Applied Web Analytics

The data is only as good as the story you can tell from it.

  • sections:
  • Discussions Tuesdays 8-9pm ET, 4 sessions full schedule

This course is geared toward those who have a basic knowledge in web analytics (that is, you know the difference between a visit and a session without looking it up) and seek to turn that knowledge into actionable insights that you can use to develop content keyword strategies, optimizes social and e-mail marketing campaigns, and get into the head of your audience.

This course will focus on both traditional web analytics measurement for online marketing and advertising and other digital tools including social media and mobile devices. The course assumes a knowledge basic of web analytics terminology, and focuses on approaches in implementation and reporting. Students will learn how to select Key Performance Indicators to measure their website and how to display this information to stakeholders via a dashboard.

In this class, you will learn how to:

  • Set goals and produce results based on analytics data
  • Identify and track the key performance indicators for your company or website
  • Understand the impact of data from yout analytics report
  • Integrate your analytic efforts into your overall content or marketing strategy

By the end of class, you will have:

A complete analytics report with actionable recommendations, and an advanced understanding of how to use analytics to drive business goals

Keidra Chaney is a digital content strategist and analytics consultant. She speaks about social media and web analytics in addition to leading workshops for BlogHer, Girl Scouts of Chicago, International Women's Press Association, and the Publicity Club of Chicago. Her 12-year professional communications career includes experience in journalism, strategic web content strategy, and social media marketing for businesses and nonprofits. She holds an M.A. in Journalism and Mass Communications from University of Wisconsin-Madison.

  • "Keidra's class quickly gave me tools I could take back and immediately apply to my company. Understanding how users are interacting with your website is so important for all parts of our business. I'm looking forward to turning the information I've gathered into actions that will help me meet corporate goals."

    Clare Ondrey