Keep tabs on the conference and the mind of Jim Sterne. Subscribe to Sterne Measures:

Media Sponsors

News Distribution Partner

WAA Training Days

Following its great success with the online courses given through the University of British Columbia and the WAA Training Day last October at Emetrics Summit in Washington D.C., the WAA is bringing four new half-day workshops to San Francisco at Emetrics Summit.

Morning:
- Introduction to Web Analytics
  or
- Web Analytics for Site Optimization
Afternoon
- Online Marketing Campaign Measurement
  or
- Creating and Managing the Analytical Business Culture

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 one or two of these workshops 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.

The Four Courses of the WAA

Introduction to Web Analytics
Web Analytics for Site Optimization
Online Marketing Campaign Measurement
Creating and Managing the Analytical Business Culture

Introduction to Web Analytics
Half Day Workshop

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 the vocabulary of the field as well as the key concepts and practices. You'll understand the differences between data collection methods, be clued into the data collection pitfalls and discuss the ongoing cookie debate. This workshop will cover the different types and options of available tools

Key concepts and expressions
Evolution of the web's role in marketing
How to develop Key Performance Indicators (KPIs)
Measuring Actions: The Conversion Chain
The fundamentals of Search Engine Optimization measurement
Measuring and optimizing email
The fundamentals of visitor behavior analysis
The skills and talents needed for successful implementation

Web Analytics for Site Optimization
Half Day Workshop

Increase the value of your website by continuously increasing your visitors' ability to accomplish their goals. Site architecture, linking strategy, and navigation all lend themselves to a better customer experience, which increase web use and conversion. This workshop discusses tools like A/B split testing and multivariate testing as well as personas, path analysis, behavioral data and shopping cart abandonment. Learn what can be measured and improved.

Design for evaluation
Design for usability vs. sales
Spider optimization
Onsite search optimization
Forms Analysis
Intranet Analysis
The impact of recency, frequency and latency
Understand the behavior of visitors from search
Content Management Systems and Dynamic page generation

Online Marketing Campaign Measurement
Half Day Workshop

As a company's website becomes the hub of customer communications, how well you bring in visitors is crucial to the company as well as the site. How effective are your promotional campaigns? How well are you monitoring the number of people they bring to your site and the results of those visits? This workshop looks at improving the impact of your campaigns such as email, paid search (pay-per-click), organic search (higher page ranking in search engines), and display / banner ads.

Ad serving systems
Bid-management systems
Paid search campaign optimization
Effective affiliate program metrics
Measuring offline methods of driving web traffic
Brand tracking and buzz measuring methods
Defining business objectives, conversion events, and KPI's

Creating and Managing the Analytical Business Culture
Half Day Workshop

The tools are just that - tools. To make the most of them, a company must embrace not just the technology, but a philosophical approach to marketing accountability. This workshop focuses on the need for corporate change management in order to get organizational buy-in for analytics usage and data-driven decision making. You'll learn about the need for different reporting dashboards for different company levels. You'll hear case studies about successful web analytics management strategies and processes that will give you both the knowledge and the practical skills to succeed as a web analytics manager.