Rather than simply getting a checklist of "How-To's", you will learn the "Why?" Understanding the "Why" will enable you to ask the right questions in order to get the right answers in your analytics program.

Practical lessons include:

* Understanding the differences and common points among web analytics programs.
* Establishing common terminology.
* Establish Key Performance Indicators for your website.
* Establish a regular reporting program.
* Learn segmentation techniques for users, campaigns and keywords
* Establishing primary and secondary conversion rates and for your website.
* How to measure and report the important factors.
* How to report website success 'up the ladder.'