Web Analytics Course

Antezeta Internet Training

Request info now!

Tel +39 02 69 000 333

Optimize your Business Results!

Due to the cross-functional (Marketing and IT) nature of this subject, we suggest that both Marketing and IT professionals attend.

Instructor: Sean Carlos
Date(s): upon request (2 or 3 days)
Location: Milan; Rome and other cities upon request
Fee: € 595/day + VAT where applicable. The fee includes training materials, coffee breaks and a participation certificate. Group discounts available. For onsite courses,
How to register:
Prerequisites: Basic Internet Navigation
Language: English or Italian
Who is the course for?: Interactive Media, Web Marketing and IT Professionals
Agenda: 1
  1. Web Analytics Overview
    1. What is Web Analytics and why does it matter?
    2. Techniques and technologies used
      1. Web traffic data
      2. Web transactional data
      3. Web server performance data
    3. Continuous improvement process
      1. The three steps
        1. Measure
        2. Interpret
        3. Act
  2. Web traffic data collection sources
    1. Web server log files
      1. Advantages of using web server log files
      2. Limitations of using web server log files
      3. Configuration best practices
        1. Logfile format
        2. Cache control settings
        3. Common tool settings
    2. Embedded JavaScript page tags
      1. Advantages of using embedded JavaScript page tags
      2. Limitations of using embedded JavaScript page tags
      3. Configuration best practices
        1. Page placement
        2. Tracking non page files
        3. Common tool settings
    3. Using JavaScript tag collected data in log based systems
    4. Considerations on real-time data collection
    5. Accurate User tracking – IP address, cookies
  3. The ABCs of Web Analytics: defining a shared terminology
    1. Hits
    2. Click-through
    3. Page view
    4. Visit
    5. Session
    6. Return visit
    7. Unique visit
    8. Referrer
    9. Conversion
    10. Entry
    11. Abandonment
    12. Clickstream
    13. Frequency, recency, loyalty
    14. Key performance indicators – KPIs
  4. Brief Tool Market Place Review
    1. Free tools
      1. Open source web analytics tools
      2. Commercial web analytics tools
      3. Advantages and disadvantages of free web analytics tools
    2. Commercial tools
      1. Leading vendors
      2. Market division
      3. Cost models
  5. Site content organization
    1. Unorganized web analytics reporting example
    2. Common content grouping strategies
      1. Directories
      2. Information architecture, such as navigation / menu structure
      3. Business objectives
    3. Search Engine Optimization considerations
  6. Process measurement
    1. Metrics
    2. The funnel
    3. Examples
    4. A/B Testing
  7. Visitor segmentation
    1. Metrics
      1. Overall traffic: page views and visits
      2. Unique visitor breakdown: daily, weekly, monthly
        1. Common period comparison traps
          1. Seasonal adjustments
          2. Days in month variation
      3. Pages and groups of pages viewed
      4. Overall time spent on site; breakdown by area / content group
      5. Referring sites
      6. Campaign source (if tracked)
      7. New vs. returning
    2. Examples
  8. Campaign Analysis
    1. Metrics
      1. Response rate
      2. Total respondents
      3. Conversion rate
      4. Campaign goal pages
      5. External referrers
      6. E-Commerce statistics
    2. Examples
  9. E-Commerce
    1. Metrics
      1. Merchandising
      2. Products, categories, brands sold
      3. Product conversion rates
      4. Search referrals – internal and external
    2. Examples
  10. The customer life-cycle
    1. Reach
      1. Reach metrics
      2. Reach KPIs
    2. Acquisition
      1. Acquisition metrics
      2. Acquisition KPIs
    3. Conversion
      1. Conversion metrics
      2. Conversion KPIs
    4. Retention
      1. Retention metrics
      2. Retention KPIs
  11. Using KPIs day to day
  12. In conclusion
    1. Selected readings and resources
    2. Q & A
  13. Participant feedback

1Subject to modification. We adjust the agenda contents and time dedicated to each topic based on student needs and current sector developments.

Register today!

Request info now!

Tel +39 02 69 000 333

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