The Web analytics practice has evolved rapidly as the landscape of Internet usage and devices continues to broaden. Today businesses collect an unprecedented amount of data about customers to seek deeper, more actionable insights. Many companies are integrating their Web analytics data with data from other sources and performing analytics to understand customer behavior and enable highly individualized marketing. This 3 hour online training course provides an overview of Web analytics, as well as analytics techniques and applications that are suitable to the context of Web data. Theory and practice are illustrated by several real-life cases and demonstrations.

You will:

• Gain a deep understanding of Web analytics as well as data about customer interactions with your organization online
• Identify and interpret conventional and emerging Web analytics measurements
• Understand the Web data collection and integration techniques and their potential applications and limitations
• Distinguish useful data from the "noise"
• Learn how to gain actionable insights for online marketing efforts with visitor-centric techniques such as profiles, patterns, goals, and outcomes
• Learn what tools are needed on a Web analytics workbench

• BI professionals or data analysts with experience in other areas of customer data who are in the process of incorporating Web data into their warehouses or models, or developing custom BI for Web analytics
• CRM, marketing, sales and other business leaders who want to improve their understanding of Web analytics data and how actionable insights can be gleaned from it
• Technology and information leaders, managers, and professionals who want to learn more about current trends and broaden their understanding of Web analytics