Online analytics from a managerial perspective - 23.03.2010

Increasing conversions, reducing acquisition costs and optimizing online marketing activities are often cited as key reasons for venturing into web analytics. Properly installing the tool is a challenge in itself but even when done successfully, unexpected issues surface and the value of online analytics quickly fade.

This workshop isn't about using web analytics tools or optimizing your marketing campaign. This course is looking at online analytics from a managerial perspective.

Lead by keynote speaker Stéphane Hamel, international lecturer, board member of the Web Analytics Association and founding developer of the WASP analytics tool, you’ll learn insights, expertise, best practices and tips to achieve success with your online analytics programme.

What you’ll learn

This workshop will go through an assessment of your online analytics goals and objectives from a business, marketing and web executive’s point of view. You will learn about the critical success factors and the process that will enable you to plan for future advancement.

Specifically:

Strategic methodology to evaluate your current and desired situation
How to leverage the six critical process areas of a successful data driven organization
Tips & tricks to define realistic objectives aligned with your business... how to measure & achieve them!
How to determine the resources and investment required to advance to the next level
How to communicate effectively, be a change agent and overcome internal political storms
Several real-life examples, failures & successes.

Who should attend

The course is specifically designed for analysts who are change agent in their organization or web and marketing managers who wants to leverage online analytics. The workshop will be particularly appealing to:

Directors
Marketing and online marketing managers
Web analysts and managers
E-commerce managers
IT directors and managers

No knowledge of web analytics or web analytics solutions is required. Interest for online strategies and measuring success is a must!

Please keep in mind that the workshop is in English.

Agenda

8h30:

Registration

9h00:

Introduction: analytical management = enlightened management

Overview of the online analytics maturity model
Description of each of the six critical process areas
Task: self-assessment of your current analytical situation

9h45:

Defining objectives: ideas more than you can handle

Defining objectives: a process
Planning and opportunities prioritization
The role of user-centered design, personas and persuasion architecture
Task: business objectives versus online objectives

10h15:

Statistics like you’ve never seen them before!

Average, trends, control limits from a management perspective
Population & segmentation
Correlation, trinity and multiplicity at work
A scientific approach to analysis
Conversion revisited
Task: Challenge!

10h45:

Coffee Break

11h00:

Communication: tell me a number and I’ll tell you a story

Key Performance Indicators, what they are (and are not)
Dashboards has they should be
Task: what’s your KPI?

11h30:

The analysis process

Problem solving and critical thinking
The importance of business analysis in analytics
SixSigma & Lean applied

12h15:

Management

Managing the unmanageable: the organizational culture
Change management
Political factors
The ultimate team
Task: case study

12h45:

Conclusion

Wrapping up
Innovation & the future of analytics

13h00:

Q&A

13h15:

Closing

Speaker

Keynote speaker: Stéphane Hamel

Stéphane Hamel is a leading voice in the world of online analytics. As a consultant he is helping businesses to understand the value of performance measurement and process optimization.

With over twenty years of experience, most spent developing web sites and online strategies, he is now teaching a full-semester, graduate level class about online analytics at Laval University (Québec City), as taught over 500 people through lecturing the ‘Award of Achievement in Web Analytics’ and ‘Introduction to Business Analysis’ classes at the University of British Columbia. He is a member of the ‘International Institute of Business Analysis’ and on the board of directors and treasurer of the Web Analytics Association.

Stéphane received the Web Analytics Association Leadership and Technical Excellence Recognition and is a frequent speaker at the eMetrics Marketing Optimization Summit and other conferences. Stéphane owns a Master in Business Administration specializing in eBusiness.

Stéphane developed the WASP (WebAnalytics SolutionProvider) plug-in for Firefox, which is internationally used by thousands of web analytics experts for implementation checks and market research.

Pricing

Special price IAB-members	€ 280 per person
Standard price	€ 350 per person
Special price for 2 or more people from the same company	€ 525 for 2 persons
Special price for These Days clients	€ 250 per person

Register

Fill out your details below to secure your place.
Registration is open until 20th March 2010.
Seats are limited.

First name *	Surname *
Email *	Job Title *
Company *	Telephone *

I will attend the session in Antwerp (Belgium).
I will attend the session in Amsterdam (the Netherlands).

No, I can't attend, but I want to be kept up-to-date about future sessions.
No, I can't attend, but I need some help with my analytics and want to be contacted.

Directions

These Days NV - Antwerp Karel Oomsstraat 47 B-2018 Antwerpen	These Days NV - Amsterdam Karperstraat 10 1075 KZ Amsterdam

Contact

These Days NV - Antwerp
Karel Oomsstraat 47
B-2018 Antwerpen

tel. +32 (0)3 286 44 50
fax +32 (0)3 286 44 51

Siegert Dierickx
siegert.dierickx@thesedays.com

These Days NV - Amsterdam
Karperstraat 10
1075 KZ Amsterdam

tel. +31 (0)20 579 52 00
fax +31 (0)20 579 52 01

Chris Vannitsem
chris.vannitsem@thesedays.com