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Seminars for Success – February 2011, London WC2, UK – Google Analytics TrainingTuesday, February 15, 2011 at 9:00 AM - Thursday, February 17, 2011 at 4:30 PM (GMT)London, United Kingdom |
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Event Details
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Harness the power of Google Analytics
Accredited and promoted by Google, Seminars for Success are led by Google approved, independent and unbiased search marketing professionals – accredited Seminar Leaders.
Whether you’re new to on-line marketing or a seasoned veteran, ivantage’s introductory and advanced Google Analytics seminars will help you to:
- Understand and interpret Google Analytics reports
- Focus on reports that are relevant to your business and your role
- Take action to improve your website’s marketing and commercial performance
- Take action to improve your Google Analytics’ implementation
What’s included in the price?
In addition to professional training from an experienced, practising Google approved Seminar for Success Leader your training includes:
- Refreshments throughout the day and lunch
- A Slideshare.net invitation with the seminar’s slides, regularly updated
- Email support from ivantage for 60 days after the course
- A Google branded USB memory stick
- A £50 or $50 AdWords advertising credit for new AdWords advertisers
- One free book for every day attended from a choice of:
- ‘Google Analytics - An Hour a Day’, by Avinash Kaushik
- ‘Advanced Web Metrics with Google Analytics’, by Brian Clifton
- ‘Winning Results with Google AdWords’, by Andrew Goodman
- ‘Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity’, by Avinash Kaushik
What’s the format of the training?
The seminars are hands-on courses where attendees use their own Google Analytics account and their own data, completing exercises under the direction of an experienced instructor. In our opinion, this format is the most effective for adult learning and knowledge retention. Our seminar leader presents material using PowerPoint, engaging students with relevant theory, practical examples and exercises to reinforce key concepts.
Which days should I attend?
Day 1 – Analytics: Introduction & User Training is a one day course aimed at those with responsibilities in the areas of sales, marketing, content, business analysis and web development who need to understand Google Analytics’ reports, interact with Google Analytics and improve the way they go on to use the information presented.
Day 2 – Analytics: Advanced Analysis & Measurement is a one day course aimed at those with responsibilities in the areas of sales, marketing, content, business analysis and web development who need to take their understanding of Google Analytics to the next level, including data cleansing, best practice analysis and taking actions based on Google Analytics’ reports.
Day 3 – Analytics: Advanced Tracking & Implementations is a one day course aimed at those with responsibility for managing the deployment and/or the administration of a Google Analytics implementation or for those whose role requires them to have a deep understanding of Google Analytics’ advanced tracking capabilities and common implementation practices in simple and complex environments.
What are the benefits of attending?
After successful completion of Day 1 – Analytics: Introduction & User Training, students will be able to understand how Google Analytics can be used to accurately analyse how visitors arrive at their website, how they behave and the ways in which they interact with their website’s content.
After successful completion of Day 2 – Analytics: Advanced Analysis & Measurement, students will be able to understand how Google Analytics can be used to improve website performance.
After successful completion of Day 3 – Analytics: Advanced Technical Implementation, students will be able to implement and configure Google Analytics for all but the most complicated of websites.
are the detailed syllabus and session timings?
All three days are split into four sessions, separated by a fifteen minute break in the morning and afternoon, with a one hour lunch break. Registration opens at 9:00am and sessions start promptly at 9:30am with the day finishing at 4:30pm.
– Analytics: Introduction & User Training
Session 1 – The Google Analytics reporting interface
- Urchin: where it all started
- Understanding the terms ‘Pay per Click (PPC)’, ‘Cost per Click (CPC)’ , ‘Pay for Position (PfP)’, ‘Search Engine Marketing (SEM)’ and ‘Search Engine Optimization (SEO)’
- Accessing Google Analytics
- Google Analytics ‘Accounts’ and ‘Profiles’
- The Google Analytics page tag
- The ‘Status’ column
- Using the Google Analytics ‘Calendar’ and ‘Timeline’
- Using the Google Analytics ‘Table’, ‘Percentage’, ‘Performance’, and ‘Comparison’ views
- Creating, using and sharing ‘Annotations’
- Using the Google Analytics cross segmentation and ‘Pivot’ table views
- Editing, exporting and emailing your ‘Dashboard’
- Exporting and emailing Google Analytics reports
- Managing Google Analytics scheduled reports
- Understanding ‘Pageviews’ and ‘Unique Pageviews’
- Understanding and comparing ‘Bounces’ and ‘Bounce Rate’
- Understanding ‘Benchmarking’
- Understanding and comparing ‘Exits’ and ‘Exit Rate’
Session 2 – Tasks, Goals, Funnels and conversion
- What is possible with web analytics?
