09h30 - 17h00




360€ +VAT

Date: 3th and 4th November

This program is designed for digital marketers interested in understanding Online Marketing Analytics and Attribution topics.

The program is designed to start with a high level overview of digital analytics basics, moving to a deeper dive on more complex topics like Advanced Web Measurement and Attribution, always with practical hands-on exercises included.

By the end of this training course you’ll be able to not only understand in detail all the measurement pieces of your online business and website by traffic source, but also to optimize your investments accordingly.

– E-commerce Managers, Digital Marketing Specialists & Online Marketers

Matz Lukmani (EMEA Product Lead, Attribution & Measurement, Google) based in London (UK) has been with Google for +3 years working on products like Google Analytics 360, AdWords, Attribution 360 and Firebase Analytics.

Matz has over 9 years experience in the field of marketing analytics. He has worked as analytics lead for companies like Mediacom, PwC, BristolMyers Squibb, Toys ‘R’ Us, SAP and dELiA*s.

He holds a master’s degree specializing in computational analytics from the New Jersey Institute of Technology, and two bachelor’s degree in business administration and computer science from Jadavpur University and Manipal University in India (respectively).

He offers analytics consulting services in the field of web-analytics, predictive analytics and advanced text mining across a wide group of industries. He has worked on select funded academic research initiatives and continues to explore advanced research projects in the field of application of text mining and advanced predictive analytics.

Matz joined Google in 2014 managing Product Operations for Google Analytics 360, AdWords, Attribution 360 and Firebase Analytics. He’s currently working as a EMEA Product Lead, for Attribution & Measurement, based out of Google (London). Prior to joining Google, Matz was an Associate Director, Insights & Analytics at Mediacom.

Day 1

– Intro to Digital Measurements and Web Analytics
– How to define your Marketing Funnel?
– Tour: Google Analytics Demo account (Practical labs GA Demo)
– Analytics for enterprise and beyond. How to understand and integrate different tools (Google Analytics 360, Adobe Analytics, WebTrends, etc.)

Lunch Break

– Web analytics reporting and business intelligence solutions
– Integrating online data with offline data (moving towards CRM)
– Mobile and App analytics

End of Day 1, Quiz & exercises

Day 2

– Role of Digital Attribution? Why is it important
– Advanced Attribution metrics (last vs assisted clicks)
– Tour: Google Attribution Demo account (Practical labs GoAt Demo)
– Advanced metrics & tips (sessions, user, offline dimensions, etc.)

Lunch Break

– Taking Insights into Actions (Actionability: Manual vs Automated)
– Expanding digital metrics towards digital media and creative optimization
– Utilization of Machine Learning and Artificial Intelligence in Digital Analytics

End of Day 2, Quiz & exercises

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