Digital Marketing PT
Apply Icon

Web Analytics

level of course unit

second cycle, Master

Learning outcomes of course unit

The students will acquire the ability to measure the success of digital marketing campaigns using web analysis tools, which will enable them to estimate how successful a website or a campaign is or what potential they have. They will learn how to use web analysis tools on the basis of examples (e.g. Piwik, Google Analytics) and will be able to interpret significant reports and key figures and derive appropriate measures from them.

prerequisites and co-requisites

Fundamentals of Web

course contents

In this course it will be demonstrated how success can be measured using web analysis methods. Various methods will be addressed (log files, page tagging, cookies) which are used for data collection and analysis, the technical basis for web analysis, for testing (for example using A/B tests and multivariate tests) as well as for targeting. Furthermore goals and also instruments for measuring success and key figures and metrics/KPIs for determining success are discussed. These goals and instruments can then be used for deriving success factors for websites and Internet campaigns. An approach for conversion rate optimization will be devised.

recommended or required reading

Aden, T. (2012): Google Analytics - Implementieren, interpretieren, profitieren. 3. Auflage, Hanser
Amthor, A. / Brommund, T. (2010): Mehr Erfolg durch Web Analytics - ein Leitfaden für Marketer und Entscheider. Hanser
Hassler, M. (2011): Web Analtics - Metriken auswerten, Besucherverhalten verstehen, Website optimieren. 3. Aufage, mitp.
Krüger, J. (2011): Conversion Boosting mit Website Testing. mitp
Morys, A. (2011): Conversion-Optimierung - Praxismethoden für mehr Markterfolg im Web.

assessment methods and criteria

written examination

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Integrated lecture, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Josef Max Hajda_nbl, BA, MA

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (lecture)

mode of delivery

In-class course

work placement(s)

not applicable