Web and Mobile Analytics

With the explosive growth of online business transactions, Web and mobile analytics play an important role in understanding and optimizing customer reach and growth. Unlike off-line business models, to compete in the digital global economy, organizations need to employ agile digital marketing techniques that can continuously adapt to customer needs. This is a hands-on class full of real-life examples to work through. In this class students will learn how to:

  • Define metrics that help capture customer experience in Web and mobile environments

  • Learn how to work with big customer profiling data using cutting edge machine learning turn-key solutions (R packages, Python libraries - no programming needed)

  • Use tools such as Google Analytics, Tableau, Gephi, and others to derive patterns and predict possible outcomes

  • Create reports and infographics that help understand micro and macro levers that can be used to iteratively improve your marketing campaign

  • [Former #23392]

    Prerequisites :

    Offering code Offering title
    MKTG.X403 Implementing Marketing and Sales Strategies
    MKTG.X408 Integrated Marketing Communication
    MKTG.X400 Principles of Marketing

    Sections :

    Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
    MKTG.X412.(4) 8/17/2019 09:00 AM SANTA CLARA $650 Assimakis (Mike) Tzamaloukas Enroll