Learn how big data and digital analytics impacts the marketing practice
Understand how to implement digital analytics in an organizational context
Examine digital analytics strategies, including segmentation, context, conversion, and attribution
Define KPIs and key metrics used in digital analytics
Explore various tools and software used to track analytics, such as Google Analytics
Discuss website optimization and data integration with analytics
About this course:
Digital analytics is a set of business and technical activities that create and collect "big data" and process it for analysis, recommendations, optimizations, and predictions. This course defines the term "digital analytics" and focuses on its importance in marketing. It provides technical information to understand and implement digital analytics in an organizational context; examines digital analytics strategies, including segmentation, context, and conversion attribution; defines KPIs and key metrics used in digital analytics; explores various tools and software used to track analytics, such as Google Analytics; discusses website optimization; and covers webmaster data integration with analytics.