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Seminar Agenda and Session Details

November 14, 2007
Holiday Inn on King, Toronto (Location)

8:30   Registration and Networking
9:00   Introductions & participant learning objectives/needs assessment
9:30   Session 1: Analytics fundamentals
10:30   Break
10:45   Session 2: Advanced analytics concepts
11:30   Case study
12:00   Lunch and Networking
1:00   Session 3: Data analysis and audience segmentation
2:45   Break
3:00   Session 4: Site optimization and testing
3:30   Close-up: Choosing & using the right tool for the job
4:15   Session 5: Communicating the value of analytics to internal audiences
4:45   Session Wrap-Up and Review
5:00   Session close

Detailed description of sessions:

SESSION 1  Analytics fundamentals

The ability to observe the actions and behaviours 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 of various approaches, an examination of data collection issues, and what you need to know to get started.

Topics covered:

  • Key concepts and practices
  • Data collection - technologies and methods
  • Data collection hazards - do's and don'ts
  • Metrics; what they mean, what they measure and how to use them 

SESSION 2  Advanced analytic concepts

Building on the first session, this session will explore in greater depth what is required to produce high-quality, trustworthy and actionable web analytics results. In addition, we’ll examine how good information architecture and site construction is critical to effectively using analytics.

Topics covered:

  • How to develop and measure key performance indicators
  • The impact of non-human visitors on site statistics
  • Developing and tracking conversion measures
  • Linking online and offline campaigns
  • Measuring database driven web sites, Web 2.0 and rich media 

SESSION 3   Data analysis and audience segmentation

With the fundamentals in place, it’s time to use the data to understand visitor behaviour. Is site content aligned to visitors’ interests? Are visitors following intended paths through the site? Are they taking action and converting? Not all site visitors are the same. How do you find the barriers or diversions preventing your visitors from doing what they came to do (e.g. register, subscribe, download, donate, etc.)? In this session we’ll review the tools, options and best practices to help you get started.

Topics covered:

  • Referrer & path analysis: where visitors come from and what they do
  • External keyword analysis: what brings visitors to you
  • Onsite search analysis: what they want but can’t find
  • Use personas to describe and analyze audiences
  • Measuring the impact of social media

SESSION 4 Site optimization and testing

The web is well suited to continuous improvement using the “plan-do-check-act” methodology. We’ll show you how to steadily improve the number of visitors who are taking desired actions on your site. We’ll also review how the effectiveness of inbound communication and search engine visibility tactics can be raised to generate more traffic and higher conversions.

Topics covered:

  • Segmentation, scenario & funnel analysis
  • Split testing
  • Optimizing inbound traffic from email newsletters, Pay per click (PPC), Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

SESSION 5 Communicating the value of analytics to internal audiences

Why bother to measure? This session will examine the value of analytics: how it can help to better understand clients and stakeholders needs, measure brand awareness and provide a unique source of corporate intelligence. We’ll explore how promote a culture of measurement, how to position the value of the measurement function, and how to most effectively communicate results.

Topics covered:

  • Getting and achieving buy-in for analytics projects
  • How measurement delivers unique insight about visitors across the organization
  • No more “end-of-pipe” process: linking measurement to the continuous improvement cycle
  • Key Performance Indicators: best practice approaches for communicating results

 

Shortcuts

> After the seminar, you'll need to unwind, or maybe you want to keep talking Web Analytics.  Attend Web Analytics Wednesday Toronto. Sign up here for this November 14 evening event.

> Registration Information

> Are you a WAA member looking for the WAA discount code?  Send an email requesting the code to info AT boostwebsiteimpact.com with your name & your organization's name, that you're a WAA member, and we'll send back your Discount Admin Code.

Presented by:

"You presented a comprehensive overview of Web analytics and clarified what I had started to be exposed to on the job as a new Web analyst. I returned to the office with plenty of new ideas and suggestions for improvement. The case study and examples reinforced the content of the seminar very well."
J. Emanuele
Web Content Co-ordinator and Metrics Analyst
Petro-Canada

"You gave us clear and objective information that was immediately operational. We are now better able to identify, reach and engage our key stakeholders, and have developed metrics to demonstrate our effectiveness at doing so."
Conrad Bellehumeur
Director of Communications
Canadian Biotechnology Secretariat

> After the seminar, you'll need to unwind, or maybe you want to keep talking Web Analytics.  Attend Web Analytics Wednesday Toronto. Sign up here for this November 14 evening event.