Your website. You built it. And they came. But what did they do? More importantly, what didn’t they do? How can you get your visitors to convert? What should you measure? How do you improve? Between KPIs and conversion optimization, you need some good measuring and reporting and you need it now.

This in-depth workshop goes way beyond basic measurement reports and helps you uncover the important aspects of how to measure metrics that correlate directly to your organization’s business objectives. Whether you’re looking to increase conversions, apply advanced analytics strategies for deeper understanding of your visitor behavior, or get your ducks in a row to ask for more resources or plan your mobile strategy, you’ll find the answers in this workshop.

Packed with case studies, how-tos and living examples, this workshop covers everything from measuring inbound marketing to strategies for offline, multi-channel conversions and tracking visitors across multiple devices.

You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

At the end of this workshop, you’ll be able to:

  • Set-up and diagnose issues with goal funnels
  • Use advanced segmentation techniques for fine-tuning your KPIs
  • Interpret KPI data to make business decisions
  • How to A/B test content for optimizing conversions
  • Track email, social, and other inbound marketing campaigns
  • Understand and utilize attribution modeling methods
  • Track offline conversion measurement tactics
  • How to dashboard and report your results

Who Should Attend?
This workshop will best suit individuals who have basic-to-intermediate understanding of how to read your Web site statistics. It will briefly cover the basics but will focus on intermediate-advanced skills and strategies, with a handful of advanced nuggets to make you a data-driven, decision-making rock star. While some technical areas are touched upon, the course is designed for data-minded and analytical people. Whether you’re creating reports for the powers that be or want to make sure those reporting to you are doing it right, this session is for you.

The concepts taught in this session are not dependent on any specific analytics platform, but has a strong focus on Google Analytics.

This includes:

  • Marketing directors
  • Search marketing managers
  • In-House search engine optimizers
  • Content creators
  • Sales managers
  • Web site managers