Welcome to the Digital Analytics Academy

Getting the most from web analytics

Wed, 18 Feb 2009 12:17:16 +0000

Analytics is key to getting more from all of your website, your digital marketing and your organisation. It can help improve the effectiveness of your website's role in the business by showing you precisely how people use the site, what is working well and what isn't performing. In the right hands it can uncover business challenges long before your traditional metrics will pick them up, and act as a nervous system for the organisation. In the right skilled hands analytics can even drive the development of your online and offline products and services providing the most valuable of feedback channels. On the Digital Analytics Academy we’ll help you take the next step in harnessing website and email analytics. For newcomers to the industry there’s a lot to learn, and even for experienced web publishers it’s vital to keep up with best practice in such a rapidly changing market.

What questions will we answer?

Tue, 17 Feb 2009 12:18:52 +0000

In this intensive one-day Academy, you’ll learn the answers to these key questions:

How do you get more knowledge out of your existing data?
How do you communicate the insights effectively to stakeholders?
How do you select indicators for the organizations performance from all the analytics available?
What’s the role of classic channels and how can metrics from those activities be integrated?

Digital Analytics Academy learning outcomes

Mon, 16 Feb 2009 12:19:29 +0000

Understanding website traffic, audiences, and the science of decision making
Confidence about where web analytics fits in an organization
The role of analytics in customer acquisition and traffic generation
An ability to overcome common problems in website analytics
Confidently reading website analytics reports and calculating page content types (themes
Tracking data over time and selecting key performance indicators
Ability to segment customers into target groups
Reading search analytics reports and describing the results
Using analytics in website design
Applying analytics in email campaign management
Advanced analytics: from WebTrends and Core Metrics to Google – knowing what the tools deliver
Advanced analytics: Knowing how to select the right metrics for your organization
Appreciating the role of split run testing and multivariate testing
Ability to begin building your digital dashboard
Writing your analytics plan

How can this analytics training be customized?

Sun, 15 Feb 2009 12:19:50 +0000

The in-company editions of the web analytics training courses can be customised to focus on specific analytics challenges your business faces, and to work with the existing analytics tools you have available. These analytics courses are designed to work well for newcomers to digital, senior leadership teams and the web publishing teams responsible for day to day activities.

Web analytics: Get started with this audio lecture

Wed, 28 Jan 2009 10:21:09 +0000

If you’re studying on a Digital Training Academy programme, then this short orientation to some of the basic concepts gives you the chance to recap some of the basic concepts in web analytics. For experienced digital marketers it will probably simply reconfirm things you’ll already know, while for marketers new to the web it can help focus how analytics can drive decision-making. If you have questions then email your Academy Manager when you finish the session. The audio lecture lasts around 15 minutes and plays straight from the web page.

View the lesson: Counting what counts

Case study: FRM SurePoint Lending | Sector: Finance | Format: Analytics, website

Mon, 05 Jan 2009 13:26:05 +0000

Knowing it had to compete with entrenched online lenders, FRM approached interactive firm Agency.com to develop a world-class website and deliver effective interactive marketing campaigns to help ensure the success of its new venture. In doing so, FRM joined a distinguished roster of Agency.com clients that have tapped the agency’s interactive marketing and website development expertise, including 3M, British Airways, BrownCo, Discovery Networks, T-Mobile UK and Visa.

Download the case study | www.surepoint.com

Digital Classroom: Questions about analytics?

Fri, 30 Mar 2007 12:00:00 +0000

Here's the place to post them. Is there something you did not understand? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions.

Try to include the title of the topic discussed during the keynote that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in. The classroom is open for one month and materials will stay here as a reference point for you for a further year.

About Digital Training Academy courses and marketing coaching

Thu, 15 Mar 2007 12:00:00 +0000

How does our digital marketing coaching and training work? Here is a quick overview… Welcome to your academy
Which countries do we train in? We are based in the UK but train in twenty countries, in the Americas, Asia, Africa, Middle East and across Europe, including these… Directory of international Digital Classrooms
Where in the world are we next month? Here is a list of a few events… Events @ Digital
What research will you get after training? Here are some examples of the monthly digest of research and reports you will receive for one year.
Would you like to see an example online classroom? Here is one from the Digital Search Academy.
Would you like to see an example of how tutors answer marketing questions after your training? Here’s an example from the Digital Publishing Strategy Academy.
Would you like to see an example of an international classroom? Here is one from Croatia, the smallest market we train in.
Would you like to see an example of a lesson? Here is one from the Digital Analytics Academy that was videoed.
What did Academy graduates say about their training? Here are just a few of the comments… Testimonials.
Do we deliver executive coaching for Chief Executives and boards of directors? Yes, we can talk more by email.
Do we train advertising agencies, and digital agencies? Yes, we can talk more by email.
If there are only a couple of people who need training, would you like to join a public course? Public Access Courses

