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Program Details

The following outlines the program benefits of the UBC Award of Achievement in Web Analytics. Check out the Curriculum for a closer look at study topics.

NOTE: All courses in the program may also be taken individually.

Program Overview

Web analytics solutions today produce an abundance of information on web site usage. However, it is important not to be content with simply using Web analytics tools to generate a multitude of reports for their own sake. If a metric in a report does not correspond with the strategic goals of the site it is worthless and can in fact distract from what is truly important.

A successful web site has a clear purpose and vision that all responsible for the web site are conscious of and constantly striving to achieve. Web analytics training is of key importance for those responsible for the web site.

The UBC Award of Achievement in Web Analytics program teaches how to create and manage a web analytics program, optimize the effectiveness of site content, customer support initiatives, and the usability of the interface and navigational structure. The program focuses on how to analyze and understand the data generated by web analytics reporting tools, to make suggestions for improvements to the reports generated, and to transform the information contained in these reports into actions the company can take to improve web site visitor centricity and profitablilty.

The aim of the program is to give you a “blueprint” for navigating any web analytics measurement problem you may encounter. Rather than teach step by step solutions, many of which ultimately fail to be the best solutions for your business problem, the program lays out the potential drivers of interactive behavior and multiple proven ways to examine them. This approach ensures this education on interactive measurement will be durable and relevant no matter what comes next.

The program's content is provided by the Web Analytics Association Education Committee, consisting of industry professionals, and guided by experienced administrators of adult education programs.

Who Should Participate

The UBC Award of Achievement in Web Analytics program is designed for marketing and IT managers involved in the development and deployment of Internet initiatives, including interactive marketers, web/marketing analysts, project managers, web developers, information architects, consultants, systems and business analysts as well as the corporate executives in IT, e-commerce, finance, marketing and sales. The program also benefits anyone preparing for the Certified Web Analyst (CWA) exam offered through the Web Analytics Association. (Note: Taking the UBC Web Analytics courses do not guarantee a student will become Certified, as hands-on experience is also required for Certification. Please see the WAA website for further details)

However, many students find they have not been exposed to all aspects of practicing web analytics for business improvement within their own study or jobs and benefit from taking these courses.  In addition, the four Award of Achievement courses do lead to a university certificate  - The Certificate in Web Intelligence."

Experience with a web analytics reporting tool is recommended, before taking the courses, as the curriculum does not address the "hands on" elements of working with a specific tool.

Participant Benefits

By taking the UBC Award of Achievement in Web Analytics program participants receive practical approaches to:

• assessing effective methods and diagnostic approaches used in web analytics, weighing their pros and cons
• designing and tracking marketing or communication from initial entry into the web site through to the desired sale or action (known as a "conversion")
• optimizing conversions by analyzing web site content for enabling, supportive or confusing messages
• applying the concepts of participation marketing and visitor segmentation to determine how different markets are responding to your content, leading to conversions
• analyzing click and navigation patterns to determine the best product or service mix as well as identify profit centres.

Program Fees

Course fees are paid on a course-by-course basis at $675 CAD each ($640 for WAA member). The total program fee is $2,700 CAD.

If you have any questions, refer to our FAQ or contact our Client Services department.

To reserve your spot in a course please register for the course by following the corresponding links on the Curriculum page.

2010 Graduate Survey Results

There have been 617 graduates (as of December 2011) from the UBC Award of Achievement in Web Analytics program. These graduates have come from 32 countries including Australia, Austria, Brazil, Canada, Cyprus, Czech Republic, England, Finland, Germany, Greece, Hungary, India, Italy, Japan, Jordan, Malaysia, Mauritius, Netherlands, Norway, Portugal, Romania, Russia, Scotland, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, United Arab Emirates, United Kingdom and USA.

Students in the program have come from variety of companies including:

Graduates of the Award of Achievement in Web Analytics Program were surveyed in 2010* and the results were as follows:

• Salaries of alumni resulted in the median being in the $50,000-$100,000 range.
• 100% said that they would recommend the program to others.
• 100% indicated that they “agree” or “strongly agree” that the program was a good investment of time and money.
• 93% felt this program gave them a good foundation in the applied skills and knowledge they need.
• 100% indicated that they “agree” or “strongly agree” that overall the program was a positive learning experience.
• 79% felt that employers or colleagues recognize and value their certificate qualifications.
• Graduates of the program are employed in some of the following careers: Web Analyst, Product Manager, Marketing Manager, Sr Technology Consultant, Web Development Coordinator, Digital Analst, Marketing Analyst, Principle Consultant, Web Designer, Web Data Analyst, SEO/SEM Specialist and Online Marketing Associate.
• NOTE: Graduates from the program (2009 survey) were employed in some of the following careers: Marketing Specialist; Senior Web Analyst; SEO, PPC & Analytics Specialist; Internet Marketing Manager; Technology Marketing Specialist; Internet Fundraising Coordinator; Digital Account Manager; Web Analyst/Developer; Senior Marketing Specialist; Senior Consultant; Web Manager; Managing Director Digital Strategy and Design; Director of Marketing; Marketing Advertising Trainee. Graduates from the program (2008 survey) were employed in some of the following careers: Web Performance Measurement Officer; Software Analyst; Analytics Strategic Consultant; User Experience Consultant; Program Analyst; Group Account Manager; Web marketing Specialist; Executive Assistant and Web Designer; Internet Marketing Consultant; Web Analyst.

*Information is based on 14 responses to the survey. Students graduated in their program between April 1-Dec 31, 2009.

Grauduates of the Award of Achievement in Web Analytics Program cummulative results (2007-2010)*:

• 95% would recommend their program to others
• 93% felt overall the program was a positive learning experience
• 93% felt the program was definitely a good investment of my time and money
• 70% felt they were able to apply the skills and knowledge gained in the program in an employment or venture situation
• 65% felt that employers or colleagues recognized and valued their certificate qualifications

*Information is based on 57 responses to the surveys from 2007 - 2010.

Here what other graduates have to say about the Award of Acheivement in Web Analytics:

• Dan Linton
• Jeff Young
• Tim Goudie
• Ali Shah
• Stephane Hamel (online tutor)