CLICKSTREAM & WEB ANALYTICS
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent); Prospective marketing professionals, data scientists and entrepreneurs with minimal Google Analytics experience but a basic understanding of online marketing concepts are ideal candidates to benefit from this course.
At the end of the course, the student should be able to:
– Communicate effectively in English (LO1.C)
– Compose constructive personal feedback and guidance (LO4.B)
– Construct expert knowledge from cutting edge information (LO5.B)
– Demonstrate an expertise on key concepts, techniques and trends in their professional field (LO7.A)
– Effectively apply in depth specialized knowledge to take advantage of contemporary opportunities in their professional field (LO7.C)
– Be a reference point for expertise related questions and ambiguities (LO7.D)
– Understand the concepts, opportunities and limitations and added value of web analytics for companies with an online presence
– Integrate Google Analytics into your current marketing efforts
– Master basic and advanced functionalities of Google Analytics
The ability to apply web analytics is quickly becoming a specialized and sought after discipline with online businesses throughout the world. It requires technical skills and an analytical mindset. When used effectively, it can be vital to company’s online success.
The primary objective of this course is to provide students with the knowledge and tools needed to apply the measurement, collection and analysis of data to determine the key drivers of a website’s traffic and to then optimize that website’s performance. To achieve this objective we will take a deep dive into Google Analytics and supporting platforms Google Tag Manager and Data Studio in order to understand the impact these tools can have on a website’s success.
The class will provide enough knowledge and insight to assist students in obtaining a Google Analytics Individual Qualification.
