Professional Development Information

Digital and Social Media Metrics, Measurement and Analytics

Scheduled Date(s)

June 6, 2018 - June 8, 2018

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1495 +HST

Funding Options Available
Digital and Social Media Metrics, Measurement and Analytics
Learn how to evaluate the effectiveness of your organizations digital and social media investments by deploying the correct tools and measurement techniques.
Social Media, Metrics and Measurement


Learn how to evaluate the effectiveness of your organizations digital and social media investments by deploying the correct tools and measurement techniques.

Identifying the correct measures and understanding the best tools to evaluate these measures adds to the overall success of your organization’s digital and social media strategy. Having the tools in place to evaluate the effectiveness of your digital and social media deployments enables you to continue investing in the techniques that are working, and modify those techniques that may not be performing at an optimal level. It is not enough to generate reports about your digital and social media deployment. It is important to use these reports to drive changes in your tactical deployment plan and improve the execution. In essence, it is critical that organizations measure what matters and are making what matters measurable!

This Metrics, Measurement & Analytics Seminar focuses on providing participants with the knowledge and skills to allow them to evaluate their organization’s digital and social media deployments. This seminar is designed to ensure that organizations are measuring the correct items; using the appropriate free and paid tools to provide the actionable information needed and that the appropriate individuals in the organization have access to and the capability to act on the data.

This seminar includes six, 3-hour modules:

Module 1:  Metrics & Measurement Strategy

Executing on a Digital and Social Media Strategy is not enough, you need to ensure that it is working effectively. This module focuses on WHAT should be measured and WHY to ensure your metrics are consistent with your strategy.

Module 2:  Metrics & Meassurement Tool

Metrics and measurement will only be effective if they are ‘easy’: easy to obtain, easy to report, and easy to understand. In this module, participants will be introduced to a variety of tools that allow you to track metrics, and assist in evaluation.

Module 3:  Google Analytics 

This module covers the proper deployment and utilization of Google Analytics, the most powerful FREE tool available to organizations today. Not only does it provide data and insights for your website, but your social media and in-store interactions.

Module 4:  Social Media Analytics 

This module helps to ensure that your social media goals are achieved through utilization of the tools included in Facebook, Twitter, and LinkedIn as well as aggregators such as Simply Measured and Hootsuite to benchmark against your competitors.

Module 5:  Social Listening Tools

This module will provide guidance on the appropriate tools to monitor conversations not only about your organization and brand, but also about your competition for market intelligence so you can respond and engage effectively.

Module 6:  Acting on the Analysis

This module will provide you with the information needed to not only develop an effective audit plan, but to have the mechanisms in place to act appropriately to make the necessary improvements in Digital and Social Media deployments.

This seminar is part of the Digital and Social Media Program. 

Participant Feedback:

-"I'm so happy I had the opportunity to do this seminar. I'm excited to get back to the office to implement everything I've learned. Thank you!!"

-"Clear, concise, and useful information you can easily transfer to your digital strategy. I would highly recommend this course to anyone looking to get the most out of digital media."

-"I think everyone leaves this training itching to implement all new tactics and tools for analytics. It will change the way we relate to our customers."



For Individuals

  • Learn what the correct metrics and measurements are for different goals and objectives and which tools are best for monitoring
  • Be able to take advantage of the powerful capabilities of Google Analytics and Social Media monitoring tools to ensure timely access to data for an efficient response
  • Learn what tools and techniques can help you monitor appropriate conversations across your channels as well as other public digital and social media channels

For Organizations

  • Understand the appropriate metrics and measurement techniques for supporting your organizational strategy
  • Ensure that everyone in the organization that needs ready access to key data has the access and the skills to execute on their findings
  • Understand the importance of an audit plan in guiding and directing changes in the organizations tactical deployment plan
  • Understand the importance of an audit plan in developing or refining an appropriate digital and social media strategy

Who Should Attend

Anyone within an organization who needs to make strategic or tactical decisions regarding digital or social media deployments including management at all levels; content creators; web development and maintenance team members; social media team members; and customer response teams.


Click here for program brochure

 A laptop or tablet is recommended for this session. 

Participants will also be granted access to several free DSMP Online courses as well as premium courses valued at several hundred dollars. 

A laptop or tablet is recommended for this semianr. 

Continuing Education Contact Hours: 18


Lyle Wetsch

Developer & Facilitator of the Digital & Social Media Program

Associate Professor of Marketing Faculty of Business Administration Memorial University of Newfoundland Mr. Wetsch is an Associate Professor of Marketing at Memorial University of Newfoundland with over 200 presentations and publications in the past 13 years. Through the Gardiner Centre at the Faculty of Business Administration he has designed and offers training through the Digital & Social Media Program.

The Digital and Social Media Program consists of 3 core three day training programs including: Digital and Social Media Strategy & Tactics; Digital Communication, Engagement and Advertising; and Digital and Social Media Metrics, Measurement & Analytics as well as many industry specific and occupation specific training.

Training is delivered through the Gardiner Centre at the Faculty of Business in St. John’s, Newfoundland, partner training locations across Canada (Carleton University, Ottawa, ON; University of Saskatchewan, Saskatoon, SK; University of Alberta, Edmonton, AB; as well as at client locations) and through the DSMP Online Training Platform. His company, Digital Marketing Consultants has assisted businesses and organizations with the development, design and implementation of their Digital and Social Media Strategic and Tactical Plans.

Academic Recognition:

• Recipient of 2016 Society for Marketing Advances (SMA) Distinguished Teaching Award (first Canadian to receive award)

• Recipient of 2014 Memorial University President’s Award for Distinguished Teaching

• Recipient of the 2013 Hormel Master Teacher Award presented by the Marketing Management Association (first Canadian to receive award)

Professional Credentials:

• Google Partner (Digital Marketing Consultants)

• Google AdWords Certified

• Google AdWords Search Advertising

• Google AdWords Display Advertising

• Google AdWords Mobile Advertising

• Google AdWords Video Advertising

• Google AdWords Shopping Advertising

• Google Analytics Certified

• Bing Ads Accredited Professional

• Twitter Flight School Certified

• Hootsuite Certified Professional

• Hubspot Inbound Marketing Certified

Want More Information?


Gardiner Centre

230 Elizabeth Ave, St. John's, NL, CANADA, A1B 3X9

Postal Address: P.O. Box 4200, St. John's, NL, CANADA, A1C 5S7

Tel: (709) 864-8000