Web analytics offers insightful information about an organization’s performance and permits easy monitoring of web patterns. Web marketing is the most trackable marketing medium out there; however, the real value of web analytics data lies not in the science of the stats, but in artful interpretation.
This course teaches participants how to comprehend, set up, and analyze the art and science of web analytics. Participants learn how to use web analytics, including reviewing past and current web performance, understanding customer behavior, gauging campaign execution while learning how to continually optimize web marketing efforts, and addressing overall marketing strategy. This course addresses free tracking tools and best practices for reviewing web statistics. Google Analytics is a free tool that is the platform to learn how to set up and read web analytics. Participants review and define major web analytics elements including top referring traffic sources, unique visitors, average time on site, geographical trends, search feedback, and bounce rate.
Upon successful completion of this course, students will be able to:
- Explain why web statistics are important
- Create Google analytics accounts
- Evaluate different kinds of web data
- Conduct web analytics reports
Applies Towards the Following Certificates
- Marketing : Elective Courses (6 units required)