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Measuring Up

22 November @ 10:00 am - 4:30 pm

— Google Analytics and your audiences

What is it about?

You know that Google Analytics gives you data on users, sessions and pageviews. You can report on traffic sources and the reach of your content but you’re wondering how to uncover more useful insights.

In this whole day workshop you’ll spend the day taking your Google Analytics knowledge to the next level. Discover how to make sure you’re capturing the information you really need to make sense of user behaviour on your website. You’ll get to grips with advanced features that will make it quicker and easier to uncover the information you and your colleagues need. You’ll also take a deep dive into tracking and evaluating digital campaigns, so you can make informed decisions about future activity.

The day will be in two parts and tailored to the attendees. Learn from Chris, an expert who has tackled digital analytics challenges for many of the country’s leading cultural organisations. In the final part of the day you’ll have the opportunity to explore your own challenges and get answers to your burning questions.

You’ll end the day with a better understanding of how to extract real value from Google Analytics.

What will I gain?

— Knowledge of the questions to ask of your data

— Understanding of how to use Google Analytics to inform your decision-making

— Confidence in how you understand your audiences

Who is it for?

This workshop is for people who have a basic understanding of Google Analytics and want to build on their knowledge. People who want to address the questions ‘What should I be asking?’ and ‘What can Google Analytics do that I don’t know about?’


  • AMA member rate: £175 + VAT
  • Small Organisation Member rate*: £105 + VAT
  • Freelance Member rate**: £126 inc. VAT
  • Non-Member: £250 + VAT

*Small organisations should meet two of the following criteria:

  • A turnover of £632,000 or less
  • £316,000 or less on its balance sheet
  • Ten employees or less

**This applies to freelancers earning less than £25,000 per year.


Chris Unitt | Founder | One Further

Chris is the founder of One Further, a digital analytics and user research consultancy. He works with cultural organisations that want to gain a better understanding of their online audiences and how best to serve them. Current clients include the Victoria & Albert Museum, Royal Academy of Arts, and Shakespeare’s Globe. 

Chris is also responsible for the mostly-weekly Cultural Digital newsletter, which rounds up recent developments on the digital side of the cultural sector, and he sits on the board of the Hackney Empire. 

Digital Marketing Day

5 December, Edinburgh / London

Taking place in two venues simultaneously, keep up with the latest in digital thinking and how others in the arts and cultural sector are applying digital techniques to grow and engage more audiences.


22 November
10:00 am - 4:30 pm
Event Category:
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