Plan a Digital Analytics Training Strategy for an Analytics Agency

Digital Analytics Training
Program Strategy
Describe how would you develop a training curriculum for a
GACP Agency to teach Digital Analytics strategy, GA
implementation, reporting process and analysis best
practices to clients with various levels of expertise?
Please share details and your approach.

Background
Company GACP.
Target Audience
- Analytics Consultants
Levels
- Various (Junior, Mid, experienced)
Topics
- Implementation
- Reporting
- Analysis

• Market Research
– Prices (Discount for Bulk purchases)
– Product (KPIs, GA 101, GA 201, GA 301, GTM,
DataStudio, BigQuery)
– Place (inperson, online only, both)
– Promotion (Adwords, refer a friend, partnership
with conferences, GA blog)
• USPs (expert teacher, free for GA premium users, free
tag scanning voucher)

Competitor research &
Landing page Reviews
http://www.jellyfish.co.uk/digital-marketing-courses/google-analytics-training/
http://www.conversionworks.co.uk/services/google-analytics-training/
https://www.ivantage.co.uk/open-public-training/google-analytics-training
http://www.search-star.co.uk/services/training
http://www.emarketeers.com/training-courses/google-analytics
https://www.measurelab.co.uk/training/google-analytics-training/
http://www.cardinalpath.com/training/google-analytics/
https://www.analyticspros.com/solutions/google-analytics/training/
http://www.lunametrics.com/training/google-analytics/
https://www.jeffalytics.com/google-analytics-training/
https://econsultancy.com/training/courses/google-analytics/
http://infotrustllc.com/services/google-analytics/ga-training/
http://unbounce.com/landing-page-templates/lead-generation/
http://convertandsave.com/services/gtm-training-special-offer/
https://conversionxl.com/institute/

Note about
imagery...
Better to peoples faces...

Notes
• Training Location & transport is Important
• State the price on the landing page
• Mention Discounts
• Add Badges in footer
• Add Testimonials
• Add course structure
• Add PDF how to sell this to your boss
• Mention Target audiecne
• Add video explaining course to landing page. this
video should be from the teacher.

SWOT• Strength
– Existing Client Base
– Cross-sell training to tag inspector users
• Weaknesses
– Time for teacher to learn slides
– Time to create and prepare slides
– Distance to travel
– Partnerships reduce margin
• Opportunities
– Partnerships with Universities
– Partnerships with DAA
– Partnerships with Chambers of commerce
– Partnerships with Conferences & WAW
– Partnerships with Vendors (Google, Telium)
– Affiliates and comparison sites
• Threats
– Google Academy, Google Squared, Google Garage.
– Content Changes frequently
– Lynda, Udemy, MeasureSchool, MarketMotive online competition
– Publishing portals moving into onsite training (e.g. eConsultancy, SmartInsight)

3rd party Credentials
• GACP approved
• GTM certified
• GA individual certified
• Toastmaster
• Training the Trainer by SerialTrainer7
• Presentation Skills by SerialTrainer7
• DAA certified

Tactic:
"Most Certified Agency" - All
employees certified

Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group
Trainer Certifications
Phil Pearce
Senior Analytics Consultant
linkedin.com/in/philpearce
lanyrd.com/profile/philpearce/past/speaking/

100+ endorsements
for Analytics

... I have author-ed a book
on Amazon

Video Explaining Course Examples
https://www.youtube.com/watch?v=224uicNQoWc
http://embed.wistia.com/deliveries/80c0491f16e15e8ce27d1533fb0e7218493b3f5e/file.mp4

Another Video Explaining Course
https://www.youtube.com/watch?v=WCmdRivjvRk

Another Video Explaining Course
https://www.jeffalytics.com/google-analytics-training/

Note on partner portal page...
• Change
image
• Add 5
reviews

Case Studies
1. Search Star:
– Go Local
2. Cardinal Path:
– Train the Trainer
3. MeasureSchool:
– Videotize & Free Taster Course
4. JeffAnalytics
– Podcast

ROI
75 programs per year
Avg 5 attendees
$499 pp
= $18,7125 per year (exc travel, room &
trainer)
Note: 6.25 programs per month

