IIA Workshop: Measuring your Success with Web Analytics

— Engineers Ireland, 22 Clyde Road, Ballsbridge, Dublin 4  |  May 23rd, 2007

Does "analytics" matter?

Of course web analytics matter. It's how your determine if your site is actually a success.

You probably have some sort of web traffic analysis programme, but:

• Are you actually using it regularly?
• Have you ever made a design decision based on the results from your metrics?
• Have you ever been able to demonstrate, with numbers, how a change you made to your site improved your bottom line?

Too few of our customers, whether they're blue-chip muti-nationals, major government departments, or ambitious start-ups, have actually figured out how to intelligently use web analytics.

Why? Because they're buried in masses of data, and they don't know what questions they should be asking.

Learn with examples from Google Analytics

The introduction of Google Analytics (GA), which is absolutely free, has changed the entire landscape of the analytics industry. If you're paying for web analytics, you'd better be getting more than what GA can offer. For example:

• We'll look at why goals and conversions should be the basis of any analytics programme, and we'll see how you can be creative about defining conversions.
• We'll examine why funnels usually provide the most important insights for the key paths on your website.
• We'll show you how the Site Overlay feature, when applied to your homepage and to gallery pages, can uncover surprising routes your users are taking through your content. It will open your eyes to what's actually appealing and what's being ignored on your pages.
• What about your promotional campaigns? You know how many people clicked on, say, a banner ad, but what did they actually do on your site? Did they convert? The same holds for pay-per-click campaigns (e.g. Google AdWords), as well as your newsletters. Yank down the curtain and find out how well your campaigns are actually doing.

What you'll get out of our web analytics training workshop

Once you've attended this workshop, you'll be able to:

• Differentiate between the basic technologies underpinning analytics
• Have a basic feel for what's available in the web analytics vendor market
• Identify what KPIs (key performance indicators) are suitable to your site
• Confidently interpret the essential metrics for your site
• Measure whether changes to your site actually improve it
• Determine whether your online and offline campaigns are worth the investment
• Use analytics to inform and direct business decisions within the company

The bottom line is that you'll leave this workshop with a clear understanding of how web analytics can transform your understanding of your website and actually help you to make it better

Who is the web analytics course aimed at?

This course is relevant to both private and public sector organisations and particularly to Marketing Managers, Communications Managers, Content Authors, Editors and Webmasters.

Want to book?

You can book the workshop on the IIA website. Hope to see you there.