Best practice: Publisher analytics

Sun, 11 Mar 2007 19:09:37 +0000

With the advent of the web, every brand became a publisher. Web publishing demands strong analytics to drive product development and marketing strategy, yet most web publishers barely listen to their audiences. We developed Digital’s 5 Ps of Publishing Analytics as a way of giving publishers clarity about general audience measures that would be useful for their key performance indicators and digital dashboards. These simple notes are to support one small part of the management coaching workshops we run for website owners. We hope you find them useful and if you want to talk about them then post your questions in the online classroom discussion space at the top of this page http://www.digitaltrainingacademy.com/analytics

Download materials

Lecture: Introduction to tracking online advertising

Sun, 11 Mar 2007 12:00:00 +0000

Danny Meadows-Klue discusses how Web Analytics have developed over the last few years and how online web analytics has really moved on. The incredible potential of online advertising only works when you get your web analytics right.

Lecture: Tracking online advertising

Sun, 11 Mar 2007 11:00:00 +0000

In this one hour lecture, Danny Meadows-Klue shows how to get your analytics sorted for tracking the effectiveness of online advertising. Drawn from our full day Academy, this keynote session tackles what to count, how to count, why to count and even who should be doing the counting. Based on face to face research in Academies across Europe since late 2004, we've identified the common mistakes of publishers, agencies and advertisers. Get web analytics right and it transforms your marketing; fail to tackle it properly and you'll never know what's working. Watch the video lecture and follow the slides by downloading our PDF handouts.

Download the report | Post your questions in our Web Analytics Academy classroom

Research: Web audiences in media properties

Sat, 10 Mar 2007 12:00:00 +0000

Subject: http://www.alexa.com/data/details/traffic_details/guardian.co.uk

Alexa provides a fast and convenient snapshot of online audiences that anyone can take a look at. The data analysis tool, now owned by Amazon, tracks the trails of a massive panel of users by recording each and every page they visit. The panel lacks the representation of the higher end online measurement tools, but provides a useful starting point for measuring the relative reach, page traffic or user levels between sites. In this case the daily reach in the UK for five online newspapers is compared.

Research: New metrics for a new era

Sat, 10 Mar 2007 10:00:00 +0000

Hats off to the NetRatings team in London for some really savvy insights into how to crunch audience data. These graphs show new ways to measure the elusive form of 'engagement' based on a blend of the time spent with a site, the number of pages viewed and the involvement of the viewer. As the online industry struggles for smarter ways to think through these issues, this is a real leap forward in understanding.

Optimising online advertising

Sun, 04 Mar 2007 22:00:00 +0000

Past, present and future: 5 steps in getting optimisation right

Optimisers are the unsung heroes of digital marketing. On their shoulders rests all the potential of targeting, accountability and media efficiency the web promises. It's a theme I started exploring back in the late 90s when it became clear that the guys who were close to the data for media groups knew more about how to increase advertiser success and satisfaction than just about anyone else. With the right analytics comes the right data, and with the right data come the insights to optimise; with these come the delivery of the promise of accountability and precision in digital marketing. And that was the theme of this talk. I explored the time-line of the cutting edge of web advertising optimisation through its first decade - from 1998 to 2008. This session explores how the battleground has shifted from simple media efficiency issues (managing the frequency and day-parting of banners and skyscrapers), to the more complex and richer models of behavioural targeting, and what lies ahead in the consumer centric advertising landscape of the digital networked society. To help firms quickly see the shape of the challenge, we included a simple five step plan for how our team approach working through the optimisation process, helping forms get the right capability and insights in place. Questions about this web analytics paper should go to Danny@DigitalStrategyConsulting.com

Best Practice: NetInsight: 12 tips for getting more from data

Sun, 04 Mar 2007 10:00:00 +0000

Web Analytics solutions provider Unica gave us these tips for getting more from the NetTracker and Affinium NetInsight platforms.They’re big on setting actionable KPIs to measure the effectiveness of marketing campaigns, SEO or helping website owners decide what action to take to enhance the performance of their website.

Affinium NetInsight | 12 cool things you can do with NetInsight
AirMiles Case Study | UNICEF Case Study