Web Analytics
MKTG 460
MKTG 460 Web Analytics This is an elective course I took during my time at ODU. This is an introductory course to web analytic tools and methods and how businesses can use web analytics to derive customer insight and improve the effectiveness of their digital marketing programs. Specifically, we looked at issues such as web traffic analysis, social media data mining, search and keyword analysis, social network analysis, and proactive analytics using testing and experimentation.
​
The objectives for the course include:
1. Form a fundamental understanding of the role of data analytics in digital marketing
2. Identify key digital data sources and tools for marketing and general business purposes
3. Know web data collection options and the pros and cons of each methodology
4. Evaluate and troubleshoot the performance of a website using web traffic data
5. Use analytics to improve search engine marketing effectiveness
6. Gather customer intelligence from online social networks and social media activities
7. Track and measure the performance of digital marketing campaigns using analytics
8. Translate web analytic results into business insight
9. Create effective web analytics reports
10. Design and implement basic tests to optimize digital marketing efforts.
Web Analytics Project:
KFC Italia App
My group and I were given the opportunity to work with KFC Italy where we leveraged web analytics data in Google Analytics to answer strategic business questions. We analyzed and identified the way consumers use the KFC Italy app, users’ paths to purchasing, and any barriers to conversion. We then prepared a formal written report and a presentation that assisted KFC Italy in better understanding user conversion behaviors within the app and in finding ways to increase successful conversions. We presented the web analytics findings, insights, conclusions, and recommendations to a representative of KFC Italy.