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Digital Analytics Workshops Go On the Road – First Stop Is Austin, Texas

The well-regarded Base Camps workshops held by the Digital Analytics Association (DAA) are now taking place in new locations as standalone courses, offering high-quality analytics education to marketers and web professionals in their home cities without the expense and complication of travel to industry events. The first location is Austin, Texas, May 20-21; Washington, D.C. follows on June 4 and 6.

Base Camps are interactive, discussion-based learning opportunities built around the concept of critical thinking – the evaluation and reflective examination of data. Participants who are creators and users of digital activity reporting will learn how to generate analytical output that enables new insights, and then how to use these insights to drive positive business change. The classes are not focused on technology, but some experience with basic analytics reporting is recommended. To make each course a personal experience, classes are kept small, with a maximum of 30 participants.

Austin instructor is analytics authority Jim Novo, a customer retention, defection, and loyalty expert with nearly 20 years of experience generating exceptional returns on customer marketing program investments. He will also lead the Washington, D.C. Base Camps.

Those seeking to learn about data analytics can choose from two courses:

  • Introduction to Web Analytics 101 – Austin, May 20, 2014
    Whether someone is new to web analytics, new to web management or just wants to be sure of seeing the forest for the trees, this is the best place to become grounded in the basics of analytical thought. The all-day course is designed for marketers and analysts just getting started.

    Attendees will learn:
    • Who are analysts and what is their role?
    • Fundamental drivers of Web Analytics
    • Web Analytics terminology and technology
      • Building blocks of Web Analytics
      • Examining the analytical framework
    • Web metrics & key performance indicators
      • Commerce
      • Content
      • Subscription
      • Support
      • Lead generation
    • Visitor behavior and segmentation
    • Qualities of effective analytical talent
    • Creating analytical business processes
    • Generating interest and gaining buy-in
    • How to get executive attention
  • Applying Web Analytics 102 – Austin, May 21, 2014
    This one-day course is designed for marketers and analysts who have some experience with reporting and are ready to move into reflective analysis that drives knowledge creation. Students will critically examine the methods, metrics, and models in common use for relevance to the specific business model they work with.

    Course material includes:
    • Understanding the analytical culture
    • Communicating analytical data
    • Optimizing site and campaign design
      • Human behavioral models
      • Primary personality types
      • Executing site optimization
    • Examining campaign performance standards in:
      • SEM & SEO optimization
      • Display & affiliate analysis
      • On-site promos
      • Email marketing/visitor lifecycle
      • Social Media
    • Experimental design thinking for:
      • A/B testing
      • Multivariate methodology
      • Controlled testing

More information and Base Camp registration is available on the DAA website. Tuition is $700 per course for DAA members; $950 for non-members: an individual professional membership pays for itself with one class.

The DAA also delivers on its mission to help organizations illuminate and overcome the challenges of data acquisition, exploration, deduction and application by holding half-day local Symposiums with expert speakers, followed by networking opportunities; Symposiums take place in Austin on May 22 and in Washington, D.C. on June 5.

About the Digital Analytics Association (DAA)

The DAA is a not-for-profit, volunteer-powered association that helps members become more valuable through education, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has more than 5,000 members worldwide, representing 40 countries and a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at

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