Web Analytics Training

Getting people in your company trained in web analytics is a positively wonderful way to cut down on meetings, increase the intelligence of your decision making, and end arguments about how to handle issues on your web site.

Web analytics is an incredibly powerful tool and service for your business, and the proper training will ensure that people know how to interpret and act on the often confusing data you’ll find in these tools.

There are three main categories of training for web analytics:

1. Analytics Implementation Training

Learning how to implement your tool properly is the only way to be sure the data you’re seeing in your web analytics tool is even remotely accurate. Yes, I know a lot of people out there want to scare your socks off to try to sell you some service or another, but poor web analytics tool implementations are enormous issues, and completely fixable.

When you’re watching your marketing, your site performance, your social media, your landing pages, and pretty much everything happening on your site through a single tool, the quality with which that tool gathers data is paramount.

Implementation training ensures that both your technical and product development resources (perhaps among many others) know the appropriate methods, timing, and opportunities to collaborate to ensure analytics is installed properly on your web site. Some implementations are incredibly complex, and you should absolutely expect the training to be highly specific to your business and the unique needs of your site.

2. Web Analytics Tool Training

After the tool is installed, the next step is learning your way around its reporting interface. Despite the hard work that has gone into designing powerful tools like Omniture SiteCatalyst, Coremetrics, Unica, and Google Analytics, the tools are often confusing and overwhelming to users in the beginning (or even later!), and some ironing-out of the nuances of each system can really help your business get its act together.

Web analytics tool training also needs to be tailored to the specific needs of your business, so if you are hiring someone to help you, make sure they’re not giving you a cookie-cutter approach, because it’s just not going to be that helpful in the long run. Outline specific needs and decisions you make in your day-to-day, and learn how to leverage the tool to get those questions answered.

Lastly, you’ll learn a lot about the various caveats in web analytics, where to be cautious of data quality, how to spot implementation issues, and more. For businesses who don’t feel they are getting the most out of these tools, this can make a huge difference.

3. Web Analytics in Your Business

This last type of training is less about classroom-style training where you walk away with a new skill set, but much more consultative and focused on teaching the various stakeholders in your business how to best take advantage of the service of web analytics in your company.

The key here is in learning how to work together with your analytics resources to make your life as a manager, executive, budget-setter, or decision-maker easier. Web analytics can clarify decisions and provide a wealth of supporting information to help you choose the best route for your company and have the information to defend the decision, and I don’t know too many people that couldn’t use a little more of that.

Unlike other types of training focused on the practitioners, this type of education focuses on the businesspeople, helping them understand (and demand) the full potential of web analytics.

Getting Analytics Training

While I am (obviously) in Atlanta and do most of my training here, I can travel for big groups or intensive training, and I know people I trust and respect all over the country, so please reach out if you’re in need of an expertise boost in web analytics. If I can’t help out myself, I can certainly get you pointed in the right direction.