Digital & Social Media: Metrics, Measurement and Analytics



Introduction & Background


“Unreal information. This course is an absolute must to every organization.” - Kendra Rowswell, North West College

Identifying the correct measures and understanding the best tools to evaluate these measures adds to the overall success of your organization’s digital and social media strategy.  Having the tools in place to evaluate the effectiveness of your digital and social media deployments enables you to continue investing in the techniques that are working, and modify those techniques that may not be performing at an optimal level.  It is not enough to generate reports about your digital and social media deployment.  It is important to use these reports to drive changes in your tactical deployment plan and improve the execution.  In essence, it is critical that organizations measure what matters and are making what matters measurable!

“In class all day, up all night playing with all of the new stuff I learned. Can’t wait to get into work on Monday!” - Laura Grzyb, Ministry of Parks, Culture and Sports

This Metrics, Measurement & Analytics Seminar focuses on providing participants with the knowledge and skills to allow them to evaluate their organization’s digital and social media deployments.  This seminar is designed to ensure that organizations are measuring the correct items; using the appropriate free and paid tools to provide  the actionable information needed and that the appropriate individuals in the organization have access to and the capability to act on the data.  

M1Executing on a Digital and Social Media Strategy is not enough, you need to ensure that it is working effectively. This module focuses on WHAT should be measured and WHY to ensure your metrics are consistent with your strategy.

M2Metrics and measurement will only be effective if they are ‘easy’: easy to obtain, easy to report, and easy to understand.  In this module, participants will be introduced to a variety of tools that allow you to  track metrics, and assist in evaluation.

M3This module covers the proper deployment and utilization of Google Analytics, the most powerful FREE tool available to organizations today.  Not only does it provide data and insights for your website, but your social media and in-store interactions.

M4This module helps to ensure that your social media goals are achieved through utilization of the tools included in Facebook, Twitter, and LinkedIn as well as aggregators such as Simply Measured and Hootsuite to benchmark against your competitors.


This module will provide guidance on the appropriate tools to monitor conversations not only about your organization and brand, but also about your competition for market intelligence so you can respond and engage effectively.

M6This module will provide you with the information needed to not only develop an effective audit plan, but to have the mechanisms in place to act appropriately to make the necessary improvements in Digital and Social Media deployments.

  • Key Learning Objectives
    “This course gave us all of the tools to work smarter, not harder.” - Mandy Lemon, Ministry of Trade and Export Development

    For Individuals

    • Learn what the correct metrics and measurements are for different goals and objectives and which tools are best for monitoring
    • Be able to take advantage of the powerful capabilities of Google Analytics and Social Media monitoring tools to ensure timely access to data for an efficient response
    • Learn what tools and techniques can help monitor appropriate conversations across channels as well as other public digital and social media channels

    “Lyle’s course will blow your mind with a wealth of knowledge in the first 5 minutes.” - Nikki Desjardins, Saskatchewan Health Research Foundation

    For Organizations

    • Understand the appropriate metrics and measurement techniques for supporting your organizational strategy
    • Ensure that everyone in the organization that needs ready access to key data has the access and the skills to execute on their findings
    • Understand the importance of an audit plan in guiding and directing changes in the organizations tactical deployment plan
    • Understand the importance of an audit plan in developing or refining an appropriate digital and social media strategy
  • Who Should Attend?
    “Lyle is an excellent instructor and his courses are a must!” - Keisha Mohr, Pineland Co-op

    Anyone within an organization who needs to make strategic or tactical decisions regarding digital or social media deployments including management at all levels, content creators, web development and maintenance team members, social media team members, and customer response teams.


Program Fees

$1,695 plus GST

Includes course tuition, all teaching materials, meals and refreshments.

Registration Deadline

To Be Announced

Course Planner

For more information, contact

Laurie Mitchell

Program Coordinator


Email Me

Instructor Profile

LyleLyle Wetsch

Lyle is the designer of the Digital & Social Media Program and the facilitator of all of the programs components.  He is currently an Assistant Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration.

In addition to his work at Memorial University, he is actively involved in providing presentations and consulting with businesses on various elements of digital and social media through his company “Digital Marketing Consultants”.  He has assisted businesses and organizations with the development, design and implementation of their digital and social media strategies as well as serving on several advisory boards.  His work has received several international accolades.

GardinerPartnership Programming

Edwards School of Business is proud to partner with one of the east coast's leading business school's in Canada, Memorial University, Faculty of Business Administration, Gardiner Centre in Newfoundland to provide this 3-Day Course.


Enrollment Bonus

Participants will also be granted access to several free DSMP Online courses as well as premium courses valued at several hundred dollars.


University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.

Cancellations received at least ten (10) business days in advance of the course commencement date will receive a full refund. Cancellations received less than ten (10) business days prior to the course commencement date will be subject to a $500 administration fee. Cancellations received less than three (3) business days prior to the course commencement date will be subject to full course tuition cost.

Non-attendance will incur full course tuition cost.

Fees subject to change without notice.

Program Transfers

One course transfer will be permitted without penalty if the cancellation request is received within fifteen (15) business days prior to the course start date. Alternate program transfers may be approved dependent on course availability. Transfer requests must be scheduled within six (6) months of the initial purchase. Applicants will be responsible for any price difference in program fees at the time of the request. Each subsequent transfer request will be subject to $300 administration fee. 

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