About this Course

Code TP411
Duration 3 Days

Develop your analytics strategy and gain practical skills in measurement, interpretation, optimisation and prediction.

The volume of data, analytics tools and different sources relevant to digital is ever-increasing and getting value from that data requires a focused and structured approach.

This three day course will arm you with the practical knowledge and skills you need to transform this wealth of data into increased performance and better strategic decisions.

The Analytics Masterclass covers the full analytics journey from planning measurement and data collection through to the practicalities of analysing, optimising and predicting behaviour.

Econsultancy's Masterclasses are three-day intensive programmes offering you a deep dive into specific digital disciplines. The masterclasses offer the practical training without the need for long term commitment.


Are led by practitioner trainers

Include access to resources to support the training

Allow delegates to implement and evaluate what they've learnt through 'homework' and trainer feedback after training


What Will I Learn?

On completion of the Analytics Masterclass you will be able to:


  • Understand what data is available and where it comes from
  • Challenge business objectives and select relevant KPIs
  • Establish and map broader stakeholder needs for measurement
  • Design data capture to meet measurement requirements


  • Select the best tool to use for a particular analytical task
  • Establish when data is statistically valid
  • Practice structured approaches to identify good and bad performance versus KPIs
  • Evaluate multichannel performance across campaigns and channels

Optimise & Predict

  • Plan a test and learn programme to improve performance
  • Forecast future performance based on historical trends
  • Identify patterns that can be used for predicting future behaviour
  • Formulate and present data driven recommendations


Day 1 - Measure


  • Analytics strategy
  • Maturity model
  • Multichannel data sources


  • Key metric definitions and limitations
  • Benchmarking conversion and engagement
  • Objective and KPI setting

Measurement Frameworks

  • Digital measurement frameworks
  • Customer lifecycle frameworks
  • Mapping personas for measurement

Digital Measurement Design

  • Website and app process mapping
  • Site search, filtering and facets
  • Content, product and service taxonomy
  • In-page events and rich media
  • Tag management

Day 2 - Interpret


  • Digital analytics tools
  • Data analytics ecosystem

Statistical and Financial Perspectives

  • Statistical fundamentals
  • Eliminating red herrings
  • Calculating NPV and ROI

Analysing Behavioural Data

  • Filtering, drill-down, crosstab and sorting
  • Funnel and pathing analysis
  • Behavioural segmentation

Campaign Analysis and Attribution

  • Multichannel analysis
  • Campaign evaluation
  • Attribution modelling

Day 3 - Optimise & Predict

Test & Learn

  • Key principles
  • Planning and structuring tests


  • Forecasting methodologies
  • Correlation and regression
  • Cost/benefit analysis

Data Mining

  • Segmentation and clustering algorithms
  • Decision trees and artificial neural networks
  • Commercial applications

Consolidation & Review

  • Data analysis and presentation
  • Masterclass actions

3 Days


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0113 220 7150 or email us at info@qa.com to discuss how we can help.

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