Outreach
Carl Sadecki
Ex-Training Manager for JellyFish
https://www.linkedin.com/in/carlsadecki
Penelope Bellegarde
GA consultant & Ex-Graduate Trainer at PWC/Logan Todd
https://www.linkedin.com/in/penelopebellegarde
Alasdair Wightman
GA consultant & trainer
https://www.linkedin.com/in/alwightman
Nikki Rae
GA & SEO consultant & trainer
https://www.linkedin.com/in/nicolarae
Damion Brown
Ex-econsultancy trainer and GACP in Australia
damion@datarunsdeep.com.au
Mike King
Ex-Training Manager for SearchStar
https://www.linkedin.com/in/michaelaclandking
Courtney Hiles
Ex-Cardinal Path organiser of Train the Trainer
https://www.linkedin.com/in/courtneyhiles
Jeff Sauer
Digital Marketing Speaker, Teacher & Consultant.
https://www.linkedin.com/in/jeffsauer
Julian Junemann
https://twitter.com/jjanalytics
https://www.facebook.com/measureschool
https://www.youtube.com/channel/UClgihdkPzNDtu
oQy4xDw5mA

Feedback from Outreach
1. Pitch & adjust the content level - by
prequalifying users skill levels using
anonymous form (as users will general over-
estimate their skills level).
2. Twitter marketing on local training
competitors is very effective for lead gen.
3. Try to find users who have had a bad training
experience with a competitor.

Importance of training
Reviews & recommendations

Phil is a Google Tag Manager guru. I worked with him on a complex
implementation project for over 10 months and continued to be
impressed by his GTM & GA skills.
He provides creative solutions and is not shy about making
recommendations or improvements that he believes will add value.
Phil's expertise in Analytics and Google Tag Manager definitely make
him a great resource to work with.
Deeplaxmi Adke
Director, Digital Analytics at National Geographic Society

Date: Thu, 30 Jun 2016
From: Marcela Leon
To: Phil
Hi Phil,
I hope you are doing well. I wanted to thank you for all the work you did in setting ACRP up with GTM and Ecommerce tracking. Tracking has
been amazing and I love seeing the data come through clean!
As I mentioned to you in our early conversations, we’re undergoing a website redesign that’s scheduled for end of Sept - early Oct. During this
time, eweb (ecommerce) has also been getting a facelift and going back to baseline. I wanted to bring these two projects back up to you in
hopes that I can have some of your time as we get closer to launch to ensure GTM is still working appropriately and since our new website will
be reactive to ensure we have mobile GA implemented, if needed.
Another project, down the line, that I’m hoping to work with you on is to ensure all our platforms (external) can track ecommerce as well. I
want to ensure we get a full picture of where our revenue is coming from.
Thanks again and take care
Marcela
P.S. I also referred you to a colleague of mine, I’ve spoken highly of you and he was interested in your information.
Marcela León
Manager, Digital & Web Content
Association of Clinical Research Professionals
www.acrpnet.org
I wanted to thank you for all the work you did in setting ACRP up
with GTM and Ecommerce tracking. Tracking has been amazing and
I love seeing the data come through clean!

Date: Wed, 31 Dec 2014
From: Neil Dickson
To: 'Phil'
You too! Happy New Year!
Neil Dickson | SEO Manager
LinkedIn: londonseoconsultant
Twitter: NeilDicksonDM
From: Phil
Sent: 31 December 2014
To: Neil Dickson
Hi Neil,
Ok, that makes sense!
* Yes, I have done alot of tiding-up in the GA and GTM account & I am very keen for it to stay "well maintained".
* I agree governance is needed for checking of Custom HTML and ensuring good processes when publishing to live.
* The project is "all done" but... I made some refinement having checked the processed GA data, hence the GTM changes.
Have a great new year :)
Thanks
Phil.
I hired Phil in December 2014 to audit Marie Curie's Google Analytics
& Google Tag Manager implementations. He did everything in the
brief and more' in an incredibly quick time with very short notice. He
also provided pro bono support after project closure. I wouldn't
hesitate to recommend Phil for GTM & GA implementations.

