NEW!

Web and Digital Analytics

B
Creating Actionable Insights

Chicago, IL April 24
Save up to $200 when you register early!
MarketingPower.com/Web • 800.AMA.1150
See page 2 for details.

Learning Objectives

• Gain a broad understanding of key • Create your own Key Performance

web and digital analytics trends,
concepts, issues, challenges and
fundamentals
• Learn how to go from a one-
dimensional web analytics
environment to an optimized digital
insight-driven environment
Indicators and perform Key Insight Analysis
to better understand your own data today
• Learn the best ways to analyze the
effectiveness of social media, marketing
campaigns, SEO, SEM, emails and mobile
• Learn how to use quantitative, qualitative
and competitive tools to derive
actionable insights

The demand for accountability in marketing coupled with the explosion of available
data and data sources has put extraordinary pressure on marketing teams to
develop an approach to digital analytics that translates into more precise marketing
decisions and meaningful boardroom discussion. This program will help you to turn
your analytics data into savvy optimization and more informed marketing decisions
across channels.

As a modern marketer, you need to understand how today’s consumer interacts

with your brand and how to leverage this interaction data for success. Traditional
web analytics has morphed into the much more complex realm of digital analytics
which include not only your web presence, but a dizzying array of online and offline
touchpoints at your disposal. Digital analytics is further complicated as consumers
are quickly becoming platform agnostic “Digital Omnivores” in their digital media
consumption, requiring a new approach to making meaning from web analytics data.

This one-day program on web & digital analytics is designed to enhance your
skills and take you beyond the one-dimensional approach to web analytics and
into the modern, multi-dimension approach to making optimal decisions based on
actionable insights derived from touch points across your digital platforms. Through
this program you will gain the tools and the know-how to combine the why (visitor
intent and motivation) with the what (clicks, views, likes) that are the cornerstone of a
successful web and digital analytics program within your organization.
Agenda
Level Set and Expectations Making Social Media Actionable
• Integrating social data sources
Current Web and Digital Analytics
into digital and web analytics
Landscape
Key Performance Indicators (KPIs)
Web Analytics Fundamentals
• Determining KPIs and building
Rethinking Web Analytics a dashboard
• From clickstream to multiplicity
Beyond KPIs
Digital Analytics Tools • Moving into KIA (Key Insight Analysis)
• Getting the most for the analytics
Web Analytics Tool Selection
tools you have
and Review
Actionable Analytics and Marketing
Advanced Topics in Web and Digital
Experiments
Analytics
• Adopting and applying a test and
learn approach Building a Digital Analytics Team

Measurement Objectives Taking It Back to the Job

• How to measure reach, acquisition, • Next actions for making the most
conversion and behavior of the event

Instructor

Instructor: Dana VanDen Heuvel

President, The MarketingSavant Group

An award-winning marketing blogger and author of the AMA’s Marketech ‘08 Guide to
Marketing Techniques, Dana VanDen Heuvel is a widely recognized expert on blogging,
social media marketing, thought leadership marketing and interactive marketing trends.
He founded BlogSavant, a division of VanDen Heuvel Executives, LLC, one of the
nation’s first weblog and social media marketing consultancies. He currently runs The
MarketingSavant Group, a marketing technology consulting and training firm that helps
marketers leverage emerging marketing technology to grow their business.

Register Today and Save Up To $200

Member Non-Member
Before March 27: $695 $895
After March 27: $795 $995

To register, visit MarketingPower.com/Web or call 800.AMA.1150.

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org.
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received
after that date will receive a refund minus a $300. No refunds will be given after April 10, 2014. See website for more details.