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Web analytics uses internet data to improve and help you make the best use of your website and digital marketing efforts to drive traffic.

How to measure your digital marketing activity and online data to maximise your return on investment and improve your campaigns.

How to accurately measure your digital marketing activity, including websites, online advertising and email and maximise its effectiveness.

Tips to improve the quality of your market research – from using field research and market reports to interpreting the data.

How to choose between alternative methods of completing field research and how to find professional researchers if you decide to outsource your field research.

When you carry out field research to gather market information – ask the right questions, talk to the right people, interpret carefully and be impartial.

How to plan your field research for gathering market information including surveys, interviews, observation research and experiments such as blind taste tests.

The main differences between qualitative and quantitative field research and the basics of using each for your business’ market and customer research.

Points to bear in mind while utilising the published market data you've gathered: be cautious about out-of-date information and misleading averages.

Sources of information you can use to learn more about your market business libraries, trade associations, business news and your own data.

Key things to find out about your market to remain competitive including the demand for your product or service, market trends and competitors’ plans.

The key things to find out about your customers and the factors that influence their buying decisions including loyalty, satisfaction and service.

How to use market research and market reports to understand your marketplace, your customers and their behaviour for better targeting.

How to track the success of your business’ Facebook activity using Insights, and use this information to post better content and improve audience engagement

How to use Facebook’s advertising platform to reach your specific target audience and achieve business goals - sales, sign-ups, awareness and engagement

How Facebook works, how to set up a page and how you can use it as part of your marketing plan to reach your audience and engage wit customers online

The advantages of a Facebook businesses account such as targeted advertising and customer engagement and the disadvantages such as getting negative feedback.

How to set up, run and monitor a Facebook business page and advertise through Facebook including the benefits and challenges.

Free online tool to help food businesses identify and inform customers of allergens and calories for menu items.

Guidance to help different types of food businesses provide cost-effective, healthier food choices for customers.

Why food operators need to be aware of food allergies and intolerances, and how to put in place best practice.