Web Analytics

In this course, participants learn the essentials of Web Analytics. We start by setting the stage and defining web analytics, its key goals and underlying technologies like the Internet, HTTP(S), HTML, CSS and JavaScript. We then elaborate on clickstream data collection techniques such as web server log analysis, cookies, page tagging and tracking pixels. We then extensively review various web metrics which we precisely define and discuss. Next, we zoom in on how to turn these metrics into actionable insights using, amongst other, dashboarding, benchmarking, segmentation, navigation analysis and search engine marketing. We zoom in on A/B and multivariate testing and also cover the statistical techniques needed to perform both. We conclude by giving a demo of Google Analytics.

The course provides a sound mix of both theoretical and technical insights , as well as practical implementation details. These are illustrated by several real-life case studies and examples. Throughout the course, the instructors also extensively report upon their research and industry experience .

The course features more than 2.5 hours of video lectures, more than 50 multiple choice questions, and various references to background literature. A certificate signed by the instructors is provided upon successful completion.

See Navigation Analysis to get a free teaser of the course contents.