Pavel is a true expert when it comes to evaluating website efficiency in terms of web analytics. He used to work as the lead of customer research at Tipsport, then for a long time as a web analyst in ""Dobrý web"", and he's now finishing his PhD studies at the University of Economics in Prague. A blogger, a lecturer, and a trainer. The workshop with Pavel will also be led by Marek Kobulský, a statistics expert who works as the Analytics & Optimization Architect for E-commerce Holding."
You'll become familiar with the principle behind using control groups during marketing experiments. You'll learn to accurately evaluate profit from your e-mail newsletters and more complex campaigns. You'll learn what incrementality in marketing means. You'll learn to work with CausalImpact to evaluate incremental benefits of changes to a website. And also to validate attribution models using experiments."
You'll appreciate this workshop if you are in charge of sending e-mails or a similar campaign targeted at existing clients to get some profit, be it through orders via e-shop, queries or sale of services. In Google Analytics you can find the data on the performance of your campaigns. At the workshop you'll need a laptop (Win, Mac or Linux) with R and Rstudio installed. Before the workshop you'll receive instructions on how to quickly learn to use R. However, you can already read through this article.