About the Course
Explore the world of web analytics
What is web analytics, and why is it important for businesses? Within this course, you’ll explore some of the fundamentals of this increasingly popular skill and learn how businesses can apply different techniques to understand, assess and manage their performance.
You’ll begin by looking at the basics of web analytics, including the different types of analytics and what they’re used for, before exploring some key areas in more detail.
Discover how businesses can effectively use web analytics techniques to improve performance
Running a successful online business often requires a good working knowledge of web analytics. As you work your way through the course, you’ll find out why web analytics skills are becoming essential for all kinds of organisation.
You’ll look at some of the essential techniques which can help you to continually improve your product or business, examining concepts including segmentation and benchmarking, and exploring the five steps to creating a measurement plan. You will also learn the processes involved in creating a successful online business, including measuring outcomes and optimising conversion rates.
Learn the basics of Google Analytics and Adobe Analytics and develop skills to grow your career
As you round off the course, you will learn how to apply web analytics in a business setting, looking particularly at Google Analytics and Adobe Analytics. If you’re wondering what a Digital Analyst does and what responsibilities they have, you’ll find details here. Whether you’re hoping to get a job in the industry or learn web analytics best practices, this is the course for you.
What topics will you cover?
Week 1 - Analytics basics
Describe what web analytics is
Identify the different types of analytics including descriptive, diagnostic, predictive and prescriptive analytics
Explain why web analytics is important for businesses and how it helps in achieving business objectives
Week 2 - Web analytics data and measurement plan
Describe what a measurement plan is and why it is important
Identify the different stages of building a measurement plan
Describe what segmentation is and why it is a useful analytical technique when looking to personalise customer experiences
Explain the role of web analytics for a successful online business through looking at an example measurement plan case study
Describe what a conversion is and the identify differences between a macro and micro conversion
Explain what a conversion funnel is and how web analytics can be used at each stage of the funnel
Understand what conversion rate optimisation is and explain why it is important to obtain quality and relevant data to measure business performance
Week 3 - Analytics tools
Understand what web analytics tools are
Explain how Google and Adobe Analytics work
Explore the challenges of web analytics
Understand a typical career journey, job description and example of a day in the life of a digital analyst
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