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Home › e-Learning › Web Analytics e-Learning Course

Web Analytics

1. Web Analytics
2. KPIs
3. KPI Analysis
4. Segmentation Techniques
5. Web Analytics Reports
6. Attitudinal Analytics

Thom Craver

Duration: approx. 1 hour per module
Credit: 1 CPD point per module
Cost: $510.00 (includes 3 modules) or $200.00 per module

The 6 modules of the Web Analytics course cover all aspects of web analytics from KPIs and segmentation techniques to attitudinal analytics.
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1.Web Analytics Watch a demonstration

This module shows you how to use the statistics that you have generated in relation to clicks, hits and visits to determine your strategy:

• What web analytics means to you as a business owner
• How data is collected and which method will work for you
• How to decipher data and interpret it to meet your business objectives
• How to set and track your goals, increase your conversion rate and your ROI
• Tactics for tracking and interpreting online and offline visitors by:
  • Tracking events
  • Traffic sources
  • Email campaigns
  • Tracking links

Note: This module is also part of the Online Marketing Foundation course.
Instructor: Thom Craver, Web and Database Specialist, Saunders College (RIT)

2.KPIs

By the end of this module, you will have looked at:

• Which metrics are Key Performance Indicators (KPIs), and what these will mean to your business
• That not every visitor to your site is a customer; macro- and micro-conversions should both be measured to better understand your visitor's intent
• How your objectives can be met based on what you know about the conversions on your site, and how to use these to make your site more functional and valuable to help reach your company's goals
• What to do to gain qualitative data from and about your visitors and how you can segment this data into meaningful grouping to measure if you are reaching your site's objectives
• The characteristics you should consider when selecting your KPIs

Instructor: Thom Craver, Web and Database Specialist, Saunders College (RIT)

3.KPI Analysis

By the end of this module, you will know:

• How to select your KPIs, and how you can use them to improve your site reach your business objectives
• Mistakes that are commonly made when analyzing your KPIs, and what you should avoid doing when looking at your site's data
• The importance of segmenting your data to inform your KPIs; segmenting your visitors by their intent, source and behavior will allow you to observe and report a more accurate pattern of site conversions and will help you predict future visitor's behavior
• That averages and ratios are only useful when considered in a context, and need to be broken down into more detail to find the items that you can take action on
• The questions you should ask yourself to select quality and need to know metrics that will give you actionable information to help you reach your business goals

Instructor: Thom Craver, Web and Database Specialist, Saunders College (RIT)