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Google Analytics: Attribution modeling Online Module — Delivered Live

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    2.5 hour live event

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    Participatory exercises

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    100% Trainer-led

Course overview

Make sure you attribute your visitor’s journey correctly by taking this course on mastering Attribution Modeling.

This is course 14 of 17 in the:

Google Analytics Intensive Curated Stream

Key benefits

Take these learning outputs away with you:

  • 1

    An introduction to Attribution Modeling

    What it is, why it’s important and the difference it makes to your marketing

  • 2

    The different Attribution Models

    Compare different Attribution Models and learn which one is best for you

  • 3

    Using Google Attribution

    Understand how GA constructs its Attribution Models and how you can use them to improve the Customer Journey

Course Program

These days, marketing takes place through a multitude of different channels – online and offline. That begs the question: when you start seeing the fruits of your labors, how do you know which channels are delivering more visitors and customers than others? The answer lies in Attribution Modeling.

This course will equip you with all the tools to master Attribution Modeling with the help of Google Tag Manager. Get a grounding in the key concept of attribution modeling, including an exploration of multi-funnel reporting and how it can create confusion instead of clarity. Take a tour of different types of attribution models – both classic and new – and discover how to choose which one is right for you. Track your customer’s path to your site – find ways of shortening this journey and learn which channels are most effective at delivering them to you. Last, but not least, you’ll find out how to track marketing campaigns from a variety of sources, from email to social and even offline, using URL Builder, campaign tagging as well as cost analysis and reporting tools.

Book your place now to equip yourself with the skills and tools required to discover which marketing channels resonate best with your target audience.

Introduction to Attribution Modeling

  • The Challenge of Modern Marketing: explore how multi-channel marketing creates confusion and a lack of clarity
  • Credit where Credit is Due: the importance of understanding and mapping the Customer Journey
  • How and Why Attribution Modeling was Developed: multi-funnel reporting explored and explained

Different Types of Attribution Models

  • Standard Models in Use: see why simple models such as Last and First Click are simply a starting point
  • Newer Attribution Models: learn how Linear, Time Decay, Algorithmic and other Attribution Models provide a richer picture of the Customer Journey
  • Choosing your Attribution Model: explore which Attribution Model is best for your organization and learn how to test which is the right one for you

How to Track The Customer Journey in GA

  • First Interaction Analysis: see how GA can tell you when customers start their conversion journey with the Lookback Window
  • Time Lag and Path Length: understand how long it takes for visitors to reach your site and how you can shorten it
  • Top Conversion Paths: use GA to see which channels to your website are the most effective in bringing quality, targeted visitors

Tracking Marketing Campaigns

  • Using the URL Builder: ensure that every link or click you post from your email marketing to Social Media is trackable and identified in GA
  • Campaign Tagging: tagging non-Ads CPC, Email Campaigns and Social Media and understanding the role of the Cookie
  • Cost Analysis and Reporting: monitoring the impact of offline marketing with advanced tools and analysis

Upcoming dates

  • AUG 14

    Google Analytics: Attribution modeling

    Join today
  • SEP 25

    Google Analytics: Attribution modeling

    Join today
  • NOV 15

    Google Analytics: Attribution modeling

    Join today

Trainers

Learn from skilled practitioners, with first-hand experience from the front-line.

Tim Lamont
Trainer
Andy Harrison
Lead Trainer
Andrew Lloyd Gordon
Trainer
Tim Lamont
Tim has been in marketing since 1997. From real estate to retail, UI to EComm, design to analysis, his experience spans the spectrum. He has facilitated thousands of training sessions, meetings, and classes all across the US.
Andy Harrison
Andy is a renowned trainer, coach & speaker. He runs a digital media agency, leading a team with unique experience in digital marketing and intelligence. Andy delivers Imparture’s Social Media, Digital Marketing and Google Analytics Training Courses. A lead trainer for Imparture, Andy has proven his ability to provide outstanding Imparture training courses and consistently receives top scores and feedback from our delegates.
Andrew Lloyd Gordon
Andrew has 17 years’ experience as a Digital Marketing Consultant, Speaker and Trainer. He helps organisations create modern digital marketing systems and improve ROI through strategic reviews, multi-channel marketing campaigns and more specific services, from web analytics to social media marketing.
  • Tim Lamont

    Tim Lamont

    Trainer

    Tim has been in marketing since 1997. From real estate to retail, UI to EComm, design to analysis, his experience spans the spectrum. He has facilitated thousands of training sessions, meetings, and classes all across the US.

