Applying Digital Analytics

4 West 43rd Street, New York NY 10036

Keith MacDonald
Keith MacDonald

Marketing Science Leader

Critical Mass

The official Digital Analytics Association Essential Series workshops deliver a solid foundation of online marketing analytics knowledge and authoritative course material in a workshop environment. DAA Essential Series workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

Instructor: Keith MacDonald, Marketing Science Leader, Critical Mass

New York Workshop Program

Wednesday, November 1, 2017
Applying Digital Analytics – full day
8:30am to 4:30pm – Includes lunch and two
15-minute breaks
Super Early Bird (until 6/30): $850
Early Bird (until 7/21): $850
Regular Price (until 9/8): $950
Late Price (until 10/27): $1,050
Onsite Price: $1,150

Register Now
Combo Price: Register for both and get
the second half price

Register for both the Fundamentals of Digital Analytics
and Applying Digital Analytics
Super Early Bird (until 6/30): $1,275
Early Bird (until 7/21): $1,275
Regular Price (until 9/8): $1,450
Late Price (until 10/27): $1,575
Onsite Price: $1,725
Promotions and Discounts: DAA Members save 10%

What Will You Learn?

This workshop picks up where the Introduction left off, by taking attendees deeper into applying web analytics processes and insight into the pitfalls to avoid. You will learn the first steps to using web analytics to improve site design, email marketing/visitor life cycle, social media marketing, conversion/lead optimization, improving return on ad spend (ROAS), search marketing, visitor satisfaction and goal completion. Other topics covered include:

  • How to enthuse others about web intelligence
  • Distributing and communicating web analytics data
  • How to improve your campaign performance & profitability
  • How to incrementally tune your website to ensure peak performance
  • A/B Split & Multivariate Testing


Keith MacDonald, Marketing Science Leader, Critical Mass

A seasoned digital analytics professional who is passionate about realizing value from analytics program investment, Keith is a Marketing Science leader at Critical Mass where he develops and leads measurement strategy, implementation, reporting and optimization programs for some of their largest clients. His career spans Canada’s largest media publishers, Fortune 100 pharma, and global automotive and software businesses. He speaks both business and tech, develops elegant solutions for clients and “swallowed the Excel CD,” according to colleagues.

Keith is equally passionate about learning and is a long-standing guest lecturer about analytics at Sheridan College/University of Toronto (Mississauga). He has developed and delivered analytics training to clients, business stakeholders and tool end-users.

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