TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Optional

Coordinator: Enric Camón Luis

Trimester: Second term

Credits: 6

Teaching staff: 

Vera Butkouksaya

Teaching languages

  • English

This course is conducted entirely in English. A good command of English is required to follow the module properly.

Description

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.

Contents

Topic 1. The role of web analytics

  • Digital transformation
  • The role of web analytics

Topic 2. WebAnalytics strategy

  • Measuring frame
  • Web analysis strategy

Topic 3. WebAnalytics 2.0

  • Web Analytics 2.0
  • Customer online travel

Item 4. Data and tools

  • Data collection and processing
  • Data segmentation

Item 5. Reports and inform

  • Types of reports
  • Report multichannel conversions

Item 6. Analysis and optimization

  • Actionable statistics
  • Tests and experimentation

Evaluation system

The assessment will consist of continuous assessment and with the following percentages:

  • 10%: Participation and attitude (non-refundable). 80% of the sessions must be attended.
  • 60%: Group or individual written work. Any non-delivery of the group work will result in a grade of 0 for this part.
  • 30%: Final exam (recoverable). You must obtain a minimum grade of 5 out of 10 to be able to calculate the rest of the assessment items.

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.

REFERENCES

Basic

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