Applying Digital Analytics

This course is designed for marketers and analysts who have some experience with influencing business change and are now ready to move into reflective analysis that drives knowledge creation. This one-day program will help digital analytics professionals transition into thought leader roles within their organization. Building upon the Fundamentals of Digital Analytics, this course encourages participants to critically examine methods and metrics in ways appropriate for their specific business model. Learn how to effectively communicate analytical data, best practices for site and campaign design, and examine campaign performance standards from the CFO perspective using control groups and simple predictive models.

Upon completion of this course, participants will be able to:

• Define gaps between measurement practices and business goals for the company.
• Create a framework for standardizing the evaluation of current performance measurements.
• Provide feedback on the design, execution, and outcomes of testing efforts.
• Manage a results-oriented analytical culture adept at driving business change.