Duration: Days
A staggering amount of information is available to businesses with an Internet or a social media presence, and organizations that learn to channel digital information are maximizing marketing dollars, identifying new opportunities, and meeting goals.
We teamed up with McMaster University to bring you this online program to help you develop the skills you need to distill your online metrics into clear and actionable key performance indicators (KPIs) that are relevant to your business goals. You'll learn what the numbers mean, which numbers you should focus on, and how to get started.
Whether you are looking to enter the growing field of web analytics or want to understand online data to make better business decisions, this comprehensive online program will help you master the metrics and play a critical role in business decisions.
Certification
McMaster University Certificate of Completion in Web Analytics
To earn a Certificate of Completion in Web Analytics, you must successfully complete all program requirements, including completion of all five modules, participation in discussions, group work, and assignments. You must receive a grade of C- or higher to be eligible for a Certificate of Completion in Web Analytics.
A Certificate of Completion is a non-academic certificate acknowledging that you have completed at least 30 hours of education and have successfully completed an evaluation component (exam, project, paper, or presentation) that assesses your learning.
What You Will Learn
- History, key concepts, and terms of web analytics
- Calculate and interpret metrics
- Roles and responsibilities of the analyst
- Traffic sources
- Segmenting visitors
- Define, collect, distribute, and present KPIs
- Google Analytics and Dashboard
- Site optimization for search engines
- Online marketing
- E-commerce
Audience
- Marketing professionals
- Web site developers
- Web and digital media professionals
- Business analysts
- Anyone wanting to use digital analytics
for business growth
Prerequistes
Course Outline
Module 1: Introduction to Web Analytics
- History of web analytics in terms of the field of work
- Role of the web (digital) analyst in organizations and business
- Importance of digital analytics within an organization, including launching, tracking, and evaluating a successful campaign
- Key concepts and terms of web (digital) analytics
- Principles of data collection, calculating metrics, and interpreting results
Open to participants 14 Days (5 hours of content and learning activities; 2 to 3 hours of independent work)
Module 2: Digital Collection Techniques and Metrics
- Digital data collection techniques, database mining, and interpreting results
- How visitors find and interact with a business site: visitors, visits, traffic sources, entry and exit points, time spent on page/site, and click paths
- Five Ws of web analytics:
- Who are the site visitors?
- What information do they view?
- Where are they accessing the information and where do they travel on the site?
- When do they access and leave the site?
- Why is this data important to business operations?
- Collecting and critically analyzing data for the benefit of the organization
Open to participants 14 Days (5 hours of content and learning activities; 2 to 3 hours of independent work)
Module Three:Actionable Web Analytics: Key Performance Indicators
- Define, select, report, and analyze the most appropriate KPIs to help decision makers make timely, strategic, and data-driven decisions
- Use digital data to identify new opportunities and minimize risk
Open to participants 23 Days (9 hours of content and learning activities; 2 to 3 hours of independent work)
Module Four: Mastering the Tools: Maximizing Your Digital Analytics Platform
- Major analytic systems currently available and propriety platforms to help identify the best tool for an organization's needs
- Apply the theoretical knowledge gained in the classroom in an analytics platform
- Installing, reporting, filtering, and expressions
- Goal conversions and funnels
- Dashboards Optimizing for search engines (SEO)
Open to participants 20 Days (10 hours of content and learning activities; 2 to 3 hours of independent work)
Module Five: Converting Digital Data into Profit
- Online marketing and e-commerce and using analytics to maximize profits
- Online marketing campaigns, segmenting strategies, effective measurement techniques, ad servers, events, and ecommerce
- Web analyst's role in terms of developing the investigative questions, collection strategies, and data analysis as a means for the business to profit and achieve success
Open to participants 13 Days (7 hours of content and learning activities; 2 to 3 hours of independent work)
Course Labs
