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WRK7
102AB, Wisconsin Center

Analytics 101: Master the Essentials

Presented by Joshua Dodson

Google Analytics can seem complicated, but it’s no black box. The data doesn’t have to be complicated. The key is getting the essentials right and deciding where you should spend your energy. By mastering the basics, you can go much deeper, faster.

This workshop will cover the most important considerations of Google Analytics. With efficiency and effectiveness in mind, we will spend our time discussing how you can turn basic data into action. In addition to the essentials, we will include some tips and tricks that even advanced users will find helpful.

Whether you’re a brand manager looking to understand the effectiveness of an awareness campaign or a digital marketer digging in on which channels delivered the most ROI, we’ll help you sort through the many metrics and KPIs to determine which ones are most important to you and what they mean.

We’ll also provide a high-level overview on the holy grail of marketing – true downstream measurement that allows marketers to connect digital marketing platforms and Google analytics to the data within their CRM, all with the goal of understanding the full picture of what drives people to apply. Given our multi-device world, it may not be possible to connect all of the pieces, but it is possible to connect more of them. We’ll explore how to implement end-to-end tracking so that you can connect your Web analytics with your CRM.

And you’ll learn how to leverage Google Analytics alongside other tools to get a better view of how your marketing campaigns impact inquiries, applications, and enrollments. While there is no one-size-fits-all option, the principles you will learn in this workshop will help you increase your tracking capabilities and get more from your data.

About

Joshua Dodson

Vice President and Director of Marketing and Innovation

Joshua Dodson knows higher ed. Josh has helped countless universities modernize their enrollment and marketing programs. As Vice President and Director of Marketing and Innovation at VisionPoint, Josh brings his uncanny ability to design strategy, execute tactically and measure ROI to our clients. What’s more, his expertise in digital marketing, analytics and SEO for higher education make him a sought-after speaker. To date, he has delivered more than 20 presentations, keynotes, and workshops.