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Website Tools and Skills for Data-driven Decision-making

  • Omni Hotel Nashville 250 5th Avenue South Nashville, TN 37203 United States (map)

Location: Music Row 3, Level Two

Whether they are “technically-inclined” or not, this Pre-Conference seminar will both familiarize participants with no-cost website analytic tools, and impart the skills required to use them. At morning’s end, they’ll have a clear understanding of how to determine whether their organization’s website is or isn’t performing, and how to improve it in either case.

We’ll spend the first two hours focusing on Google Analytics (GA), a free and powerful tool orchestras can use to learn how users behave on their websites. We’ll cover how to navigate the platform, how to create key reports, and how to use more advanced functionality in GA to derive maximum benefit for the organization. Participants will engage in an interactive activity to identify key performance indicators (KPIs) for measuring overall website success.

Next, we’ll tour Data Studio, a new tool from Google that can be used to visualize Google Analytics data in easy to understand dashboards and reports. We will walk through how to build a dashboard using the KPIs identified in the Google Analytics segment.

Lastly, we’ll explore the benefits of data-driven decision-making derived from the employment of Google Tag Manager. And we’ll introduce the world of iterative optimization and A/B testing with tools like Google Optimize.

Regardless of their current technical proficiency, seminar participants will leave knowing what to do and how to do it. They’ll be inspired to make their organization’s digital infrastructure the best it can be.

Please bring the info described in the attached to the session.

Speakers: Jess Bergson, senior analyst, Capacity Interactive

Cost: $255
$325 non-member

Made possible by generous grants from The Andrew W. Mellon Foundation and the National Endowment for the Arts.