Course Code
WIA102
Course Credit
4
Optimizing the ability of a website and various digital platforms to achieve marketing objectives is one of the most important aspects of web and interactive advertising. This course examines the key concepts, skills and practices of web analytics required to drive sales, increase customer interaction and engagement, and create added value for your businesses. Students will learn how to use familiar web analytics tools to obtain, track, manipulate, scrub, explore and interpret web data. Data modeling and interpretation exercises will be conducted that lead to valuable insight to shape digital decision making.