Pour la première fois, des sessions de formations seront organisées la veille de MeasureCamp le 28 mars 2014 à Londres. Chaque session sera organisée sur une demi-journée avec un maximum de 14 à 16 personnes.
Comme pour MeasureCamp, l'objectif est de rendre le contenu accessible au plus grand nombre. Afin de couvrir les frais liés à la réservation des salles, une participation de 65 £ sera demandée pour une demi-journée de formation et de 95 £ pour une journée de formation (incluant le repas). Chaque formateur intervient à titre purement bénévole et sans rémunération. Les formations auront lieu au même endroit que MeasureCamp à savoir One Drummond Gate.
Voici le programme prévu :
Morning Session – 9:30am to 12:30pm
Google Analytics – Beyond the Basics
Google Tag Manager
Conversion Rate Optimisation
Adobe Analytics (Analysis)
Objectives & KPIs
Data Mining/Predictive Analytics
Afternoon Session – 1:30pm to 4:30pm
Google Analytics – Beyond the Basics
Google Tag Manager
Adobe Analytics (Implementation)
Objectives & KPIs
Integrating Web Analytics, CRM & VoC
Session Details
Google Analytics – Beyond the Basics (Peter O’Neill, L3 Analytics)
Taking Google Analytics to the next level, this workshop is for people who have learnt the basics but want more.
Target learnings:
Understand the range of reports & dimensions available through Google Analytics
Able to configure GA Views using View Settings, Profile Filters, Goals, Content Grouping & Channel Groupings
Able to create Dashboards, Custom Reports & Shortcuts
Confident in use of Advanced Segments, changing Primary & Secondary Settings and applying filters
Google Tag Manager – Reducing the Implementation Barrier (TBC)
While you need to already understand the basic elements of GTM, this session will provide extend your knowledge on how to get the most value from the tool .
Target learnings:
Potential structures for creating a Data Layer and using it within GTM
Understand how & when to use the auto event tracking features
Knowledge on the advanced features and settings of GTM
Understand the pitfalls and therefore best practices to avoid GTM causing website issues (& issues with IT teams)
Business Objectives and KPI setting (Alec Cochrane, Blue Latitude)
How to determine what your business objectives are based on the company strategy, how they relate to critical success factors and how to set KPIs that actually reflect business performance based on this.
Target learnings:
How to determine what the business objectives and critical success factors of the site based on the organisation strategy
How to set KPIs
How to build a measurement framework
How to validate KPIs
Integrating web analytics, CRM and voice of customer (Sean Burton, Analyt Data & Technology Solutions)
It’s all just data, but by bringing it all together they become more powerful than the individual components.
Target learnings:
Understand the importance of data integration
The Pros and Cons of different integration methods
Data formats, APIs, and common gotchas
Why spreadsheets are your friend
Data Mining & Predictive modelling (John D’Arcy, Blue Hive)
Web analytics is great at delivering performance metrics but how do you use that data to understand which trends are significant and predict how your customers will behave in the future.
Target learnings:
Understand how to test if your marketing campaigns are statistically significant
Use confidence intervals to predict future success of campaigns
Peer into the future using time series and regression models to predict future web behaviours
Set objectives for your website based on future trends
Learn about the best tools to help you achieve the above
Adobe Analytics Implementation (Nicolas Malo, Optimal Ways)
This workshop is specially designed for experienced Adobe Analytics (formerly Omniture SiteCatalyst) users, who want to get a better understanding of implementation as well as to improve the quality of their existing data.
Target learnings:
Clearly understand report suites, props, evars and events
Assess the quality of an existing implementation
Apply SAINT classifications, pathing, allocation and participation
Enhance an implementation with processing rules
Adobe Analytics – Advanced Reporting & Analysis (Andrew Hood, Lynchpin)
This session is for intermediate users of the Adobe Analytics suite (formerly known as Omniture/SiteCatalyst/Discover) who want to make the most of the data they have in the platform.
Target learnings:
Use breakdowns, calculated metrics, segments and dashboards to create meaningful reporting views.
Create advanced segments and funnels in Ad Hoc Analysis (formerly Discover) for scenario and cohort analysis.
Identify the pros/cons of the clickstream data feed, reporting API, ReportBuilder and DataWarehouse extracts for different reporting and integration tasks.
Cocktail Hour : Blending techniques for CRO (Craig Sullivan)
In this workshop, Craig will lay out a toolkit, timeline and a set of project approaches to doing CRO, by blending UX, Analytics, Toolkits and Techniques
How to review a site for CRO or UX issues
What techniques the best CRO practitioners use
The most important tools and sources of information
Why blending the techniques compounds the interest
How to get out of the office more
Pour plus d'informations et pour s'incrire : http://www.measurecamp.org/measurecamp-training/
