Web Analytics: SEO/SEM, PPC, Email & Clickstream

In this course, students learn how to develop analytics to drive marketing and business objectives and improve ROI from digital initiatives. Students learn how to organize, validate, and analyze various forms of online data in order to optimize the performance of Websites, Search Engine Marketing, Pay-per-Click Advertising campaigns, Email Marketing, Display Advertising etc. Students analyze data from multiple sources including weblogs and click-stream data, and evaluate key metrics for measuring online and offline consumer behavior. Students also learn how to communicate results to drive planning for web optimization and digital advertising.