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Web Analytics Certification

Web Analytics is arguably one of the most vital aspects of any marketing campaign. If you aren't tracking, you're missing a huge part of the picture. Having the skill to create order out of the chaos of data we receive on a daily basis from various websites, social networks, and ad campaigns allows you to gain insight into your audience and develop effective decisions with greater confidence than ever before.

There is a growing demand for web analytics professionals that know what to measure and how to interpret the data for companies of all sizes and industries. In association with leading research firms and industry associations, the Online Marketing Institute has developed practical web analytics and measurement training and professional guidance on how to implement proper tracking and measure and analyze data to optimize your website and marketing campaigns to improve ROI.

Certification Benefits:

  • Develop a strong understanding of analytics, including tools and strategies to reach marketing and revenue goals.
  • Apply proven tracking methods to your marketing and advertising campaigns.
  • Receive a credential and valuable skills in less time and money than a degree would require.
  • Be recognized for your expertise and commitment to evolving your skill set.

What You'll Learn:

  • Assess your company's needs and priorities, discovering an analytics program that is best suited for your goals.
  • Learn and master the top analytics tools, such as Google Analytics, WebTrends, CoreMetrics, and SiteCatalyst, and their distinguishing factors.
  • Step-by-step process on how to identify actionable KPIs and translate these metrics into a solid business ROI.
  • Discover how to track your target audience as well as test and target different campaigns based on results.
  • Develop reports that attune to the needs of marketers, executives, webmasters and other businesses.
  • Optimize and improve online marketing tactics, such as website, email, search, banner ads, and more.
  • Gain insight into visitor preferences and behavior and be able to determine campaign benchmarks based on audience metrics.
  • Identify meaningful and actionable metrics as they coincide with KPIs, helping to obtain company-wide buy-in.
  • Compare and contrast data collected from Google Analytics, DART, and more to find the data you can trust.
  • Understand data collection methods, including benefits and limitations, such as tagging, log files, network monitoring, and hybrid methods.
Class 1

Leveraging Analytics

Learn (or refresh) the basics of what the discipline of web analytics is, and what it should be doing for your company.
Instructor: Bill Bruno
Class 2

Assembling Your Analytics Toolkit

Learn how to assemble your analytics toolkit. With so many analytics tools available, knowing what tools and data will matter to your business objectives is key to a successful analytics strategy. This class reviews what tools are available, what makes each tool unique, and how they work.
Instructor: Bill Bruno
Class 3

Defining KPIs

Key Performance Indicators (KPIs) are those measurements that truly reflect how your business is doing. Learn what good KPIs are and how to use them.
Instructor: Bill Bruno
Class 4

Collecting Data You Can Trust

Your web analytics program collects a plethora of data, but can you really trust it? Learn about the common data collection methodologies and the common quality issues they present.
Instructor: Bill Bruno
Class 5

Gaining Insight From Your Data

You’ve collected your data, but are you analyzing it meaningfully? This class teaches you about the process and methodologies for analyzing data so you can learn to be an analyst, as opposed to a reporter.
Instructor: Jennifer Veesenmeyer
Class 6

Analytics for Websites: Content & Onsite Search

What is your most and least popular content? What do people most often search for on your site? From what page do they search for it? How can you benefit from this knowledge? Get the answers in this class about analyzing both content and on-site search.
Instructor: Bill Bruno
Class 7

Analytics for Websites: Conversions, Scenarios, and Navigation

If visitors to your website place items in a shopping cart, but abandon it without purchasing, where do they go from there? Are they looking at shipping options, then abandoning? Understand how to answer these questions and more as you learn why and how to analyze your scenarios, conversions, and navigation paths.
Instructor: Bill Bruno
Class 8

Analytics for Websites: Traffic & Visitor Segmentation

Do the visitors who came to your website via PPC traffic use on-site search more than those who came via organic search? Why? This class will teach you about data segmentation, which is a powerful way to answer key questions like this one.
Instructor: Bill Bruno
Course Exam

Web Analytics Exam

Course Electives

Changing The Way We Measure Success

How do you measure attribution? First click? Last click? Here’s a way to assign value to various actions so that each click earns its own portion of the credit.
Instructor: Tami Dalley

