Course Description:
This course goes beyond the tracking and reporting of web site activity, covering both the art and the science of successfully using web analytics to drive change within organizations. Getting organizational buy-in for analytics usage and data-driven decision making, choosing and deploying the right solutions to meet business needs, staffing and training the organization properly, and communicating information to diverse constituents within the organization are all key to success for the web analytics manager. The course covers successful web analytics management strategies and processes within the organization, providing both the knowledge and the practical skills to succeed as a web analytics manager. If you have all of a sudden found yourself "in charge of web analytics", this course will help you succeed in your new role within the organization.
Recommended Prerequisite: Introduction to Web Analytics
course Topics include:
- Creating an RFP
- Examining the typical sales cycle process
- Understanding various models for data collection including quantitative and qualitative data
- Characteristics of the Web Analytics Manager position
- Establishing a process for requesting reporting and/or analysis
- Functional ownership for web analytics data
- Incorporating web analytics elements into existing processes Product roadmap for KPI dashboard
- How reporting drives investigative analysis
- Managing downward and upward - promoting the analytics culture
- Establishing baselines and creating the impact / pro-forma analysis
"I feel like I am living this course as a ‘reality show’. Over the past year demand for tracking and strategic analysis has grown significantly. My management has tasked me with preparing a company-wide road show to educate and broaden awareness for how analytics can be used to improve decision making and bring value to the organization. Needless to say, this course has been fantastic preparation for this assignment by helping me bring analytics to life!"
- Terri Kochersperger,
Interactive Division, Time Inc.
Core Instructional Team
Online Tutors
UBC's online tutors are business professionals experienced in online adult education. They are charged with the online instruction and guidance of students on a one-to-one and group basis. The online tutors guide and grade through continuous email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.
Alex Langshur, PublicInsite Inc.
Dan Linton, dan-linton.com
James Ollunga, McCann World Group
Jeff Young, Jeff Young Consulting
Ned Kumar, Ned Kumar Consulting
Stephane Hamel, Immeria
Instructor
The Instructor guides the design of the curriculum and is one of the main authors of the online content.
Jim Novo, Drilling Down Project
Associate Instructors
Associate Instructors are subject matter experts who contribute to the curriculum in their area of expertise.
Jason Burby, ZAAZ
Jim Humphrys, W.L. Gore and Associates Inc.
John Stansbury, Coremetrics
Jane Paolucci, Coremetrics
Aaron Gray, WebTrends
Anil Batra, Broadlink, LLC
Jane King, King680@comcast.net
Marianne Llewellyn, Omniture
Ben Philyaw, Digitaria
Steve Fernandez, Coremetrics
Wendi Malley, Idea Integration
Lee Pavach, ForeSee Results
Shane Atchison, Zaaz
Brandon Ralls, WebTrends
Austion Manso, WebTrends
Thomas Bosilevac, WebTrends
