Analytics for Marketers

Ayima’s Introduction to Analytics for Marketers training course is designed to help you understand the possibilities and practicalities of Google Analytics and how it can amplify your marketing performance. This intensive half-day course taught in London’s trademark Gherkin Building will help you enhance your analytical marketing skills while accelerating your company’s digital marketing strategy.

Half-Day Course | Nimbus Room at The Gherkin, London | November 21, 2018


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How Google Analytics Can Help to Optimise Your Marketing Spend

Google Analytics is the most widely used tool in the analytics space. And yet, so much of its potential value is left untapped by most organisations. With so much available data, getting the best value and use from Google Analytics requires a deeper understanding of its functionality and options matched against your business needs.

This course is designed to help you not only understand key concepts in digital analytics but how impactful it can be in your company’s overall online strategy.

Taught in the heart of London at the Gherkin, we’ll show you how to improve your digital strategy through GA essentials and define success across varying marketing channels and campaigns.

Covering practical and proven techniques, you’ll leave here with the strategies, tools and techniques that you need to optimise your marketing spend using GA insights and ultimately optimise your marketing performance moving forward.

This Analytics Training Course Will Teach You:

  • The fundamentals of Google Analytics (GA) so you leave with a clearer understanding
  • The process for defining success and setting KPIs for each of your marketing channels and campaigns
  • How to set up detailed campaign tracking for all channels
  • The requirements to capture the information you need in GA
  • How to start using GA to optimise your marketing performance
  • How machine learning could be used to advance your analytical insights

Who is This Introductory Analytics Course For?

This training course is for Digital Marketers and provides what they need to know to get value from Google Analytics to meet their business needs.

If you know you are missing out on the insights and value buried within Google Analytics, then this course is for you.

You should come into the course with a basic understanding of Google Analytics.

Location Nimbus Room at The Gherkin - London

Date Wednesday November 21, 2018

Course Overview

Part 1: The Value of Digital Analytics

  • What is its purpose?
  • What is its impact?
  • Practical reports which enhance the value of Digital Analytics

Part 2: Defining Success

  • Understanding the different types of objectives for different marketing channels/campaigns
  • Defining KPIs for each channel/campaign
  • Identifying information needs from Digital Analytics

Part 3: Setting up Digital Analytics Tools

  • Capturing key behaviour and success actions
  • Maximising data quality

Part 4: Campaign Tracking

  • How Google Analytics identifies traffic sources
  • Defining campaign tracking hierarchies
  • Setting up campaign tracking with both manual and automatic options

Part 5: Digital Analytics Maturity

  • Understanding the different stages of Digital Analytics maturity
  • Understanding the different areas required for maturity
  • Identify actions necessary to improve maturity

Part 6: Advanced Data Usage and Insights

  • Using Digital Analytics data outside of the Digital Analytics tools
  • Example of insights available through Data Science solutions

About Your Instructors

Peter O’neill

In 2006 Peter stumbled upon the world of digital analytics and discovered a passion. His passion is driven by a simple truth – used appropriately digital analytics can transform organisations, help managers make smarter decisions and impact performance.

The look on clients’ faces at the point when they realise the power of analytics and insight is Peter’s catalyst. His frustration is that most companies still do not maximise the potential value from their digital analytics and he makes it his goal to change that state of events.

Helping develop the analytics community is Peter’s other passion. In 2012 he founded MeasureCamp, the digital analytics unconference. From a modest start with 120 odd people the conference now attracts over 250 people in London twice a year.

Somehow Peter has also found time to co-found MeasureBowling, chairs the London eMetrics Summit, runs a monthly meetup and speak at other events around the world.

Simon Löfwander

As Data Scientist for Ayima, Simon brings his academic background in statistics and statistical-/machine learning to the forefront of his work in digital marketing, incorporating data science and machine learning models to gain actionable insight and provide recommendations in both SEO and Paid Media. The learning models Simon has developed have uncovered the importance of capitalising on data science and AI-technology to keep up in a rapidly changing business, which has materialised in Ayima’s newly released service “Performance Analytics” and proprietary AI platform, Ayima Intelligence.

Some of the insights Simon has uncovered for Ayima’s clients include advanced forecasting of demand and spend, algorithmic profitability modelling to identify and adjust bidding schedules, measuring impact of marketing events, optimising budget allocations and using machine learning to predict rank and assess the relative importance of ranking factors.

Location

Nimbus Room at The Gherkin

30 St Mary Axe, London EC3A 8EP

Why Learn Analytics for Marketers with Ayima Insights Training

Enhance your strategy: Strengthen your digital strategy by upping the ante on your marketing analytics knowledge. Further aligning digital channels and sales, and boosting brand awareness for your organisation.

Explore the value: Throughout the years, through trial and error, we have learned what works and what doesn’t when it comes to analytics. If you are missing out on the insights and value buried within Google Analytics, we'll not just help you find it - we'll show you exactly how to utilise it for greater impact in your business.

Make an impact: Our experts will teach you the strategies, provide the tools and reveal the techniques that you need to optimise your marketing spend using GA insights and ultimately optimise your marketing performance moving forward.

Location Nimbus Room at The Gherkin - London

Date Wednesday November 21, 2018

Why Learn Analytics for Marketers with Ayima Insights Training

Enhance your strategy: Strengthen your digital strategy by upping the ante on your marketing analytics knowledge. Further aligning digital channels and sales, and boosting brand awareness for your organisation.

Explore the value: Throughout the years, through trial and error, we have learned what works and what doesn’t when it comes to analytics. If you are missing out on the insights and value buried within Google Analytics, we'll not just help you find it - we'll show you exactly how to utilise it for greater impact in your business.

Make an impact: Our experts will teach you the strategies, provide the tools and reveal the techniques that you need to optimise your marketing spend using GA insights and ultimately optimise your marketing performance moving forward.

Location Nimbus Room at The Gherkin - London

Date Wednesday November 21, 2018

Any Questions?

Interested in a current or future course in your area but need more information before booking? We’re here to help! Send us your questions via the form below and we’ll be in touch shortly.