  • Andy Harrison

    Andy Harrison

    Lead Trainer

    Andy is a renowned trainer, coach & speaker. He runs a digital media agency, leading a team with unique experience in digital marketing and intelligence. Andy delivers Imparture’s Social Media, Digital Marketing and Google Analytics Training Courses. A lead trainer for Imparture, Andy has proven his ability to provide outstanding Imparture training courses and consistently receives top scores and feedback from our delegates.

  • Andrew Lloyd Gordon

    Andrew Lloyd Gordon

    Trainer

    Andrew has 17 years’ experience as a Digital Marketing Consultant, Speaker and Trainer. He helps organisations create modern digital marketing systems and improve ROI through strategic reviews, multi-channel marketing campaigns and more specific services, from web analytics to social media marketing.

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Alexandra Charleston
S&C Electric Company
I appreciated that we started with the basics. I've just begun dabbling in GA, so it was nice to have time dedicated to explaining some of the core functionality and highlighting a few easily overlooked features before diving into more complex topics...some of the instruction required a bit of a technical explanation, the trainer did a great job simply explaining everything.

Frequently Asked Question

Have some questions for us? Take a look at some of those that we are most typically asked, along with our responses. We'd love to hear from you if there is anything else we can help with.

When will I receive information on how to join the live training?

An email will be sent to the email address provided upon registration 10 working days prior to the training start date. Please check your spam/junk folder in case your server is sensitive to Imparture emails. If you do not receive this email, please notify Imparture more than 24 hours prior to the start of your first session so that we can ensure you have everything you need to participate.

What are the systems requirements for taking a stream course?

Each participant will need Internet access. Please ensure you are connected to a reliable Wi-Fi network, a hard wired connection via an ethernet cable or a secure hotspot connection using your mobile phone.

Please ensure you have a working webcam for the sessions. The training is designed to be interactive and as such group discussion and exercises will be more enjoyable if you are able to see the trainer and other participants.

A headset with a microphone is preferable. However, using the speakers and microphone of your computer is also an option. If neither option is available, you will need to dial into the conference line with a phone.

Please ensure you allow plenty of time to download Zoom ahead of the course. Information will be provided ahead of your first session.

Can I use a Mac?

Yes - You will attend the course using Zoom, our online virtual classroom environment.

Do I need to buy any additional resources or materials to participate?

No, access to the online training service, readings, exercises and guided activities are provided at no additional charge.

Is there a discount for multiple participates from the same organization?

Please contact Imparture Customer Service for details on discounts and group rates. Email [email protected] or call us directly on +44 (0) 207 193 0149 or +1.415.800.3681 for more information.

What is the duration of each live stream?

Each live stream lasts 2.5 hours

What time will the live stream take place in my city?

  GMT EST CST MT PST
Start: 4:00pm 11:00am 10:00am 9:00am 8:00am
Finish: 6:30pm 1:30pm 12:30pm 11:30am 10:30am

Can I participate if I live outside of the US and UK?

Absolutely! We are a global training provider and for no additional cost, you can participate in an Imparture stream course as long as you meet the minimum technical requirements. Why not drop us a line at [email protected] to discuss your location

Can I postpone my live stream session?

Each stream module currently runs two times a year. However, please consult your stream course concierge for further details.

How many other attendees will there be on each live stream?

Imparture workshops are designed to create an intimate learning environment to enable one-to-one time with the trainer and healthy discourse amongst all in attendance. The maximum number of attendees per live stream is 14.

What communications can I expect to receive prior to each live stream?

You will receive a welcome email for each training seven days prior to your training start date confirming all final details for your training workshop.

How can I pay?

We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.

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