- What is possible with Google Analytics?
- Google Analytics and your website’s goals
- Configuring a simple Google Analytics ‘Goal’*
- Placing a value on a ‘Goal’*
- The ‘$index’ value
- Key Performance Indicators (KPIs) and web analytics
- Using ‘Intelligence’ and Automatic Alerts
- Using and applying default ‘Advanced Segments’
- Creating Advanced Segments from automatic alerts
Session 3 – Visits, visitors, traffic and marketing campaigns
- How Google Analytics measures visitors and visits
- The Google Analytics ‘Terms of Service’
- Exploring and understanding the ‘Visitors’ report suite
- Reporting on marketing campaigns
- The ‘Traffic Sources’ report suite
- Understanding ‘Direct’, ‘Referral’ and ‘Search Engine’ traffic
- Understanding ‘Source’ , ‘Medium’, ‘Campaign’, ‘Content’ and ‘Term’
- Measuring e-mail campaigns
- Measuring banners and display advertising campaigns
- Measuring social media campaigns
- Measuring off-line campaigns
- Measuring Google AdWords paid search campaigns
- Traffic sources and conversion to ‘Goals’ and ‘Ecommerce’
Session 4 – How users interact with website content
- Understanding the ‘Navigation Analysis’ reports
- Understanding the ‘Landing Page Optimization’ reports
- Understanding ‘In-Page Analytics’
- Understanding ‘Top Content’ and ‘Content Drilldown’
- Understanding ‘Content by Title’ and SEO
- Understanding the ‘Goals’ report suite
- The three business goals
- Feedback and wrap-up
*Google Analytics administrator access required
– Analytics: Advanced Analysis & Measurement
Session 1 – Cleansing Google Analytics data
- The Google Analytics page tag
- The ‘Check Status’ tool
- Useful tools and reports to help check page tagging
- Google Analytics ‘Accounts’ and ‘Profiles’
- Editing ‘Account settings’
- Complying with the Google Analytics ‘Terms of Service’
- Exporting your data for analysis and cleansing
- Creating duplicate ‘Profiles’*
- Cleansing your data by excluding URL query parameters*
- Cleansing your data using Google Analytics Filters*
- Predefined Filters to exclude internal traffic*
- Predefined Filters to zoom into data*
- Understanding ‘Sampling’*
- Using Filters to negate sampling*
Session 2 – Key Performance Indicators (KPIs) Conversion Path Optimisation
- Common website Key Performance Indicators (KPIs)
- Setting Key Performance Indicators (KPIs) for your site
- Setting and building ‘Goals’ for your site*
- Setting and building ‘Funnels’ for your site*
- The Google Analytics virtual pageview counter
- Configuring a complex ‘Goal’*
- Placing a value on a ‘Goal’*
- ‘Goal’conversion rate and ‘Funnel’ conversion rate
- Building multiple goals to optimise conversion
- Using the ‘E-commerce’ report suite’
- Finding your most valuable content with the ‘$index’ tool
- Creating and sharing custom ‘Intelligence’ alerts
- Really useful custom ‘Intelligence’ alerts
- Creating and sharing custom ‘Advanced Segments’
- Really useful ‘Advanced Segments’
- Creating ‘Advanced Segments’ from ‘Intelligence’ Alerts
- Identifying problems with ‘Bounce Rate’
- Identifying problems with ‘Exit Rate’
- Identifying problems with entrance paths
Session 3 – Optimizing your Google Analytics implementation
- Configuring ‘Site Search’
- The Google Analytics virtual pageview counter and site search
- Analyzing ‘Site Search’
- The ‘Map overlay’ report and IP addresses
- Why Google Analytics uses cookies?
