Marketing

Why You Should Attend This Course:

As more traditional businesses launch their e-commerce websites, it is essential to learn how to measure and analyse diverse digital marketing channels against goals to develop effective e-commerce marketing strategies. This workshop will not only teach you how to incorporate digital measurement in your business strategy, but also importantly show you how to use Google Analytics as a measurement platform to drive your business performance.

This workshop will cover fundamentals to advanced certification topics in digital analytics, introduce key channels, concepts and metrics. Attendees will grasp online marketing basics, get their head around the technical jargon and determine how and where their business fits into the digital world.

  1. Overview of key Digital Trends and Marketing Techniques, from search engine marketing, to content marketing and influencer outreach
  2. CPC, CPM, CPA, CTR, Conversions - what do these metrics mean for your business, and how do you measure them?
  3. Understand advanced tools, and best practices to improve advertising and marketing ROI, measuring visitors& engagement and creating advanced goals.
  4. Uncover more details and insights in their Google Analytics data by tackling topics like customised tracking code, filtering analytics data, setting up goals and funnels, and tracking interactive elements.

 

Program Outline:

  • Digital Measurement Framework
  • Introduction to the Google Merchandise Store Demo Account
  • Platform Components & Data Model
  • Core Analysis Techniques
  • Goals & E-Commerce Tracking
  • Multi-Channel Funnels (MCF) & Conversion Attribution
  • Tracking & Optimizing Marketing Campaigns
  • CRO and E-commerce Campaign Optimization
  • Importing, Cleaning & Filtering Data
  • Custom Reporting & Dashboarding

 

Learning Outcomes:

  • Attendees will walk away with an understanding of how to setup and use Google Analytics to optimise the e-commerce customer experience and drive more performance from your key marketing channels including SEO, Mobile, Content Marketing, Social Media, Paid Search and Email Marketing
  • Master how to use the Google Analytics demo account to get hands-on experience
  • Learn how to use Google Analytics as a powerful tool to grow your business

 

Course Outline:

  • Digital Measurement Framework
  • Introduction to the Google Merchandise Store Demo Account
  • Platform Components & Data Model
  • Core Analysis Techniques
  • Goals & E-Commerce Tracking
  • Multi-Channel Funnels (MCF) & Conversion Attribution
  • Tracking & Optimizing Marketing Campaigns
  • CRO and E-commerce Campaign Optimization
  • Importing, Cleaning & Filtering Data
  • Custom Reporting & Dashboarding

 

Who Will Benefit?

This workshop is targeted at business executives involved in marketing, digital analytics or any customer facing role. You may be a business owner, entrepreneur, marketing or business professional who needs to understand how Google Analytics can be used to measure and improve the ROI across all customer acquisition, engagement and conversion activities revolving around your website and digital marketing efforts.

 

Trainer's Profile:

Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation and Digital Analytics from both client side and within the agency environment.

A certified accountant and programmer by training, he also has over 10 years’ experience as a marketing trainer. He is currently a consulting partner at Queen Consulting Group. He is also one of the few Google-appointed Regional Trainers that trains the official Google Ads, Analytics and Mobile Advertising courses. In addition, he is an external trainer and consultant for Google Mobile Labs, TheKnowledgeEngineers, General Assembly, Econsultancy and ClickAcademy Asia, all of which are premier marketing training & development academies for Asia’s professional talents.

He was formerly the SEO/Analytics Director with GroupM Asia-Pacific. Prior to that he was Director of e- Commerce at Far East Hospitality, Singapore’s largest operator of hotels and serviced residences. He has also held management positions at DGM Asia, Hewlett-Packard Asia and Magnus Management Consultants.

Well-versed in both the technical and business aspects of digital marketing, his passion at QCG is helping organisations of all types to use digital marketing effectively, working with all sizes of business from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and

Digital Measurement Framework   Introduction to the Google Merchandise Store Demo Account   Platform Components & Data Model   Core Analysis Techniques   Goals & E-Commerce Tracking   Multi-Channel Funnels (MCF) & Conversion Attribution   Tracking & Optimizing Marketing Campaigns   CRO and E-commerce Campaign Optimization   Importing, Cleaning & Filtering Data   Custom Reporting & Dashboarding

Dates
16 - 17 Jul 2020
17 - 18 Sep 2020
19 - 20 Nov 2020
Course Fee
S$905.00
  • Time: 9am - 5pm
  • MIS Member enjoy 20% Discount
  • Register for 5 or more participants to enjoy 5% Group Discount