Delivering GA4 training for 100+ people at Hearst

Hearst UK is home to some of the world's best-loved and trusted brands, including Good Housekeeping, ELLE, Harper's Bazaar, Country Living, Men's Health, Women's Health and Esquire. 

When making the move to Google Analytics 4, they faced a period of significant change and needed to build awareness of the tool's capabilities and the team's confidence in using the tool.

They came to Hookflash to devise a bespoke training program for over 100 colleagues across 10 different teams within the organisation.

With so many different teams, and people, spread across so many different publications, it was clear that the standard single day training session wouldn't cut it. 

Instead we devised a completely bespoke training program, working hand-in-hand with the Hearst team to understand requirements. Whilst we worked closely with a central group of stakeholders, we also sent pre-training questionnaires to team leads to get detailed insights into currently levels of knowledge and ideal outcomes from the training.

As a result, we devised three tracks - introduction, intermediary and advanced training programs. 

Everyone would take part in the introduction set of modules, which covered key fundamentals around capabilities, definitions and walk through of the interface. 

A smaller sub-set of users would take part in the intermediary sessions which would focus on data manipulation and more advanced insights. Packed full of exercises and workshops we used live challenges to help attendees get to grips with Explorations, simple segmentation and other interface customisations.

Finally, a core group of power users completed the advanced set of sessions. This focused on administration of GA as well as more specialised topics around audiences, advanced segmentation and attribution.

We ran multiple sessions for each track to account for the numbers of people involved and to cater for different availability - all delivered in a four week period.