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Web Analytics
OVERVIEW
CEA CAPA Partner Institution: Pompeu Fabra University
Location: Barcelona, Spain
Primary Subject Area: Marketing
Other Subject Area: Business
Instruction in: English
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: This course builds on the theory and fundamentals of digital marketing analytics and focuses on the practical applications of web analytics. This course has two mandatory prerequisites: (1) successfully completed ESCI-UPF SEM course or equivalent; AND (2) successfully completed ESCI-UPF SEO course or equivalent.
DESCRIPTION
Web analytics involves finding, gathering, and interpreting data such as the origin of website traffic, how users navigate and interact throughout a website, what content and web pages they are most engaged with, and how they exit the site. While web analytics represents a small part of the data world sitting at the top of the funnel, digital marketing analytics encompasses a larger perspective of the customer journey -relevant to any business-, such as user traffic, leads, conversion rates, sales, revenue and so on. These metrics are used for various purposes, including customer profiling, demographic segmentation, marketing strategy, campaign planning, budgeting, decision-making and digital campaigns optimisations.
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