WEB ANALYTICS
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Students should have some general knowledge about Internet and marketing basics.
At the end of the course, the student should be able to:
– Understand the concepts, opportunities, limitations and added value of web analytics for companies with an online presence.
– Master basic and advanced functionalities of Google Analytics
Make a web analytics audit.
* 3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
Web analytics is a specialist customer analytics discipline in Internet marketing that is highly appreciated and sought in business today. It requires technical skills and an analytical mindset, but coupled to a strong feeling for marketing and business. As a company’s web site, or some other form of online presence (FB page etc.) is the hub of all online marketing efforts, it is vital to be able to analyze its performance. These insights can lead to modifications in web site structure, online marketing strategies or even business strategies.
The primary objective of this course is to provide students with the knowledge and tools needed to analyze the usage patterns of a company’s web site and how this knowledge can be deployed to create and modify a marketing strategy and monitor its performance.
