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Web-analytics
Major: Marketing
Code of Subject: 7.075.04.E.37
Credits: 4
Department: Marketing and Logistics
Lecturer: PhD, associate professor, Nazar Fihun
Semester: 2 семестр
Mode of Study: денна
Learning outcomes:
Student should:
to know: the principles of organization the systems of collection and analysis of data on the Internet, features of Google Adwords, Google Analytics, its configuration and mechanisms of their synchronization with web resources.
be able to: develop a strategy to promote the company on the Internet using appropriate analytical reporting platforms, the history of social networks visits, to justify the chosen strategy following the appropriate set of tools based on marketing research of existing trends form the corresponding content.
to know: the principles of organization the systems of collection and analysis of data on the Internet, features of Google Adwords, Google Analytics, its configuration and mechanisms of their synchronization with web resources.
be able to: develop a strategy to promote the company on the Internet using appropriate analytical reporting platforms, the history of social networks visits, to justify the chosen strategy following the appropriate set of tools based on marketing research of existing trends form the corresponding content.
Required prior and related subjects:
Prerequisites: Marketing research, Neuromarketing;
Co-requisites: Product innovation policy.
Co-requisites: Product innovation policy.
Summary of the subject:
Expanding the range of online store by identifying the most popular product categories; determine the causes of inefficiency conversion pages and their processing to improve; complete collection of statistical information on the behavior of users and their individual groups; Tracking the effectiveness and efficiency of work for each of the marketing channels; the improvement of strategies of budget expenditures reduction by reallocating resources to more profitable areas of work; The concept of conversion and decreasing of bounce rates, that will allows to get more sales and increase the average check, even at the same level of attendance; the analysis of tools for data collection on the level of website traffic.
Recommended Books:
1. Брайан Клифтон. Google Analytics для профессионалов, 3-е издание = Advanced Web Metrics with Google Analytics, 3rd ed.. — М.: «Диалектика», 2012. — 608 с.
2. Авинаш Кошик. Веб-аналитика 2.0 на практике. Тонкости и лучшие методики = Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. — М.: «Диалектика», 2011. — С. 528.
3. Джерри Ледфорд, Мэри Э. Тайлер. Google Analytics 2.0: анализ веб-сайтов = Google Analytics 2.0. — М.: «Диалектика», 2008. — С. 368.
4. Яковлев А.А. Довжиков А.А. Веб-аналитика: основы, секреты, трюки. — СПб.: БХВ-Петербург, 2009. — С. 272.
5. Марк Хасслер. Веб-аналитика = Web Analytics. — М.: Эксмо, 2010. — С. 432.
6. Мелихов Д.С Сарматов И.И. Веб-аналитика: шаг к совершенству. — К.: Аналитик Интеллект Сервис, 2010. — С. 112.
2. Авинаш Кошик. Веб-аналитика 2.0 на практике. Тонкости и лучшие методики = Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. — М.: «Диалектика», 2011. — С. 528.
3. Джерри Ледфорд, Мэри Э. Тайлер. Google Analytics 2.0: анализ веб-сайтов = Google Analytics 2.0. — М.: «Диалектика», 2008. — С. 368.
4. Яковлев А.А. Довжиков А.А. Веб-аналитика: основы, секреты, трюки. — СПб.: БХВ-Петербург, 2009. — С. 272.
5. Марк Хасслер. Веб-аналитика = Web Analytics. — М.: Эксмо, 2010. — С. 432.
6. Мелихов Д.С Сарматов И.И. Веб-аналитика: шаг к совершенству. — К.: Аналитик Интеллект Сервис, 2010. — С. 112.
Assessment methods and criteria:
Current control (40%): tasks solution at seminar and laboratory lessons, oral questioning;
Final assessment (60% exam): exam control work.
Final assessment (60% exam): exam control work.