How to Avoid 6 Common Web Analytics Pitfalls

Learn tips and tricks on how analytics tools collect data. You will be better able to interpret, report and analyze the numbers that can be confusing and even sometimes inconsistent.
Instructor: Aaron Maass

10 A/B Test Studies

Examine and test two different versions of 10 different web pages. Which test wins? You’ll be surprised, not only by which test wins, but also by how much you learn from the experience.
Instructor: Anne Holland, Natalie Myers

How to Build a Great Analytics Dashboard

The Analytics Dashboard is the document that you’ll be regularly presenting to your boss. Its function is to summarize your online marketing efforts. In this lesson, you’ll learn what it is, what it isn’t, what it should be, what it shouldn’t be, how to build it, and what it needs to do for you. It’s all here.
Instructor: Adam Proehl

Conversion Tactics for Everyone

Learn about practical hands-on tools that can be used to quickly improve conversion rates. No conversion ninja would be caught dead without these.
Instructor: Tim Ash

Attitudinal Analytics

In this class, learn how to go beyond traditional analytics with "attitudinal analytics": a forward-thinking, scientifically-based approach to measuring and analyzing customer satisfaction. This innovative process and patented technology will change how you think about measurement, analytics, your current practices, and possibly your entire business.
Instructor: Eric Feinberg
Vice President, Analytics & Insights, Buddy Media

Outgoing, industry thought leader with over ten years of international experience in marketing, strategy and web analytics. Capabilities include online measurement and web analytics, campaign measurement, sales analysis,A/B and Multivariate testing, customer profiling and business forecasting. A talent for seeing the bigger picture, attention to detail and a passion for translating statistics into simplistic business solutions.


Managing Director,  MaassMedia, LLC

With 14 years of online marketing industry experience, Aaron Maass is one of the early pioneers of tag-based web analytics. He co-founded and sold a website traffic tracking and reporting software service called SiteGauge to Kohlberg Kravis & Roberts in 2000, and has led web analytics initiatives in senior Internet marketing management roles at companies like KPMG, EF Language, Fidelity, DuPont and most recently Comcast, where he was head of e-commerce and web operations.Aaron launched MaassMedia in 2008, where he works as Managing Director. He and his team help clients develop and implement improvements to their digital analytics capabilities that deliver measurable and immediate benefits to their bottom-line.Aaron holds a B.A. from Cornell University, is certified in Google Analytics, Omniture and Six Sigma implementation and has been recognized for his achievements by the Digital Analytics Association (DAA), Interactive Media Council and Web Marketing Association. He also chairs the DAA Awards for Excellence Gala, teaches a course on digital analytics for the Online Marketing Institute and co-chairs the George S. Pepper Society Council of the Free Library of Philadelphia.

President,  Anne Holland Ventures, Inc.

A multiple award-winning marketer and publisher, Holland  is President, Anne Holland Ventures Inc, a media company publishing websites, including and Subscription Site Insider, which feature practical research for businesspeople.  The company is headquartered in Newport RI, USA.

As Founder and Past President of MarketingSherpa Inc, Holland published pragmatic research studies such as annual Search Marketing and Email Marketing Benchmark Guides and the bestselling Landing Page Handbook.

Holland has been a featured speaker, and often keynote, at more than 100 industry conferences including Email Summit, Business-to-Business Lead Generation Summits, eTail shows, Affiliate Summit, Direct Marketing Association events, Microsoft Worldwide Partner Conferences,  Online Marketing Summit, and Ad-Tech conferences (for which she is also a former Advisory Board Member.)  She has been quoted in The Wall Street Journal, The New York Times, DMNews,, Fast Company and Business 2.0 among others.

Senior Reporter,

As Senior Reporter at, Natalie Myers has convinced brands including TheSims, Dell, Hair Club, Safe Software, Wal-Mart and even the Vancouver Olympics to reveal results data from their A/B and multivariate tests. She’s created a free online library of more than 65 tests – including lots of PPC and SEO landing page tests – to inspire the marketing community. Myers was voted one of the best presenters at Online Marketing Virtual Summit 2010. Her past speaking engagements include presenting live at the U.S. Small Business Administration’s Annual Journalism Awards (where she also accepted an award), as well as an ongoing series of A/B testing training webinars for Subscription Site Insider. Previously, Myers was a Case Study reporter at MarketingSherpa. Her past B2B journalism experience also includes positions as staff reporter at Providence Business News and editorial assistant at B2B magazine Modern Materials Handling. She is a 2007 RICJ Metcalf Award Winner for Diversity in the Media. Myers holds a degree in Journalism from Ohio University.

