Home Events - PM Forum Half-day online workshop How to use analytics to optimise your digital marketing

How to use analytics to optimise your digital marketing

Topics covered

This workshop introduces the key concepts and techniques that will enable attendees to monitor, analyse and improve their websites, content and digital channel activity.

Focusing on web analytics (using Google Analytics), the workshop will allow attendees to make sense of the wide range of reports available and to understand what can be done with the data – and how to incorporate data into marketing dashboards and progress reports. Taking a practical approach, the course provides a straightforward view of how web channel analytics and measurement can help improve the user experience and business objectives.

The workshop covers both current versions of Google Analytics, Universal Analytics and GA4, as well as introducing how attendees can move from their current analytics to the new GA4.

  • Analytics and measurement in perspective

  • GA4 vs. Universal Analytics

  • Key terminology and core reports

  • Making sense of the data

  • In-depth report walkthrough

  • Channel analytics including social, search, email and online advertising

  • Attribution modelling and understanding what really works

  • Where next? – Analytics planning and dashboards

To facilitate interaction, workshops are restricted to 18 attendees – maximum of four from the same firm.


First attendee £240 VAT
Second attendee £230 VAT
All subsequent attendees £220 VAT

Book now:

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Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond the refund of fees paid.


Oct 25 2023


09:30 - 13:00




PM Forum


  • Chloe Christine
    Chloe Christine
    TBD Marketing

    Chloe Christine works alongside Simon on The Digital 100 and digital marketing in the legal industry.

    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 began her career with a digital marketing apprenticeship that made her fall in love with the world of analytics. She soon struck out on her own as a freelancer in 2018 and is now the founder of her own digital marketing agency.

    Chloe combines her love of travel with a zest for learning languages – Spanish and French are currently on the menu.

  • Simon Marshall
    Simon Marshall
    Founder, TBD Marketing

    Simon Marshall is the founder of TBD Marketing, a legal marketing agency which is home to the Digital 100 legal industry benchmark.

    Prior to working in the legal sector, Simon worked in journalism and public relations, and went on to hold senior marketing positions at six law firms, including Simmons & Simmons, Osborne Clarke and Burges Salmon LLP, and one of the world’s largest international law firms Dewey Ballantine. He ran the insurance sector at Dewey Ballantine, a white shoe US law firm equivalent to a UK magic circle firm, and brought in $400m in revenue.

    Simon specialises in digital marketing, content writing, professional services business development, integrated marketing campaigns, public relations, social media and internal communications.

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