Analytics Education - Resources & Academic Programs

Analytics Education - Resources & Academic Programs

Over the years I met countless analysts around the globe, be it in conferences, training programs, client meetings or online. Some were true analytics geeks and others were just starting their careers, but one thing that I have always felt was missing, especially for the beginners, is a place centralizing the top resources and programs available.

In this article I try to compile a list of the best available resources, both for general Analytics and Google Analytics specifically. In addition, I also provide a few resources for related fields that can be very handy for the Web Analyst, things like web development, statistics and visualization.

Please note that this article will be constantly updated to reflect the newest resources. So feel free to bookmark it! [Last Update: September 2013]

Learning Google Analytics

Google Analytics is an amazing tool, relatively simple for beginners but full of surprises for the literate Analyst. I am not saying that every one can implement the tool and start extracting insights right away, but for someone willing to learn it, it does not require a PhD; and for the super advanced analyst Google provides a wealth of customizations to make the tool work for him/her own purposes.

Below I provide the resources I recommend to get started with Google Analytics, but since the list is long I prepared a free PDF for those that prefer to download and/or print. Click the button below to download the PDF.

Download the PDF

Web Analytics Basics

Google Analytics Basics

  • Getting Started with Google Analytics [video] - by Alex Langshur and Charles Davis
  • Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big! - by Avinash Kaushik
  • Official Google Analytics Training videos: by Google
  • URL Builder: A Tool to Create Campaign Tags - by Google
  • eBook: Google Analytics Integrations - by Daniel Waisberg
  • Book: Advanced Web Metrics with Google Analytics - by Brian Clifton
  • Book: Google Analytics - by Justin Cutroni

Google Analytics Features Analyses

  • Introduction to Advanced Segments [video] - by Nick Iyengar
  • Step-by-Step Guide to Multi Channel Funnels - by Yehoshua Koren
  • Introduction to Attribution Modeling & Multi-Channel Funnels - by Scott Shannon and Melaine Fuentes
  • Content Experiments: A Guide to Creating A/B Tests - by Daniel Waisberg
  • A Guide to Google+ Analytics - by Daniel Waisberg
  • Understanding Custom Variables - by Daniel Waisberg
  • Tracking E-Commerce on Google Analytics [video] - by Joe Christopher
  • Getting Started with Google Analytics Remarketing - by Justin Cutroni
  • Google Analytics Dashboards: A Step-By-Step Guide - by Daniel Waisberg

Advanced (Technical) Users

Analytics Related Fields

  • Course: Web Fundamental - by Codecademy
    • Course: JavaScript - by Codecademy
      • Book: The Cartoon Guide to Statistics - by Larry Gonick
        • Book: Show Me the Numbers: Designing Tables and Graphs to Enlighten - by Stephen Few
        • If you want to download or print the list to check later, here is a free PDF.

          Download the PDF

          Digital Analytics Conferences

          However, there is only so much a person can learn at his/her own by sitting at home, reading articles and using a tool. That's why conferences and academic courses have an important place in the learning process. Below is a list of conferences that deal mainly with Analytics & Optimization:

          Digital Analytics Academic Resources

          And when it comes to formal education, the Analytics field is far from where it should be, with only a few universities providing courses and diplomas on it. Please find below the list of academic resources created by Stephane Hamel and feel free to add to it or rate the courses if you have taken them.

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Paul Koks | February 2013

Nice list Daniel!

As a fellow analyst I can say that consuming the best resources on the web combined with reading some great books is a great way to start. I would suggest people to focus on analytical topics and also some broader topics in online marketing. This way you will develop a great understanding about the marketing channels and KPIs you analyze and try to improve.

And then it is all about putting what you have learned in practice.

I can't find a greater way to do this than starting your own website where you have all the freedom to try and test anything you want.

Daniel Waisberg | February 2013

Thanks for the comment Paul. To be honest, I should have started my article with your last phrase: there is no better way to learn analytics (or any online marketing) than starting your own site! Thanks for the reminder!

Beth | February 2013


Great list! Thanks for sharing!

Joseph Reach | February 2013


Thanks to you for highlighting education in general and to you and Stephane for the list of academic and other training. It can indeed be difficult to find good resources.

A few comments:

* In the US, I am aware that New York Univ. and North Carolina State U. also have analytics programs and should be added to the list. Let's hope more colleges and universities create programs.

* Is the scope US only? There must be programs elsewhere...

* By highlighting UBC, are you endorsing it over other programs? I took the UBC program and found the content was OK, but the delivery is very out of date. UBC also has a very questionable relationship with the DAA.

Thanks again,

Daniel Waisberg | March 2013

Thank you for your comment Joe. In fact, this list is crowd generated, and although Stephane is the creator and moderator, it is not only his opinion that goes in there: anyone can add resources to it and vote the best ones. And that's the reason UBC is the top one, it simply has more votes. Your addition to the list would be very welcome, just go to

Thanks again.

Peter O'Neill | September 2013

Hi Daniel - can we get MeasureCamp added to the list of conferences. We have 140 practitioners attending the 3rd installment including a sizeable proportion of the best people in Europe.


Daniel Waisberg | September 2013

Sure Peter, done! We even had an article by Doug sharing some insights from last year's MeasureCamp... Would be great if you would like to share more tips and tricks from this year's event!

Marco Pasin | March 2014

Great list Daniel! Thanks for sharing. As digital/web analysts we are actually quite lucky in terms of education, more and more courses are availabe on the web, and for free! Without mentioning some excellent blogs like this one. I take the chance to recommend three courses starting very soon, each of them covering fundamental skills for any good web analyst.
- Google Analytics Platform Principles
- Making Sense of Data /visualization skills
- Doing Journalism with Data /story telling skills

I wrote a post about these courses, feel free to check it out and find mor info at:

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