Accenture Digital Skills:

Web Analytics

Activity Pack
Contents
01. Welcome to Digital Skills: Web Analytics ...................................................... 2

02. Web Analytics and the Different Types of Analytics..................................... 3

03. Creating a Web Analytics Measurement Plan .............................................. 6

04. Defining Metrics and Setting Targets ........................................................... 8

05. Segmentation and Personalisation ............................................................. 10

06. Conversion Funnels and Conversion Rate Optimisation ............................ 13

07. The Importance of Quality and Relevant Data ............................................ 15

08. Analytics Tools .............................................................................................17

09. A Day in the Life – Digital Analyst................................................................ 19

10. Congratulations and Next Steps................................................................. 20

11. Action Plan.................................................................................................... 21

12. Check Your Progress ................................................................................... 23

Useful Resource Section: Skills Builder ............................................................ 24

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01. Welcome to Digital Skills:
Web Analytics
Welcome to the Digital Skills: Web Analytics course! This course will help you to
understand the importance of web analytics, and how businesses use different
techniques to understand, assess and manage their performance.

This activity pack has been designed to help you to build your understanding of the
topics covered in the course in more detail. There will be activities and questions
throughout where you can try to apply what you have learnt in your day-to-day home
and work life. These correspond to steps in the course so use this pack as you work your
way through the course.

You can also use the comment sections within the course to have a discussion with
other learners about what you have discovered!

Before getting started, you can answer the two questions below to identify what you
want to achieve by the end of these activities.

What are you most looking forward to learning in these activities?

What do you want to have achieved by the end of these activities?

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02. Web Analytics and The
Different Types of Analytics
In Steps 1.5 and 1.6, we learn about what web analytics is, the benefits it can bring to
businesses and the different types of analytics. Watch the videos and read the image to
learn about this and think about the examples of web analytics you have seen in your
daily life or at work.

Using this information complete the activity below:

a. Identify in the left-hand column what this type of analytics is. Also, think of an
example company and an instance of how it can use this type of web analytics
b. Identify how this type of analytics can benefit the company and help meet their
business objectives in the right-hand column

How this type of analytics

Definition and example benefits the company and helps
meet their objectives

Descriptive
Analytics

3
Diagnostic
Analytics

Predictive
Analytics

4
Prescriptive
Analytics

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03. Creating a Web Analytics
Measurement Plan
Refer back to Step 2.2 of the course. In this section, we will answer some questions on
creating Measurement Plans.

To complete this activity, think about what you have learnt and apply it to the table
below:

a. Read the questions in the left-hand column

b. Add your answer in response to these questions in the right-hand column

Question Your answer

What is a measurement
1
plan?

Why is creating a
measurement plan
2 important and how does it
help businesses improve
their reach?

What are the four steps

3 that are needed to create
a measurement plan?

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 Why is it crucial for
businesses to identify
customer segments?
4
What are some of the ways
they can segment their
customer base?

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04. Defining Metrics and Setting
Targets
Watch the video in Step 2.3 which talks about what metrics and targets are, and why
businesses should set these when creating a measurement plan.

Think about some of the key metrics that can be tracked and monitored to determine
the performance of a business. Use this information to complete the activity below:

a. Read the questions in the left-hand column

b. Provide your answer in the right-hand column

Question Your answer

What do we mean by
metrics and targets?
1
Provide a definition of
each

What are some of the most

2 common metrics in web
analytics?

What are the benefits in

understanding these
3
metrics in assessing
business performance?

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 What do we mean by click-
through rate and bounce
4 rate?

Does a business want to

set a high click-through
5
rate or bounce rate target?
Why?

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05. Segmentation and
Personalisation
In Step 2.4 of the course, we learn about what segmentation is and the different ways a
business can segment their customer base. Using this, we look at some personalisation
techniques to specific target customers.

In this activity, using what you have learnt from these steps, answer the questions below.

Use this information to fill in the table below:

a. Read the questions in the left-hand column

b. Add your answer in the right-hand column

Question Your answer

What are some of the ways to

1 segment a user base? Provide
some examples for each

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 What do we mean by
personalisation and what is the
2
benefits for a business of using
this technique?

What is the difference between

personalisation and hyper-
personalisation? What is the
added benefit of businesses
3
going one step further and
hyper-personalising the
customer experience?

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 What do we mean by the phrase
‘dynamic content’? Give an
4
example of how this can be
used

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06. Conversion Funnels and
Conversion Rate Optimisation
In Steps 2.7-2.10, we learn about the different types of conversions and the four steps
within a typical conversion journey. We also look at how businesses can calculate
conversion rate and some ways to optimise this to improve their performance.

