Who is this for?
Regardless of your previous knowledge, this non-technical program is a great place for you to start your journey in discovering analytical insights and communicating them to influence decisions.
Benefits for you
- Assess the impact of digital analytics on all areas of business
- Learn key determinants in measuring performance against relevant metrics
- Track the customer journey that led to a desired action, and use this information to build market engagement and brand loyalty
- Communicate insights to transform analysis into action
- Converse with technical experts responsible for implementing digital analytics
- Take your organization to its desired future state
Program content
- Trends in industry intelligence: capabilities in online intelligence, the impact of digital marketing
- Understanding the big picture: what digital analytics entails, how online and digital initiatives help you make data-driven decisions
- Four reasons for using data to drive action and enhance business goals
- Stages of the customer journey: how digital analytics enables you to track customer interactions
- Data analytics management: setting goals and objectives, gathering online intelligence, what should you measure
- Five digital business models and the objectives of each: e-commerce, lead generation, advertising, customer support, informational products
- The four critical factors of an effective digital strategy
Special features
This program includes:
- A customized framework that enables you to articulate how to achieve organizational goals
- A roadmap for taking your organization from its current reality to its desired future state
Your instructor
Njeri Watkins
Njeri is a Data Analyst and Digital Intelligence Consultant at the UBC Sauder School of Business. For the past two decades she has developed and taught programs on personal branding and marketing strategy for governments, community organizations and professional associations. An enthusiastic advocate for digital analytics and inclusive data-driven business environments, she is also Co-Chair of the Digital Analytics Association (Vancouver chapter).
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Define your organization’s brand “why”—the content strategy vision that enables you to create authentic content for your target audiences.
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