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Course Description

This course explores best practices and applications for analyzing online marketing activities with an emphasis on practical application across multiple marketing channels. We will explore the collection, measurement and analysis of metrics for the purposes of improving web-based marketing in relation to web properties, organic and paid search; as well as, social media. This course teaches web analytics through practical applications, with a focus on deriving actionable insights, identifying effective calls to action and creating A/B testing environments.

Learner Outcomes

Upon successful completion of this course, students will be able to:

  • Describe the key technologies behind Web traffic measurement tools
  • Recognize potential issues when reviewing a web-based marketing campaign that will help diagnose problems in visitor acquisition, conversion, and retention
  • Distinguish the qualities of an effective Web analytics business process and organization that moves beyond simple data collection to focus on actionable results
  • Identify and recognize relevant key performance indicators and how to discuss them when talking to different levels of management and operating departments
  • Predict how advanced areas of customer satisfaction analytics, split testing and social media measurement enhance your understanding of visitors
  • Hands on practice with Google Analytics' custom reporting features to track live data, assess digital campaign performance and monitor the customer conversion journey

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
HyFlex
Days
Th
Time
7:00PM to 8:30PM
Dates
Apr 04, 2024 to Jun 06, 2024
Campus
Web-based Instruction
Building
Zoom
Type
HyFlex
Days
Th
Time
7:00PM to 8:30PM
Dates
Apr 04, 2024 to Jun 06, 2024
Campus
UCSB Campus
Building
Kerr Hall
Room
Room 2166B
Schedule and Location
Contact Hours
36.0
Location
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Instructors
Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class prior to the course start date.

No refunds after 04/14/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.