This course will cover how to use Google Analytics, to guide your creative choices. Aimed at creative pros who may be great with design tools, but shy away from spreadsheets, this course cuts through the jargon to deliver lessons that make sense.
Learn how to meld your human intuition and creativity with the latest data-analysis techniques, and transform yourself into a "Creative Data Scientist." This course, Google Analytics for Creative Professionals, will show you how to read and analyze web traffic, explaining things so that even the most "numbers-phobic" creative can grasp the basic concepts. First, you'll learn how to install analytics on your site and configure it so you see only the information that you need, without getting distracted by things like "Ghost Spam" that clutter up your report. Next, you'll learn how to connect the cold, hard numbers to your creative efforts, so that you can grow your audience by giving them more of what they like -- without missing the crucial insights that only a creative professional can have. Finally, you'll learn how to produce and share reports within your organization. By the end of this course, you'll be able to use both data and human creativity to come up with innovative solutions, helping you to become a "Creative Data Scientist."
David LaFontaine is an author, journalist, digital media consultant, and adjunct professor at the University of Southern California.
Hi everyone, my name is Dave LaFontaine and welcome to my course Google Analytics for Creative Professionals.
I am the Director of Content and UX/UI at DigitalFamily.com, and I teach online multimedia and digital publishing at universities around the world.
This course is aimed at creative professionals – designers, photographers, writers, illustrators, you know who you are – who need to be able to read and understand web traffic analytics. Because, let’s face it; a lot of creative professionals are a little numbers-phobic, and are hesitant to apply data analysis techniques to what they produce.
Some of the major topics that we will cover include:
How to install and customize Google Analytics on your site
What the basic web traffic metrics are – and what they mean
How to use analytics to spot problems or opportunities on your site
Discovering the hidden allies who are sending you valuable traffic
And finally, how to produce and share reports within your organization
By the end of this course you’ll be that rarest of creatures – someone who can use both data and human creativity to come up with innovative solutions. I’ve even made up a brand-new job title for you: Creative Data Scientist.
Before beginning this course you should have a basic understanding of web design, specifically, how modern designers are building sites that aren’t just there to look pretty, but that are created to lead users to accomplish a specific goal.