Web & Digital Analytics

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
4/24/2014 8:00 AM - 4/24/2014 5:00 PM
Register before 3/28/2014 12:00 AM for early registration fee


Creating Actionable Insights

Listen to a sneak peek Web & Digital Analytics Podcast​ by Instructor Dana VanDen Heuvel, Founder, The MarketingSavant Group
 
Download Web & Digital Analytics Brochure​>>


The demand for accountability in marketing coupled with the explosion of available data and data sources has put extraordinary pressure on marketing teams to develop an approach to digital analytics that translates into more precise marketing decisions and meaningful boardroom discussion. This program will help you to turn your analytics data into savvy optimization and more informed marketing decisions across channels. 

As a modern marketer, you need to understand how today's consumer interacts with your brand and how to leverage this interaction data for success.  Traditional web analytics has morphed into the much more complex realm of digital analytics which include not only your web presence, but a dizzying array of online and offline touchpoints at your disposal.  Digital analytics is further complicated as consumers are quickly becoming platform agnostic “Digital Omnivores” in their digital media consumption, requiring a new approach to making meaning from web analytics data.

This one-day program on web & digital analytics is designed to enhance your skills and take you beyond the one-dimensional approach to web analytics and into the modern, multi-dimension approach to making optimal decisions based on actionable insights derived from touch points across your digital platforms. Through this program you will gain the tools and the know-how to combine the why (visitor intent and motivation) with the what (clicks, views, likes) that are the cornerstone of a successful web and digital analytics program within your organization.

Web & Digital Analytics - Learning Objectives
  • Gain a broad understanding of key web & digital analytics trends, concepts, issues, challenges and fundamentals
  • Learn how to go from a one-dimensional web analytics environment to an optimized digital insight-driven environment
  • Create your own Key Performance Indicators and perform Key Insight Analysis to better understand your own data today.  
  • Learn the best ways to analyze the effectiveness of social media, marketing campaigns, SEO, SEM, emails and mobile.  
  • Learn how to use quantitative, qualitative and competitive tools to derive actionable insights.  
  • Learn best practices and pitfalls in web analytics.  
Web & Digital Analytics - Who Should Attend 
  • Digital marketing leaders
  • Digital and multi-channel marketing specialists
  • Anyone involved in online marketing
  • Agency account managers with digital-centered accounts 
Web & Digital Analytics – Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. 

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after April 10, 2014. 

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Web & Digital Analytics – About the Instructor

Dana VanDen Heuvel

 

​Web & Digital Analytics – Agenda
8:00 – 8:30 a.m.  Continental breakfast

8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

Level set and expectations 

Current Web and Digital Analytics Landscape

Web analytics fundamentals

Rethinking web analytics - From clickstream to multiplicity

Digital analytics tools - Getting the most for the analytics tools you have

Actionable analytics & marketing experiments – adopting and applying a test and learn approach

Measurement objectives – How to measure reach, acquisition, conversion, and behavior

Making social media actionable - Integrating social data sources into digital & web analytics

Key Performance Indicators (KPIs) – Determining KPIs and building a dashboard

Beyond KPIs - moving into KIA (Key Insight Analysis)

Web analytics tool selection and review

Advanced topics in web and digital analytics

Building a digital analytics team

Taking it back to the job – Next actions for making the most of the event



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$995.00

$795.00

   

​Training Series Conference Center Location
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles).  It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Wyndham Grand Chicago Riverfront
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

 

​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

 

​Alamo Rent-A-Car
Drive Happy with Alamo.  Where American Marketing Association members save up to 20%.  And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away.  All you need is a valid driver's license, major credit card and an existing reservation.  It's that easy.  Reserve a car now or call Alamo Rent A Car at 1 800.462.5266.  Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars.  Low Rates.  Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars.  With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered.  Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car.  Enroll now
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National.  Go Like a Pro.

 

Directions to parking
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West).  Immediately turn right (North) on Garland and then right (East) on Lower South Water.  Stay on the far right side of the pylons.  Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block.  Take another right (West) on Lower Lake St.  The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South).  At Illinois St. take a left (East).  At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East).  Stay on the far right side of the pylons.  Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway.  Take a left onto Columbus Dr.  Proceed north for 5 lights to South Water Street.  Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN.  Make a sharp left "U" turn around the pylons back East to lower Columbus drive.  (Follow signs for 205/ 225 Michigan Plaza.)  At lower Columbus Dr., take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street.  Take a right (North) onto Columbus Drive.  At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN.  Make a sharp left "U" turn around the pylons back East to lower Columbus drive.  (Follow signs for 205/ 225 Michigan Plaza.)  At lower Columbus Dr., take a right (South) for one block.  Take another right (West) on lower Lake St.  The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage.  Take the elevator up to the Lobby Level of the building.  Proceed to the security desk for your daily pass.  Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approx. $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground).  Proceed up to the street level and walk east on Washington to North Michigan Avenue.  Make a left and proceed to the 205/225 building entrance.  Take the escalator up to the main lobby.  Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass.  Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station.  Proceed east on Lake Street to North Michigan Avenue.  Cross over North Michigan Avenue and proceed to the 205/225 building entrance.  Take the escalator up to the main lobby.  Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass.  Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority
Metra Rail

 
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