- Google Analytics’ cookies
- Cookies in multiple domains and sub-domain environments
- Understanding cookie corruption and the affect on Google Analytics data
- The Google Analytics coding wizard
Session 4 – Understanding the value of traffic sources, engagement
- Google Analytics campaign tracking and attribution
- Analyzing Search Engine Optimization
- Analyzing Google AdWords paid search
- Analyzing other paid search campaigns
- Analyzing brand and non-brand keyword traffic
- Analyzing referral partnerships
- Analyzing e-mail campaigns
- Analyzing display advertising
- Analyzing Google display advertising
- Analyzing Facebook campaigns
- Analyzing Twitter campaigns
- Analyzing organizations visiting your site
- When not to use Campaign Tracking
- Tracking internal campaigns with Google Analytics
- The ‘Event Tracking’ module
- Creating and sharing ‘Custom Reports’
- Really useful ‘Custom Reports’
- Feedback and wrap-up
*Google Analytics administrator access required
– Analytics: Advanced Tracking & Implementations
Session 1 – Code versions, positioning, Account and Profile structure
- The Google Analytics Tracking Code (GATC) and versions including the Asynchronous Snippet
- Positioning the Google Analytics Tracking Code
- Best practice for GATC upgrading and migration
- Assessing the health of your Google Analytics implementation
- The ‘Check Status’ and GATC coding wizard tools*
- Analyzing Google Analytics’ cookies
- Analyzing Google Analytics’ gif hits
- Useful tools and reports to help check the GATC*
- Auditing access to Google Analytics*
- Creating Google Accounts*
- Creating new Google Analytics Accounts*
- The Google Analytics ‘Terms of Service’ - technical considerations
- Creating new Google Analytics Profiles*
- Creating duplicate Profiles*
- Adding, removing and modifying users
- Best practice user administration
- Google Analytics’ virtual and physical limits
- Google Analytics’ ‘Accounts’ and ‘Profile’ deployment considerations
Session 2 – Filters, regular expressions, Page and Event Tracking
- Configuring predefined Google Analytics Filters for data exclusion
- Configuring predefined Google Analytics Filters for data inclusion
- Understanding Filter Fields
- Understanding Filter Patterns
- Using Regular Expressions in Google Analytics
- Configuring Custom Filters for Lower and Upper case transitions
- Really useful case transition Filters
- Configuring Custom Filters for search and replace functions
- Really useful search and replace Filters
- Configuring Advanced Filters
- Really useful Advanced Filters
- Configuring cascading Advanced Filters
- Really useful advanced Cascading Filters
- Using the ._trackPageview() or urchinTracker() function
- Tracking PDFs, Word, PowerPoint and other downloads with Google Analytics
- Understanding, coding and deploying Event Tracking
- Tracking custom 404 errors with Google Analytics
- Tracking other server errors with Google Analytics
- Tracking form completion with Google Analytics
- Tracking Flash, Video, AJAX and other rich media using Page and Event Tracking
Session 3 – Cookie corruption, code customizations and Multiple Custom Variables
- Understanding Google Analytics’ cookies - UTMa, UTMb, UTMc, UTMz and UTMv
- Understanding cookie corruption and the affect on Google Analytics data
- Understanding the Google Analytics Coding Wizard
- Google Analytics code customisations for Campaign Tracking
- Google Analytics code customisations for Search Engine Optimisation
- Google Analytics code customisations for sub-domains
- Google Analytics code customisations for cross-domain tracking
- Google Analytics code customisations for delegated sub-domains
- Google Analytics code customisations for web client data collection
- Google Analytics and Urchin Software from Google
- Google Analytics mobile tracking for Android and iPhone applications
- Google Analytics and Flash tracking
- Google Analytics and Silverlight tracking
Session 4 - Best practice deployment, Multiple Custom Variables and Google Analytics APIs
- Best practice deployment for agencies, small, medium and large organisations; and national and international brands
- Really useful deployment examples
- Understanding, coding and deploying Ecommerce Tracking
- Understanding, coding and deploying Multiple Custom Variables
- Really useful Multiple Custom Variable implementation examples
- Understanding and exploring the Google Analytics Management API
- Understanding and exploring the Google Analytics Data Export API
- Integrating Google Analytics with other systems
- Really useful Google Analytics integration examples
- Feedback and wrap-up
*Google Analytics administrator access required
Who are the instructors?
Most of our Google Analytics workshops are delivered by Matt Trimmer, Principal Consultant and Managing Director of ivantage, who brings his practical consulting experience and passion for the Internet into the classroom to vitalize the sessions. Read Matt’s biography on our team page. Matt is a Google Analytics Seminar Leader.
To give Matt an occasional break, Sharron Lonsdale replaces him as the instructor. Sharron is a Senior Consultant at ivantage and possesses a thoroughness and attention to detail which ensures that students do not leave a course without having got the most from it. Read Sharron’s biography on our team page.
I would like to talk to the instructors before I attend, how do I do that?
Please contact the instructors directly (see below) or, for sales information, call + 44 (0) 870 752 1066.
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Matt Trimmer +44 (0) 7786 930 032 |
Sharron Lonsdale +44 (0) 20 3008 7305 |
I would like some more information before I attend, how do I get that?
Feel free to contact us now to discuss your requirements
How do I book?
Please select a suitable date to attend from our list of courses and enter the number of tickets you require, and then select ‘Order Now’. All our public training courses can then be paid for by credit card using Google Checkout, or payment by invoice may be requested.
