Web Analytics
Amplify your online presence and improve the customer experience.
Customize for Organizations
At a Glance
- Enrollment:
- Open Enrollment
- Length:
- 8 weeks
Gain an in-depth understanding of web analytics to identify relevant information and extract actionable insights.
The University of Chicago’s eight-week Web Analytics course will prepare you to oversee online business performance confidently 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 establish a dialogue between stakeholders.
Designed For
Designed for managers, directors, or other mid-level professionals with a marketing or e-commerce 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 available tools. Those with UI or UX experience and marketing knowledge looking to upskill will also find this course valuable.
Learning Objectives to Become a Web Analytics Expert
Tracking, analyzing, and optimizing web usage is key to improving business outcomes and market research. Understanding how to obtain and work with these essential insights will enable you to confidently oversee online business performance while efficiently communicating findings to stakeholders.
After completing this course, you will be able to:
- Demonstrate your proficiency in digital measurement and analytics to complete a full website audit.
- Apply your heightened awareness of customer behavior and intent to solve problems.
- Identify common KPIs and map them to your online objectives.
- Create a well-thought-out web experience for users, including an easily discoverable web presence.
- Measure the impact of your online presence and create actionable dashboards.
- Identify means of improving the customer experience, providing recommendations for optimization and continuous development.
- Find yourself one step closer to becoming Google Certified with the knowledge acquired from this course.
- Earn a credential certifying completion from the University of Chicago and become part of the UChicago network.
Web Analytics Curriculum
You will learn to:
- Communicate with all stakeholders about web analytics.
- Describe your audience, the customer journey, 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 and produce impactful presentations to share your insights and recommendations with managers and peers.
Methodologies and Techniques:
BigQuery
Excel
Google Analytics
Online Format Features
- Self-paced interactive learning modules with a variety of engaging learning activities, assignments, and resources.
- Live sessions that bring you, your peers, and your instructor together to learn collaboratively about the current state of the field, engage with real-world problems, and explore authentic solutions.
- Continuous support from your instructional assistant, who will accompany you on your journey through the content, answer your questions, and provide feedback on your work.
Weekly Course Schedule
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.
Explore 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.
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. Explore measurement and tracking instrumentation, measurement strategies for mapping KPIs to goals, and visual representation of performance vs. goals.
Delve into customer behavior by examining what customers do on your site while gaining insights about competitive intelligence and social media metrics to understand the “why.”
Discover how to enhance the customer journey with site testing techniques and concepts like Ceteris Paribus. Examine the economics of testing—upside opportunity vs. (money at) risk, multivariate testing, online in-market testing, up-front testing, validating site design, and anticipating performance.
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.
Earn a Credential in Web Analytics
After successful completion of this course, participants will receive credentials certified by the University of Chicago including a digital badge to recognize their achievement.
Meet Your Instructor
Our highly trained instructors are courageous thinkers and passionate leaders who leverage years of industry expertise and up-to-date knowledge of terminology, tools, and trends to deliver an unparalleled learning experience. Through their rigorous discourse, cross-disciplinary collaboration, and field-shaping contributions, they create practical solutions and pioneering innovations that enrich our world.
This instructor teaches this course regularly. Please speak to your enrollment advisor if you wish to know who the current teacher is.
Dave Cameron, MSc
Data and Marketing Analytics Expert
Dave Cameron has over twenty-five years of experience in data science and predictive analytics. He worked at Nielsen Holdings, the global measurement and data analytics company, serving in vice-presidential roles in data science, customer segmentation, and statistical methodology.
Cameron takes a...
Career Outlook
In the ever-evolving landscape of web analytics, professionals are at the forefront of harnessing data to drive strategic decision-making for online businesses. With the exponential growth of digital platforms, the demand for skilled web analysts continues to surge, offering abundant career opportunities across various industries. As companies increasingly prioritize their online presence, mastering web analytics unlocks insights into consumer behavior and ensures competitiveness and success in the digital realm.
The average annual base pay for a web analytics manager in the United States.
The estimated value of the web analytics market by 2026.
The projected CAGR of the web analytics industry from 2024 to 2029.
Potential Job Titles for Professionals with Web Analytics Expertise
- Business Analyst
- Consultant
- Data Analyst
- Marketing Analyst
- Project Manager
- Web Analyst
- Web Developer
- Web Specialist
Of Interest
Marketing Analytics for Leaders
Connect your organization’s data with marketing strategy, decision-making, and results.