Web analytics 202: More advanced techniques for measuring the effectiveness of your website.

Why do you need this course?

So you've had analytics set up for a while, and you're reporting to your team on your KPIs. You're comfortable with the essentials, but you sense you're still not getting all the critical insights into your users and your site. You're ready to take it up a level.

What we'll cover

In this course, we'll look at some more advanced analytics techniques, including some of the recent new tools added to Google Analytics, including:

• A/B testing. Landing pages don't receive the attention they deserve. A/B testing is a sophisticated way to evaluate and improve them, and new tools make what seems like an intimidating, scientific enterprise actually a straightforward way to objectively determine which design works best. If you spend
• Internal site search: search is critical for a growing number of users. And it's one the quickest and most direct paths into the mind of your users. We'll look at how you can use search to identify site weaknesses, and quick tricks to make them strengths.
• Web 2.0 and rich media: standard tracking tools can't deal with audio, video, or AJAX. But new tools can. We'll look at the how and the why.
• Data democracy: the goal of analytics is to help create a data-driven organisation. We'll open the floor up to participants to discuss and learn from the real world hurdles you face to make analytics a success.

We'll use Google Analytics to demonstrate all of these techniques, but the same principles apply regardless of what analytics package is your tool of choice.

What you'll get out of it?

This course will provide you with practical examples of advanced analytics techniques. You'll be able to evaluate how these techniques can be used on your own website, and you should be confident in how you can revamp your analytics programme to take advantage of the latest advances in analytics tools.