Gain an in-depth understanding of web analytics and the ability to identify relevant information and extract actionable insights.
The University of Chicago’s eight-week Web Analytics course will prepare you to confidently oversee online business performance by mastering concepts like attribution, cookies, driving traffic with SEO and SEM, mapping the customer journey, and measuring KPIs against set goals. Now more than ever, it is important to understand the technical aspects of web analytics and to be able to establish a dialogue between stakeholders.
Designed for managers, directors, or other mid-level professionals with a marketing or ecommerce background, this course will also benefit professionals who have previously relied on other team members to provide performance feedback and insights but now seek to extract intelligence from the available tools. Those with some UX or IT experience and some marketing knowledge who want to upskill will also find this course useful.
With a highly practical approach, this course uses case studies, essential readings, and instructor guidance to help you gain familiarity with web analytics and maximize their use.
After completing this course, you will be able to:
- Become proficient in digital measurement and analytics, and be able to complete a full website audit
- Increase your awareness regarding customer behavior and intent
- Know common KPIs and map them to your online objectives
- Create a well-thought web experience for users, including an easily discoverable web presence
- Measure the impact of your online presence and creating actionable dashboards
- Identify means of improving the customer experience, providing recommendations for optimization and continuous development
- Find yourself one step closer in the path to becoming Google Certified with the knowledge acquired from this course
Methodologies and Techniques:
Online learning course format
- Eight weeks in length
- Mentors will provide continuous support and encourage a dynamic and positive learning environment
- Synchronous sessions and live question and answer sessions
- Weekly, self-paced interactive learning modules and assignments are time-sensitive and should be completed by the set deadlines
- Learn to communicate with all stakeholders about web analytics
- Understand your audience, what a customer journey is, and the importance and complexity of expressing your brand online
- Optimize SEO and SEM to drive traffic to your brand
- Perform a full web audit and extract insights from your web analytics platform
- Design dashboards in line with best practices, as well as produce impactful presentations to share your insights and recommendations with managers and peers
Weekly course schedule
From Server Logs to Big Data
Learn about analytics 2.0 and 3.0, big data, first-party data, the origins of the World Wide Web, privacy management, site-centric measurement, and tracking across the web.
Creating a Web Experience
Discover concepts like audiences, segmentation, and personas; brand presence on social platforms and mobile devices; the customer journey (the decision ellipse), also known as the new funnel; information architecture: site, organization, navigation, and visual identity; and the principles of user experience.
Helping Customers Find You Online
Gain insight into paid search (SEM); other paid media; social media and sharing; and your “owned” online assets like organic search, SEO, and ranking.
Learn how to measure your online presence with a learning agenda; measurement and tracking instrumentation; measurement strategies: mapping KPIs to goals; and visual representation of performance vs. goals.
Understanding the “Why”
Understand customer behavior by examining what customers do on your site while gaining insights about competitive intelligence and social media metrics to understand the “why.”
Test and Learn
Enhance the customer journey with site testing techniques and concepts like Ceteris Paribus; the economics of testing: upside opportunity vs. (money at) risk; multivariate testing; online in-market testing; and up-front testing: and validating site design and anticipating performance.
Beyond Site Analytics
Delve further into the customer journey by learning about digital attribution, the impact of privacy on online measurement and analytics, and the limitations of digital attribution.
Learn about the functions of a digital analytics expert: adding proper visuals to your presentations, creating slideware, presenting your findings, roles and responsibilities, and other required skills.
Meet your instructor
David Cameron, MS
Data Science and Predictive Analytics Leader
Dave Cameron is a seasoned data science and predictive analytics leader in both the corporate and startup spaces. He brings over twenty-five years of experience to the University of Chicago. As a forward-thinking executive, Cameron has built and led teams on analytics thought leadership, statistical...