How to Create an
Effective Training Program
1. Perform a Training Needs Assessment.
2. Keep Adult Learning Principles in Mind.
3. Develop Learning Objectives.
4. Design Training Materials.
5. Develop Your Training Materials.
6. Implement the Training.
7. Evaluate the Training
8. Rinse, Repeat & Refine
http://blog.convergencetraining.com/how-to-create-an-effective-training-program-8-steps-to-success

Planning a Training Session
Workshop

Planning Objectives
• By the end of this session, you will:
– Understand how to plan a training session
– Know what elements should be included in a
training plan
– Know the difference between a learning objective
& learning outcome
– Build measurement into your training plan

Building a Training Program
• Assess
• Design
• Develop
• Implement
• Evaluate

Pre-Assessment
• What do you need to know?
– Who are you training?
– The existing knowledge of training participants
– Identify the gaps in what they know and what
they need to know
– How the training will help them accomplish their
work
– The type of training or job-related training they
have already experienced

Pre-assessment methods
• Needs assessment analysis
– E.g. Pre-assessment questionnaire
Discuss in pairs, 3 minutes – what other ways could
you collect data?

Training Program - Design
• Primary questions
– What do I want learners to be able to do as a
result of this training program?
• Learning Objectives / Outcomes
– What methods will I use to assist them to reach
this level of performance and knowledge?
• E.g. activities
– What resources will be used to deliver this
training program?
– How will this training be structured overall?

Training Session - Structure
• Starter
– Normally 1-3 minutes
– Introduction
• Learning Objectives / Outcomes
• Main Activity
• Plenary
– Assessment for Learning (Measurement)

Learning Outcomes
• Learning outcomes are the framework of a
training plan
• Identify what students will be able to do as a
result of participating in the training programme
– For example: ‘Students in this workshop will be able
to:..and demonstrate the following behaviours…’
• Explicit, concise, precise defined statements
• Clearly identify the expected behaviour
outcome(s)

Guidelines for Developing LOs
• Learning outcomes should include the following components:
– Results/outcome oriented
– Measurable
– Focused on only major job-related tasks
– Behavioral statements (e.g., not just knowing or understanding
something but demonstrating that they know it and understand it)
– Specific and precise about what they are to be able to do
– Clearly stated, no clutter
“As a result of participating in this workshop, learners
will be able to explain to students in a clear
manner how to use the
Harvard Referencing Standard to cite journal references”

Types of Learning Outcomes
• Three major domains of learning:
– Attitudinal Learning: Outcomes that aim to change or
enhance a learner’s attitude or motivation about a
subject. Changing a learner’s attitude about the
quality of information found in Wikipedia
– Cognitive Learning: Outcomes that aim to contribute
to a learner’s body of knowledge about a topic.
Providing statistics that show an increase in the
targeted use of HINARI
– Skill Learning: Outcomes that aim to help a learner
perform a job-related, behavioral task. Training a
learner to talk easily about the similarities and
differences between databases

Group Activity: SMART Objectives
• In pairs, review a lesson plan that you have
already delivered (10 minutes)
– Are they SMART objectives
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound
– How could you make them SMARTer?

Selecting Learning Experiences
• Determine what learning activities (strategies)
are most effective and practical in the training
context
• Consider activities that cover a range of learning
styles
– Interactive Lecturette:
– Class Discussion:
– Small Group Exercises: 4-6 people
– Two & Three-person Exercises
– Case Studies

Example Learning Experiences
– Interactive Lecturette:
– Class Discussion:
– Small Group Exercises: 4-6 people
– Two & Three-person Exercises
– Case Studies
– Role-playing
– Simulations
– Games
– Surveys
– Quizzes
– Short Writing Exercises
– Observations
– Hands-on Work in Field

Selecting Training Resources
• Several kinds of training resources need to be
identified:
– Content Experts: Available/willing to assist in
development of training?
– Trainer(s): Available? Relevant experience? Cost?
– Materials: Books, pens, manuals, equipment, name
cards, food, etc.
– Time: How long? Training delivered across several
months or concentrated in a few days?
– Multi-part training? When are learners available?

Developing training materials
• Developing Materials
• Training materials should be:
– Easy to understand
– Economically produced
– Relevant to one or more learning outcomes.
– Contribute as a secondary source of information
and not act as the primary source
– Complement the learning experiences in which
learners are engaging

Developing training materials
– Include as much practical, direct job-based
information as possible.
– Describe process-oriented tasks in a step-by step
format, free of extraneous detail.
– Include illustrative examples that support text-
based information
– Minimal - students will use them primarily as a
reference.

