WAA Base Camp: Introduction to Web Analytics

Event Info

Mon 19 May, 2008 from 9:00am - 4:00pm
The Rusell Hotel
1-8 Russell Square
London, WC1B 5BE, UK


If you’ve just been given the responsibility for web analytics, this workshop is for you.

Whether you are new to web analytics, new to web management or just need to be sure that you are seeing the forest for the trees, this is the best place to get grounded in the basics.

    * Why and what is web analytics?
    * How do I get started?
    * What can I expect?
    * What do these terms mean?
    * What skills are needed?
    * How do the technologies differ?
    * What are the hazards to watch for?

This workshop will give you the high level overview of web analytics you need to make your website more valuable to your company.

    * Process for tool selection
    * Makeup of a web analytics team
    * Finding low hanging fruit
    * Defining Key Performance Indicators
    * Working web analytics into your business culture

If you’re a newcomer to this field, this is the workshop for you. If you are an old timer, this workshop will put it all back into perspective.

Newcomers: Everything you need to know but didn’t know to ask.
Practitioners: Everything you need to know but were afraid to ask.
Veterans: Everything you know but haven’t seen all in one place.

The web analytics continuum is wide as well as deep. Understanding the variety of possible metrics and what they reveal is prerequisite to managing your website and measuring website success.

This day-long WAA Base Camp workshop will prepare you for the climb into the higher altitudes of online campaign optimization, on-site traffic analysis and conversion optimization.
What Will You Learn?
The Wide Variety of Metrics

You already know about measuring visitors, visits, sessions and dwell time. This workshop will cover how to measure navigational changes, search term trends, shopping cart content and more. Much more.
Web Metrics Terminology

Clickthroughs and pageviews are just the beginning. After this workshop, you’ll be able to speak knowledgeably about log files vs. page tagging, cookie deletion, unique visitors, visits, sessions, Key Performance Indicators and conversion ratios.
How To Identify the Most Valuable Metrics

    “Not everything that can be counted counts, and not everything that counts can be counted.”
    - Albert Einstein

How To Manage a Metrics TeamYou will explore the skills required to extract, massage and understand web metrics as well as identify areas of responsibility.