Web Analytics

Teaching Hours and Credit Allocation:

30 Hours, 6 Credits

Course Assessment:

Exam & Coursework

Aims

The purpose of this course is to provide a broad understanding of the importance of Web analytics in the modern business environment so that the management makes the right decisions on issues relating to information systems and web presence. The course focuses on issues of handling web and various data analytics within the organization, business and web analytics utilization according to the organization’s capabilities and its implications on processes and individuals, as well as information resources management. Topics covered include web data analysis, business data analysis, business intelligence and reporting derived, visualizing web presence and impact of site usage, product sales and marketing efforts. The course also develops basic business analytics theory to enable managers to critically evaluate economic and digital marketing forecasts and policy recommendations and then applies these concepts in a series of case studies. Almost every course session is accompanied by relevant lab studies and exercises.

Learning Outcomes

Upon completing this course, students will:

• Have a wide understanding of web analytics concepts, principles and strategies.

• Learn the state-of-the-art in web analytics tools and technologies.

• Develop the knowledge to utilize web analytics to gain competitive advantage.

• Recognize the role of web analytics within the digital marketing landscape.

• Identify, define and interpret commonly used web metrics and Key Performance Indicators (KPIs).

• Gain a practical understanding of common monitoring or analysis tasks and techniques used in web analytics and how to effectively use the resulting insights to support website design decisions, campaign optimization, search analytics, etc.

Content

• Sources of data: clickstream data, online surveys, usability research.

• Web metrics and KPIs.

• Turning metrics into actionable insights: monitoring, trends analysis, dashboards, segmentation.

• Navigation analysis (funnel reports, heat maps, etc.).

• Experimentation – A/B and multivariate testing.

• Search analytics & search engine marketing measurement – measuring and optimizing SEO and PPC efforts.

• Current trends & challenges: web analytics & Web 2.0, multi-channel marketing management, web mining & predictive analytics.

Reading

• Kaushik, A. (2007). Web analytics: An hour a day (W/Cd). John Wiley & Sons.

• Avinash, K. (2011). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.

• Clifton, B. (2012). Advanced web metrics with Google Analytics. John Wiley & Sons.