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This course is conducted entirely in English. A good command of English is required to follow the module properly.
B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences
E4_Assess and define the personnel policies of a company or business organization, select work teams, define profiles and establish staffing needs
E6_Interpret legal regulations and institutional organization and manage business information.
G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge
G3_Integrate the values of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace
T3_Show entrepreneurial leadership and leadership skills that build personal confidence and reduce fear of risk
This module is an introductory course in web analytics and online customer behavior. A combination of theoretical and practical (practical) approach ensures that students who complete this module understand how customer data can be collected and basic decisions made online. They will be able to apply this knowledge in a Marketing or Web Analytics department.
The course content provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation and employing tactics to really listen to your customers.
Topic 1. The role of web analytics
Topic 2. WebAnalytics strategy
Topic 3. WebAnalytics 2.0
Item 4. Data and tools
Item 5. Reports and inform
Item 6. Analysis and optimization
The assessment will consist of continuous assessment and with the following percentages:
It will be necessary to get a minimum grade of 5 in the final exam and in the work to be able to average the grade of the subject. Otherwise, those students who do not reach the minimum mark in the exam or the average of the course is not higher than 5 out of 10, will have to go to recovery.
Recovery:
In the event that a student has failed, he / she will be able to go to the recovery of the final exam.
A student who has not taken the exam in the first call can NOT take the retake.
Google Analytics Academy Certification (2024) https://skillshop.docebosaas.com/learn
Avinash Kaushik (2009). Web Analytics 2.0: The Art of Online Accountability and the Science of Customer Centricity. - Wiley.
Materials in Virtual Campus