MGMNT X477.1 - Web Analytics for Marketing

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

• Applied Business Essentials : Elective Courses (Choose One)
• Digital Marketing : 3 Required Courses (12 Units)
• Foundations of Digital Marketing : Required Courses
• Global Marketing : Elective (Choose 1)