This course explores the business and analytical mindset required to deliver value in organisations through digital data and measurement. It also explores a number of techniques to get business value out of digital data and measurement.
It describes examples of digital analysis helping solve business questions using all the different digital measurement types: behavioural data (Google Analytics type data), competitive intelligence data, Voice of Customer data and social media data.
The course goes through the latest analytics trends, how they translate into the world of digital analytics and how this makes analytics and digital analytics become one.
Finally, the course looks at what it takes to build a data driven organisation.
Although there is a useful section dedicated to Google Analytics in this course, this is not a Google Analytics course. It's not a Google Analytics course in a sense that it does not go through how to implement Google Analytics nor does it dive in the Google Analytics interface in great detail. Instead, it explores the richness behind Google Analytics' ecosystem and how to use Google Analytics strategically.
This lecture goes through a definition for digital analytics, how digital analytics came about, the key trends that shaped this field and where it's at today.
The lecture describes the 4 types of digital measurement that exist and how they work.
The lecture goes through behavioural metrics and scenarios when to use them in more detail.
The lecture goes through competitive intelligence data, voice of customer data and social media data and scenarios when to use them in more detail.
The lecture states the key steps for success in digital analytics and where digital analytics applies.
The lecture goes through examples of website effectiveness analysis, the business value generated and typical actionable insights.
The lecture goes through examples of customer journey and segmentation analysis, the business value generated and typical actionable insights.
The lecture goes through examples of marketing effectiveness analysis, the business value generated and typical actionable insights.
The lecture goes through examples of revenue growth opportunity and cost savings analysis, the business value generated and typical actionable insights.
The lecture goes through examples of market share analysis, the business value generated and typical actionable insights.
The lecture goes through examples of voice of customer analysis, the business value generated and typical actionable insights.
The lecture goes through examples of social media analysis, the business value generated and typical actionable insights.
The lecture describes the Google Analytics interface, its key reports and the general limitations of behavioural analytics.
The lecture goes through 6 different ways a Google Analytics implementation can be and should be customised to fit business requirements.
The lecture describes how to use Google Analytics strategically by leveraging its great ecosystem.
The lecture describes key trends behind the growing demand for data and analytics in organisations.
The lecture describes what it takes to build a data driven organisation.
My name is Penelope Bellegarde and I run a digital analytics consultancy and training company in London UK, called The Data Touch. I help my clients win in the market place by delivering data driven outcomes that matter. I also help individuals, training companies and academic institutions shine by providing distinctive training and education programmes that make people more marketable.
In my previous consultancy role, I had the opportunity to develop training programmes and to teach other consultants. This was a real eye opener as I discovered a true passion for teaching. This is why this is a key aspect of my business. In fact, one of my company’s mission is to bridge the UK digital skills gap.
My company services include:
-The identification of the right Key Performance Indicators for organisations and how to capture them. Although a key part in a business's analytics journey, this is a part that is too often neglected.
-The design of bespoke digital analytics technical documents fitting clients’ measurement requirements. I have the required technical expertise in crafting bespoke solutions using Adobe Analytics and Google Analytics.
-Deep dive analysis to diagnose issues and reveal opportunities leading to a series of interventions. These analyses are varied and focus on a number of aspects: website effectiveness, marketing effectiveness, customer journey analysis, competitive analysis, voice of the customer analysis, social media analysis.
-Analytics training: I train teams on the leading digital analytics and competitive intelligence solutions out there: Google Analytics, Adobe Analytics, Google AdWords, comScore, Hitwise. I also train on analytical thinking and mindset, analytics tools and techniques.
-The design of measurement frameworks and of operating models around data and analytics to make organisations more data driven.
Prior to running my own company, I spent 4.5 years working for a large consultancy firm as a digital analytics consultant. On top of my day to day consultancy duties, I had the opportunity to teach and coach other consultants about business and data skills and techniques over intense training programmes. I also had the opportunity to design bespoke digital analytics training programmes for clients.
Prior to this, I was digital analytics manager for a large travel company and a large media company before that.
I am a regular speaker at digital conferences on the subject of digital analytics.
In total, I have over 12 years experience, 10 years being in digital analytics and 2 years in various marketing roles.