Web Analytics

Master's programme(s):
MSc in e-Business and Digital Marketing
Course code(s):

EBC16

Instructors:
Aikaterini Tzafilkou
Course type:

Compulsory

Semester:

1

Learning outcomes:

Upon completing this course, students will be able to:

  • Describe and discuss web analytics concepts, principles, and strategies
  • Recognise the role of web analytics within the digital marketing landscape
  • Utilize web analytics tools to gain competitive advantage in the market
  • Identify, define, and interpret commonly used web metrics and KPIs
  • Develop visual reports (dashboards) based on web analytics data and  pre-defined KPIs
  • Export large datasets and apply basic SQL commands on google analytics tables
  • Conduct statistical analyses on web analytics data.
  • Apply the resulting insights to support website design decisions, campaign optimisation, and keyword optimization tasks.
Syllabus:
  • The Digital Analytics Landscape (Including User Experience -UX Analytics)
  • Sources of data: clickstream data, online surveys, usability research.
  • Web metrics and KPIs.
  • Navigation analysis (funnel reports, heat maps, etc.).
  • Search analytics & search engine marketing measurement – measuring and optimizing SEO and PPC efforts.
  • Web Analytics Reporting and Visualization
  • Web Analytics big datasets manipulation
  • Identifying marketing issues and business opportunities in web analytics reports