BALANCE: The Digital Analytics Course

BALANCE: The Digital Analytics Course
Event on 2013-02-27 09:00:00
If you are a serious marketer, you make smart use of analytics to get the best performance out of your digital presence. You seek to better understand customers and their behaviour, to continuously improve their user experience, and to build deeper relationships with them. In this practical course you will learn the core concepts, tools, methodologies and practices of effective digital analytics, as well as a systematic approach to fine-tuning the impact of each touch-point along the customer’s online experience path. You will learn how to use the right metrics to boost conversion rates, and increase the cost effectiveness of all your digital activities.

This course provides guidelines for getting the resources you need, selecting the right tools and solutions, designing and selling an analytical digital strategy, and ensuring that information gets used appropriately.

You will discover which critical metrics can help you assess and improve online and offline campaigns, how to track the impact of banner ads, email marketing, Google AdWords, Facebook pay-per-click, SEO, and alternative online media placement options. You will understand basic digital marketing technologies such as ad-servers and advertising cookies. You will learn how to get the most out of Google Analytics, and gain insight into other key analytics tools that help you test and conduct research.

• learn the basics of statistical analysis
• identify the metrics most relevant to your business objectives
• get numbers to tell you a story
• select resources and tools to use for web analytics
• improve your site’s conversion rate
• identify best sources of site visitors
• make a successful business case for analytics investment
• put together your own analytical marketing strategy

You will leave this course professionally equipped to make informed analysis-based decisions that will improve the business impact of all your digital activities.

The course is led by Godfrey Parkin, a digital strategist, e-marketer, author, USB-ED faculty member and international internet business veteran, who has advised some of the world's largest corporations. Godfrey’s primary expertise is in creating and implementing business strategies that build profitable relationships with the online consumer.

Britefire (Pty) Ltd. (
A digital strategy and marketing firm. With innovation and international experience, we help companies excel worldwide in e-business, online marketing and digital project management. We offer consulting, development, implementation and training.

South African companies who have benefitted from our experience include:
Clicks, Orion Group, UNISA, SA Tourism, MWEB, FinWeek, McCann Worldgroup, Eskom, Jupiter Drawing Room, Makro, Media 24, Exclusive Books, City Sightseeing Cape Town, Ocean View House, Trudon, Mooiplaas Guesthouse, GCIS, Markham, University of Stellenbosch Business School, Struik and Standard Bank.

Globally, we have worked with a long list of organisations, including:
The BBC, AC Nielsen, Marriott Hotels International, American Express, Intel, Ford, Credit Suisse, Lockheed-Martin, Library of Congress, US Department of Defense, Nomura, Sasktel, Georgia Institute of Technology (Georgia Tech), Cisco Systems, Kepner-Tregoe and American Honda.

at The Winchester Hotel
221 Beach Road, Sea Point
Cape Town, South Africa

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