Introduction to Data Anlytics

Course Dates: Saturday, April 22nd and Saturday, April 29th

Course Times: 9:00 A.M.- 5:00 P.M.

Certificate Hours: 14

Location: UMSL Campus


Why should I take this 2-day intensive?

Leveraging website data is critical for companies of all sizes and business models because all customers will visit and interact with a business website. But, website tracking has changed a lot in the last five years. 

Visitors are more concerned about their safety, governments around the world are adding restrictions on what can be tracked, and website browsers are less likely to share accurate data. Do you understand how to navigate these new demands in digital marketing?

In 2022, Google Analytics was revamped to address these issues with the launch of Google Analytics 4. At the same time Google has sunsetted the older versions of Google Analytics. Are you ready for this transition?

Excellent understanding of data analytics is the core foundation of any good business or marketing decision. Explore topics such as: introduction to descriptive statistics, inferential statistics, and statistical modeling; customer segmentation using K-means clustering; linear regression to forecast marketing outcomes; recency, frequency, and monetary (RFM) analysis; and A/B Testing to optimize results. Learn how to analyze historical data for continuous improvement, optimize current marketing efforts using customer behavior, and forecast marketing effectiveness as well as evaluate marketing methods. 

In this class we will focus on the follow areas:

  1. Understand how to use Google Analytics 4

  2. How to leverage web analytics data to improve digital advertising

  3. How to leverage web analytics data to improve your website’s experience

  4. How to collect and analyze Google Analytics data with Google Tag Manager and BigQuery

At the end of the class you should expect to understand the following:

  • How to setup Google Analytics 4 and Google Tag Manager

  • How to use Google Analytics 4

  • How to prepare web analytics data for analysis

  • How to understand attribution models

  • How to leverage BigQuery to take web analytics to the next level

Your instructor will provide real world examples of how to collect and use Google Analytics data. The classes will also include hands-on instructions on how to use Google Analytics 4, Google Tag Manager, and Google BigQuery.

At the end of the second day, we will take the Google Analytics 4 Individual Qualifications course provided by Google.