UNIT CODE: BJO 210
UNIT TITLE: FUNDAMENTALS OF WEB ANALYTICS
PROGRAM(S): BACHELORS OF SCIENCE MEDIA AND DIGITAL
COMMUNICATION
LECTURER NAME: MR SIMON CHEGE
LECTURER Email:
[email protected], Phone No:
CONTACTS: 0721547805/0780547805
CONSULTATION Wednesday-Friday 2:00-5:0009m
TIME:
ZU/WI/7/11
PRE-REQUISITE COURSE
BCU 101 FUNDAMENTALS OF COMPUTER SYSTEMS
PURPOSE OF THE COURSE
This course introduces students to concepts, analytical tools and metrics of web
analytics. It will teach hand on skills through use of Google Analytics or Adobe
Analytics.
EXPECTED LEARNING OUTCOMES
By the end of the course, the learner should be able to:
i). Explain basic concepts of web and digital analytics
ii). Guide the organizations on the usage of web analytics in data collection.
iii).Analyse features and tools of web data Analytics
iv).Apply Web analytics tools to collect data
v). Use web analytics platforms/software.
COURSE SYLLABUS AND SCHEDULE
Week Topic Sub topic
Week 1 Introduction basic Basic Concepts of Web Analytics
concepts of web digital analytics
analytics importance of web analytics
mobile App Analytics
Web Reporting and Web Analysis
Evolution of Web Analytics
Week 2 Process of Web Key stages in web analytics activity
Analytics
Week 3 Web metrics Meaning of metrics
Basic Segmentation, Intermediate
Metrics, Custom Metrics
Week 4 Web analytics Setting Goals, Objectives, and
platforms and digital Benchmarks of web and digital
analytics analytics
Week 5 KIPs and web analytics Metric-sessions
time on site
time on page
bounce rate, number of visitors
Measuring Events and Outcomes
Using web Analytics to measures
behaviors, Ecommerce and Web
Analysis
Assignment Issue Assignment I
Week 6 Digital measurements Digital measurement process
Data collection,
Data usage
Data analysis
Insights
Cookies
Week 7 CAT I Writing CAT I
Week 8 Analytical tools and Activity and Measurement Tools
metrics Measurement and Attribution
Collecting web data
Dashboards
Statistical tools to analyze data
Week 9 Web Analytics and Kinds of reports
Reporting Web Analytics Ecosystems
Web Analytics Data Visualizations,
Acquisition and Conversions
Report visualizations
Drawing Meaningful Insights.
Assignment 2 Issue Assignment 2
Week Tools and diagnostics Common Analytic tools -Google
10 of web analytics analytics, Optimizely, KISSmetrics,
Crazy Egg,
Week Tools and diagnostics Adobe Analytics or Google Analytics-
11 of web analytics features, tools and basics, collect
and identity data and information,
reports
Web Analytics Case Studies
Week CAT II Writing CAT II
12
Week Emerging Analytics Social Media Analytics
13 Google Social Analytics
Mobile Analytics
Week REVISION AND EXAMS
14 and
15
TEACHING/LEARNING METHODOLOGY
Lectures, visual demonstration, tutorials, group discussion and class presentations.
INSTRUCTIONAL MATERIALS
Whiteboard, Textbooks, Computers, video clips, software such Google Analytics,
Adobe Analytics, Ms Excel
ASSESSMENT CRITERIA
Assessment Type Freque Percentag
ncy e
Assignment/ 2 10%
presentation
CATs 2 20%
Final Examination 1 70%
Total 100%
REFERENCE TEXTBOOKS
Core Reading Materials for the Course
1. Szabo, G., G. Polatkan, O. Boykin & A. Chalkiopoulus (2019), Social Media
Data Mining and Analytics, Wiley,
2. Dinsmore, J, Squatty P. (2018): Assessing Digital Marketing Campaign Data
W18005
3. Clifton, B. (2017). Advanced web metrics with Google analytics (Third Edition
ed.). Indianapolis, IN: Wiley Publishing Inc.
Recommended Reference Materials for the Course
1. Brian, C (2015) Successful Analytics: Gain Business Insights by Managing
Google Analytics. Advanced Web Metrics Ltd.
2. Dykes, B (2015) Web Analytics Action Hero: Using Analysis to Gain Insight
and Optimize Your Business, Adobe PR
Course Journals
1. Journal of Direct Data and Digital Marketing Practice: ISSBN 1746-0174
2. Internet Research Journal: ISSBN 1066-2243
Approval for circulation by:
Unit lecture name: DR. SIMON CHEGE signature: ……SKCHEGE…….
