to updated course materials online

• After-training support provided

• Up to 3 complimentary small group mentorship sessions

• 1 free refresher seat

• Direct email support with trainer

• Access to support forum

Target Audience

Employees in performance marketing companies, Project and team Managers, Marketing strategist, Traditional marketers wishing

to transfer skill sets in to Digital, SME owners, and individuals with an interest in digital and web analytics.

Prerequisite

Basic computer knowledge is required for this course. Each participant will be provided with a windows laptop for the duration of

the course. Participants may however opt to bring their own laptops.

Certification

Certification of completion will be issued upon completing 75% of the course.


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Course Outline


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Course Outline Translate Digital Analytics to Business

Instructor-led | Mode of delivery (Presentation, Group

activity, Discussion, Workbook activity)

• What is Digital Analytics

• What is its role in a digital sales framework

Explain Digital Analytics Implementation from

a Marketing Standpoint

Instructor-led | Mode of delivery (Presentation, Lecture,

Group activity, Reflection, Hands-on practical)

• 2 focuses of digital analytics and their importance

• User journey from media to the website

• Media and website structure for digital analytic

implementation

Identify Key Performance Indicator (KPI) from

Metrics

Instructor-led | Mode of delivery (Presentation, Case

studies, e-tivity, Reflection, Hands-on practical)

• Define KPI and the role it plays

• Overview of some common metrics

• Determine a KPI from metrics

Set Up and Implement Google Analytics

Aligning to Website Structure

Instructor-led | Mode of delivery (Lecture, e-tivity, Case

studies, Reflection)

• Obtain Universal Analytics tracking code

• Use of Google Tag Manager

• Create events and goals

Access Google Analytics Standard Report – 5

Main Reporting Sections, their Reports & Sub

Reports

Instructor-led | Mode of delivery (Lecture, Walk-through,

Reflection)

• Explore Google Analytics interface

• Highlight important reports to note

• Change and compare reporting time period

• Export(download) and email report

Explore Depth into Reports with Segment,

Multi-Channel Funnels and Attribution

Instructor-led | Mode of delivery (Lecture, Case studies,

Discussion, Reflection)

• View report in more detail with segment

• Multi-Channel Funnels to understand the

relations of media channels

• Attribution model to credit the right media

channels

Customize Segment, Report, and Dashboard


Discussion, e-tivity, Group presentation, Reflection)

• Add more segments to understand users

• Build a report that is not in Google Analytics

• Consolidate performance in a single view

Apply Continuous Optimization Framework to

Improve Business Performance



• Introduction to Continuous Optimization Framework

• Different type of testing methods

• Overview of Google Analytics Experiments


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Explore an Organization Structure that

Enhances Digital



• Overview of Change Management Framework

• Details into the pillars: People, Process,

Technology

Get to Know More Tools for Better Digital

Analytics Decisions



• Tools to enhance understanding of customers

• Tools to monitor competitors and support

analysis


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Course Information


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Course Information

Course Duration

2 Days (10am to 6pm)

Course Fee

S$990 S$500 nett (Lunch included + Laptops provided)

Certification

Upon completion of the course, a soft copy of the Certification of Completion will be emailed to each participant.

Training Method

Instructor-led training

Course Dates

12, 13 Feb 2018

4, 5 Apr 2018

18, 19 Jun 2018

28, 29 Aug 2018

10, 11 Oct 2018

5, 6 Dec 2018

Instructor

Kwok Zhong Li

Zhong Li is the Managing Director at Finty, Singapore’s first rewards based online financial marketplace. He leads growth and development, which includes managing various aspects of the startup to ensure it achieves its business goals and targets. His passion lies in leading and executing an online business from ground up, and pushing boundaries to better serve consumers. His extensive digital and marketing experience of over a decade has honed his ability to deliver digital solutions across dotcom, technology, and finance industries.

Prior to helming business growth efforts at Finty, Zhong Li was the Vice President of eBusiness at OCBC Bank, heading up digital sales and performance management. His role included managing revenue and usage growth across digital platforms, online banking, and self-service network. He also led the implementation of adobe web analytics project as part of the bank’s data-driven direction.

His previous roles include Senior Manager, Digital Marketing & eCommerce at Trend Micro. He oversaw APAC online consumer business and developed digital ROI framework with advanced web analytics. He was also the Digital Marketing Lead at Yahoo! where he developed digital strategies, campaigns, and programs for SEA region.

As part of his interest in the internet space, he also supports and advises startups on business models, marketing, and eCommerce. He holds a bachelor’s degree in Marketing and a MBA from the University of Adelaide and the WSQ Advanced Certificate in Training and Assessment (ACTA) from Institute of Adult Learning.


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Digital and Web Analytics (Google Analytics) Training … · The web analytics module also zooms in on the BIG WHYs customers do the things they do on a website such as abandoning