Home Events - PM Forum Half-day online workshop Analytics and measurement for digital marketing

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

Open Discussion: Addressing specific questions and scenarios

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Apr 09 2024


09:30 - 13:00






PM Forum


  • Chloe Christine
    Chloe Christine
    TBD Marketing

    Chloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.

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