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WM404 Measuring and Optimizing Your Website

Certificate Track: Digital Marketing Strategies

Your website is a critical part of your business charged with meeting the goals of multiple business stakeholders. It can function as a self-contained channel for doing business, a marketing vehicle to drive business to another channel, or the destination to which other marketing drives business. It can be the entire experience a consumer has with a company or brand, or represent merely a portion of the consumer's overall brand experience. In this course you learn to identify the right things to measure on your site, how to gain insight from those measurements, and how to drive business performance improvements from those insights.

Laptops are required, and wireless accounts are available onsite.

What You Cover:

  • Fundamental concepts of online marketing measurement and web analytics
  • How to draw a line from overall business objectives to web site objectives
  • How to derive true Key Performance Indicators (KPIs) for your web site from your business
  • How to use conversion frameworks to break success down into smaller, more manageable concepts
  • How to use data to tell a story
  • How to identify opportunities to optimize
  • How to form and test hypotheses to drive continuous marketing and business performance improvements

Additionally, we also offer a practicum that is tied to each of the Digital Marketing Strategies courses. The practicum for Measuring and Optimizing Your Website is WM409.

Instructor: Aaron Gray
Aaron Gray Portland State Center for Executative and Professional Education Digital Marketing Strategies Measuring and Optimizng your website

Aaron Gray has 15 years' experience defining, measuring, and optimizing digital experiences. From Internet stores and branded experiences to SaaS products, Mr. Gray has been through the entire life cycle of digital experience management numerous times. Most recently, Aaron built the global user experience team at Prior to that, he spent eight years at Webtrends and Coremetrics, and was chief experience architect at Tweak Interactive, an agency he founded. Mr. Gray has worked with large and small brands, including AT&T, Bank of America, HSBC, Kmart, SkyMall, and Castor and Pollux Natural Petworks.

Laptops are required, and wireless accounts are available onsite.

Complete Web Monitoring: Watching Your Visitors, Performance, Communities, and Competitors is also required for this course. You may purchase it from Amazon, or another retailer for your choice.

Please contact Carmen Schwisow about bringing this course onsite.

Applies Towards the Following Certificate(s)
Digital Marketing Strategies