Demystifying Digital Analytics

Transform data-driven insights into real-world results

Digital analytics has evolved from simply tracking website traffic and page views, to understanding online behaviour and using this data to make informed business decisions. It’s time to view your organization’s digital assets as a critical profit-generating business channel, as opposed to a marketing expense.

This short introductory program provides a non-technical perspective on how data analytics can provide an accurate, real-time picture of your digital business initiatives. Discover ways to leverage online intelligence to make better data-driven decisions and respond quickly to change. Learn best practices for managing the online activities that impact bottom-line goals. Prepare yourself to optimize your organization’s digital ecosystem.

Download the program description

^{Please note: This on-demand program does not qualify as an elective for UBC Sauder Executive Education Certificates.}

How you will learn

Each module begins with a list of questions to get you thinking about the topic. You will then view a short video that will take you through the topic, weaving answers to these questions through the content. After each video you will assess your organization’s current status according to the points covered in the video. By the end of the course, you will have a framework you can apply to boost your organization’s digital analytics readiness.

Who is this for?

This program is for those who wish to discover analytical insights and communicate them to influence decisions. For example:

Non-technical senior leaders: executives, directors and other key decision-makers
Department heads and team managers
Sales, marketing and customer service professionals
Managers of non-profit organizations

The impact

Embarking on an Executive Education program focused on data and digital management can be a transformative experience for individuals seeking to enhance their professional impact. Participants stand to gain a multitude of benefits:

Get a big-picture view:

Explore the content and capabilities of digital analytics
Assess the impact of digital analytics on all areas of business
See how data improves the quality of business decisions

Map the customer journey:

Look at your business from a customer's perspective
Track your customers’ interactions
Use intelligence to improve the customer experience

Drive business results:

Know the critical factors to consider prior to implementing any digital strategy
Relate digital analytics to common digital business models
Apply insights drawn from real-world behaviours to your business operations

Monitor online performance:

Learn the common digital Key Performance Indicators you should focus on
Deploy best practices to evaluate, report and manage your online activities
Ensure that resources and efforts applied to your digital activities are well-spent

Set the scene for digital success:

Answer the big questions about your organization’s preparedness
Communicate your insights to influence decision-making
Get a holistic approach to support a data-driven organizational culture

Start your program today

Price
$245 + tax

Format
Online
This program allows 180 days of unlimited access.

Program features

Videos
Organizational assessments
Tips and checklists
Knowledge check-up

Benefits for you

Discover how data can be used to drive actionable items and enhance organizational goals
Leverage online initiatives to make effective data-driven decisions
Get insights on digital activities and how they impact your bottom line
Ensure that effective digital strategies, tactics and resources are in place to achieve desired results
See the uses of data analytics in acquiring, serving and retaining customers
Track the customer journey that led to a desired action, and use this information to build market engagement and brand loyalty
Communicate insights to transform analysis into action
Converse with technical experts responsible for implementing digital analytics

Benefits for your organization

Leverage digital data analysis consistently across the organization
Generate a bigger return from your digital investment
Increase your organization’s probability of digital strategy success
Take your organization from its current reality to its desired future state

Program content

Trends in industry intelligence: capabilities in online intelligence, the impact of digital marketing
Understanding the big picture: what digital analytics entails, how online and digital initiatives help you make data-driven decisions
Four reasons for using data to drive action and enhance business goals
Stages of the customer journey: how digital analytics enables you to track customer interactions
Data analytics management: setting goals and objectives, gathering online intelligence, what should you measure
Five digital business models and the objectives of each: e-commerce, lead generation, advertising, customer support, informational products
The four critical factors of an effective digital strategy

Your instructor

Njeri Watkins

Associate

Njeri is a data analyst, digital intelligence consultant and educator. For over a decade she has delivered programs to UBC, encompassing Demystifying Digital Analytics, Data-Driven Leadership, Disruption Management, Digital Marketing Communications, and Professional Online Identity. Her approach aims to cultivate a solutions-oriented approach, grounded in critical and systematic thinking.

A fervent advocate for inclusive data-driven business environments, Njeri is Co-Chair of the Digital Analytics Association (Vancouver chapter). She has developed and taught programs in digital marketing, due diligence and decision making for government agencies, tech start-ups, corporations and professional associations. Her client list spans multiple sectors and includes Google, Bank of Montreal, Women's Economic Council, Conference Board of Canada and Blacks In Technology.

Njeri’s impact extends globally. She is a keynote speaker and presenter at conferences for more than 100 organizations and educational institutions across Canada, the United States and the Caribbean.

Recognized for her numerous contributions, Njeri was honoured by the Auditor General to the External Thought Leaders Team for The Office of Auditor General of British Columbia. She garnered national distinction as a 2020 honoree of the 100 Accomplished Black Canadian Women, and as co-author of the book Women of Influence. She is also a featured Thought Leader in Innovation in the INNOVATE Vancouver™ book.

Njeri's educational background includes an MBA from the University of San Francisco, a Business Analytics Program from The Wharton School, a Data Science and Machine Learning certificate from MIT, and an Award of Achievement in Digital Analytics from UBC.

[Executive Education Programs] Demystifying Digital Analytics

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