Electric Ireland

The very first time we delivered training to Electric Ireland, multi-channel funnel reports hadn’t even been introduced into Google Analytics reports – in other words, it was quite a while ago! Fast forward a few years and Electric Ireland were looking for training to prepare staff for the Google Analytics IQ exam.

We worked to put together a custom-built training program structured around the Google Analytics IQ exam topic areas, embellished with details specific to the Irish utilities market and one which used their own Google Analytics and Tag Manager accounts.

We included tips and tricks that we use across Google Tag Manager and Google Analytics on a daily basis and made provisions for calls pre and post slide preparation so that we could ensure the material incorporated well into the team’s daily tasks.In addition to the slides, a set of sample test exam questions were included to be covered at the end of each session to test the level of learning, while homework was set in between sessions to reinforce the theory with practical learning.

We built a training course on the below topics:

Digital Analytics Fundamentals: Getting started with digital analytics, understanding and using Google Analytics data, collecting actionable data with Google Analytics, navigating Google Analytics reports and additional reporting configuration.

Google Analytics Platform Principles: Platform fundamentals, collection of data, processing and configuration of data, report settings and reports in detail (telling stories).

Ecommerce Analytics – From Data to Decisions: An introduction to ecommerce analytics, understanding customers (deep dive into understanding acquisition, purchasing and profiling) and understanding shopping behaviour through behaviour flows and a/b testing.

Mobile App Analytics: Introduction to mobile app analytics, attracting new users, measuring behaviour with events and custom dimensions and metrics and increasing revenue through re-engagement.

Google Tag Manager Fundamentals: Starting out with Google Tag Manager, setting up Google Tag Manager, collecting data using the data layer, variables, events and using additional tags for marketing and remarketing.
Preparing for the exam: Discussing the format, tips and tricks and practice exam questions.

The course was spread across 6 weeks to give adequate time to mix theory with practical learning; all course participants successfully completed and passed the Google Analytics IQ exam, first time. Following this course, Electric Ireland further appointed GlowMetrics to deliver a bespoke Search Engine Optimisation training course to their wider Marketing team.