Are there any pre-requisites for attending?
Students will require online Administration access to an active (recording some data) Google Analytics account throughout the courses. You can attend the advanced course only if you have previously attended the introduction course.
What are your Terms and Conditions?
Our training terms and conditions can be read here and you will be asked to accept these terms and conditions in order to secure your booking.
Can these courses be run on-site at my company?
Yes, private on-site training courses represent better value with an audience of three or more students and allow the instructor to focus on the client’s specific website, environment and challenges. We run private, on-site Google Analytics workshops virtually every week.
Courses work best in a quiet training room, where students should be individually equipped with Internet-connected PCs. In the absence of an on-site training room, a board room or meeting room works well with attendees bringing their own laptops with them or using previously set-up desktop PCs.
Feel free to contact us now to discuss your requirements.
What did previous attendees say about the training?
Here are some of our latest reviews for Matt and Sharron.
"The tutors were very good and credible"
Web Master, Mydish.co.uk
"Superb overview of a complex tool - so clear even a marketing bloke could understand it!"
Web Manager, Holiday Property Bond
"Matt was a very competent and informed trainer. Very useful course."
Senior Manager, Capita
"It was a good introduction (despite having used some Google analysis tools before)."
Programme Manager, Loyalty Management Group
"Engaging and interesting course. Very relevant to my role within the organisation."
Manager, The National Strategies
"Thank you for coming along yesterday for the Google Analytics training, the guys asked me to let you know that they thoroughly enjoyed it and found it very beneficial."
PA to Senior Management, Miniclip.com
"Just a quick email to say thanks for coming up here to Skipton to run the course. The feedback I've had this morning has been excellent, all were really impressed, not only with the course, but also your in-depth knowledge of the product and industry experience. We've already organised a meeting for next week to discuss what changes she would like to make to the existing MI produced. Thanks again for your help."
Systems Development Manager, Skipton Building Society
"Thank you very much for your lovely email, Sharron. I have spoken to the team and they thoroughly enjoyed the training yesterday, they found it very informative and can see how it will be of immediate benefit. I was very impressed with the preliminary research you had done on their site analytics as it made the course much more tailored to their needs and therefore very applicable."
Internet Channel Manager, Westfield
"I’m pleased to tell you that I thought the training was fantastic and the team thoroughly enjoyed the day."
Team Leader, CIPFA
When & Where
ivantage@Reed Learning (near Holborn Tube)
9 Kingsway
WC2B 6XF London
United Kingdom
Tuesday, February 15, 2011 at 9:00 AM - Thursday, February 17, 2011 at 4:30 PM (GMT)
Add to my calendar
Hosted By
ivantage (UK)
in association with Google's
Your Certified Trainer for Google Analytics
Matt Trimmer
See Matt's latest reviews here.
Your Certified Trainer for Google AdWords
Sharron Lonsdale
See Sharron's latest reviews here.
View Sharron Lonsdale's profile
What did previous attendees think*?
Were your objectives met?
90% Said "Yes, all" or "Yes most"
Overall, how did you rate the course?
95% Said "Excellent" or "Good"
Overall, how did you rate the tutor?
95% Said "Excellent" or "Good"
Overall how did you rate the content of the training?
87% Said "Excellent" or "Good"
Overall how did you rate the presentation of the training?
87% Said "Excellent" or "Good"
Would you recommend the training to peers in other organisations?
96% Said "Yes, definitely", "Yes, probably" or "Depends on individual"
*Results of our public and on-site workshop survey of 80 attendees.
About ivantage
ivantage is a Google Analytics Certified Partner (previously, Authorized Consultant) and an Urchin Certified Partner. This means we are trained, authorized and supported by Google. ivantage is also a Google AdWords Certified Partner (previously, Qualified Company).
ivantage has been officially authorized by Google for GA and Urchin since 2005; you can check our professional and Google qualifications here.
ivantage is a leading Internet marketing agency specializing in growing online businesses through traffic generation, traffic analysis and traffic conversion using Natural Search (SEO), Paid Search (PPC), Display Advertising and E-mail marketing augmented by Web Analytics and Conversion Rate Optimisation.
We offer our experience, knowledge and expertise not only to our long term clients but to attendees participating in our popular seminars, public hands-on training courses, private on-site hands-on training courses and short term consulting engagements.
You make investments in training infrequently and the extent of a trainee’s skill at the end of a course significantly affects their future capabilities to deliver the outcomes you require.
By choosing a Google Certified Partner to provide your training, you can ensure that you are giving your colleagues the very best start in their engagement with Web analytics and online marketing so as to give your organization the very best chance of getting the business results you have targeted.