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COMM 4324 - Web Analytics

Web analytics is the collection, analysis, and reporting of digital traffic in order to measure and optimize internet marketing programs. The practice of web analytics includes tools for measuring website traffic, conducting business/market research, estimating usage patterns for digital campaigns, and providing insights into visitor behavior.

The focus of this class is on developing a performance measurement system for the digital channel, incorporating both on-site and off-site analytics. Key performance indicators will be tied to internet marketing goals and tactical campaigns, Students will conduct a review of online metrics, compare analytics vendors, and develop a performance tracking system and a management dashboard report.


Summer 2016 - Online/Distance (CRN - 1673)

Schedule Information

  • CRN: 1673
  • Instructor: O'Malley, Victoria
  • Credits: 4
  • Date/Time:
  • Delivery: Online/Distance
  • Location: ONLINE

Required Reading:

Web Analytics 2.0. Kaushik, Avinash. Wiley Publishing, 2010. ISBN: 9780470529393.

Recommended Reading:

You Should Test That: Conversion Optimization for More Leads, Sales and Profit of The Art and Science of Optimized Marketing. Goward, Chris. Sybex, 2013. ISBN: 978-1118301302

Please check Canvas one week before class begins for any pre-class assignments;

If you wish to buy your books via the DU bookstore, please check their online site at "the DU Bookstore" to make sure your books are in stock before coming to campus or ordering online.

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