Request for Information


November 9, 2021


USD $2,500


Eight weeks
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    This course is offered in English, Portuguese, and Spanish

Course Format

Online learning with live, interactive sessions


Philippe Geyskens, PhD;
Web Analytics,
the University of Chicago

Request for Information

Web Analytics

To be successful in today’s job market requires an in-depth understanding of web analytics and an ability to identify relevant information to extract actionable insights.

Are You a Professional with a Marketing Background Looking to Improve Your Digital Skills?

If you are a manager, director, or mid-level professional with a marketing or e-commerce background and want to help bring together the technical implementation of your organization’s website with the organization’s leadership and overall strategy, this is the course for you. This course is also for professionals who have previously relied on others to provide them with performance feedback and insights but are now looking to do this themselves. Additionally, if you have UX or IT experience with some marketing knowledge and want to upskill, taking your career to the next level, you will also find this program relevant.

Meet Your Instructor

Philippe Geyskens, PhD
Web Analytics,
the University of Chicago

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As a data and analytics expert, Philippe Geyskens harnesses big data to extract insights that tie marketing spend to business result. A digital expert, Geyskens brings over twenty years of experience leading analytic teams across quantitative marketing projects for Fortune 500 companies such as Allstate, General Motors, Sears, and TJ Maxx, ranging from market mix modeling and multi-channel attribution to CRM analytics. Geyskens holds an MBA from Northwestern University’s Kellogg School of Management and a PhD in Civil Engineering from the K.U. Leuven in Belgium. He was also awarded the Belgian government’s Medal for the Performing Arts.

Career Outlook

Web analytics provides real-time data about the behavior of website visitors and app users. By using this tool, businesses can attract new visitors and retain customers. As online shopping increases—digital purchases rose 6-10% after the outbreak of COVID-19—analytics solutions are becoming even more popular. Banking and the retail sector, especially e-commerce operations, are expected to drive much of that growth and draw considerable revenue to the web analytics market. Last year, the market was valued at USD 3.01 billion and is projected to reach 7.05 billion by 2026, growing at a rate of 15.2%. The job outlook in this career path is bright, with an expected growth rate of 13%.

Potential Job Titles for Web Analytics

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

What Our Participants Say

Web Analytics

Clarice Chiquetto
Marketing and Communications Consultant at Chiquetto Comunica

Brazil, June 2021

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


“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."