Description
To enhance the understanding of Internet data in terms of its collection, analysis, and reporting, as well as the tools and methods used to make strategic decisions relating to an organization's Internet activities.
This course focuses on the unique elements of Internet data in terms of website traffic, search engine optimization, business models, and website optimization. Using a combination of case studies, academic articles, hands-on exercises, and a client mandate, students will learn how to create, monitor and respond to metrics related to web activities. Particular focus will be placed on understanding meaningful ones, such as those related to shopping cart abandonment rates and conversion rates. Various software tools will be discussed including, but not limited, to Google Analytics.
Themes covered
Introduction of Web Analytics and Business Models
Benefits and Applications of Web Analytics
Google Analytics: Introduction and Application
Clickstream Data Analysis and Applied Metrics
Electronic Commerce Models
Software As A Service Models
Social Media Models
Search Engine Optimization (SEO)
Customer Journey and UX Research
A/B testing and Website Experimentation
Analytics Dashboards and Visualization
Important notes
Course in French : TECH 60110
