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WEBD122 - Introduction to Web Analytics

Course Details

Course Code: WEBD122 Course ID: 4416 Credit Hours: 3 Level: Undergraduate

This course is an introductory study of Web analytics technology and how businesses and organizations may to use the technology to measure website traffic, enhance business presence, and conduct market research. The course begins with some basic introductory concepts and lays the foundation for more advanced topics regarding the subject. The course will cover both conceptual and scenario based exercises, thus enabling students to experience the maximum amount of comprehension and retention of material covered in the course.





Course Schedule

Registration Dates Course Dates Session Weeks
11/26/18 - 05/03/19 05/06/19 - 06/30/19 Spring 2019 Session I 8 Week session
12/31/18 - 05/31/19 06/03/19 - 07/28/19 Spring 2019 Session D 8 Week session
01/28/19 - 06/28/19 07/01/19 - 08/25/19 Summer 2019 Session B 8 Week session
02/25/19 - 08/02/19 08/05/19 - 09/29/19 Summer 2019 Session I 8 Week session
03/25/19 - 08/30/19 09/02/19 - 10/27/19 Summer 2019 Session D 8 Week session
04/29/19 - 10/04/19 10/07/19 - 12/01/19 Fall 2019 Session B 8 Week session

Current Syllabi

After successfully completing this course, you will be able to

  1. Define Web analytics
  2. Describe how Web analytic is used to collect, analyze and report website traffic
  3. Identify Key tools and diagnostics associated with Web analytics
  4. Explain data collection options available for strong analytics
  5. Compare and Contrast Web Analytics methodology
  6. Compare and Contrast analytic tools used to measure metrics
  7. Summarize how web analytics is used as a tool for visitor centrics, e-Commerce, business research, and market research
  8. Explain effective Web analytics strategies and implementation
  9. Interpret the Analyst skill set in the current business environment

Supplemental Readings:

Students are encouraged to research weekly topics on the internet and use their research findings in the discussions or weekly essays to support their points. Be sure to reference your sources according to the APA 6th Edition.

Forum Assignments:

Week 1 Forum:

Topic 1: Introduce Yourself

Topic 2: Web Analytics Data Collection Importance – Case Study Scenario
Topic 3: Academic Honesty - Plagiarism

Week 2 Forum:

Topic 1: Online Research: Topic of Choice

Week 3 Forum:

Topic 1: Piwik Open Source Demo (Hands-on)

Topic 2: Web Logs versus JavaScript Tags

Week 4 Forum:

Topic 1: Google Analytics Product Tour/Review

Week 5 Forum:

Topic 1: Measuring Email and Multichannel Marketing/Pit Fall Avoidance

Week 6 Forum:

Topic 1: Making Web Analytics Actionable

Week 7 Forum:

Topic 1: Turbo Charging Your Web Analytics

Week 8 Forum:

Topic 1: Practical Steps and Best Practices

Homework Assignments:

Week 1 Assignment:

Assignment 1: Company Website Vibe

Week 2 Assignment:

Assignment 1: Explain the 10/90 Rule - PowerPoint

Week 3 Assignment:

Assignment 1: Explain the URL Role

Week 4 Mid-Term Project/Assignment

Week 5 Assignment:

Assignment 1: Experimenting and Testing

Week 6 Assignment:

Assignment 1: Explain the Executive Dashboard & Trinity Mindset

Week 7 Assignment:

Assignment 1: Explaining KPIs

Week 8 Assignment: (will open in week 7)

Final Project/Assignment: PowerPoint Presentation

Exams/Quizzes

There will only be four (4) quizzes in the course, each consist of 25 questions and are terminology based multiple choice.

Week 1 Quiz

Week 2 Quiz

Week 5 Quiz

Week 6 Quiz

Field Experience Assignments: None

Final Project:

Your presentation will consist of 10 -15 slides with an opening title slide. You must include notes to each slide in support of that page (this is very important). The notes must be supported with APA style references of 3 - 5 sources in total.

Your PPT Presentation is due at the end of week 8; your title slide must include the title of your Presentation, the date, the name of this course, your name, and your instructor's name.

Submit your Final Project PowerPoint Assignment in the classroom assignment area for Week 8.

NameGrade %
Forums 23.00 %
Week 1 Forum 2.88 %
Week 2 Forum 2.88 %
Week 3 Forum 2.88 %
Week 4 Forum 2.88 %
Week 5 Forum 2.88 %
Week 6 Forum 2.88 %
Week 7 Forum 2.88 %
Week 8 Forum 2.88 %
Assignments 30.00 %
Assignment 1: Week 1 Website Vibe 5.00 %
Assignment 2: Week 2 Explain the 10/90 Rule (Presentation) 5.00 %
Assignment 3: Week 3 Explain the URL Role 5.00 %
Assignment 5: Experimenting and Testing 5.00 %
Assignment 6: The Executive Dashboard and the Trinity Mindset 5.00 %
Assignment 7: Understanding KPIs 5.00 %
Quizzes/Exams 17.00 %
Week 1 - Terminology Quiz 4.25 %
Week 2 - Terminology Quiz 4.25 %
Week5 - Terminology Quiz 4.25 %
Week6 - Terminology Quiz 4.25 %
Week 4 Project Assignment 15.00 %
Week 4: Project/Assignment 15.00 %
Final Project PowerPoint Presentation Assignment 15.00 %
Week 8: Final Project/Assignment 15.00 %
Extra Credit 1.00 %
Week 7 - Topic 2 1.00 %

