• Define Web Analytics and distinguish among the core concepts of Web Data, Web Metrics, Web Analytics, and Web Measurement


• List seven potential business benefits of Web Analytics


• Account for seven potential cost items in any Web Analytics solution


• Identify eight potential internal roles that your team might require for an effective solution


• Articulate twelve use cases for Web Analytics, grouped according to functional requirements, website orientation, and internal resource availability

Module2: Core Architectures & Technical Services

• Distinguish between two core architectural approaches


• Identify the three main types of data collection, as well as the pros and cons of each


• Articulate the value of data verification and sampling


• Identify the tradeoffs among different approaches to tracking individual visitors, including key issues with cookie‐based tracking


• Describe the two common methods for tracking mobile users and their shortcomings


• Distinguish between two competing approaches to tracking video usage, including pros and cons of each


• Identify workarounds for dealing with "Web 2.0" challenges like RSS and user‐generated content

Module 3: Web Analytics Business Services

• List "standard reports" and cite examples


• Articulate the differences among different types of "dashboards"


• Describe the value of more "advanced" reporting services, like segmentation, data mining, and campaign analysis


• Understand the differences among various types of auxiliary services in general, and data integration in particular


• Cite key considerations when assessing the usability of a system and its reports


• Describe your organization's needs in respect to user management and report distribution services

Module 4: Selecting & Implementing Web Analytics

• Articulate a standard process for documenting Web Analytics requirements


• Identify five key categories of metrics requirements


• Categorize two‐dozen Web Analytics vendors according to four marketplace categories


• Develop a technology selection roadmap, based on organizational objectives, functional requirements, and scenario fits


• Match a Web Analytics development project to a standard technology project methodology


• Contrast three approaches for securing external help


• Articulate at least four implementation best practices
  
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  About the Author:
  Manoj Jasra is an online marketing veteran of almost 10 years who specializes in analytics, social/search strategy and mobile marketing. Manoj is currently a Sr. Strategist at one of Canada’s largest Telecommunications Companies, Shaw Communications Inc., where he leads Social Media, SEO, PPC and Web Analytics strategies. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients.
  
  Manoj is a Professional Speaker having participated at events such as Emetrics, Web Analytics Xchange, WebTrends’ Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He authors Web Analytics World (a top 100 Online Marketing Blog) and consults through his firm Jasra Inc.
  

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