This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Learning outcomes

At the end of the course, the student should be able to:
Understand the concepts, opportunities and limitations and added value of web analytics for companies with a form of online presence
Master basic and advanced functionalities of Google Analytics
Understand the importance and instruments of sentiment analysis and social media analytics
Master basic and advanced functionalities of Engagor, one of the most versatile and important tools for social media analytics

Course description

Web analytics is a specialist customer analytics discipline in Internet marketing that is highly appreciated and sought in business today. It requires technical skills and an analytical mindset, but coupled to a strong feeling for marketing and business. As a company's web site, or some other form of online presence (FB page etc.) is the hub of all online marketing efforts, it is vital to be able to analyze its performance. These insights can lead to modifications in web site structure, online marketing strategies or even business strategies.
The primary objective of this course is to provide students with the knowledge and tools needed to analyze the usage patterns of a company's web site and how this knowledge can be deployed to create and modify a marketing strategy and monitor its performance.
The secondary objective of the course is to introduce students to the topic of social media analytics and sentiment analysis, and to provide them practical skills using Engagor, one of the most versatile software tools for social media analytics.
The tertiary objective is to assist students in the possibility to obtain a Google Analytics Individual Qualification, awarded by Google.

Class type

Class structure

Teaching methods

• E-learning
• Interactive class
• Presentation
• Project work
• Tutorial

Assessment

Students will elaborate real-life projects involving setting up, monitoring and analyzing tools for web analytics in the context of real web sites. The final session is dedicated to student group presentations which will be the primary basis for student evaluation.

A secondary part of assessment involves continuous evaluation based upon class conduct, and interactivity

Recommended reading

• Fox, V., 2010, Marketing in the Age of Google, Wiley -

• Tonkin, S., Whitmore, C. and Cutroni, J., 2011, Performance Marketing with Google Analytics, Wiley. -

Internet resources

• Google, 2014, Google Analytics Help Center