SEO For Google+ & Google Search panel @ SMX West 2012
Instructor Sean Carlos speaks on SEO For Google+ & Google Search at SMX West 2012.

In the photo: Danny Sullivan, Search Engine Land; Sean Carlos, Antezeta; Janet Driscoll Miller, Search Mojo; Daniel Dulitz, Google; Monica Wright, Search Engine Land & Marketing Land (source: SMX)

Digital Analytics

You’ve made a significant investment in your website, but is the website earning its keep? Could your site generate more leads? Reduce support costs? What pages are the most seen in your site? What day of the week receives the most traffic? Which sites are sending you traffic? Then Digital Analytics training, also called Web Analytics, is for you! We especially recommend Digital Analytics to organizations which are actively pursuing Search Engine Marketing – whether it be Search Engine Optimization (SEO) and / or Search Engine Advertising (SEA).

“The teacher was impeccable. He was totally at ease with the subject, he ran the course with confidence, kindness and great availability.” — Gaspar Torriero, SayIT SA, Novazzano, Switzerland

Digital Analytics Association LogoThe instructor, Sean Carlos, is an official instructor of the Digital Analytics Association.

Looking for training specific to Google Analytics? Our Google Analytics course is for you.

Due to the cross-functional (Marketing and IT) nature of this subject, we suggest that both Marketing and IT professionals attend.

  • Instructor Sean Carlos
  • Duration 1 day
  • Location Milan, or for groups, on-site at your premises
  • Cost €695 /day + VAT (group discounts available). The fee includes course materials and certificate of participation
  • Terms Training registration is governed by our terms & conditions
  • Prerequisites Basic knowledge of how to use the Internet
  • Class size To insure effective instruction, registration for public training sessions is limited to 10 students
  • Language English. Training in Italian is available
  • Who is the course for? Digital Media, Communications, Marketing and IT Professionals
  • What will I learn? By attending this course, you will:
    • Acquire a command of the terminology used and be able to differentiate between useful and less useful metrics
    • Gain an understanding of how internet data is collected and the strengths and weaknesses of different methods
    • Use reports to the fullest to identify trends important to your business
    • Learn how to configure Google Analytics tracking to take advantage of the many advanced features
    • Learn how to identify key performance indicators (KPI) most appropriate to measure the performance of your business
    • Know how to optimize web marketing campaigns to increase ROI, return on investment
  1. Web Analytics Overview
    1. What is Web Analytics and why does it matter?
    2. Techniques and technologies used
      1. Web traffic data
      2. Web transactional data
      3. Web server performance data
    3. Continuous improvement process
      1. The three steps
        1. Measure
        2. Interpret
        3. Act
  2. Web traffic data collection sources
    1. Web server log files
      1. Advantages of using web server log files
      2. Limitations of using web server log files
      3. Configuration best practices
        1. Logfile format
        2. Cache control settings
        3. Common tool settings
    2. Embedded JavaScript page tags
      1. Advantages of using embedded JavaScript page tags
      2. Limitations of using embedded JavaScript page tags
      3. Configuration best practices
        1. Page placement
        2. Tracking non page files
        3. Common tool settings
    3. Using JavaScript tag collected data in log based systems
    4. Considerations on real-time data collection
    5. Accurate User tracking – IP address, cookies
  3. The ABCs of Web Analytics: defining a shared terminology
    1. Hits
    2. Click-through
    3. Page view
    4. Visit
    5. Session
    6. Return visit
    7. Unique visit
    8. Referrer
    9. Conversion
    10. Entry
    11. Abandonment
    12. Clickstream
    13. Frequency, recency, loyalty
    14. Key performance indicators – KPIs
  4. Brief Tool Market Place Review
    1. Free tools
      1. Open source web analytics tools
      2. Commercial web analytics tools
      3. Advantages and disadvantages of free web analytics tools
    2. Commercial tools
      1. Leading vendors
      2. Market division
      3. Cost models
  5. Site content organization
    1. Unorganized web analytics reporting example
    2. Common content grouping strategies
      1. Directories
      2. Information architecture, such as navigation / menu structure
      3. Business objectives
    3. Search Engine Optimization considerations
  6. Process measurement
    1. Metrics
    2. The funnel
    3. Examples
    4. A/B Testing
  7. Visitor segmentation
    1. Metrics
      1. Overall traffic: page views and visits
      2. Unique visitor breakdown: daily, weekly, monthly
        1. Common period comparison traps
          1. Seasonal adjustments
          2. Days in month variation
      3. Pages and groups of pages viewed
      4. Overall time spent on site; breakdown by area / content group
      5. Referring sites
      6. Campaign source (if tracked)
      7. New vs. returning
    2. Examples
  8. Campaign Analysis
    1. Metrics
      1. Response rate
      2. Total respondents
      3. Conversion rate
      4. Campaign goal pages
      5. External referrers
      6. E-Commerce statistics
    2. Examples
  9. E-Commerce
    1. Metrics
      1. Merchandising
      2. Products, categories, brands sold
      3. Product conversion rates
      4. Search referrals – internal and external
    2. Examples
  10. The customer life-cycle
    1. Reach
      1. Reach metrics
      2. Reach KPIs
    2. Acquisition
      1. Acquisition metrics
      2. Acquisition KPIs
    3. Conversion
      1. Conversion metrics
      2. Conversion KPIs
    4. Retention
      1. Retention metrics
      2. Retention KPIs
  11. Using KPIs day to day
  12. In conclusion
    1. Selected readings and resources
    2. Q & A
  13. Participant feedback

¹Subject to modification. We adjust the content of our courses based on student needs and current industry developments.

Is there a topic you don't see in the syllabus? Let's talk, the topic may already be part of the course even if it isn't explicitly stated above.

Next session open to the general public

Sign up today!
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(contact us for other dates or to hold the course in-house at your business)

  • Digital Analytics

    At: Antezeta Digital Marketing
    Via Porro Lambertenghi 18
    20159 Milan
    Tel. +39 02 69 000 333