Estimated time
- 45 minutes to go through the content
- 2h00 to prepare the homework
- 20 minutes to present homework and take notes regarding the corrections that are required. Only few groups are asked to present their homework, but everyone is encouraged to pay full attention to the presentation, as it really has to be considered as ‘part of the class material’
Objective : Understand how the performance of a website can be assessed
Agenda
In this lesson, we are going to :
- See what goals are
- See what micro and macro conversions are
- Talk about touchpoints and attribution models
Abstract :
We are literally overwhelmed with reports and data. The more we have, the more we tend to persuade ourselves that this is enough to determine whether we’ve been doing a great job or not.
The thing is : better choose few Kpis really adapted to your busines rather than having tons of indicators that are too generic to help you get valuable insights.
After having being through this class, I hope that you’ll ask next time you’ll be given a report :
- What attribution model is being used
- What is the duration of the lookback window for each type of touchpoint (view-through and click-through)
- And eventually, if both views and clicks are taken into account
Class material :
Pdf format
video format
If for any reasons the video does not show properly, here is the link : https://youtu.be/XPXl_Tmrp3g
If for any reasons the video does not show properly, here is the link : https://youtu.be/B9suxTMpjUs
Homework
Visit the Homework page to see what is expected from your for this lesson.
To go further
Take the quiz to check your knowledge
If for any reasons the quiz does not show properly, here is the link : https://docs.google.com/forms/d/e/1FAIpQLSfnMH_xJs2dnxGlK2jc4cSmUZdUa331bvD2YEhDEdweRk7giQ/viewform
