Digital Metrics and Analytics

This workshop is designed to give you the fundamental digital metrics – including social media – and analytics so that you can confidently and proficiently either undertake digital measurement and analyses yourself or specify to an agency or partner what you expect to be done, why and potentially even how, eg using Google Analytics and Radian6.

Having learnt the key principles of digital metrics and analytics, you will be in a much better position to specify the key data and resultant information you need in order to improve your digital marketing performance.

The core benefit to the organisation is establishing the link between investment in digital marketing and the subsequent results and ROI. Specific digital metrics and web analytics can help the organisation determine, amongst other things, whether it is providing a worthwhile experience and whether its digital marketing initiatives are working from a bottom-line point of view.

This workshop is designed for people/organisations who want to get a better understanding of how their key digital marketing tools and techniques are working with a view to measuring and improving the return on their digital marketing investment. Some experience with - or at least exposure to – web analytics software and/or reports would be useful, but is not essential.

• Key definitions – ‘Digital Marketing’, ‘Digital Metrics’, ‘Web Analytics’ etc.>

  A mixture of slides, video, exercises, demos and discussion, with opportunities for ‘hands on’ experience eg. creating and tracking digital campaigns.