IS6485

For many modern businesses, competencies and capabilities in Digital (Web) Analytics are critical to achieving marketing and operational goals within increasingly competitive environments. The term "Web Analytics" has typically been associated with collection, analysis and reporting of data from the Internet' however the course will extend more broadly to also include other digital data (e.g. mobile). The course begins by exploring foundational knowledge and best practices within the web analytics context, and extends into broader areas including but not limited to: testing and Optimization, Customer Analytics, Marketing and Multi-channel Analytics and the digital Analytics marketplace.

Prerequisites: Masters status in the School of Business OR Instructor Consent.