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.
Section Introduction Transcripts
Section Introduction Transcripts
Course Overview Hi everyone! My name is David Lafontaine and welcome to my course, Google Analytics for Creative Professionals. I'm the director of content and UXUI 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. So some of the major topics that we're going to 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. Sounds cool, right? But 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.
Generating and Sharing Reports Hi and welcome to the last module in Google Analytics for Creative Professionals. Now that you're a creative data scientist, it's time to start sharing your expertise with other people in your organization and when I say sharing, I mean, of course, getting to show off your new found knowledge so that you can impress your colleagues with your almost mystical insights that transcend time and space. Well, maybe not that cool. Wow! I'll bet you never thought a dry training session on Google Analytics was going to veer off into cosmic superhero territory, did you? But certainly you want to be able to show people what you know so you can justify the creative decisions you've made or get them to adopt a new marketing or content initiative. So in this video, we're going to take a look at how to use email to send a variety of reports and how you can set it up to give yourself regular reminders. Also we're going to be looking at how can you export the files into a variety of formats so you can match up the data in your analytics to generate really cool visualizations. So warm up your didgeridoos and let's get started.