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Web Analytics (VO)
level of course unit
second cycle, MasterLearning outcomes of course unit
Within the context of the course, students acquire knowledge relating to the performance measurement of digital marketing campaigns by means of web analysis tools and, based on this, learn to assess the success of a website or campaign or determine existing potential. They are familiar with web analysis tools (e.g. Piwik, Google Analytics) and able to interpret essential reports and key figures and derive suitable measures.
prerequisites and co-requisites
Module WBW
course contents
The course conveys knowledge for performance measurement via web analysis methods. Various procedures (log files, page tagging, cookies) for data collection and evaluation and thus technical fundamentals for web analysis, testing and targeting are introduced. Furthermore, certain targets and instruments for performance measurement as well as key figures and metrics/KPIs for determining success are discussed. These KPIs include visitor numbers, duration of stay, bounce rate, conversion rate. The methods of benchmarking and cohort formation are used among others.
recommended or required reading
- Hassler, M. (2016): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Webseiten optimieren. Mitp business
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press
assessment methods and criteria
Examination
language of instruction
Germannumber of ECTS credits allocated
1eLearning quota in percent
25course-hours-per-week (chw)
1planned learning activities and teaching methods
lecture, group work, presentation and task discussion
