Online analytics: a managerial perspective
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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 independant consultant, you’ll learn insights, expertise, best practices and tips to achieve success with your online analytics programme.
What you'll learn
"The first benefit of a maturity model is the conversation it sparks. It puts the team in a mindframe to imagine what could be and to measure where they are. As an author of one of the models being studied, I recognize how much more research needs to be done and look forward to Stephane's results. Every WA maturity model I've seen is different, yet is a valuable addition to the topic. The biggest need is for prescriptions of how to improve. What has (and has not) worked for others?"
Bill Gassman, Research Director, Gartner "So much has been written about why web analytics is valuable and how to make it work technically. The major stumbling block for most organizations is change management. Once convinced that they need to look at business from a different perspective, companies need a roadmap. The end game is so far off and the next steps are unclear. With this paper, Stéphane Hamel secures himself a place in the timeline of important authors of the web analytics / marketing optimization industry."
Jim Sterne
Web Analytics Association Chairman "We used Stéphane's Web Analytics Maturity Model as support for developing a (Web) Analytics roadmap and strategy. It is a long road to implement culture change in a large organization - especially when you are on IT side. It already triggered interest; that is a good start!"
Michael Notte, Senior Analyst - Web Team
Sales & Marketing Business Applications
Toyota Motor Europe
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!
Upcoming workshops/speaker appearance
- Montreal, February 10th (in French)
- Lille, France, March 18th
In collaboration with Hub'Sales (in French)
- Antwerp, Belgium, March 23rd (in English)
- Amsterdam, The Netherlands, March 25th (in English)
- Toronto, Apr 6th, 2010, in collaboration with eMetrics
- San Jose, May 3-7, with eMetrics*
- London, May 17-18, with eMetrics*
- WebAnalytics Congress, Okura, Amsterdam, June 2nd*
- Paris, June*
- New York, June*
- Washington D.C., October, with eMetrics*
* To be confirmed/Registration coming up. Please email to pre-register.
Past events
- Réseau Action-TI, Québec-city, Feb 2010.
- Ottawa, January 20th, in collaboration with publicInsite.
- eMetrics Marketing Optimization Summit, Washington D.C., Oct 2009.
- eMetrics Marketing Optimization Summit, San Jose, CA, May 2009.
- Internet Marketing Conference, Vancouver, BC, Sept 2009.
- Journée Infopresse, Montréal, QC, Oct 2009.
- eMetrics Marketing Optimization Summit, Toronto, ON, April 2009.
Web Analytics Maturity Model
The Web Analytics Maturity Model (WAMM) is adapted and derived from proven models in fields such as marketing, business intelligence and process optimization, or inspired from models proposed by web analytics industry analysts and leaders. Based on critical success factors contributing to the use of analytics to make better decisions and extract maximum value from business processes, those are applied to a six level multi-dimensional capability maturity model.
These maturity levels and key process areas defines common features and attributes as well as key practices that will significantly increase the likelihood of success and positive return of a web analytics program.
More information:
For further information regarding the WAMM and its future evolution, including speaking, consulting and training, contact Stéphane Hamel.
