Description

This four-day course focuses on giving you the knowledge and skills to enable you to become a successful digital analyst. Not only will we discuss the framework within which a web analytics program will thrive, we will also discuss a multitude of reporting examples spread across several industries. This course has been designed to provide you with the broadest possible view without sacrificing attention to very specific reporting and data interpretation scenarios. The best fit for this class would be a student who is either just stepping into digital analyst space or who has a minimum to moderate level of experience with web analytics data or web analytics tools.
Note: Experience with a Web analytics tool, such as Adobe Analytics or other tools, is recommended, but not required to take this course.

Target Audience

Marketers and Analysts who wish to improve their analytical skills.

Prerequisites

This class assumes that you have basic knowledge of Digital Analysis. If you do not have this knowledge, you are still welcome in class, but class time will not be taken to teach the basics of Digital Analysis.

1. Basic knowledge of Digital Analysis
2. Basic knowledge of Charts & Reports

Course Objective

The objective of this course is to help turn Adobe Marketing Cloud users into analysts so that they can make informed decisions using data to optimize their business.

Topics covered include:

• The support structure that you need around you to succeed
• How to align your measurement strategy with your organization’s strategy
• Techniques to identifying analysis opportunities
• Tips and recommendation for generating effective reports & insights that will be valued by your business stakeholders
• How to promote and sell your analysis within your organization
• Optimization areas for the following industries: Finance & Lead generation, Media & Advertising, Retail & E-commerce, Travel, Telco and Hi Tech & Self service

Course Outline

Day 1

• Role of the Analyst
• Web Analytics Challenges
• Optimization Framework for Success
• Identifying KPIs and Measurement
• Data Segmentation
• Advanced Data Analysis Tools

Day 2

• Content Analysis: Page, Content Affinity, Featured Content, Navigation, Mobile, Video, Internal Search
• Conversion Analysis: Macro & Micro Conversion, Fallout & Path Analysis, Product Merchandising

Day 3

• Campaigns, SEM, SEO
• Social Media
• Customer Loyalty & Retention
• Visitor Segmentation
• Vertical Specialization

Day 4

• Vertical Specialization
• Optimization
• Creating a Data-driven Organization