Data Analytics Masterclass

Data & Analytics Pro The two-day seminar for shop decision-makers who want to derive clear decisions from data: a reduced KPI system, tracking quality, dashboard building and recurring analysis routines.

Data & Analytics Pro at a glance

• Format: 2 days on site + self-learning track
• Level: Pro level for data-driven steering
• Participants: Max. 16 people
• Language: German
• Certificate: AEI certificate of participation
• Investment: €1,090.00 plus VAT

Many online shops collect data and still make decisions on gut feeling. GA4 is set up, ad data is available, shop revenue is tracked — and yet it stays unclear which channels are genuinely profitable, where conversion is lost and which measures take priority.

This seminar makes your shop data decision-ready: you will understand the key metrics, build clean analysis routines and develop a dashboard and steering system that shows you what works, what burns money and where growth happens. In the end you do not make decisions louder, but clearer.

Who is this seminar for?

For shop owners, founders, e-commerce teams and digital entrepreneurs who no longer want to derive their decisions from individual reports, tool screenshots and guesses.

• You want to understand which metrics genuinely steer your shop.
• You have data in GA4, Google Ads, Meta, your shop system or CRM, but no clear decision picture.
• You lack a simple dashboard that meaningfully connects revenue, traffic, conversion and margin.
• You want to prioritise marketing budgets, ranges and optimisations on a data basis.
• You need clear analysis routines without getting lost in reports, metrics and tool complexity.

Your learning objectives

After this seminar you can:

• analyse which data sources are relevant for steering your shop.
• define which KPIs cleanly represent revenue, profitability, traffic and customer behaviour.
• build an understanding of how an e-commerce dashboard delivers decisions rather than just numbers.
• assess which channels, campaigns and products genuinely contribute to margin.
• recognise where tracking gaps, data errors and wrong interpretations arise.
• decide which optimisations take priority based on data.
• apply how GA4, ad data, shop reports and Looker Studio work together.
• steer how you establish regular analysis routines for growth, costs and conversion.

Analytics fields at a glance

• KPI — Metrics that genuinely make shop performance steerable.
• GA4 — Placing traffic, user behaviour and conversion paths correctly.
• ADS — Assessing campaign performance by cost, revenue and quality.
• SHOP — Connecting revenue, cart, conversion and product performance.
• DASH — Building dashboards that make decisions easier.
• ACTION — Deriving concrete measures and priorities from data.

Programme — 2 days

Day 1 – Understanding data, KPI system & tracking

09:30–10:45 — E-commerce data model

• Which data in the shop is genuinely decision-relevant
• The difference between revenue, contribution margin and profitability
• Connecting traffic, conversion, product and customer metrics
• Using the AEI Analytics Map as a steering model

11:00–12:30 — KPI system & decision logic

• Defining a north star metric and operational KPIs
• Separating channel, shop and customer metrics cleanly
• Avoiding misinterpretations of ROAS, CPA and conversion rate
• Structuring a KPI set for your own shop

13:30–15:00 — Tracking & data quality

• Placing GA4, shop system, ad platforms and CRM
• Recognising tracking gaps and data deviations
• Understanding consent, attribution and technical limits
• Reviewing data quality as the basis for better decisions

15:15–16:45 — GA4 & shop analysis

• Reading acquisition, engagement and conversion sensibly
• Evaluating product, cart and funnel data
• Assessing landing pages and checkout paths
• Deriving first hypotheses for optimisation

Day 2 – Dashboards, analysis routines & decisions

09:30–10:45 — Performance & channel analytics

• Comparing Google Ads, Meta Ads and organic channels
• Assessing revenue impact, cost structure and quality
• Preparing budget decisions on a data basis
• Placing channel contributions without false precision

11:00–12:30 — Dashboard design

• Which metrics belong in a management dashboard
• Combining Looker Studio and shop reports sensibly
• Planning views for management, marketing and operations
• Sketching an AEI Dashboard Blueprint for your own shop

13:30–15:00 — Insights in action

• Deriving concrete measures from data
• Formulating analysis questions for conversion, range and campaigns
• Setting tests, priorities and responsibilities
• Developing a weekly analytics routine for shop steering

15:15–16:45 — Your 90-day data roadmap

• Prioritising data sources, KPIs and dashboards
• Separating quick wins from structural projects
• Planning tracking, reporting and analysis tasks
• Finalising your personal analytics roadmap

Our approach

AEI does not treat analytics as a reporting obligation but as a steering system. You work on metrics, questions and routines that help directly: shifting budget, improving the funnel, sharpening the range, controlling growth.

The self-learning track prepares you with KPI fundamentals, GA4 terminology and a data readiness check for the live days.

• KPI ARCHITECTURE You build a metric system that connects revenue, costs, conversion and customer value.
• ANALYSIS ROUTINES You develop fixed questions and workflows for weekly shop decisions.
• DASHBOARD CLARITY You design reports that trigger actions instead of merely showing data.

What you take with you

• AEI Analytics Map for data sources, metrics and decision questions.
• KPI set for revenue, traffic, conversion, profitability and customer value.
• GA4 checklist for relevant reports, events and conversion paths.
• Tracking quality check for identifying data gaps and deviations.
• AEI Dashboard Blueprint for Looker Studio or a comparable reporting setup.
• Channel performance matrix for budget, ROAS and profitability decisions.
• Weekly analytics routine with fixed questions, responsibilities and action logic.
• Prioritisation model for data-driven shop optimisation.
• Personal 90-day data roadmap for your shop.

Investment and dates

• Regular price: €1,090 plus VAT
• Early bird price: €870 plus VAT up to 30 days before the seminar starts
• Bundle offer: 15% discount in combination with „Traffic Fundamentals“
• Format: 2 days on site + self-learning track
• Participants: Max. 16 people
• Language: German
• Location: Berlin, Munich, Cologne and Hamburg

Dates are added continuously. On request we will name the next available date and advise on on-site, live online or self-paced.