Software

This course will use Microsoft Word, Adobe Reader, a Web Browser, MS Internet Explorer, Firefox, Safari or Chrome will suffice. The student must have the necessary plug-ins to view Adobe Flash videos, MP4 format videos and the ability to read Adobe PDF files. All written assignments must be in MS Word format.

Required Readings

This course requires the reading of the following journals and articles to answer all questions and assignments in the forums, assignments, projects and quizzes. These can all be found in the Classroom Lessons for each week. Note: you may not need to read every article listed.

Week Readings

Title

Week 1 Readings:

Web Link: http://www.smallbusinesscan.com/understanding-web-analytics-the-basics/

Web Analytics Demystified.pdf

Chapter 1: Web Analytics Overview.pdf

Key Terminology and Definitions.pdf

The Difference Between Web Reporting And Web Analysis.pdf

Using Web Analytics to Measure the Effectiveness of Online Advertising Media.pdf

Locate book “Web Analytics 2.0” by Avinash Kaushik in the APUS Library, Chapter 1 pages 1-14 will be most helpful.

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 1 pages 1-20 will be most helpful.

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 1 pages 10-15 and pages 25-26 will be most helpful.

Locate book “Web Analytics 2.0” by Avinash Kaushik in the APUS Library, Chapter 1 pages 1-14 will be most helpful.

Week 2 Readings:

5 + 4 Actionable Tips To Kick Web Data Analysis Up A Notch, Or Two.pdf

Beginners Guide To Web Data Analysis Ten Steps To Love and Success.pdf

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, pages 168-170, and 172-173, and 30-33 and 132-135 will be most helpful.

Locate book “Web Analytics 2.0” by Avinash Kaushik in the APUS Library, pages 76-77, and 55-56, and page 139 and 38-39 will be most helpful.

Locate the chapter in the book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library. You will find some great information starting on pages 61-73; you may want to read the entire chapter. Or you may locate a resource that identifies and explains Preparing, Conducting the site visit and Analyzing the data.

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library and answer the 10/90 Rule assignment. Found on pages 81-84 Chapter 4.

Web Link: 10/90 Rule explained

http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-success/

Week 3 Readings:

Video Link: http://www.youtube.com/watch?feature=player_embedded&v=OslfF_EH81g

Web Link: kaushik.net-The_Great_Web_Data_Capture_Debate_Web_Logs_

or_JavaScript_Tags.pdf

Locate book “Web Analytics 2.0” by Avinash Kaushik in the APUS Library, Chapter 4 pages 141-142, and 126-140 will be most helpful.

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 6 pages 126-131 will be most helpful.

Week 4 Readings:

Web Links: http://www.youtube.com/watch?v=7vigIO5Wp7s and

http://www.google.com/analytics/features/index.html

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 8 pages 193-236 will be most helpful.

PT: 43

APUS Library Articles Search – Use the search term “Search Engine Optimization” and locate an article or book to answer the assignment.

Week 5 Readings:

kaushik.net-Email_Marketing_Campaign_Analysis_Metrics_Best_Practices.pdf

kaushik.net-Multichannel_Analytics_Tracking_Online_Impact_Of_Offline_Campaigns.pdf

kaushik.net-Multichannel_Analytics_Tracking_Offline_Conversions_7_Best_Practices_Bonus_Tips.pdf

Additional and helpful resource: Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, pages 224 – 225 will be most helpful.

http://www.kaushik.net/avinash/experimentation-and-testing-a-primer/

http://www.kaushik.net/avinash/build-a-great-web-experimentation-testing-program/

http://www.kaushik.net/avinash/experiment-die-reasons-awesome-testing-ideas/

http://www.kaushik.net/avinash/lab-usability-testing-what-why-how-much/

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 10, pages 237 – 262 will be most helpful.

Week 6 Readings:

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 11 pages 263 –296 and Chapter 12 pages 297-347 will be most helpful.

5 + 4 Actionable Tips To Kick Web Data Analysis Up A Notch, Or Two.pdf

Instructor Lecture Week 6 - Web Analytics Benchmarking.pdf

Competitive Intelligence Analysis Metrics Tips & Best Practices.pdf

http://www.kaushik.net/avinash/the-action-dashboard-an-alternative-to-crappy-dashboards/

http://www.kaushik.net/avinash/five-rules-for-high-impact-web-analytics-dashboards/

http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/

http://www.kaushik.net/avinash/trinity-a-mindset-strategic-approach/

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 11 pages 275-286 will be most helpful. Chapter 1 pages 15-21.