Implement
• Primary questions to answer when delivering
training:
– Is the trainer prepared to facilitate the learning
experiences in an engaging manner?
– Have the appropriate training materials been
developed?
– Have questions been developed to challenge
learners and debrief the learning experience?

Engaging Learners
• Ten Steps to being positively engaging:
– Ask learners what they want to learn from the
training, and then list them.
– Probe learners with questions frequently;
interactivity should be an primary characteristic of
the training.
– Encourage application of material by providing
examples, posing job-based problems, and asking
learners to consider how they might apply what
they are learning.

Engaging Learners (2)
– Quiz and give feedback in a nonthreatening way.
– Start with questions instead of with providing
information (talking ‘at’ students)
– Pose alternative, thought-provoking questions and
scenarios to get students to critique and question
and get beyond the obvious.
– Start with what learners know to empower them
and identify what to build on.
– Use both visual and aural (hearing) modes of
learning.

Engaging Learner (3)
– Use organizing techniques (e.g., ‘Okay, we’ve just
addressed...now that let’s move to...)that help
learners keep track of where they are and what
they’ve learned.
– Use humor and stories to enhance content and
maintain learner motivation.
Deming, B., Ten Steps to being Positively Engaging, Training and Development,
January 2001, pp. 18-19.

Questioning
• Questions compel students to consider the
information they are learning. They serve several
learning purposes
– Explaining: Asks students to explain their responses or
poses a question that asks for elaboration.
– Problem solving: Poses problems for students to
answer.
– Debriefing: After a class exercise or field study event,
allows students to consider what they have
experienced.

Questioning (2)
• Predicting: Presents job-related, realistic
hypothetical situations for students to
consider.
Hyman, R., ‘Discussing Strategies and Tactics,’ Questions, Questioning Techniques,
and Effective Teaching (ed. W. Wilen), 1987, Washington, DC: national Education Association
pp. 138-139

Feedback
• Provide feedback on the learning experiences
in which you just participated.
– Was the learning experience engaging?
– Was it appropriately interactive?
– Was there a balance of instructor and student
provided information?
– Were questions posed that challenged students?
– Did it help students meet the stated outcome?
– Was it completed in a timely manner?

Evaluation
• Primary questions to answer when evaluating
training:
– How can you assess if the learning outcomes are being
addressed adequately during the development and
delivery of training?
– How can you evaluate the effectiveness of a training
program immediately after the delivery of training?
– How can you evaluate whether the learning from the
training is being applied in a work setting after
students complete a training program?

When to evaluate?
• Evaluation of training can be separated into
two primary categories:
– Formative: Occurs while the training is being
designed, developed, and delivered.
– Summative: Usually completed immediately after
training is conducted to evaluate the extent to
which learners enjoyed and believed they received
valuable learning. Can also be conducted over the
course of weeks or months after training.

Evaluation Methods: Formative
• There are several ways to evaluate the
effectiveness of training during design,
development, and delivery.
– Needs Assessment Analysis
– Content Expert Evaluation
– Beta Test of Training / Pilot Testing
– Pre and Post Training Questionnaire
– Trainer Assessment
– Student Questionnaire
– Class Interview

Evaluation Methods: Summative
• There are several ways to evaluate the
effectiveness of training after a training has
been conducted.
– In-class Questionnaires
– Post Training Questionnaires
– Post Training Debrief
– Interviews
– Journals
– Observations

Questions to Consider
• When considering formative and summative
evaluation methods for your own training
program:
– What kinds of evaluation are likely to be easiest to
implement? Most difficult?
– What kind of evaluation are learners most likely to
respond to? Least likely?
– What logistical issues do the various forms of
evaluation pose for trainers and learners?

Developing a Lesson Plan
• A session or lesson plan is a map that outlines
the design of your training programme
• In your group, identify the elements of a
lesson plan, (20 mins)
– What components of a lesson plan MUST be
present?
– Brainstorm and present your lesson plan template
to the group

Planning Exercise – 20 minutes
• Begin to develop a lesson plan for the
presentation assignment
– Write a statement for this learning outcome
– Consider timings
– Measurement techniques (AfL)
– What is missing?
– How could it be improved?

