Digital Analytics3

This course provides practical guidance for analysing, measuring and optimising digital marketing tactics. The content is designed to explain this technical topic in a non-technical way.


Category Technology
Date Sydney 22 April 2015 Melbourne 17 June 2015 Sydney 27 August 2015 Melbourne 30 October 2015 Online On demand
Level Intermediate
Type Short Course Online In Class
Cost Type ADMA members Non-members Digital Analytics $665 $898

About the course

Combining marketing theory with real-world solutions, Digital Analytics shows you what works, what doesn't and provides information to help improve your marketing campaign performance.

Who should attend?

  • Marketers with hands-on responsibility for developing and managing digital campaigns
  • Analysts who would like to better understand how to translate stats and metrics into insights for marketers
  • Community managers responsible for social media engagement.

Learning outcomes

  • How to define a metrics framework for any digital campaign or company
  • How to benchmark across campaigns to unlock hidden insights
  • How to effectively incorporate analytics into the planning process
  • How to understand digital data sources and their key limitations
  • How to accurately attribute conversions in a multi-channel campaign
  • How to develop strategies to extend optimisation past media buy
  • How to pull and interpret key reports in Google Analytics
  • How to impress with insights instead of spread sheets


Course outline

  • Defining a marketing analytics framework
  • Metrics: What to report on, when and why?
  • Matching strategic and tactical goals to metrics
  • Finding and developing the right data
  • Online data sources and their limitations
  • Understanding statistical significance
  • Campaign flow and media attribution
  • Potential campaign flows and response tracking
  • Media attribution in a multi-channel world
  • How to reduce media waste
  • Effective targeting to drive conversions
  • Cross-channel integration and targeting matrix
  • Using analytics for search; in particular google adwords and google analytics 
  • Plus plenty of hands on exercises
1 day
9:00am - 5:00pm


  • Sydney

    Date: 22 April 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 17 June 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Sydney

    Date: 27 August 2015
    Venue: Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 30 October 2015
    Venue: Karstens: 123 Queen Street, Melbourne

  • Online

    Date: start anytime

  • Damion

    Damion Brown
    Principal Consultant
    Data Runs Deep

    Damion is Principal Consultant with Data Runs Deep, a web analytics consulting firm based in Melbourne. He has been working in web analytics and digital marketing since 2004, providing consultancy and training to organisations across Australia and the UK. He has previously worked with Econsultancy, delivering custom and public training courses in digital marketing, web analytics, content marketing and social media. His approach is solidly data-driven, with a methodical process underlying consulting and training provision, and adds a human and easy-going nature to training delivery.

  • miranda bond 2

    Miranda Bond
    Strategic Planner

    Miranda is originally from the UK where she worked as Digital and Multimedia Evangelist for the BBC. After working as a consultant in Digital Strategy and Development, Miranda chose to emigrate to Australia. After a period working for the ABC helping to craft multimedia and digital strategy, Miranda worked for a series of companies in the Digital space. During this period Miranda worked with organisations such as Saatchi and Saatchi, AC Nielson, Johnson and Johnson, the Commonwealth Bank and various Broadcasting Corporations on Digital Marketing and Strategy.

    Miranda currently works as a Strategic Planner for Zuni, she is a digital evangelist, passionate about branding and marketing, and keen to transfer and share her knowledge. Miranda has extensive experience within the media, entertainment, retail and training sectors. 


Don't miss out

Enrol Download Brochure

For more information
Phone: 02 9277 5406

More Courses

Companies that train with ADMA

  • Raw Ideas
  • Flying Lemour Marketing
  • Welcom Group
  • David Jones
  • ANZ Banking Group
  • Westpac
  • Fairfax Media
  • Flight Centre
  • Qantas
  • Telstra
  • Melbourne Storm RLC
  • Channel Seven
  • AGL
  • Optus
  • Australia Post
  • Unicef
  • Cancer Council