Essential Business Applications: Online Analytics

This challenging one-day course will show you how online analytics can help in identifying and analyzing customer behavior, which leads to a better understanding of customer journeys. Using attribution models you will learn how to attribute value to the different channels in a customer journey. This enables your business to distinguish between valuable and less valuable channels, such that marketing spending can be optimized.


Duration: 1 day

Star Level: Expert

Certification: Yes


MIacademy / Badge Overview / Open Course Calendar / 1255-Essential Business Applications: Online Analytics

Course Description

A lot of customer interaction nowadays comes from online channels, but understanding online behavior is often difficult. In this training, you will learn how to follow customers and prospects over time, by integrating online and offline data into longitudinal databases. Only by combining both types of data you will be able to create a complete view of customer journeys which includes all the channels used by the customers and prospects. The combined data is a valuable source since it enables you to analyze the drivers of conversion and value. Basic attribution models, like first touch, last touch, and linear touch, already offer insight into the channels which contribute the most to conversion or value. More complex patterns can be found using advanced models like Markov models. The results of these analyses can be used to determine on a customer-level which channel will be the most effective in order to boost conversion or value. Therefore, this training is highly applicable if you aim to optimize value by affecting the channels that customers encounter in their journey, for example as a marketing department.


Why is this for you?


Time and time again we see companies fail to unlock the potential of online data and miss their biggest opportunities. Or those that have implemented online value steering in their business but aren’t operating to the correct privacy regulations or methods. This training is designed specifically to create value in your business through online analytics. It does not only teach you how to create the required databases or how to do the analytics, it also shows you how to make impact with this combination of (online) data and analytics in your business.



Who should attend?


We designed this training with Data Scientists in mind! If you are looking for practical hands-on experience implementing online analytics in business, you’re in the right place! Note that there is no prerequisite regarding other badges, although some basic Python and R skills are useful to have.


What will you learn?


  1. The major developments in the field of online analytics
  2. How to create a prospect database
  3. Basic attribution models
  4. Markov models
  5. Shapley Value models


Learning Goals


    • The online analytics landscape – Understand major developments in the field of online analytics
    • Longitudinal prospect database – Capable of building a longitudinal database about the journeys of customers and prospects using both online and offline channels
    • Basic attribution models – Knowing how to use and compare different basic attribution models
    • Markov models – Being able to explain and build a Markov model
    • Shapley Value models – Being able to explain and build a Shapley Value model


Theory and practical use


All trainings in the GAIn portfolio combine high-quality standardized training material with theory sessions from experts and hands-on experience where you directly apply the material to real-life cases. Each training is developed by top of the field practitioners which means they are full of industry examples along with practical challenges and know-how, fueling the interactive discussions during training. We believe this multi-level approach creates the ideal learning environment for participants to thrive.




    • Impact
    • Opportunity
    • Attribution modeling
    • Online Analytics
Interested in taking the course?

Open Course Schedule


MIacademy offers part of its portfolio in an Open Course Schedule Format in our location in the center of Amsterdam. Via the form below you can register your interest to participate. Our team will contact you to finalize the booking and answer any questions you may have.

All of our courses are delivered by our expert trainers.


If no dates are mentioned, the specific course is not scheduled yet in 2020. If this is the case you can use the form to register your interest. In case there is enough demand MIacademy can schedule additional courses and will notify you.

Dates & Availability
In-company Training Programs

Are you interested to train a larger group of people, looking for specific training and/or interested in creating a company-wide program? We will be happy to assist!

Whether you have a very specific training need (for example: training your Data Engineers on advanced technical topics, or your Data Scientists on model implementation), or the need for a large transformational program, or something in between, we can help. Over the past 13 years, we have built up extensive experience not only in the implementation of multi-year, multi-population, multi-country programs but also in providing high quality, very specific modules for specific target groups. Both in in-house set-ups and cross-company programs. Not sure what type of program would fit your organization best? We’d be happy to discuss the best approach together.