Google Analytics for Creative Professionals
This course will cover how to use Google Analytics, to guide your creative choices. Aimed at creative pros who may be great with design tools, but shy away from spreadsheets, this course cuts through the jargon to deliver lessons that make sense.
What you'll learn
Learn how to meld your human intuition and creativity with the latest data-analysis techniques, and transform yourself into a "Creative Data Scientist." This course, Google Analytics for Creative Professionals, will show you how to read and analyze web traffic, explaining things so that even the most "numbers-phobic" creative can grasp the basic concepts. First, you'll learn how to install analytics on your site and configure it so you see only the information that you need, without getting distracted by things like "Ghost Spam" that clutter up your report. Next, you'll learn how to connect the cold, hard numbers to your creative efforts, so that you can grow your audience by giving them more of what they like -- without missing the crucial insights that only a creative professional can have. Finally, you'll learn how to produce and share reports within your organization. By the end of this course, you'll be able to use both data and human creativity to come up with innovative solutions, helping you to become a "Creative Data Scientist."
Table of contents
- Setting up Your Google Analytics Account 9m
- Getting and Customizing Your Tracking Code - Part 1 7m
- Getting and Customizing Your Tracking Code - Part 2 3m
- Installing Google Analytics into a Static Website Using Dreamweaver or Brackets 10m
- Installing Google Analytics into WordPress Manually, and via Plugin 7m
- Exploring the Google Analytics Dashboard 3m
- Knowing Where You Are and Setting the Date Range 8m
- Admin: Choosing Your Property, Adding Users, and AdSense vs. AdWords 9m
- Admin Part 2: Botfiltering, Search Queries, and Goals 7m
- Customization: Installing a Custom Report Bundle 3m
- Reporting: Major Content Sections in the Sidebar 5m
- Navigating the Main Data Window and Understanding Nomenclature 5m
- Connect Analytics Data to Audience Behavior 6m
- Building a Hypothesis via the Audience Overview Window 6m
- Active Users and Cohort Analysis 8m
- Track Individual Users with User Explorer 6m
- How to Use Segmentation to Refine Demographics and Interests 9m
- Geo and Behavior: Where They Are and What They Do 8m
- Technology and Mobile: Telling You the Right Screen Size 8m
- Benchmarking and Users Flow: How's the Competition Doing? 7m
- On-page Analytics: The Presentations Design Themselves 6m
- Learning About Channels, Sources, and Mediums 4m
- Differentiating Between Channels - Organic Search and Direct 6m
- Unlocking the Mysterious 'Dark Social' Traffic Sources 3m
- Drilling Down to Track Who Goes Where 5m
- Spotting the 'Ghost Spam' in Referrals 9m
- Using RegEx Functions in Segments to Kill Ghost Spam 8m
- Search Console - A View Dedicated to Helping SEO 5m
- Social Acquisition: Sharing Is Caring, but Conversion Is Golden 5m
About the author
David LaFontaine is an author, journalist, digital media consultant, and adjunct professor at the University of Southern California. David specializes in content strategy, user interface design (UX & UI), and digital media production. His clients include: The Herman Ostrow School of Dentistry, U.S. State Department, Lynda.com, KelbyOne Media, CreativeLive, Wiley Publishing, B3Communications, AssetShield, and Roundabout Entertainment. His expertise in media and technology have earned him invitat... more