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 2014 - On campus (CRN - 1678)
- CRN: 1678
- Instructor: Harben, Victoria
- Credits: 4
- Date/Time: W - 06/11 - 08/14, 6:00 pm to 9:00 pm
- Delivery: On campus
- Location: STURM HALL 376
1) Web Analytics 2.0. Kaushik, Avinash. Wiley, 2010. ISBN: 9780470529393.
2) *Available electronically through DU Libraries*: Advanced Web Metrics with Google Analytics. 3rd ed. Clifton, Brian. Sybex, 2012. ISBN: 9781118168448.
There is a lengthy pre-class assignment due the first class period. Please check Canvas one week prior to the start of class for details.
Please check eCollege one week before class begins for any pre-class assignments; www.ucolonline.com
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.