Google™ Seminars for Success

Learn Google Analytics & Website Optimizer in the Classroom!

Analytics 101: Overview

Google Analytics 101 is an overview seminar that will take attendees through the definitions, interface and reports of Google Analytics. Attendees will get a foundational understanding of web analytics, how to read and interpret basic reports, and how to navigate and use the Google Analytics tool. In this seminar, you'll learn:

• What is web analytics and how do tools like Google Analytics fit into a larger web analytics process
• How to find insights in your piles of data
• How to sign up for and manage your Google Analytics account
• How to do the basic installation and configure your first goals
• How to read and interpret reports & navigate the Google Analytics interface

Analytics 201: Analysis

Interested in analysis with Google Analytics? This course dives right into analysis techniques and isolates the various reports and report configurations that are useful in various scenarios, ranging from advertising campaign measurement to ecommerce and lead generation. We'll also look at how to use Google Website Optimizer to plan and conduct conversion experiments on your site. Attendees will walk away with:

• An understanding of how to pull the insights and information out of a sea of data
• Tried and true best practices in analyzing effectiveness of marketing and traffic acquisition campaigns
• The right reports and views to evaluate and improve conversion performance whether you're striving for sales, leads or downloads
• Techniques for measuring and improving user engagement and content consumption
• An overview of A/B, Multivariate and Split Path testing with Google Website Optimizer

Analytics 301: Implementation & Advanced Topics

Google Analytics 301 focuses on the advanced features of Google Analytics and Google Website Optimizer, as well as how to implement and configure those features. Attendees will learn:

• The high level architecture of Google Analytics as an analytics product
• How to install and modify the tracking code for various scenarios
• How to extend the capabilities of Google Analytics with features like custom variables, event & ecommerce tracking, virtual pageviews and more
• How to create and share custom reports within Google Analytics
• Advanced testing techniques with Website Optimizer and how to integrate with Google Analytics

Seminars for Success Leaders:

David Booth
David is a principal consultant, author, instructor and regular speaker, and one of the founding partners of WebShare. As a consultant, David has advised and worked with companies and organizations across North and Central America in web design, technology selection and deployment, web logistics, analytics and business intelligence, statistical analysis, and online marketing. David is the author of Google Website Optimizer Essential Training (Lynda.com, 2010) and served as a technical editor of Performance Marketing with Google Analytics (Wiley, 2010).  As an instructor and speaker, David has led seminars and sessions focused on website analytics and search & conversion marketing across the U.S. and Canada for audiences ranging from C-level executives to technical implementation teams.

He has been involved in web application development as an engineer and consultant for over 11 years, beginning his career as a Technical Marketing Engineer with Intel Corporation. He also spent two years with the United States Peace Corps developing and deploying websites and web applications to attract grants and international aid for Guatemalan NGOs and local development organizations.

David earned his Master of Business Administration in International Management from the Monterey Institute of International Studies and holds a B.S. in Electrical and Computer Engineering from the University of Illinois at Urbana-Champaign.

Corey Koberg
Corey is a consultant and speaker in the field of search engine and online marketing, and is a regular instructor of web analytics, pay per click management, and other Internet marketing courses and webinars.

Corey holds a degree in Electrical and Computer Engineering from the University of Illinois and has been involved in Internet related engineering and consulting for over 14 years, beginning his career in the labs that developed the world's first web browser. After working for Intel, Compaq, and Qualcomm, Corey has been instrumental in helping companies find and employ a scientific, results-oriented, professional approach to the web analytics and search marketing.

Corey is the author of Google Analytics Essential Training (Lynda.com, 2010) and served as a technical editor of Performance Marketing with Google Analytics (Wiley, 2010).

He brings a wealth of experience in online marketing and website analytics, and has worked with companies large and small to implement and leverage Google Analytics to drive the bottom line.

Justin Cutroni
Justin Cutroni is a respected leader in the web analytics community helping organizations integrate web analytics into their decision making processes. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.

Justin began his career with Accenture, working with financial services clients to redesign and change business processes with custom software. As a Google Authorized Seminar Leader Justin has conducted numerous training events across the US and Europe.

Justin is the author of Google Analytics Short Cut, (O'Reilly Media, Inc., 2007) and Google Analytics (O'Reilly Media, Inc., 2010) and co-author of Performance Marketing with Google Analytics (Wiley, 2010). Justin holds a degree in Mechanical and Aerospace Engineer from Worcester Polytechnic Institute.

David Reichenbacher
Dave Reichenbacher is a Senior Account Manager at WebShare, and consults and speaks in the areas of search marketing and web analytics. Dave specializes in local and paid search marketing, and has worked with organizations large and small, focusing on helping clients maximize their return on their online investments.

Leveraging highly effective programs to attract visitors through both organic and paid sources, Dave is a web analytics expert and works to provide not only measurement, but conversion marketing and statistical experimentation to turn visitors into monetized customers.

Dave has spent over 12 years in the high-technology industry, and was a Senior Technical Project Manager at Intel Corporation prior to joining WebShare. Dave earned his Masters and Bachelors degrees in Materials Science & Engineering from the University of Wisconsin-Madison.

Julie Ferrara-Brown
As a consultant and chief statistician for WebShare, Julie works with clients in the areas of web analytics, paid search, and conversion marketing. With a specialization in design of experiments and statistical analysis, Julie has helped hundreds of clients design, launch and analyze statistical conversion marketing experiments to improve their conversion rates and bottom lines.

As an instructor, Julie has led corporate and public trainings across North America, teaching participants not only how to design and execute statistically valid and useful experiments, but also in the types of conversion marketing best practices and concepts that tend to resonate well with website visitors.

Julie began her career in the technology industry as a statistician with Intel Corporation. She earned a B.S. in Statistics and Marketing as well as a M.S. in Statistics from the University of Tennessee.

Nick Iyengar
Nick is a senior account manager and web analyst at WebShare with an extensive background in deploying and leveraging Google Analytics to improve the performance of online marketing campaigns. He brings a passion for data analysis and advanced web analytics techniques to help marketers continually monitor and improve their results.

Nick has instructed both public and corporate audiences large and small, and leads participants through the process of proper data collection and more importantly, data analysis with the objective of finding actionable insights that can improve marketing goals.

Prior to joining WebShare, Nick spent 3+ years at Google, where he managed tens of millions of dollars in ad spend for top-tier clients. Nick also led Google's "Analytics Guru" team for the Mountain View, CA headquarters, applying web analytics and analysis techniques to improve campaigns for top AdWords advertisers. He holds a B.A. in Government from Connecticut College.