开始时间: 05/27/2015 持续时间: 4 weeks
授课老师： Kevin Hartman
This course is rooted in the idea that marketing has changed forever and data is everywhere. Every thought that each consumer has, has become a measurable event. The brands, companies, and marketers who are going to be successful are those that know where the data is and what to do with it.
Learn the basics of web analytics and an overview of the digital data collection system. Become familiar with the analytics terminology and dive deeper into tools required for web analytics. You will also learn to identify the right web analytic tool for your specific needs. Understand valid and reliable ways to collect and analyze data from the web and gain hands-on experience of conducting web analytics projects including both quantitative and qualitative data to investigate brand challenges. Additionally, you will learn about understanding and developing a framework for measuring digital campaigns.
This course will be broken up into 4 weekly modules covering the following topics:
Week 1: Digital Influence on Marketing
Week 2: Basics of Web Analytics; The Consumer
Week 3: Introduction to Web Analytics Tools; Collecting and Analyzing Qualitative Data
Week 4: How and Why Data is Collected in Digital Search, Display, and Video Channels; Framework for Measuring Digital Campaigns