Speedy Hire Advanced Google Analytics Training

Training Background

In April 2009 senior members of the Speedy marketing team attended a conference in Liverpool aimed at helping business owners identify opportunities where they can improve the profitability of their businesses. It was at this event that Paul Rouke, User Experience Director of PRWD, delivered a presentation entitled ‘Three Steps To Improving Online Performance’ and it was through this event that the objective of improving the online marketing strategy for Speedy was first discussed.

With a six figure sum of unique visitors arriving on the Speedy website each year, but with only a basic set-up up of Google Analytics configured for the website, it became clear that a priority for the business was to gain a much better understanding of how Google Analytics can be be personalised to gain much greater insights for the business.

Objectives

PRWD were asked to deliver their in-house training session on Using Google Analytics Effectively, to five key members of the Speedy marketing and IT teams, including the marketing director. Prior to the training course PRWD were asked to assess the current Google Analytics account for Speedy and make improvements to how this is set-up.

What We Did

Following an evaluation of the existing Google Analytics account and how this was set-up and being used, Paul Rouke delivered an intensive in-house training session for Speedy Hire focussing on the most important areas of Google Analytics for businesses looking to get the most value from the analytics system.

During the training and consultancy session all five attendees from both the marketing and IT divisions where encouraged to ask questions in order to maximise the amount of learning and insights they gained.
Training, expertise and recommendations were provided in the following areas:

• Personalisation
• Goals and Funnels
• Segmentation
• Reporting
• Marketing Activity Accountability
• On-going Tips and Best Practice

Results and Next Steps

All course attendees now have a much better understanding of how they can personalise Google Analytics to their own specific requirements and areas of responsibilities. Even more importantly, Speedy Hire now have a much greater appreciation of how powerful Google Analytics is and how it can be used much more strategically when planning and delivering site improvements and marketing campaigns.

During the training course Speedy Hire also had an introduction to how split testing can be used on their website in order to help improve the current conversion rate. This is now an area of focus for both PRWD and Speedy Hire.

Comments From Attendees

"Well delivered, thought provoking, providing us with useful tools.

As we develop our campaigns, web content, digital marketing programmes etc it will be good to use what has been learnt to ensure we are going out at the right times, to the right people, using the correct words and then being able to report back to the business."

Leanne Ferry, Marketing Communications Manager, Speedy Hire

"Mandatory for anyone interested in or working with commercial websites."

Sue Raby, IT Project Manager, Speedy Hire