Have a question? Phone: +44 (0)20 3199 8473
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the dot com boom/bust in the late 1990s when everyone
was making it up as they went along. I ended up running
the technology behind what became the largest global
hotel booking website at the time, and from that got into
building analytics tools. I spun out one of those tools into a
startup business (Lynchpin), evolved that to a consultancy
and have been running that for the past 10 years. I’ve
been an Econsultancy trainer for 8 years now.
Any cringey mistakes you’ve made at work that you’d
care to share with us? What did you learn from them?
My first business ended up competing directly against Google
with an analytics product we’d developed, and Google started
giving it away for free! That wasn’t a lot of fun, but I learned a
lot about sales, marketing, product development under
pressure and I think what is now affectionately known as
“pivoting” (i.e. rebuilding the business from scratch as a
consultancy!).
Do you have one fundamental piece of advice you would
give to anyone involved in measurement and analysis?
If so, what isit?
Asking the right question is often much, much harder than
pulling some data out or doing some sophisticated analysis,
but ultimately that starting point makes or breaks theanalytics
process. So focus on having clear objectives, asking the
right questions, being clear on the outcome you’re looking
for and don’t just dive in.
What’s the most rewarding thing about being a trainer?
Finding out that it has had a long term positive impact on a
delegate’s role and/or career. It’s nice to get good feedback on
the day, but much better to bump into someone andfind out it’s
been helpful when they got back to the office.
There’s a lot of talk about data-driven marketing. What’s
your take on the relationship between data and
creativity?
It’s the fundamental relationship underpinning a decent test
and learn approach: you need the data to prove if it works, and
the creativity to come up with ideas to test in the first place.The
challenge is staying robust with quantifying success while
being experimental with trying new ideas.
AndrewHood
Intensive: Mastering
Analytics
Andrew Hood cut his internet teeth in
1999, heading up technical
operations for the largest global hotel
website of the
dotcom boom, all-hotels.com. He is
currently Managing Director of Lynchpin,
helping clients including HSBC, Cartoon
Network, Tesco Bank, Dyson, and the
Government DigitalService.

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Digital TransformationWe can guide you through the challenging
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Whether you need to re-engineer every process and skillset,
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Training Course ListingAdvertising
•Digital Media Planning
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Content
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Mobile and Social Media
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Content Calendars
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Advanced
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CustomerExperience
•Creating Superior Customer
Experiences
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Customer Experiences
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the Customer Journey
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the Customer Experience
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Ecommerce
•Usability and
User Experience
Data &Analytics
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•Google Analytics:
Optimising Your Site–
Advanced Workshop
•Intensive:
Mastering
Analytics
•Web Measurement and
Analytics
•nEW [Big] Data-Driven
Marketing: How to Getit Right
Ecommerce
•Conversion Optimisation –
How to Deliver DigitalGrowth
•Ecommerce and Online
Retailing – Two DayWorkshop
•Online Merchandising –
Selling in the Digital Age
•Usability and Persuasionin
Ecommerce
Email &eCRM
•eCRM
•Email Marketing
•Email Marketing – Advanced
•Intensive: Mastering eCRM
Mobile
•nEW MobileMarketing
•Mobile Usability and UX
Search Marketing
•PPC
•Search Engine Optimisation
(SEO) Marketing
•SEO, PPC and Conversion:
International Strategy
•SEO: Applied On-Page
Optimisation
•SEO: Building Backlinks
Workshop
Social
•Fast Track Social Media
•nEW Intensive:Mastering
Social Media
•Online
Community
Management
•Social Media and OnlinePR
•Social Media and Online PR –
B2B
•nEW SocialMedia Customer
Service
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Paid Advertising
Strategy andOperations
•nEW AgileMarketing
•Coding for
Digital
Professionals
•nEW Digital Trends and their
Business Applications
•Fast Track Digitalfor
Creatives
•Fast Track Digital Marketing
•Fast Track Web Technology
•Mastering Digital Project
Management
•Web Project Management –
Avoiding Disasters

How to
book a
courseYou can book
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/ knowhow
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• Call us:
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m
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m
Econsultancy has been at
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than anyone. Many of theworld’s most
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resources – from our leading guides on
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and for our capability assessments and digital
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With a global network of experts in
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can help you accelerate towards digital
excellence, wherever you are on
your journey.

