Description
This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics. Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.
credits
- PMI PDUs: 3.5
- Strategic & Business Management PDUs: 1.25
- Technical PM PDUs: 2.25
- IACET CEUs: 0.35
- SHRM PDCs: 3.5
features
- Mobile-friendly
- Audio-enabled
- Badge and credit-awarding
- Real-world case studies
- Fully accessible
- Games & Flashcards
- Expert-supported
- Video content
learning Outcomes
- Define web analytics
- Define key terms used in web analytics
- Explain how web analytics evolved
- Discuss how different organizations use web analytics
- Identify who uses web analytics in an organization
- Explain the difference between search engine optimization (SEO) and search engine marketing (SEM)
- Describe the difference between metrics and KPIs
- Describe what segmentation is and how it can improve the usability of a website
- Describe what dashboards are and why they are useful
- Identify what should go into a dashboard