CXL Institute course review — Week 6
INTERMEDIATE GOOGLE ANALYTICS
This course is taught by Chris Mercer. “Chris “Mercer” Mercer is considered an authority in helping marketers know their numbers in an easy-to-understand manner…. Apart from training people how to measure and improve their sales funnels, he is a top contributor and speaker at multiple analytics and optimizations conferences and blogs like ConversionXL, Content Jam, DigitalMarketer, Traffic & Conversion Summit, Social Media Examiner and more. “
Présentation tirée du site https://measurementmarketing.io/
Summary:
- Clean Data: Filtering Out SPAM
- Clean Data: Removing Internal Hits
- Clean Data: Cross-Domain Tracking
- Finding Answers: Funnel Tracking
- Finding Answers: Segments — Part 1
- Finding Answers: Segments — Part 2
- Finding Answers: Custom Reports
- Tips & Tricks: Dashboards
- Tips & Tricks: Saved Reports & Alerts
- Tips & Tricks: Channels
- Tips & Tricks: Multi-Channel Funnel Reports
- Tips & Tricks: Attribution
- Tips & Tricks: Exporting to Google Sheets
- Tips & Tricks: Measurement Protocol
USING ANALYTICS TO FIND CONVERSION OPPORTUNITIES
This course is by Jeff Sauer (aka Jeffalytics). Jeff Sauer is the Founder of DDU, agency owner, business coach, blogger at Jeffalytics, lecturer, and a proud Minnesotan. A firm believer in data-driven marketing, Jeff’s work has been featured in many industry publications and “best of” lists. Jeff has had 17,000+ digital marketers enroll in his Digital Marketing certification programs. He has delivered over 100 keynote presentations and workshops in 20 countries. Présentation tirée du site https://www.datadrivenu.com/about/
Look at your data and know what the data is telling you, evaluate conversion opportunities
This one-hour course is the first one I’ve taken at CXL Institute in which there is no text transcript, no slide but also the evaluation is done lesson by lesson and you need to have 100% to go to the next lesson. The downside is that without taking notes, you keep almost nothing in the theory and there are almost no resources indicated by the trainer to deepen the concepts.
This course teaches, among other things, to look at the data collected, to ask oneself if they correspond to the reality revealed by the site and also to analyze them to understand the story they tell. This insight then allows the analyst to focus on the aspects of the data that need to be changed or improved so that the film shown in theatres corresponds to the scenario that is being sold to the viewer.
Summary:
- Getting started: using goals to quantify outcomes
- Evaluating traffic quality
- Metrics that matter (and some that don’t)
- Secondary dimensions and advanced segments
- Spotting conversion opportunities
- Building advanced segments
- Custom segments
- Event tracking
- Auditing your analytics
At the end, you will have gone through Google Analytics with the eyes of the storyteller who creates his story and tells it to the satisfied and happy audience.
GOOGLE ANALYTICS AUDIT
Fred Pike is an Experienced presenter, teacher, and blogger on GA, GA4, and GTM topics and a Guitarist and five-string banjoist.
The course objective is to Get a structured approach to diagnose and fix any account so you can trust your data and make the most of your digital marketing dollars.
Very detailed and practical, I think this course alone can justify attending this training. With a little practice, you will be able to audit any Google analytics setup. You will go through everything that has been configured in the account in a logical order. In the end you will know if the data collected and stored can be used to tell a story, a good story.
Contrary to what many people, even professionals, think, GA is not a tool that you configure once and for all. It is necessary to revisit its installation periodically in order to consider the evolution of the GA API but also to make it correspond to the evolution of the website.
Summary:
- Level set
- Account And Property Overview
- GA Property and View
- Sending Page Views Correctly
- The Hostname Filter
- IP Filters
- Default Channel Group
- Site Crawl
- Content Grouping and Query Parameters
- GA Events
- GA Goals
- PII (Personally Identifiable Information)
- EEC (Enhanced Ecommerce)
A/B TESTING FOUNDATIONS
In this course you’ll learn how to run statistically valid A/B test and what to test at an introductory level. You should take this course if you want to learn why, when and how to run A/B test. This is a one-hour class with the excellent Peep Laja. Peep Laja is a former champion of optimization and experimentation turned business builder. He does a lot of thinking, reading, and writing around business, strategy, and optimization. Présentation tirée du site https://peeplaja.com/
A/B testing is not the same as conversion optimization. A/B testing is for validation and learning. We can do conversion optimization without any testing at all. In fact, it can be done with simply guessing.
Summary:
- Introduction to A/B testing
- What to test?
- Test prioritization
- A/B testing statistics
- Testing strategies
CONCLUSION
These courses really help to improve the skills for a career as a digital analyst. This training is very high level but the quality of the teachers makes it easy to assimilate. They all have different ways of teaching and you have to adapt just like you have to adapt to different work environments and cultures. You are free to take the courses in the order of your choice, but I can confirm that if you are a beginner, it is best to proceed as CXL Institute has planned.
Two courses are in my program for the next week: Excel and Sheets for marketers and Intermediate Google Tag Manager. I will conquer New knowledge to transform into analyst skills.
