You'll be guided through a 90-day structured curriculum with up-to-date streaming video lessons and checkpoint quizzes. Check in weekly with faculty during phone conference "office hours", and post your questions in the faculty Q&A forum where you'll get prompt attention from instructors and other students.
Then you're ready for your hands-on real-world projects, peer assessments, and a final all-faculty panel review. Pass with the endorsements of the dream team, and receive your Master Certification.
And even though your projects and reviews will focus on Web Analytics, you'll be welcome to study the other disciplines too. With Master Certification, you have the keys to the campus.
How Much Time Should I Allocate Each Month?
Most students allocate between 15-25 hours each month for a combination of on-demand video training modules, live workshops, projects, and online tests. You can watch your video modules anytime, day or night. Some groups watch together during lunch, while some prefer class time in the evenings. Use your study guide and weekly conference calls to be sure you're on track.
What if I Fall Behind?
Weekly "office hours" conference calls ensure you never feel detached from other program members. Join your faculty and fellow members on the weekly call to discuss what's going on with the program, postulate on specific test questions, solve conundrums with the latest project, or just commiserate with your fellow classmates.
You'll have at least one weekly conference call to discuss your progress and specific application of your internet marketing discipline. Faculty-led workshops teach latest techniques and methodologies in each discipline. Calls are typically scheduled between 9AM Pacific and Noon Pacific. If you can't make your scheduled call, faculty and associate instructors are available in our online "Ask the Expert" forums to answer your questions 24/7.
What are the Assignments & Projects Like?
Each course includes a series of assignments and real-life projects designed to put your learning into action -- all under the guidance of the world's experts. You may choose the assigned projects OR apply the project to your own website, client's projects or give your project to a charity of your choice. Your assignments and projects will be reviewed by peers, associate instructors and ultimately, your teaching faculty.
How Does The Testing Work?
To ensure you stay on track with what you've been learning, you'll follow each video module with a short quiz to ensure you've fully absorbed the material. In month three, you'll be ready to attempt the comprehensive online exam and move on to the next level of the program.
What if I Want to Study Other Topics?
As part of your enrollment in the Master Certification program, you'll have access to all Market Motive courses and video modules -- in all topics! You may watch additional training modules, take more courses, and participate in weekly live faculty workshops. We do recommend that you focus on your main topic of study until you graduate, and then access over 300 additional video training modules within Market Motive.
The Dissertation Defense Sounds Terrifying. Is it Hard?
So you've finished the learning path, taken the tests, completed your project. Now what? Running the gauntlet, of course. Show off your work and articulate your new knowledge as the world's experts analyze your projects and test your skills through a series of direct questions and real-world scenarios. Rest assured, you'll be well equipped to run the gauntlet by this point. Maybe some day, you'll even find yourself on the other side of those hard-nosed questions!
What is The "Industry Recognition" I'll Get?
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Master Certification graduates were invited to speak in keynote at Search Engine Strategies Conference San Jose 2009
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Once you have successfully completed the Master Certification program, you'll have the full endorsement of the Market Motive faculty and staff. You'll find yourself listed among the world's most respected consultants and practitioners. You'll earn a Market Motive Certified award logo to display on your website or on your resume. Many companies recruit and hire Market Motive students before the course is completed. Master Certification graduates are often asked to speak at industry events, and experience a new level of recognition in the search marketing world.
What Does It Cost to Continue My Access to Updated Courses?
Extend your access and learning (most graduates do!) through monthly or yearly access to Market Motive at $299/month. Video lessons are constantly updated to stay ahead of the market. You can continue to discuss plans and questions with the industry's top consultants, authors and thought-leaders every week. Want the Dream Team to look at your site or campaign? Have a question about the latest video tutorials? Get on the phone with your favorite faculty instructor, get some "screen time", and some expert advice.
In Summary:
90-day Faculty led structured curriculum includes weekly workshops, any-time faculty Q&A, and of course, the latest video training modules that you won't find anywhere else.
- You will be trained and endorsed by the industry's most recognized authorities.
- Video based training is 100% online.
- No travel required. Learn from your desktop anytime.
- Access to "Ask the Expert" forums to get your questions answered at any time.
- Access to six monthly workshops to ask live questions of the faculty.
- Hands on projects with Faculty feedback and guidance.
- Final dissertation defense to earn Faculty endorsement.
- Cost is only $3500 -- Much less than you would spend on traveling to a three day conference.
