Module 8, Technical Workshop 3: Using Analytics to Understand Audiences and Optimize Your Efforts

Beginning with web analytics, we will discuss the importance of a research question in guiding your analysis of user behavior data. We will cover how to: understand landing pages and their relationship to search engine optimization, track conversion rates on key pages, and use behavior funnels. From there, we will explore the importance of using data across platforms to better understand our audiences and to visualize them through the creation of user personas and customer journeys. Finally, we’ll look at how data can drive continuous improvement towards your goals.