WM404 Analytics

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.

What You Cover:Register now button

  • 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

Cost: $699
Discounts may apply, please refer to the registration page for details.

Instructor: Mike Arnesen
 Mike Arnesen is the founder and CEO of UpBuild, a Portland-based technical marketing firm specializing in search engine optimization (SEO), analytics, and CRO. Mike has spent over a decade in SEO and web analytics, with experiences ranging from working in-house for Fortune 500 companies to getting his hands dirty doing web development in someone’s basement. 

Mike is also a nationally recognized conference speaker, blogger, startup culture advocate, and has served as a board member at SEMpdx.


Laptops are required, and free wifi is available.


Questions  Questions about this program or course?  Contact us.

Custom Training  Interested in bringing this program to your organization? Contact us.