This module is designed to train the learners on how to gather data through their website and analyse the data to gain insights of potential customers.

• Essential knowledge and skills in linking organisation web properties to analytics tool to provide a holistic analysis of organisation web data.
• Identify data metrics in Google Analytics based on organisation business environment and targets where learners can adopt practically.
• Using Google Analytics tools to create dashboard and custom reports to compile and analyse relevant data for organisational needs across various functional units; hence, benefiting learner’s organisation.

• Organisation Web Structure – Organisation Web Strategy, Content for Product and Services, Hypothesis Addressing Business Objectives
• Web Analytic Tools – Technology in Analytics Tools, Technology Trend in Google Analytics, Tracking Tag
• Data and Reports – Data Analytics Measurement Strategy, Report Format, Dimensions and Metrics
• Segmentation and Tracking – System and Custom Segment, Analysing Growth and Churn, Linking Google Products
• Consumer Behaviour and Customization – Dashboard and Custom Reports, Review Consumer Behaviour Data, Analysis of Consumer Behavioural Activities Flow
• Conversion – Activity and Budget, Execute Goals and Funnel
• Insights and Action – Evaluating Effectiveness of Data Analytics Tools, Review Relevance of Report and Data, Action Points for Decision Making

• Corporate marketers who are familiar with traditional marketing channels but would need to upgrade themselves for the digital world;
• Young and tech savvy digital native marketers who are looking to build upon their basic knowledge on digital marketing to better engage their customers via digital marketing platforms.
• Professionals and small enterprise owners who are seeking to leverage on digital marketing strategies to increase the public’s awareness of their products and services

• A minimum of one year of employment experience (preferably in sales and marketing)
• Internet and social media savvy (in personal use)
• Learner request to bring ThumbDrive

There is an assessment (Scenario-based objective questions, Portfolio, and Oral Interview) at the end of the 2-day course.