Course Description:
A web site can be a core business and communication channel that provides a direct link to current and potential customers. Unique to this medium is the ability to quantifiably measure and define the nature of the client interaction through web analytics. Successful organizations today are leveraging the power of web analytics to realize the full potential of their web sites, developing and maintaining deeper client relationships that create measurable value to the business. In this course you will be introduced to key concepts, diagnostic approaches, techniques and practices of web analytics. Drawing extensively from case studies and rooted in practical application, participants will understand how web analytics can drive higher profits and improve the customer experience. Participants will also be introduced to techniques they can use to successfully advocate and promote the use of web analytics in the organization.
This is a fundamentals course that prepares participants for the next three courses of the UBC Award of Achievement in Web Analytics program by introducing key terminology and concepts addressed in the later more detailed courses of this program, hence putting everyone on the same footing.*
Course Topics include:
- Key concepts including analytics, key terms and how they are used
- Key Performance Indicators (KPIs), why they are important
- Measuring Actions: The Conversion Chain
- Understanding the difference between data collection methods
- Key tools and diagnostics based on different web site objectives
- The fundamentals of Search Engine Optimization measurement
- The fundamentals of visitor behavior analysis
- Measuring and optimizing Paid Search Campaigns
- How to develop KPIs that are aligned with your mission and business objectives
- The analyst skill set: who and what you'll need.
*NOTE: This introductory course is a required course of the UBC Award of Achievement in Web Analytics program and a recommended prerequisite for the other courses. If you have significant web analytics experience and feel it might not be necessary for you to take this introductory course as a pre-requisite, you may delay taking this course or substitute another approved course in its place.
If you choose to bypass the Introduction to Web Analytics Course, you will need to make up the 24 hours with another UBC Continuing Studies course selection to complete the program requirements. The following courses are eligible to be used as a substitution for the Introduction to Web Analytics:
NOTE: Only one course of the UBC Award of Achievement in Web Analytics Program is eligible to be substituted. You must take all other required courses in order to receive the Award of Achievement.
Details on our online courses can be found on: http://www.tech.ubc.ca/online/index.html |
"I'd been trying for the past six months to find information similar to that available in our online class, and to little avail. It's been amazing to have such a comprehensive set of information and know that it's from the best folks in the business, all in an intro course."
- Shaina Boone,
American Dental Association
Core Instructional Team
Online Tutors
UBC's online tutors are business professionals experienced in online adult education. They are charged with the online instruction and guidance of students on a one-to-one and group basis. The online tutors guide and grade through continuous email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.
Alex Langshur, PublicInsite Inc.
Dan Linton, dan-linton.com
James Ollunga, McCann World Group
Jeff Young, Jeff Young Consulting
Ned Kumar, Ned Kumar Consulting
Stephane Hamel, Immeria
Instructor
The Instructor guides the design of the curriculum and is one of the main authors of the online content.
Jim Novo, Drilling Down Project
Associate Instructors for this Course Include
Associate Instructors are subject matter experts who contribute to the curriculum in their area of expertise.
Jim Sterne, Target Marketing of Santa Barbara
Brian Clifton, Google
Sean Carlos, Antezeta
Steven Liversedge, ICEtracks.com
Brandt Dainow, Think Business Services Ltd
Chris McFadden, Discovery Communications
Vicky Brock, Highland Business Research
Gordon Magee, Drs. Foster & Smith
Brian Alt, Marketingexperiments.com
Robert Blakeley, WebMD.net
Brian Tomz, IBM Surfaid Analytics
Bryan Eisenberg, Future Now
Hurol Inan, Hurol Inan Consulting
Jason Burby, ZAAZ
June Li, ClickInsight Corp.
Jim Humphrys, W.L. Gore and Associates Inc.
Jay Shaffer, Wine.com
Marianne McGlynn, McGlynn Consulting