Managing Partner, NordicClick Interactive

Social media marketing class instructor Adam Proehl teaches marketers the techniques for measuring content marketing ROI. Adam is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, his ability to get at the heart of the core business issues, establish measurable goals, and map the appropriate online tactics to further those objectives has served his clients well.

Having been in Internet Marketing since 1998, Adam has worked with startups to Fortune 500 clients. He has spoken previously at PubCon, MDMA, SEMPO, and OMS. He is also an instructor at the Online Marketing institute and is currently Managing Partner of NordicClick Interactive, based in Minneapolis.

CEO, SiteTuners

Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners ( a firm that improves website conversion rate via conversion-focused redesign blueprints, landing page testing, and training of internal optimization teams). A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.

Over the past 18 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Sears, Google, Expedia, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, Autodesk, Yahoo! and many others have benefitted from Tim's deep understanding and innovative perspective.Today, in addition to providing strategic consulting services, Tim is a highly-regarded keynote speaker and presenter at industry conferences worldwide including Internet Retailer, Search Engine Strategies, PubCon and countless others. He is the founder and chairperson of Conversion Conference and a frequent contributor to print and online publications such as ClickZ, Website Magazine, Visibility and others. Since 1995, he has authored more than 100 p ublished articles. In addition, Tim is the online voice of conversion optimization as the host of the Landing Page Optimization podcast on Tim earned a dual-major Bachelor of Science degree "with highest distinction" in Computer Engineering and Cognitive Science from UC San Diego while studying on under a U.C. Regent's Scholarship (the highest academic scholarship awarded by the UC system). During his PhD studies at UC San Diego he also earned his Master’s degree in Computer Science.

Director of Mobile, Media & Entertainment, ForeSee

As ForeSee’s Director of Mobile, Media & Entertainment, Eric provides leadership to the company’s mobile solutions as well as solutions related to the media and entertainment industries. He is responsible for working with product, delivery, sales, and marketing teams to ensure that ForeSee continues to bring innovation and operational excellence to its mobile offerings. Since joining ForeSee in 2004, Eric has been contributing to the strategic growth of the organization. He brings 15 years of customer-focused experience to the team, and is a frequent presenter at conferences in the U.S. and U.K.

Eric is the Chairman of the Web Analytics Association’s Membership Committee and serves as instructor for various trade groups on the importance and application of attitudinal analytics. Previously, he has held positions that include web analyst, multichannel strategy consultant, usability specialist and focus group moderator. His goal is to best understand and motivate multi-channel consumers on behalf of his clients.

Eric is a graduate of the University of Michigan.

Bill Bruno currently holds the position of CEO at Stratigent, where he has worked actively in the analytics space for over 7 years. In prior years at Stratigent, Bill has led the services team and has been an consultant as well. He has extensive experience helping clients with a wide range of business requirements to optimize their online marketing initiatives. Additionally, Bill is viewed as a leader in the space due to his extensive technical background and ability to create and execute actionable strategies for his clients. He has a true passion for analytics, and has spoken on best practices at numerous industry events including eMetrics, Ad:Tech, Content Week, Affiliate Summit, DMA B2B and ACCM, VisCon, Online Marketing Summit, WebTrends Marketing Optimization Tour and many more. Mr. Bruno is a graduate of the University of Illinois with a BS in Computer Engineering. He also holds several professional certifications for all of the leading web analytics tools and a variety of supplemental tools and services.

Chief Operating Officer, Stratigent

Jennifer is VP, Analytics at Stratigent, where she specializes in assisting enterprise-level organizations overcome the communication challenges of web analytics, such as gaining executive buy-in, building consensus and facilitating cultural change. She is highly regarded as an industry thought leader and is frequently asked to conduct educational presentations on the topic of meaningful reports. Not to mention one of the top rated speakers in seven years of eMetrics Summits.

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