Web Analytics: Optimizing your Online Presence

Identify relevant information to extract actionable insights. Collecting, tracking, analyzing, and optimizing web usage are key to improving business outcomes and market research.

About the Course

With a highly practical approach, this course includes case studies, essential readings, and instructor guidance that will help you become familiar with web analytics that you can immediately apply. Now more than ever, it is important to understand the technical aspects of web analytics and to be able to establish a dialogue between stakeholders.

You Will Learn To:

Communicate with all stakeholders about web analytics
Understand your audience, what a customer journey is, and the importance and complexity of expressing your brand online
Optimize SEO and SEM to drive traffic to your brand
Perform a full web audit and extract insights from your web analytics platform
Design dashboards in line with best practices and produce impactful presentations to share your insights and recommendations with managers and peers

Methodologies and Techniques:

You Will Be Able To:

Be proficient in digital measurement and analytics and complete a full website audit
Increase your awareness regarding customer behavior and intent
Know common KPIs and map them to your online objectives
Create a well-thought web experience for users, including an easily discoverable web presence
Measure the impact of your online presence and create actionable dashboards
Identify means of improving the customer experience, providing recommendations for optimization and continuous development
Find yourself one step closer along the path to becoming Google Certified with the knowledge acquired from this program
Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network

Request for Information

UCH-WEC-ENG

https://online.professional.uchicago.edu/info-typ/mkb-seo-infotyp/

Career Outlook

$

109

k

The average annual base pay for a web analytics manager in the US

$7B

The expected size of the web analytics market by 2026

15.2%

The projected CAGR of the web analytics industry from 2021 to 2026

Potential Job Titles for Web Analytics

Business Analyst
Consultant
Data Analyst
Marketing Analyst
Project Manager
Web Analyst
Web Developer
Web Specialist

Meet Your Instructors

Dave Cameron is a seasoned data science and marketing analytics leader in both the corporate and start-up spaces. He brings over twenty-five years of experience to the University of Chicago. As a forward-thinking executive, Cameron has built and led teams on analytics thought leadership, statistical and product innovation, data-driven performance marketing, and attribution modeling for consumer acquisition, retention, and profit. He spent over twelve years at Nielsen Holdings, the global measurement and data analytics company, where he served in vice presidential roles in data science, customer segmentation, and statistical methodology. His prior positions include working as the director of data solutions at Merkle, a global performance marketing agency, and his role as the manager of target marketing for Ameritech (now AT&T). Cameron takes a strategic and pragmatic approach to solving challenging data problems by balancing learning and innovation with efficiency and automation. He earned an MSc in Applied Statistics from Ohio State and a BSc in Applied Mathematics in Computer Science from the University of Detroit Mercy.

Do you have questions?

The University of Chicago Approach to Online Learning

Our online learning programs are crafted with your specific needs in mind. Programs combine e-learning with live, interactive sessions to strengthen your skill set while maximizing your time. We couple academic theory and business knowledge with practical, real-world application. Through online learning sessions, you will have an opportunity to grow your professional network and interact with University of Chicago instructors and your classmates.

What Our Participants Say

As the manager responsible for the company’s e-commerce, I now feel better prepared, even for conversations with vendors and agencies that provide SEM/SEO/CRM services. I want to create goals, KPIs, and monitoring dashboards that enable me to gain a managerial vision of the investments and results of each tool and digital channel and drive better results for the company.

Anonymous

The course content is great, and the TA was always available and gave us interesting feedback.

Clarice Chiquetto

Marketing and Communications Consultant at Chiquetto Comunica

Brazil, June 2021