Introduction to Web Analytics
This course can be applied to the UBC/DAA Award of Achievement in Digital Analytics or theCertificate in Web Intelligence.
Discover how web analytics can drive higher profits, improve the customer experience, and create measurable value to your business. Drawing extensively from case studies and practical applications, explore the key concepts, techniques and practices of web analytics, and how you can successfully promote the use of web analytics within your organization.
Note: This course is recommended as a foundation for all other digital analytics courses.
Course topics include:
key concepts including analytics, key terms and how they are used
Key Performance Indicators (KPIs), why they are important
measuring actions: the conversion chain
understanding the difference between data collection methods
key tools and diagnostics based on different web site objectives
the fundamentals of Search Engine Optimization (SEO)measurement
the fundamentals of visitor behavior analysis
measuring and optimizing paid search campaigns
how to develop KPIs that are aligned with your mission and business objectives
the analyst skill set: who and what you'll need.
Standard Fee: $710
Digital Analytics Association Members qualify for a special member rate of $640 CAD. Enter the associated coupon code from the membership section of the Digital Analytics Association website to receive this discount.
If you have significant web analytics experience and feel it might not be necessary for you to take this introductory course as a pre-requisite, you may substitute one of the following courses in its place: Fundamentals of Business Analysis, Project Management Fundamentals or Program Management Governance. To substitute another course for Introduction to Web Analytics, please complete a Prior Learning Assessment Request Form.
The format of this course is 100% online. Prior to 4pm PST on the start date of the course, an email will be sent to all registered students containing instructions on how to access the online Learning Management System.