Web Analytics

Participants will be introduced to a broad array of website analytic techniques. All will utilize an analytics platform, such as Google Analytics, to identify visitor profiles and segments, study website usage patterns and content viewing behaviors and pinpoint channels that drive the greatest desktop and mobile visitor traffic to company's websites. Insights gained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted paid (advertising), owned (web properties), and earned (social sharing) media components and are at the center of mastery development within this course.