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On the heels of its great success with the online courses given through the University of British Columbia, the WAA is bringing an overview of the Introduction to Web Analytics course to the physical classroom. Your instructors are people who have been doing web analytics for years, people who have been involved with the WAA from the beginning and people who have helped numerous clients understand the fundamentals of tracking clickthroughs, pageviews and revenues.
Today's organizations know the importance of the Internet for supporting sales and marketing, facilitating orders and supplies across the value chain, and reinforcing the corporate brand and market position. To achieve truly productive results online, business managers need a solid grounding about the strategies and tactics that support web analytics.
Attend this one day, 5-session workshop and be well positioned to get the most from the jam-packed Emetrics Summit that follows. Return to your workplace primed to put everything you’ll have learned into practice, immediately.
Attend the WAA Training Day and you could win one of two course scholarships for the WAA-UBC online Award of Achievement in Web Analytics, offered through the University of British Columbia. Valued at $595 CAD each course.
8:00 a.m. - 8:45 a.m.
June Li, ClickInsight -- Moderator
Brian Induni, Executive Director, WAA
Presenter: Alex Langshur, PublicInsite
The ability to observe the actions and behaviors of web site visitors is one of the truly powerful aspects of web analytics. This introductory session will review the fundamentals of web analytics, including an exploration the various approaches, an examination of data collection issues, and a discussion on what you need to know to get started.
You’ll learn about:
Presenter: Braden Hoeppner, Telus
Successful web sites require continuous review to maximize conversion rates. What specific actions should be taken to improve the user experience and increase web site traffic? Learn how to optimize your site’s content structure and usability, so that you can improve the quality of content on your site to increase conversion.
You’ll leave more confident about how to:
Andrea Hadley, NetSetGo Marketing
Keira Lorentzen, Digitas
Terry Cohen, Digitas
Once your site is optimized for usability and the visitor experience, it's time to bring in more traffic. With the diversity of online acquisition vehicles, it’s important to properly gauge the success of campaigns, and quickly identify what’s working and what’s not. Leave with new practical insights from a real life online optimization case study.
You’ll increase your knowledge about how to:
Presenter: Jim Humphrys, W.L Gore & Associates
With a myriad of options of tools and vendors, where do you begin? Learn how W. L. Gore & Associates selected a web analytics tool and implemented web analytics. In this case study, see how one company structured the project, evaluated their organization’s needs, picked a data collection method, selected a vendor and implemented web analytics. Implementation included training personnel in web analytics and rolling it out across the company, with more than a few interesting learnings along the way.
You’ll gain insights into:
Presenter: June Li, ClickInsight
Beyond the science of web analytics is the art of successfully using web analytics to drive ongoing valuable progress within organizations. All too often Web analytics is viewed as “done” when the tools are selected and the reports are configured. Not so! This is only the beginning, the start of a dynamic evolving journey.
You’ll learn the hows and whys about:
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