Introduction to web analytics


Course Overview

A Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping centre in town. You’ve spent a small fortune on advertising and branding. You’ve gone to great lengths to ensure that you’re stocking all of the prestigous brands. Come opening day your store is inundated with visitors and potential customers. And yet, you are hardly making any sales. Could it be because you have one cashier for every hundred customers? Or maybe it’s the fact that the smell of your freshly painted walls chases customers away before they complete a purchase. While it can be difficult to isolate and track the factors affecting your revenue in this fictional store, move it online and you

have a wealth of resources available to assist you with tracking, analysing and

optimising your performance.

To a marketer, the Internet offers more than just new avenues of creativity. By

its very nature, it allows you to track each click to your site and through your

site. It takes the guesswork out of pinpointing the successful elements of a

campaign, and can show you very quickly what’s not working. It all comes down

to knowing where to look, knowing what to look for, and knowing what to do

with the information you find.


What will I learn

  • You will learn about the different types of web analytics

    packages, and the benefits and challenges of each. The metrics for web

    analytics are introduced as well as an approach to understanding and

    analysing web data. Single page analysis packages and approach are also



What will we cover?

  • Tracking and Collecting Data

  • Setting Objectives, Goals, and KPIs

  • Analysing Data


Date, Location and Price


Tracking, analysing and optimising are fundamental to any digital marketing activity

. The Internet allows for sophisticated data gathering, so it is possible to

track almost every detail of any campaign.

Most analytics packages can be used across all digital marketing activities,

allowing for an integrated approach to determining the success of campaigns.

While it is important to analyse each campaign on its own merits, the Internet

allows for a holistic approach to these activities. The savvy marketer will be

able to see how campaigns affect and enhance each other.

The connected nature of the Internet has made it possible to reach out to

far greater audiences, and for people around the world to interact, create

and share. The same connected nature is what makes it possible for website

owners to track and analyse how users around the world interact with their

website, and to optimise it for those users.


About our Tutor

Sal worked in top of the range hotel chains across the globe and he has been successfully investing in property in the last 10 years, with a portfolio that spans major European cities including London, Paris and Barcelona.

Over the last two years, he has focused on building a business using Airbnb. In this course, he shares his expert tips and strategies learned along the way to save you time and avoid the costly mistakes of learning by trial and error.


Who should attend

If you’re considering running an Airbnb business, or if you’ve already done so but not satisfied with your results, this course is must. This systematic guide to both the common pitfalls and the winning strategies for Airbnb hosts, taught by an expert in the field is invaluable.


What to bring

Anything you can collect regarding your planned or current Airbnb listing. Please bring along your own laptop and charger. WiFi access is available to all attendees. Spare computers will not be available on the day – so it’s essential you bring your own computer.