MORE ABOUT THE WEB ANALYTICS CURRICULUM
While Internet marketing has many facets, all of them intersect at one discipline -- Web Analytics. Whether you study SEO, Social Media, or Paid Search, success in any of those fields hinges on a keen understanding of your web metrics.
Let our faculty simplify the complex world of Web Analytics. Learn why segmenting is an excellent strategy for gaining insights into your visitors, and discover different tools that will help you understand visitor behavior on your website. You'll look at your search data much more effectively, identify all your "home pages", understand "conversion behavior", revisit the linking strategy for your core pages, and isolate emerging trends in your data.
INTRODUCTION TO WEB ANALYTICS
Avinash Kaushik and John Marshall provide a comprehensive overview of the foundations of Web Analytics, focussing on the challenges of Web Analytics at a conceptual level and outlining the ways which, in the upcoming curriculum, each topic plays into the next.
You Will Study:
- What metrics are worthy of being a key performance indicator.
- Why aggregate data has no insights and how segmentation overcomes this problem.
- Why your reports should contain different information depending on your audience.
- The number of survey reponses you need for a statistically significant result.
- How multi-channel analytics allows for the efficient allocation of the marketing budget.
INTRODUCTION TO KEY PERFORMANCE INDICATORS (KPIs)
In this video series Avinash explains the four attributes of a great KPI, and gives six examples of common KPIs, explaining what makes them great metrics. Additional focus is on selecting the most appropriate KPIs for your business and how to present them to your team as actionable directives.
You Will Study:
- Identifying great KPIs that are uncomplex, timely, relevant, and useful.
- The difference between macro and micro conversions.
- How to present KPIs to drive action.
- How segmentation can make your KPIs more useful.
- Setting up the ideal dashboard.
ADVANCED KPI ANALYSIS TECHNIQUES
Learn to go beyond your initial KPI training with four unique metrics. You'll also discover multiple ways to improve your KPI's by changing how they are presented, simplifying them into their most basic forms, or combining them with other metrics.
You Will Study:
- How to limit the presentation of your data to create greater insights.
- The utilization of raw numbers to clarify the meaning of percentages.
- Setting up proper incentives.
- How to avoid compound metrics.
- Avoiding averages and what to look towards instead.
SEGMENTATION: INTRODUCTION AND ADVANCED SEGMENTATION TECHNIQUES
In this introduction to Web Analytics segmentation, Avinash shares his tips for easily segmenting your data and why it's an excellent strategy for gaining insights into your visitors. You'll learn five easy ways to segment your data using analytics software from Google Analytics, ClickTracks, and IndexTools and what actions you can take with your new insights.
You Will Study:
- Why segmentation is so important.
- How to do basic segmentation in Google Analytics, ClickTracks, and IndexTools.
- How to segment by new vs. returning users and how this allows you to customize user experiences.
- How to segment based on search traffic.
- How to segment by referring sites and how this allows you to optimize your acquisitions.
- How to build micro segments.
GOOGLE ANALYTICS FEATURES: SEGMENTATION
Avinash walks you through the more advanced capabilities built into Google Analytics and explains why they take analytics data to a whole new dimension.
You Will Study:
- How to use motion charts in Google Analytics to analyze multi-dimensional data.
- How to see how your data changes over time.
- How to use the custom reporting feature in Google Analytics.
- How to use the segmentation capabilities in Google Analytics.
- How to use the ecommerce reporting in Google Analytics to track affiliate data.
GENERATING ENGAGING AND ACTIONABLE WEB ANALYTICS REPORTS
Avinash shares his absolute favorite web analytics reports, each one guaranteed to give you actionable insights. They'll help you look at your Search data much more effectively, identify all your "home pages", understand "conversion behavior", revisit the linking strategy for your core pages and help you isolate emerging trends in your data.
You Will Study:
- Matching your keywords to the right search engine for the right purpose.
- Why your home page is less important today than it was in the past.
- How to segment by days- and visits-to-purchase to understand customer purchase behavior.
- How the "time to page" report can make you revisit your linking strategy.
- How the "What's Changed Report" is such a powerful tool for taking action.
- How you can use Greasmonkey to add a "What's Changed Report" to Google Analytics.
GENERATING VALUABLE DATA FROM INTERNAL SEARCH ANALYTICS
Learn to read your internal data and set context around trends that are driving usage of search on your website. Start understanding why it's critical to access and analyze this all-important data from your website and incorporate it into your Web Analytics process. Learn four different types of analysis that you should be doing with your internal search data, including "What are people searching for?" and "How good is my search results quality?"
