Digital Analytics

Digital analytics is a set of business and technical activities that create and collect "big data" and process it for analysis, recommendations, optimizations and predictions. This course defines the term "digital analytics" and focuses on its importance in marketing. It provides technical information to understand and implement digital analytics in an organizational context; examines digital analytics strategies, including segmentation, context and conversion attribution; defines KPIs and key metrics used in digital analytics; explores various tools and software used to track analytics, such as Google Analytics; discusses website optimization; and covers webmaster data integration with analytics.