Analytics and measurement for digital marketing

Analytics and Measurement in Perspective

• Importance in digital marketing: Exploring the significance of analytics in understanding customer behaviour and driving data-informed decisions. A brief history of web analytics and its evolution
• Application in strategy: How analytics shape marketing strategies and contribute to business growth

Key Terminology and Core Reports

• Essential Google Analytics terms: Unpacking key terms like ‘sessions’, ‘bounce rate’, ‘conversion’, and ‘engagement’
• Navigating core reports: A guide to the main reports in Google Analytics, including Real-Time, Audience, Acquisition, Behaviour, and Conversions

Making Sense of the Data & Free Dashboard

• Interpreting Analytics Data: Techniques for extracting meaningful insights from complex data sets
• Using dashboards: Hands-on guide to creating and customising dashboards for efficient data monitoring

Channel Analytics: Social, Search, Email, Online Advertising

• Multi-Channel Analysis: Understanding how to analyse and optimise performance across digital channels
• Attribution modelling and understanding what really works

Decoding Attribution Models

• Exploring different models to attribute conversions and understand effective marketing channels accurately

Where Next? Analytics Planning and Dashboards

• Strategic analytics planning: Leveraging analytics insights for future marketing strategies and decision-making

Q&A

Open Discussion: Addressing specific questions and scenarios

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Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the workshop or within three working days of an invoice being issued that is dated within a month of the workshop date. A cancellation fee of £50 + VAT will be incurred per person. Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.