Add web analytics expertise to your digital team
with this hands-on training over 14 weeks
Understanding what is happening with your online marketing work can be overwhelming. Free tools like Google Analytics promise to show us everything that our users do on our websites, and to make better decisions based on that behavior.
But the setup of these tools is often more complex than advertised, and the data they generate can be a confusing jumble of jargon. Everyone working online today needs to know how to measure their results, but where to begin?
You’re no longer left alone to figure this out
I will show you the shortcuts to web analytics insights, set up your system to give you the most relevant metrics and break down the process into simple steps that help you and your team focus on understanding what what is working and what isn't with your digital program.
I have worked with dozens of not-for-profit organizations over the past decade, setting up their web analytics to track meaningful metrics and then helping them make sense of the numbers. Now I am offering a structured program to help a group of progressive organizations add Google Analytics expertise on their team.
This program combines strategic advice, technical setup, and hands-on training for your team.
Program begins in April for 6 participating organizations and costs $5,000 USD.
This fourteen week program is designed to help you and your team:
The program helps you become more data-driven by:
You will complete the program focused on measuring the results that matter most to your online success. Your team will have a base of knowledge that will allow you to understand what’s working and what’s not with your online marketing.
A basic Measurement Plan to to identify your most valuable online metrics.
Technical setup of Google and Facebook Analytics on your website to accurately measure your key metrics.
Dashboards and reports on your most powerful online metrics, in Google Analytics and Google Data Studio.
Lessons on key web analytics concepts and techniques, downloadable so you can learn at your convenience.
A framework for using data in decision making with your team, including meeting agendas and coaching in running experiments.
Coaching and support to earn your Google Analytics Individual Qualification from Google
One-on-one calls will address any particular challenges your team may have and ensure they get the individual attention they need.
Group calls will review the course curriculum and answer any questions you may have and give your team a chance to learn from other progressive non-profit organizations.
Weekly pre-recorded lessons and readings, downloadable so you can learn at your convenience
Weekly calls: alternating between one-on-one and group
One-on-one calls will be with Eric and your team to check in on your progress through the program, address any particular challenges you may have and ensure you get the individual attention you need.
Group calls will offer a chance to learn from other progressive non-profit organizations as we review the course curriculum and answer any questions you may have
Technical setup of Google and Facebook Analytics on your website to accurately measure your key metrics
Online community in a private Facebook group to ask questions and learn from other course participants
Complete dashboards and reports on your most powerful online metrics, and a framework for using these in decision making with your team
Coaching and support to earn your Google Analytics Individual Qualification from Google
Month One: April : Recording Metrics that Matter
We will work together to create a measurement plan that defines the metrics that matter most to your online efforts. Eric will set up Google Analytics, Search Console and Facebook Analytics to track these key metrics. If your focus is fundraising, we’ll make sure you’re capturing the data you need. If content marketing is a key component of your work, we’ll make sure you have the information you need.
By the end of the first month you will have: A web analytics setup that tracks your particular key metrics, and a simple measurement plan that outlines what is measured and why.
Month Two: May : Data collecting habits
You will learn to apply key techniques to help measure your email, online ads and social media with Google Analytics. We will look at powerful (and free!) sources of web analytics data such as Google Search Console and Facebook Analytics.
By the end of the second month you will have: A clear understanding of how to use Google Analytics to measure your online outreach via email, online ads and social media. Data to measuring this outreach, and an introduction to powerful tools for monitoring how your site is performing with search engines and the demographics of your key audiences.
Month Three: June : Reporting and Analysis
We will work together to create dashboards and regular reports that will help your team understand your online data and how to make better decisions. You will get a web analytics framework, meeting agenda and hands-on coaching to help your team use data to make better decisions.
By the end of the third month you will have: the ability to create meaningful and clear web analytics dashboards and reports for your team, both in Google Analytics and in the free Data Studio tool. You will understand how to incorporate your online results into your team’s decision making.
Month Four: July : Google Analytics Individual Qualification
The final month will be spend fine-tuning your online reports and how your team uses the data generated. We also prepare to write the Google Analytics Individual Qualification exam, a certification offered by Google. We will work through the online resources and give you the support you need to earn your IQ badge from Google (suitable for framing!)
By the end of the fourth month you will have: a set of online reports and dashboards that take the mystery out of your online performance, and a team that speaks more web analytics than ever before. A certification from Google that you are a (stable) Google Analytics genius.
If after attending 80% of group calls, every one-on-one call and completing the exercises you find this program is not working for you, I will refund your fees in full.
Up to three team members can participate in the group calls, and there is no limit to the number that can participate in the one-on-one calls. Beyond that, you can share the educational materials throughout your organization (in fact I encourage it!)
The program will be centred around learning to use Google Analytics, but will also teach your team about other complementary (and free!) web analytics tools, including: Facebook Analytics, Google Search Console, Keyword Planner tool and Google Data Studio.
Group calls will be scheduled in advance based on what works best for the group. We will agree on a schedule beforehand for the one-on-one calls, which can be altered if circumstances require. The program moves through the stages outlined in the timeline above.
You won't be expected to share any sensitive information with the group. The program has a strong expectation of confidentiality on anything discussed in the program. Finally, if I notice that two "competing" organizations are interested in enrolling in the program I will confirm with the first organization to register that they are comfortable discussing their web analytics challenges with the second organization.
- Your website and online marketing is important to your success as an organization, and there is at least one full time staff person dedicated to your online work.
- You are using a mix of email, social media, online ads and content marketing (creating useful, original content that search and social audiences love). You want to know how each of these channels is performing, and have a basis for optimizing their performance over time.
- You have a lead staff person take the course: everyone on your team can participate, but this works best if one person is ultimately responsible for the program.
- You can commit to at least two hours a week to the program: watching instructional videos, completing exercises, participating in calls, additional reading
- You can commit to working with Eric to meet the monthly objectives of the course, including biweekly one-on-one progress calls.
- You use one or more of the following technologies: Wordpress, Drupal, Engaging Networks, Salsa, Convio Luminate, EveryAction, NationBuilder and can either grant Eric admin privileges on your platform (for a limited time during setup) or provide a web developer who can set up tracking as instructed by Eric.
- Participants who do not use one or more of these technologies will be subject to an additional setup fee based on additional hours required.
- You are a progressive not-for-profit organization working to make the world a better place for all.
14 Weeks for $4,500 before March 1st, $5,000 after. 6 organizations. Reserve your spot with a $500 USD deposit.