Marketing Web Analytics and Intelligence

This course explores the impending revolution in digital analytics, one that has the potential to change both the Web analytics and business intelligence fields. Students will study new approaches toward customer intelligence that leverage all available data, not just data that is most convenient to access given the available tools. Finally, students will investigate how digital analytics can take a greater role in business decision-making in the future. Specifically students will gain an understanding of the strategic and operational aspects of Web analytics? Tools and technologies, of how Web analytics can influence and create new marketing levers, and of how new marketing levers impact customer relationships, brand response, and potentially, sales.