Masterclass in Google Analytics

Just like any advanced software, you have to know how to manipulate it to your advantage; getting the absolute best you can out of Google Analytics takes time, know-how and insight.

Here’s where These Days can help you.

As Google Analytics Authorised Consultants (GAAC), These Days has spent the time, effort and training in gaining an intimate knowledge of the tool – and we want to share this knowledge with you.

On 21 April, you can expect a day of intensive, hands-on training:

1. Part one is an introduction for beginners, ‘Google Analytics: Getting Started‘

• The importance of Web Analytics
• Google Analytics Methodology
• Implementation, set-up and tracking code
• Understanding and managing profiles and filters
• Conversion really matters: Goals and funnels
• The Google Analytics interface: Understanding Dashboard & Reports, Calendar, Exports, Visualization

2. Part two delves deeper into advanced analytics, ‘Google Analytics: Advanced Analytics‘

• Campaign Performance: Tracking and reports (E-mail, Adwords, Banners, Off-line)
• Advanced Segmentation and Filters
• The value of Custom Reports
• Event Tracking
• Measuring e-Commerce performance
• Introduction to Google Website Optimizer
• Tips & Tricks

Feel free to attend just one session – or both, depending on your needs.

Registration is open until 15th April 2009.
Register before 17h00 on 1st of April, and receive an official Google Analytics IQ Voucher, which will give you full access to the Google Analytics online certification examination.

Seats are limited, so don’t wait too long.

Jim Sterne about privacy

An interview with Jim Sterne, Chairman of the Web Analytics Association, discussing cookies, customer tracking, targeting, analytics, and the privacy issues affecting online marketing.

Source: Goallover.net

Web Analytics Wednesday in Ghent

Following the successful WAW in Antwerp at These Days last January, the next event takes place in Ghent (my favorite city) on 25 March 2009.
We hope to welcome even more people than the 50 which attended the Antwerp edition.

This time the event is hosted by the Web Analytics Association and bSeen, and will focus on segmentation, targeting and optimization. Isn’t this what analytics is all about?!

Agenda of the day:

• 18:00: Venue opens & welcome
• 18:35: Introduction & updates on the WA Belgian community (Michaël Notté, WAA Country manager for Belgium)
• 18:45: “Targeting customers and optimizing lead generation @ Volvo” (Jourik Migom from Boondoggle)
• 19:15: Tool/vendor demonstration – Sitestat Live Segmentation (Nedstat)
• 19:30: “Practical customer segmentation: basic ideas with great results – Isotrie.be & Combell.com” (Steve De Veirman from bSeen)
• 20:00: Networking

Adress: Zebrastraat Center in Ghent

Registration: via WebAnalyticsDemystified

Looking forward to speak to you there!

Turning Engagement into Euros

A few weeks ago I gave a presentation at the Webvertising Forum in Brussels about measuring your visitor’s engagement and taking action based on it to maximize the online performance.

If you can’t measure it, you can’t manage it

The fundament of the presentation was the importance of measurement and analysis. Without measurement, it’s almost impossible to take action for optimization. However, although measuring everything is cool, sometimes there is just too much information to look at. And so it becomes very hard to take decisions and make optimizations to meet the objectives.
Because of the changing technologies and online processes, the time that marketeers should only focus on pageviews is far away. The real importance lays within the online objectives and visitor processes.

Focus on Engagement

These customer processes can range from buying a product to downloading a white paper, from viewing a page to adding a comment, from becoming a member to uploading a video, etc.
By focusing on these customer processes and understanding the different levels of engagement and contribution of each of them, you can help your brand(s) to optimize and monetize investments in digital communications.