Google Tag
Manager
One day training
courseClassroom Courses

Book onto one of our classroom courses and we’ll teach you
the practical skills and tips you will be able to use every day.
Our training days are informal, engaging and involve a mix of
teaching, individual exercises, group exercises and Q&A
sessions. "The course was well
delivered and I got a lot
out of it which I can go
back and implement"
Since launching in 2012 Google Tag Manager
(GTM) has gained users faster than any other
tag management solution in history. And here’s
why. GTM is well-designed, offers powerful
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So it’s been a no-brainer for many
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Plus, the addition of an SLA for Tag
Manager 360 customers means
this is now a safe option, even for
the largest enterprise websites.
Introduction
Book today by calling 0844 488
3775
or email training@jellyfish.co.uk

If you’ve heard about GTM but don’t
know where to start, or if you’re
already using the tool but want to
learn more about its power and
potential for your business, then
this course will give you a
detailed overview of what you
need to know.
Google
Tag
Manager
One day
course
Onedaycourse
3775
The
course
This course will help you
translate and dissect each part
of the GTMtool, including the
more advanced features
and functionality. Each trainer has
vast experience in the
implementation, management
and auditing of a number of GTM
accounts. So if you don’t already
have an account we will run
through the set up process.
Having basic knowledge of HTML
would be an advantage, but it’s
notmandatory.
Atthe end of the day, you’ll come
away feeling confident in using
GTMand understand the
business benefits it brings in
regards to creating efficiency.
What we’ll
cover
Introducti
on› Introduction to a tag
manager. How itworks
› What you can implement and
how it affects to your current
marketing strategy and
implementation
› Tags, rules and variables in
GTM
› User interface
› User management
Google Analytics &Google Tag
Manager› Google Analytics tags (page
views, events, social
tracking)
› Cross domain tracking
› Ecommerce
tracking for
GoogleAnalytics
Auto event
listeners› Clicks, link clicks andform
submit listeners
› Auto event listeners
› Auto event variables (element
class, element ID, element
URL and element text)
› Deploying the GTMauto event
listeners
› The GTMdata layer
Additional
configurations› Floodlight integration with
GTM
› Floodlight approval
processfor displaytags
› AdWords tags and
implementation
› Custom HTML tags to
implementany other script or
trackingDebugging andpublishing
› Manage versions in GTM
› Preview the implementation.
Debug possible errors or
issues
› Push in live. Review to
guarantee accuratedata
Looking for a
private training
course?
We offer totally flexible training
courses for any class size, on any
date, at any location and with the
content of your choice.
£499+
VAT
1Day
Classroom
Course
London,
Surrey &
Sussex

Brainfood
As well as providing
complimentary food and drink all
day, we also believe that what you
eat and drink when you learn is
important too. Our menus are well
known to improve brain capacity
and
concentration. But if chocolate
helps you learn, then we have that
too. Ourtrainers
Manyof our trainers are practitioners within
Jellyfish and work on real client accounts. We’ve
taken this approach as it ensures thatyour
teacher is current, knows their stuff and are
teaching you the things thatmade us successful.
Ourfacilities
Wehave comfortable and modern
facilities with the latest tech to
ensure the optimum learning
experience. Wealso run our courses
in our offices, so expect to get a
taste of real agency life while you’re
withus!
10:00
Session
1
11:30
Break
11:45
Session
2
13:0
0
Lunc
h
13:45
Session
3
15:30
Break
15:45
Session
4
17:0
0
Finis
h
A
M
P
M
Your
itinerary
YourDay
3775
Aswe're on the 22ndfloor in The Shard
then there maybe a photo opportunityortwo:-)
What to expect
We take our training
courses seriously and
understand how
important it is for you
to get the most out
of your day.

CorporateCreditsPackage
CorporateCredits
entire team. Many clients also find
purchasing credits in advance can be
an effective way to allocate training
budget for the year ahead.
three training venues (London,
Brighton or Reigate) and are valid
for any staff member to redeem, any
time within a twelve month period
frompurchase.
£350
PP
SAVE
30%
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1 FULL
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The more you buy, the more you
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It’s a great way to provide flexible training at Credits can be redeemed against
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TheShardThis is our prestigious
flagship training facility in
the iconic Shard right next
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22nd
Floor
The
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32LondonBridge
Street London,SE1
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Surre
y
ReigateGeta taste of agency life at
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Jellyfish
House 31
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Susse
x
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