Web Analytics and Intelligence

Data is now the key driver behind most business decision making and strategy. The field that measures all online, social and mobile interactions is called Web or Digital Analytics. In this course students will investigate how digital analytics plays a pivotal role in business decision-making. Students will gain an understanding of the strategic and operational aspects of web analytics tools and technologies, how web analytics can influence business decisions and how these decisions can impact customer relationships, brand response, and potentially, sales. Web analytics marries standard market research techniques with statistical data analysis to create benchmarks that determine if a digital property is meeting its goals. By understanding what user interactions can be measured and their value, businesses can better leverage the multiple streams of data created by their digital, social and mobile channels to understand the direct and indirect connections with their customers. A key component of the course is to train students in understanding the difference between data analysis and insights. The former strives to decipher data patterns; the latter to understand the implications and relevance of what the data can tell us. Pre- or corequisite: MKT 9703