Oxford Learning Lab - Digital Marketing Management: Web Analytics

Web Analytics

In this topic

Do you know how your web visitors arrive at your website? When they are on your site, do you understand what they do, which pages they click on and why they leave? All of this information, and more, is available to you via your web analytics. Unfortunately, for many organisations, web analytics is poorly understood and provides little in the way of tangible benefits. This course will give you an overview of the key ideas and web analytics processes. This is knowledge that you can use to improve the ROI of your web marketing. You'll see how to can use web analytics to encourage more visitors to flow through your web pages and convert them into enquiries, leads and sales. You'll be shown how to the science, tools and technologies of web analytics come together to give you a rich picture of visitor characteristics and behaviour. You'll also be taught why it's important to choose your Key Performance Indicators (KPIs) and how you can use these to improve. If you're already using a web analytics package but would like to get more out of it, then this is the course for you.

Course expert

Andrew Lloyd Gordon

Trainer and Consultant - Digital Marketing


Why should people working in digital marketing be more involved with it? Get the idea and the understanding on what web analytics is and how to look at your own analytics. Web sites and analytics together are very powerful resources to improve your business, your sales and to be more competitive on-line. People with analytics skills are in high demand and those are the people that could make the difference to your business.

  2.  What is it?

We use web analytics to gather information, analyse them and use them to understand and optimise web pages. Three are the key ways to get analytics: 1) Log files analysis; 2) Page tagging; 3) Big data. Learn their history and the difference between them, see how they work and why nowadays some are used more than others.

How do you apply web analytics to your business? Where have you been successful? Where have you failed and where can you improve? You can find that out using analytics. Learn to boost both your business set up and your sales by understanding those numbers that can add some relevant value to your work. Get the right attitude and teach your colleagues to recognise the importance of analytics.

You have set up your analytics, but when this tool becomes important for your business? Learn the strategy of using analytics for improving your site, your marketing campaign and your social media interactions. Analytics can measure a broad range of actions, from heat maps, to customer interactions and successful copywriting.

You have determined analytics is an essential and powerful tool and you have decided to use it for your business. How can analytics work for you on the web? What do you want to achieve? Learn to measure your customers' journey mapping out their search online. See the five stages customers go through: awareness, consideration, action, enjoyment and advocacy. Moreover, you will learn how to use analytics to check your competitors, see if patterns have changed in time and determine why we lose customers during their journey. Thanks to analytics you can recognise the source, the behaviour and the outcome of your customers' journey.

Learn more on how analytics works. See where the audience comes in and drops out by using the traffic report and determine the different types of sources involved. Why do people leave web pages? Focus on the problem areas to make more sales. See some practical examples and learn the difference between cause and correlation.

See some useful examples on how to look at data through lagging and leading metrics to explain the past and predict the future with numbers. Learns to ask yourself three times "so what" every time you analyse a metric and see the difference between a good metric and a bad one. See how to give background information and explain numbers to help your team understanding what metrics represents. Keep testing, learning and measuring things to improve your web-site.

See some real examples of companies using web analytics to move people from any of their web pages to their main one without spending money on advertising. Your e-mail marketing campaign could also double using analytics in the right way.

Where are we going with web analytics? See the concern about data and data privacy understanding as a society, the importance of sharing your data. See also the brief summary of the eight lessons of this chapter.

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