Understand and leverage Digital Analytics
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Understand and leverage Digital Analytics

The right and strategic way to use Digital Analytics
0.5 (1 rating)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
3 students enrolled
Last updated 3/2017
English
Price: $85
30-Day Money-Back Guarantee
Includes:
  • 2.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Integrate digital analytics in your day to day job to provide more substance and richer insight.
  • Know what it takes to be successful at digital analytics and the resources you need to start your professional digital analytics journey.
  • Use a variety of digital data sources, digital metrics and digital analysis across a wide range of business scenarios.
  • Translate digital data into actionable insight and business value.
  • Design measurement frameworks.
  • Understand how digital and offline measurement can meet.
  • Grasp the basics of Google Analytics, its full ecosystem including its most significant and advanced features.
View Curriculum
Requirements
  • Be curious about understanding how digital data and measurement can generate real business value.
  • Be curious about how digital analytics can complement your day to day job.
  • Be open about the fact that digital and web analytics is not just about using Google Analytics.
Description

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.

Who is the target audience?
  • For people who want to get into the digital analytics field.
  • For people already working in digital departments: digital marketers, UX and e-commerce professionals wanting to understand how digital analytics can help them in their day to day jobs.
  • For business analysts who want to know about how digital analytics can complement generic business analytics.
  • For digital consultants who want to understand the art of the possible when it comes to customer insights available through digital technology.
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Curriculum For This Course
24 Lectures
02:31:46
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Course Introduction
1 Lecture 06:41

This lecture describes the target audience for the course, what students will be able to do with the course and the curriculum.

Preview 06:41
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Introduction to Digital Analytics
2 Lectures 17:02

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.

Definition and key stages
16:38

Section 2 Quiz
00:24
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At the heart of it: key metrics and data
4 Lectures 44:46

The lecture describes the 4 types of digital measurement that exist and how they work.

Digital measurement types and how they work
12:07

The lecture goes through behavioural metrics and scenarios when to use them in more detail.

Zooming in on each measurement type and scenarios: behavioural data
16:29

The lecture goes through competitive intelligence data, voice of customer data and social media data and scenarios when to use them in more detail.

Zooming in on each measurement type and scenarios: competitive, VoC, social data
15:55

Section 3 Quiz
00:15
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Digital Analytics for business
9 Lectures 42:28

The lecture states the key steps for success in digital analytics and where digital analytics applies.

Preview 04:22

The lecture goes through examples of website effectiveness analysis, the business value generated and typical actionable insights.

Website effectiveness analysis
09:49

The lecture goes through examples of customer journey and segmentation analysis, the business value generated and typical actionable insights.

Customer journey and segmentation analysis
07:18

The lecture goes through examples of marketing effectiveness analysis, the business value generated and typical actionable insights.

Preview 04:37

The lecture goes through examples of revenue growth opportunity and cost savings analysis, the business value generated and typical actionable insights.

Revenue growth and cost savings analysis
06:01

The lecture goes through examples of market share analysis, the business value generated and typical actionable insights.

Market share analysis
03:46

The lecture goes through examples of voice of customer analysis, the business value generated and typical actionable insights.

Preview 03:16

The lecture goes through examples of social media analysis, the business value generated and typical actionable insights.

Social media analysis
02:43

Quiz
00:36
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Making the most of Google Analytics
4 Lectures 27:22

The lecture describes the Google Analytics interface, its key reports and the general limitations of behavioural analytics.

Introduction to Google Analytics
08:58

The lecture goes through 6 different ways a Google Analytics implementation can be and should be customised to fit business requirements.

Fit your Google Analytics implementation around your business
09:42

The lecture describes how to use Google Analytics strategically by leveraging its great ecosystem.

How to use Google Analytics in a strategic way?
08:06

Quiz
00:36
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Building a data driven organisation
3 Lectures 12:53

The lecture describes key trends behind the growing demand for data and analytics in organisations.

Data is the new oil
03:51

The lecture describes what it takes to build a data driven organisation.

Create and implement an analytics strategy
08:38

Quiz
00:24
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Course Conclusion
1 Lecture 00:34
Quick conclusion to the course
00:34
About the Instructor
Penelope Bellegarde
0.5 Average rating
1 Review
3 Students
1 Course
Digital Analytics consultant & coach, The Data Touch founder

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.