In this activity, use what you have learnt from these steps to answer the questions:

a) Read the questions in the left-hand column

b) Add your answer in the right-hand column

Question Your answer

What is the difference between

macro conversions and micro
1
conversions? Give an example
of each

What are the four steps of a

conversion funnel? Define
what these steps are and follow
2
these steps by mapping out a
typical user journey for a
company of your choice

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 How can a business calculate
conversion rates? Why does
calculating this provide a
3
business more information
than looking at conversions
alone?

Why is it important for

businesses to try and achieve a
4
better conversion rate than
their competitors?

Imagine you are working for a

marketing company and
calculate that the businesses
conversion rate is lower than
5 expected. What are some of
the ways you could improve
this?

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07. The Importance of Quality
and Relevant Data
Watch the video in Steps 2.10 which discusses why data is a key part of web analytics
and why it is important to gather high quality, relevant data.

In this activity, use what you have learnt from this step to answer the questions below:

a) Read the questions in the left-hand column

b) Add your answer in the right-hand column. Refer to the step in the course if you
want to refresh your memory!

Question Your answer

Why is it important that the

data a business collects and
1
analyses is high quality and
relevant?

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 What are the 5 main aspects to
consider when assessing
2
whether data is of high quality
and relevant?

What some of the key

challenges when collecting
3 data? What challenges do you
see companies facing with
data privacy in the future?

What is an example of a way a

4 business can improve their
data quality?

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08. Analytics Tools
In Step 3.2, we learn about what analytics tools are and what are their purpose.
Following on from this, in Steps 3.3 and 3.4, we look at two of the most popular analytics
tools used by businesses: Google and Adobe Analytics.

In this activity, use what you have learnt from in these steps to answer the questions
below:

a) Read the questions in the left-hand column

b) Add your answer in the right-hand column

Question Your answer

What is the importance of

analytics tools when
1 businesses are trying to
track, analyse and report
different metrics?

What are the three main

insights which businesses
can draw from using web
2
analytics tools?

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 What are the main
differences between
3
Google and Adobe
Analytics?

You are helping a company

track and report some data.
Out of Google and Adobe
Analytics, which platform
4 would you recommend
choosing and why?

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09. A Day in the Life – Digital
Analyst
In this activity, we are going to put into the practice everything you’ve learned. You will
be using your knowledge in creating a targeted web analytics campaign. Below is a list
of topics from the course you can refer to in order to complete this activity.

• Creating a Measurement Plan

• Defining Metrics and Setting Targets
• Segmentation and Personalisation
• Conversion Funnels and Conversion Rate Optimisation
• The Importance of Quality and Relevant Data
• Analytics Tools

Scenario: You work for a sports retail company and have been asked by your manager to
set up a marketing campaign on your website to encourage users to buy more tennis
rackets. By creating a measurement plan for the campaign, what objectives will you set
for the campaign, what metrics and targets will you set to assess the performance and
what customer segments will you look to target. Next, which analytical tool will you
choose to measure the effectiveness of this campaign and how will you go about
optimising the conversion rate and ensuring quality and relevant data in the long-term.
Share your thoughts below!

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10. Congratulations and Next
Steps
Congratulations! Having completed the course and these activities, you are on track to
taking the next steps in your career! Have a go at completing the questions on the next
page to create an action plan. Also remember to keep track of your progress.

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11. Action Plan
Going forward, you can use these guiding questions to formulate an action plan!

What are the key skills you have learnt during this course?

How will you apply these skills in your life or in the workplace?

What obstacles might get in the way of you achieving this?

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What may help you overcome these barriers?

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12. Check Your Progress
Lastly, having a great plan doesn’t mean anything unless you check in on your
progress regularly. Remember to stay focused on your goal in whatever way works for
you using some of the techniques in this course.

Once you have completed this activity pack, you could set a reminder to come back in
a months’ time to see how you have been able to use the techniques to make progress.
Be honest with yourself in how much you have achieved but remember that some
changes may take time and practice.

You could discuss your goals and these activity packs with career advisers, friends,
family and anyone else who you think could help you get some feedback.

It is now down to you: be determined, act and importantly remember to have fun. This
is Your Career, make the most of it and make it work for you.

Reflection – note down any thoughts or progress made using some of these
techniques

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Useful Resource Section: Skills
Builder
Skills Builder is a useful resource that can help you learn more about how you can use
different communication styles to really engage your audience and convey messages
concisely.

The Skills Builder Partnership is a collaboration of over 700 educators, organisations and
employers working together towards a common mission: to ensure individuals of all ages
build the essential skills to succeed. An essential skills framework has been developed
which breaks down eight essential skills into teachable and measurable steps. These
are skills that you may already have, or skills you would like to develop.

For more information, please refer to https://www.skillsbuilder.org/universalframework,

where you can access the Skills Builder Interactive Universal Framework.

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