You Will Study:
- Why internal site search is important.
- The two things that are critical to getting benefits from your internal site search data.
- How you can get your hands on internal site search data.
- What internal site search metrics you should focus on.
- How to segment your internal search data.
WEBSITE SURVEYS PART I: THE BASICS
Learn why surveys are a key component of your web analytics strategy and how you can gain tremendous insight into your website visitors by asking three simple questions. Avinash explains the types of surveys you should be running on your website, the strengths and weaknesses of each type, and how to invite users to fill out a survey without sending them running for the back button.
You Will Study:
- Why surveys are a key component of your web analytics strategy.
- Why web analytics is good at the "what?" and bad at the "why?"
- Which survey invitation methods are most effective.
- Three simple questions to ask your visitors.
- Three golden nuggets of information you are looking for from surveys.
EXPERIMENTATION AND TESTING: WHY YOU CAN'T SURVIVE WITHOUT IT
In this section you'll learn how to unlock the power of testing. You don't have to guess what makes a great site experience, you can "ask" the people who are on your website!
You Will Study:
- Why you are at a strategic disadvantage if you are not testing.
- The three questions you should be asking your visitors.
- The greatest challenge for any marketer.
- Why relevancy is most important to improving conversion rates.
- The enormous benefits of experimentation and testing.
EXPERIMENTATION AND TESTING DEMYSTIFIED: A/B AND MULTIVARIATE TESTING
There are two main types of testing, each right to solve a particular set of problems. After reviewing this module, you will never be confused about how to use A/B or multivariate tests on your site. In fact, you'll be able to go out and teach others!
You will study:
- The definition of A/B testing.
- The pros and cons of A/B testing.
- How multivariate testing works.
- Who the major multivariate testing vendors are.
- The pros and cons of multivariate testing.
MULTI-CHANNEL ANALYTICS: GOING BEYOND THE WEBSITE
Not all campaigns originate and finish online. As a result, it's important to understand how to test, measure, and join your offline activity with your online data. Learn four ways to measure the effects your offline marketing has on your online goals to finally overcome that nagging fear that you're bleeding data.
You will study:
- Why multi-channel analytics is so important to your business.
- The challenges that you face in measuring multi-channel activity.
- Four ways to measure how your online channel is benefitting from offline activity.
- How to use unique coupons and offers in offline campaigns.
- How to correlate traffic patterns with offline campaigns.
Your Market Motive faculty includes bestselling authors, speakers and consultants in each internet marketing discipline.
Avinash Kaushik
Avinash Kaushik is the author of "Web Analytics: An Hour A Day" (Wiley 2007), author of the highly rated blog on Web Analytics called Occam's Razor, Analytics Evangelist at Google, and co-founder of Market Motive.
Bryan Eisenberg
Bryan is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has authored multiple best-selling books on persuasion techniques and customer behavior.
David Szetela
When David Szetela speaks, people listen. A recognized author and speaker, he's frequently heard at Search and Advertising industry events like Search Engine Strategies, SMX, PPC Summit and MarketingSherpa Summit, not to mention on his weekly radio show "PPC Rockstars" at WebMasterRadio.fm.
Greg Jarboe & Jamie O'Donnell
Regarded as the pioneers and leading authorities on online publicity, Greg and Jamie of SEO-PR continue to blaze new trails in online PR strategy. Greg is the acclaimed author of "YouTube and Video Marketing: An Hour a Day" (Wiley, 2009).
Matt Bailey
Matt Bailey of SiteLogic knows the ins and outs of the latest social media tactics. Whether it's Digg, Flickr or a campaign using corporate blogging along with YouTube video, Matt is an internationally recognized authority on search engine marketing, website analytics, usability, and accessibility and matching a social media strategy to your larger business and marketing goals.
Jennifer Evans Laycock
Jennifer Laycock is recognized worldwide as a leading authority on search and social media marketing. Jennifer is Editor in Chief of Search Engine Guide, serves as the director of marketing for Site Logic Marketing, and is the author of "The Small Business Guide to Search Engine Marketing" and of the popular "Zero Dollars, a Little Bit of Talent and 30 Days" series.
Todd Malicoat
Author of popular SEO blog StuntDubl.com and frequent conference speaker, Todd has an uncanny ability to come up with new angles on the complex realm of SEO, link building, link baiting and search engine marketing. With Todd, you learn the basics, and a whole lot more.
"Market Motive is such a great program. They really take care of their students. DEF rec to anyone interested in getting certified in SEO."