Applied Web, Mobile, and AI Analytics

Course Description

Please note: This course was previously offered under the title "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