Week 7 Readings:

Locate book “Web Analytics an Hour a Day” by Avinash Kaushik in the APUS Library, Chapter 13 pages 329-347 and Chapter 14 pages 351-396 will be most helpful.

Six Tips for Improving High Bounce Rates.pdf

Unleash Power.pdf

Web Analytics Segmentation Do or Die there is no try.pdf

Instructor Lecture Week 7 – Segmentation High Importance.pdf

http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/

http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/

http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/

http://www.kaushik.net/avinash/insights-web-analytics-kpi-measurement-techniques/

Week 8 Readings:

No reading required in Week 8

Additional Resources

Please see the classroom Lessons Area for reading material information and please use the APUS Library for the following book titles:

http://www.apus.edu/Online-Library/index.htm?sso=98a5c33d769f20bf8a1293baa9340cc6

Actionable web analytics [electronic resource] : using data to make smart business decisions / Jason Burby, Shane Atchison. ; Burby, Jason. ; Indianapolis, Ind.: ; Wiley Pub., ; c2007 ; http://library.books24x7.com.ezproxy1.apus.edu/toc.asp?bookid=34816 Locations: (1) My Library

Advanced Web metrics with Google Analytics, third edition [electronic resource] / Brian Clifton. ; Clifton, Brian, 1969- ; Indianapolis, Ind. : ; John Wiley & Sons, ; c2012 ; http://library.books24x7.com.ezproxy1.apus.edu/toc.asp?bookid=46056 Locations: (1) My Library

Advanced Web metrics with Google Analytics, second edition [electronic resource] / Brian Clifton. ; Clifton, Brian, 1969- ; Indianapolis, Ind. : ; Wiley Pub., ; c2010 ; http://library.books24x7.com.ezproxy1.apus.edu/toc.asp?bookid=41057 Locations: (1) My Library

Web analytics [electronic resource] : an hour a day / Avinash Kaushik. ; Kaushik, Avinash. ; Indianapolis, Ind. : ; Sybex, ; c2007. ; http://site.ebrary.com/lib/apus/Doc?id=10278898 ; http://site.ebrary.com/id/10278898 ; http://www.apus.eblib.com.ezproxy2.apus.edu/patron/FullRecord.aspx?p=302273 Locations: (3) My Library

Web analytics 2.0 [electronic resource] : the art of online accountability & science of customer centricity / Avinash Kaushik. ; Kaushik, Avinash. ; Indianapolis, Ind. : ; Wiley Pub., ; c2010 ; http://library.books24x7.com.ezproxy1.apus.edu/toc.asp?bookid=41112 Locations: (1) My Library

Web Sites

Please see the classroom Lessons Area for links to additional website and videos.

Site Name & Info

Web Site URL/Address

Mobile analytics for tracking mobile devices on websites - Video w/ script

http://www.youtube.com/watch?v=6833AUZhsCw

How to Set Up Google Analytics to Track Visits from Mobile Users - Video w/ script

http://www.youtube.com/watch?v=M8E4IbRpA9k

Mobile analytics for tracking mobile devices on websites - Video w/ script

http://www.youtube.com/watch?v=6833AUZhsCw

Setting goals to measure success

http://www.youtube.com/watch?v=EvzfNq8tY2o

Goals in Google Analytics

http://services.google.com/analytics/breeze/en/v5/goals_v20_ad1/

E-commerce Tracking

http://services.google.com/analytics/breeze/en/v5/ecommercev22_ad1/

Filters in Google Analytics

http://services.google.com/analytics/breeze/en/v5/filters_v15_ad1/

Pageviews, Visits, and Visitors

http://services.google.com/analytics/breeze/en/v5/et_vpsv22_ad1_2/

Time Metrics

http://services.google.com/analytics/breeze/en/v5/interpreting_reports_time_v15_ad1/

Traffic Sources

http://services.google.com/analytics/breeze/en/v5/interpreting_reports_trafficsources_v15_ad1/

Advanced Segmentation

http://services.google.com/analytics/breeze/en/v5/advancedsegmentation_v03_ad1/

Analytics Intelligence

http://www.youtube.com/v/FHzjTrabbC8

Internal Site Search

http://services.google.com/analytics/breeze/en/v5/internal_site_search_v15_ad/

Event Tracking and Virtual Pageviews

http://services.google.com/analytics/breeze/en/v5/et_vpsv22_ad1_2/

Google Analytics Essential Training

https://support.google.com/analytics/answer/3424288

Book Title:To find the library e-book(s) req'd for your course, please visit http://apus.libguides.com/er.php to locate the eReserve by course #. You must be logged in to eCampus first to access the links.
Author: No Author Specified
Book Title:Web Analytics : An Hour a Day- e-book available in the APUS Online Library; Hard copy not available from the APUS Bookstore, please try other sources.
ISBN:9780470130650
Publication Info:Wiley Lib
Author:Kaushik, Avinash
Unit Cost:$20.60
Book Title:Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity - e-book available in the APUS Online Library
ISBN:9780470529393
Author:Kaushik
Unit Cost:$28.87

Previous Syllabi

Not current for future courses.