Analytics and measurement

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Overview

Time required: 5m
Lesson URL:
Teacher: Paddy Moogan

At any one time, we may be undertaking a wide range of activities designed to improve the revenue and visibility of our websites. In order to know what activities are really driving results, it’s important to gather and analyze data about how our users reach, interact with, navigate and convert on our website.

Using this information, we can do all sorts of things such as improve customer experience, increase resources for underperforming areas or potential problems that customers have when using our website.

Analytics is the name given to software designed to allow us to gather and interpret this kind of information. Without the correct analytics solution in place, this all becomes very hard. Luckily for us, web analytics can give us pretty much everything we need to make smarter online marketing decisions.

Throughout this module we will make references to various analytics platforms including Google Analytics, this module is not about features of platforms or even how to use them. This module will show you the importance of analytics to your business, how to use the data it gives you and the technical side of how analytics data is gathered.

If you want to learn more about installing Google Analytics correctly, you can do so in this interactive module.

By the end of this module, you will be able to:

  • Explain the importance of analytics to a business
  • Understand how to measure what matters
  • Know how to use analytics metrics, dimensions, KPIs (Key Performance Indicators) and tie them in with your objectives
  • Explain the importance of multi-channel analytics and know how it can be used to get a more complete picture of online marketing efforts
  • Understand the technical background of analytics and know how platforms are able to gather data
  • Know the various types of analytics that are available to you and the pros and cons of each one
  • How to report effectively and make the most of the analytics data you have

The importance of analytics

Time required: 15m
Teacher: Paddy Moogan

Technical background

Time required: 20m
Teacher: Paddy Moogan

Metrics and dimensions

Time required: 35m
Teacher: Paddy Moogan

Key performance indicators

Time required: 10m
Teacher: Paddy Moogan

Multi-channel reporting

Time required: 20m
Teacher: Paddy Moogan

Other places to measure online marketing

Time required: 10m
Teacher: Paddy Moogan

Reporting

Time required: 15m
Teacher: Paddy Moogan

Curated Resources

Time required: 1 hour
Teacher: Paddy Moogan