Metrics, Measurement and Analytics

Part of the Digital and Social Media Program

 

Recorded Modules & Live Sessions

 

Introduction and Background

“This is as comprehensive as it gets. Are the correct measurement tools properly installed on your website to track the data you need to support your communications strategy? One of the topics addressed in detail." - Jean-Phillipe Deneault, Saskatoon Open Door Society

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!

This Metrics, Measurement and Analytics course focuses on providing participants with the knowledge and skills to allow them to evaluate their organization’s digital and social media deployments.  This course 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.  

Course Structure 

This program is delivered through recorded modules and live sessions.  Approximately half will be delivered through recorded modules and half delivered through live sessions. Participants can start the recorded content at any time but MUST be completed all of the recorded content before being invited and attending the live sessions. 

Once you have completed the recorded modules, you will be invited to the live sessions.   After each session, you will have a bit of ‘homework/application’ where you implement your learnings as you go. You MUST complete the recorded content before being invited to the live sessions and both the recorded content and live sessions are mandatory for your Certificate of Completion.

 

  • Recorded Modules & Live Sessions

     

    Measuring what matters and making what matters measurable is the key to a continuously improving digital deployment. This module covers the key elements that are essential to an effective measurement strategy as well as identifying multiple non-platform specific tools that will provide you with key insights into your deployment. Identifying the correct metrics to determine success for various strategic goals and objectives will allow you to be able to clearly understand the true impact and success of your digital and social media deployment as well as identifying opportunities for improvement. Additionally, key tools that assist with evaluating the effectiveness of your deployment and your web presence including Google Search Console are covered.
    Every social media platform has its own built-in analytics tools and additional third-party tools can provide additional insight into the performance of the social media platform and your individual social media posts. Evaluating the success of your social media posts as part of your weekly digital audit is key to optimizing the type, content and time of deployment of your social media posts. This module covers the tools that provide you with the best insights for your posts, platform and video utilization as well as what metrics are most important on each platform and the interpretation of these metrics to drive your platform goals and objectives.
    Google Analytics is one of the most important and widely used website analytics tool, the fact that it is free tools is just an added bonus. The power and capabilities of this platform are endless and even those organizations that have Google Analytics deployments are generally only using about 5% of its capabilities. Many Google Analytics deployments have not been set up for optimal data collection. This module covers the foundations of a correct deployment of Google Analytics on your website as well as the fundamental tools and information available through the platform.

    Measuring what matters and making what matters measurable is the key to a continuously improving digital deployment. This module covers the key elements that are essential to an effective measurement strategy as well as identifying multiple non-platform specific tools that will provide you with key insights into your deployment. Identifying the correct metrics to determine success for various strategic goals and objectives will allow you to be able to clearly understand the true impact and success of your digital and social media deployment as well as identifying opportunities for improvement. Google Data Studio is one of the most powerful reporting tools available to organizations. Allowing you to add content from any Google property (Google Analytics, YouTube, Google My Business, Google Search Console, Google Ads, etc) as well as some content from other platforms for free allows for integrated, automatically updated reports to be generated. Through the use of paid connectors, you can also connect a wide array of other social media platforms to provide a complete picture of your full digital deployment.

    Marketers, especially digital marketers are typically “data rich and insight poor. With such a wide range of data available, having the appropriate tools and systems in place to track and evaluate across multiple platforms is key.  Enabling access to the data through permissions, installing the correct tracking codes for social media on your website, and the collaboration and consolidation of data are all key aspects to the effective management of your metrics and analytics.
    Collecting and viewing data is only the first step. Being able to analyze and understand what the data means as well as identifying what actions or changes should be made to lead to improvement is key, especially across your social media platforms. Unfortunately even after identifying the improvements needed, sometimes it is a challenge to be able to take action on the insights gained. This module addresses recommendations for becoming a data-driven organization and being able to effectively act on your analysis for constant process improvements across multiple social media platforms.
    Collecting data through Google Analytics is not enough, you need to be analytics the data and making constant improvements based on the data in order to actually ‘use’ Google Analytics. This module will focus on the range of information available within Google Analytics, the types of reports that are able to be generated, as well as the insights that each type of report can provide. Additionally, this module will help you become more familiar with the scope of data available within Google Analytics and the type of answers that are available to you within the data.

     

  • 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.

    Marketing Professionals and Business Owners who want to implement the latest digital marketing strategies and measure its effectiveness through metrics to maximize ROI. 

    Individuals who want to expand their reach beyond traditional offline media platforms or basic digital marketing strategies. 

    Individuals holding management positions at all levels, content creators, web development and maintenance team members, social media team members, and customer response teams.

Virtual Delivery

Program Fees

$1,295

Includes course tuition and all teaching materials.

Registration Deadline

To Be Announced

Course Planner

For more information, contact

Britney Graf

Marketing and Communications Coordinator

t: 306-966-4798

e: graf@edwards.usask.ca

Instructor Profile

Lyle

Lyle Wetsch, MBA, MSc. Mgmt

Lyle is the designer of the Digital and Social Media Program and the facilitator of all of the program's components.  He is currently an Associate Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration with over 200 presentations and publications in the past 13 years. 

He has assisted businesses with the development, design, and implementation of their digital and social media strategic and tactical plans with his company, Digital Marketing Consultants. His work has received several international accolades.

Lyle's professional credentials include being a Google Partner, multiple Google certifications, Microsoft, Twitter, Hootsuite and Hubspot marketing and advertising certificates. 

 

Partnership Programming

Together with our partners, we continue to add value and enhance our educational experiences to our community through professional development and training in a supportive and welcoming environment.

This Edwards Executive Education program is proudly presented in partnership with The Gardiner Centre at Memorial University.

Cancellation

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 $200 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 more than ten (10) business days prior to the course start date. Program transfers within ten (10) business days of the course start date will be subject to a $200 administration fee.

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 $200 administration fee.

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