Method
Flexible
Term
SUMMER
Units
2.0 QUARTER UNITS
Cost
$650

Course Description

Formerly "Web and Mobile Analytics."

The rise of online and mobile businesses has made analytics crucial for understanding and boosting customer reach, engagement, and growth. This practical course introduces students to web, mobile, and AI-powered analytics, giving them the skills to define customer metrics, analyze data, and enhance campaign performance. Students work with platforms like Google Analytics, Tableau, or mobile analytics tools, while also exploring how generative AI assistants or conversational AI applications can improve profiling, site analysis, and conversion optimization. Through labs and projects, students learn to create reports and deliver actionable recommendations that connect data to marketing strategy.

Learning Outcomes

At the conclusion of the course, you should be able 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

Topics

  • Web and mobile analytics fundamentals
  • Customer metrics and engagement
  • AI-driven customer profiling and optimization
  • Data visualization and reporting

     

 

 

Prerequisites / Skills Needed

Prerequisites:

  • MKTG.X400: Customer-Driven Marketing: Principles and Practice
Syllabus Library

You may enroll in this offering at any time.
Mike E Tzamaloukas
Mike Tzamaloukas
Aug. 22 - Sep. 5, Wed, Sat, 9:00am - 4:00pm
  • Flexible Attend in person or via Zoom at scheduled times.
MKTG.X412.(13)
Schedule
Date Start Time End Time Meeting Type Location
Sat, 08-22-2026 9:00am 4:00pm Flexible SANTA CLARA / REMOTE
Sat, 08-29-2026 9:00am 4:00pm Flexible SANTA CLARA / REMOTE
Sat, 09-05-2026 9:00am 4:00pm Flexible SANTA CLARA / REMOTE
 

This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.

Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.

To see all meeting dates, click "Full Schedule" below.

You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.

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Prerequisites / Skills Needed

Prerequisites:

  • MKTG.X400: Customer-Driven Marketing: Principles and Practice

This course applies to these programs:

Demo