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25 February 2018

Training provider: PPA Scotland

24 Mar Audience Segmentation Workshop

Use Google Analytics data to understand online audiences and inform your content strategy


What's the course about?

This half day workshop gives a focused understanding of using Google Analytics to better understand online audiences: what content works best and how to move beyond averages to let data inform your content strategy.

Who should attend?

The course is suitable for data managers, analysts, editors, social media managers, copy writers, marketers or anyone who'd like to know more about how to measure their online audience and effectiveness of their content and traffic driving activities.

What will the benefits be?

At the end of the course, participants will be able to:

• Pick and interpret suitable success metrics for different types of content

• Analyse the relationship between content and traffic source

• Use segments to analyse and develop audience personas

• Take a long term view of content performance over multiple visits

Who is the trainer?

Andrew Hood started his digital career in 1999 as part of the founding team behind, one of the first hotel aggregator websites (subsequently acquired by OTC and He then built analytics tools for the search marketing industry before founding Lynchpin in 2005.

Lynchpin is a full service analytics consultancy, combining consultancy, analytics and data engineering services. Lynchpin are proud to count Tesco Bank, Bupa, Ralph Lauren, HSBC, New Scientist, Hearst Magazines, Dyson and Canon within their current client roster.



24 March, 1pm-5pm - please bring a laptop



Change Recruitment Group, Finlay House, 10-14 West Nile St, Glasgow G1 2PP


How much?

£100+VAT to PPA members

£175+VAT to non-members

Email to book or for details on membership