MOBILE & WEB ANALYTICS: UNDERSTANDING CUSTOMERS TO ENHANCE BUSINESS RETURNS

8 & 9 November 2018

Program Overview

In this 2-day course, Professor Wilfred Fong and Dr Gordon Lee will introduce the participants to mobile and web analytics. There is a wealth of data captured from website and app traffic to help better understand user behaviors and improve user experience (UX).

You will also learn industry best practices in developing a sound digital strategy to attracting customers to your site/apps (acquisition), keeping them there (retention), and achieving your business goals (conversion) to maximize the financial return on your technology investments. Participants will also get hands-on experience using web analytics systems and tools, utilizing practical datasets.

Program Objectives

  • Be familiar with the concepts of mobile data analytics
  • Identify current trends and landscape of mobile analytics
  • Examine data relationships and identify correlations between variables available from mobile traffic
  • Learn how to use additional built-in features in mobile devices, e.g. GPS, accelerometer, to gather additional data for deeper insights into your customers
  • Use Google Analytics to collect mobile and web data and produce various dashboards
  • Gain a fundamental knowledge of Social Media analytics
  • Case studies will be used to show how analytics has been used to influence voters' perception
  • Learn best practices in developing a sound web analytics strategy
  • Understand how blockchain technology has emerged to be the new backbone of the Internet and how data is connected and protected
  • Integrate web analytics as part of business processes and operations
  • Know how to build a successful mobile web analytics team
  • Understand why web analytics matters for business and how to maximize returns

Who Should Attend

This course is designed for those who want to gain a fundamental knowledge of data analytics and the business management of it. Basic Excel skills is preferred but not required.

Methodology

This workshop will consist of presentations, discussions and demonstrations. Case studies and practical exercises will be used throughout the course to help demonstrate fundamental data analytics. Participants will get hands-on experience using web analytics tools, such as Google Analytics.


About the Speakers

Prof Wilfred Fong

  • The former Chief Information Officer at the University of Toronto (UofT) School of Continuing Studies where he helped develop the Certificate Program in Data Science and IT Security
  • Conducted numerous seminars on IT-related topics in different countries to participants ranged from major financial institutions and government agencies

Prof Gordon Lee

  • The former Chief Knowledge Officer at IBM Canada
  • An adjunct professor at the University of Ontario Institute of Technology and Seneca College in Toronto
  • An experienced senior corporate manager with over 25 years of business strategy, technology, and people management roles in Fortune 500 companies

For more information, please click HERE

Program Fee

HKMA Members: HK$6,800
Non-members: HK$7,800

Early Bird Discount

HK$500 less per person (for payment received before 8 October 2018)

Group Discount

HK$500 less per person for two or more bookings from the same company

Enquiries: 2774 8552 Ms Diana Li
Email: dianali@hkma.org.hk