Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013

Web Analytics Association Training Day: San Francisco 2007

See the 2008 show!

Sunday, May 6, 2007

Pricing and other registration information.

Agenda Overview with Session Times

The Web Analytics Association opens the door to the art and science of web analytics.

You will be primed and ready to absorb everything the Emetrics Summit has to offer.

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
    • Web Analytics for Site Optimization
  • Afternoon
    • Online Marketing Campaign Measurement
    • 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

  1. Introduction to Web Analytics
  2. Web Analytics for Site Optimization
  3. Online Marketing Campaign Measurement
  4. Creating and Managing the Analytical Business Culture

Introduction to Web Analytics
Half Day Workshop

Vicky Brock Highland Business Research

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

Stéphane Hamel, Desjardins General Insurance Group

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

Mark Ryan Extractable

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

Braden Hoeppner, Trader Corporation

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.

  • Educating and convincing middle management
  • Staffing and training
  • Quantitative and qualitative data collection
  • Characteristics of the Web Analytics Manager position
  • Introducing higher accountability into an organization
  • Organizational ownership for web analytics data
  • Incorporating web analytics into existing processes
  • Driving investigative analysis
  • Promoting the analytics culture
  • How to Manage Management

Pricing, dates and other registration information.


Digital Analytics Association
WAA Base Camp™ Workshops
Toronto, April 23-24, 2012
Chicago, June 24-27, 2012


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