Digital Analytics

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 19 May 2016 Melbourne 02 June 2016 Sydney 13 October 2016 Melbourne 18 October 2016 Online On demand
Level Intermediate
Type Short Course Online In Class
Cost Type ADMA members Non-members Digital Analytics $650 $895

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
  • Sydney

    Date: 19 May, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm 

  • Melbourne

    Date: 2 June, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Sydney

    Date: 13 October, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Melbourne

    Date: 18 October, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • 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.


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For more information
Phone: 02 9277 5406

More Courses

Companies that train with ADMA

  • Raw Ideas
  • Flying Lemur 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