| Date: 5 June 2012 Trainer: Adrianne Feane Location: CIIM Building, Nicosia
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Overview
Google Analytics has revolutionized how we measure traffic through our web sites, from understanding where our visitors come from through to providing detailed analysis on our online financial transactions. Successful organisations today are leveraging the power of web analytics to realize the full potential of their web sites, developing and maintaining deeper client relationships that create measurable value to the business. In this course you will be introduced to key concepts, tools, techniques and practices of web analytics using Google Analytics.
Marketing is evolving rapidly and new topics and techniques, brought about by technological evolution and breakthrough managerial practice, have become imperative for today’s executives
Delegates need to know how digital marketing activity should be organised to meet the marketing objectives (KPIs) and deliver maximum ROI. They should be able to learn from 'best practice' via real world examples/ case histories.
Objectives
In the first session of this seminar, participants will have a clear understanding of how to measure and monitor their online traffic. Using this information, participants should be able to update their marketing campaigns to drive increased traffic to their business.
Digital Marketing is driving the agenda in marketing departments. During the second session of the seminar participants will learn about the complexities of planning, buying and executing a marketing campaign that integrate traditional marketing with all digital activities including display, search, affiliate, email, mobile & social.
By the end of the seminar participants should also be able to include the principles of Planning Digital Marketing within the overall integrated marketing mix.
Audience
The course is designed for those with responsibility for developing or implementing an organisation’s online marketing strategy, as well as managers with direct responsibility for the company’s marketing functions, including, senior management, marketing managers, marketing executives, communication specialists, webmasters , small business owners, and IT managers and executives.
Content
Web Analytics
- Understand the benefits of using website analytics
- Recognise and use the data provided by web analytics packages
- Google Analytics Interface
- Reports
- Implement, configure and use Google Analytics
- Use web analytics to implement improvements to your website
- Key Performance Indicators (KPIs), why they are important
- Key tools and diagnostics based on different web site objectives
Planning Digital Marketing Campaigns
- Why is it important to structure activities in a logical and systematic way?
- How digital planning fits within overall strategic planning
Planning Frameworks and Models. eg SOSTAC (©PR Smith)
- Various strategic models and how they translate into real-world plans for digital marketing campaigns
Planning implementation
- Who does what and when? Assignment responsibilities (and building checks and balances into the process)
Working with your agencies/ suppliers
- How much to delegate/ outsource? Maintaining control while gaining maximum benefit from external input
Planning Digital in the Integrated Mix
- How does digital fit with offline? eg TV Outdoor, Press driving search. Click to call. Buy online and collect from store +++
- Great Digital campaigns (real examples, combining activity across platforms, and achieving great results)
- The future of Communications Planning
Analytics Terminology
Faculty: Adrian Feane
Leading digital marketing strategist and lecturer. Extensive experience in the fields of display advertising and media planning / buying online. He has over 7 years’ experience in a variety of senior industry roles and has planned and executed over 1,000 digital marketing campaigns. Adrian has planned, purchased and placed more than €12 million worth of online media campaigns.
He has worked on the agency, media house, media owner and client sides of the digital divide. Furthermore he has delivered dozens of digital marketing lectures and training programmes for a diverse range of audiences (public & private sector, tourism industry, small – medium businesses, niche international exporters, heritage brands and the general marketing community).
Fees and General Information
This seminar is approved and subsidized for the amount of 133€ by the Human Resource Development Authority (HRDA). HRDA sponsors companies that satisfy their criteria.
The fees are €237 per participant for companies eligible to HRDA subsidy and €400 per participant without HRDA subsidy.
This individual session is part of the Digital Marketing Programme (DMP).
It is possible to attend this individual seminar should places be available.
Fees include tuition, educational materials, coffee breaks and meals.
Due to CIIMs non-profit status NO VAT is charged
