Why You Should Attend This Course:

In today's data-driven world, analytics helps businesses flourish by making informed decisions and strategies.

Understanding how to implement and leverage tools like Google Tag Manager (GTM), Google Analytics, and Looker Studio is crucial.

Google Analytics 4 (GA4) replaces Universal Analytics, which millions of businesses use to record and evaluate data. GA4 promises an event-driven data model, predictive analytics, deeper Google Ads integration, and cross-device monitoring.

Whether you are a performance growth marketer who wants to use GA4 to optimise website and campaign performance or someone who has never heard of digital analytics, this masterclass will give you insights, knowledge, and skills in Google’s suite of integrated analytics products, Google Analytics, GTM and Looker Studio.

Program Outline:

• This 2-day Digital Analytics Masterclass is designed to equip individuals with an understanding of Google's suite of analytics products which include Google Analytics 4 (GA4), Google Tag Manager (GTM), and Looker Studio.
• The masterclass covers necessary setup, management, and effective utilisation of these tools to improve performance across key marketing channels including SEO, content marketing, social media, paid search and e-commerce marketing.
• Attendees will gain a firm understanding of Looker Studio's role in data visualisation and explore how it optimises the decision-making process to promote business growth.

Learning Outcome:

You will walk away with an understanding of setting up and using Google Tag Manager and Google Analytics to optimise the online customer experience and drive better performance from your key marketing channels, which include SEO, Content Marketing, Social Media, Paid Search, and Email Marketing. You will grasp how to use Looker Studio as a fundamental tool for data visualisation and reporting, to enhance and optimise your decision-making process, helping your business grow.

Course Prerequisites:

• Proficiency in using a computer and the Internet.
• Familiar with browsers, preferably Chrome or Firefox.
• Possession of a laptop with the browser installed due to hands-on exercises included.

Course Outline:

• Module 1:
  • Digital Measurement Framework: lay the foundation for understanding the online customer journey and how to mine data for insights and where and why analytics play a crucial role in decision making.
  • Google Merchandise Store Demo Account: real-world examples of how analytics tools work
  • GA4 Platform Components & Data Model
• Module 2:
  • Data collection using Google Tag Manager: tags, triggers and variables
  • Configuration, Goals, Custom Events
• Module 3:
  • Core Reports: navigation, report customisation, results intepretation
  • Optimising Marketing Campaigns: what works, what doesn't, and how to optimise for improved results
• Module 4:
  • Data visualisation with Looker Studio: making results accessible and actionable for all business users
  • Data-driven insights with custom explorations: flexible and detailed analysis with machine learning for deeper insights

Who Will Benefit?

• Business executives involved in marketing, digital analytics, or customer-facing roles.
• Business owners, entrepreneurs, marketing or business professionals who needs to understand how Google Analytics, Google Tag Manager, and Looker Studio can be used to improve the ROI across all website marketing channels
• Business analytics professionals who want to quickly be brought up to speed on the fundamentals of Google’s latest analytics, tagging and reporting platforms.
• Anyone interested in learning how to harness data-driven insights for marketing.
• Students or recent graduates interested in pursuing a career in digital marketing or advertising.
• Anyone who wants to increase their knowledge of digital measurement and analytics in today's digital age.

Trainer's Profile

Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation, and Digital Analytics. A certified accountant and programmer by profession, he also has over 12 years of experience as a marketing and business analytics trainer. Ivan is also one of the few Google-Appointed Regional Trainers who conducted the official Google Ads, Analytics, and Mobile Advertising courses.

He is qualified in the Design and Development of Learning for Performance (ACLP, DDDLP) and provides training and consultancy for various organisations including SIRS, TVI, Lithan, Google Mobile Labs, TheKnowledgeEngineers, General Assembly, and Econsultancy. Well-versed in both the technical and business aspects of digital marketing, his passion is to help organisations of all types to use digital marketing effectively, working with all sizes of businesses from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and American Express.