Course Overview
Now, more than ever, customers are speaking to companies loud and clear but, more often than not, companies just aren’t listening. Marketers are using old tactics of data isolation to attempt to understand today’s complex combination of marketing efforts and how they influence purchasing outcomes. This course offers strategies and tactics for increasing revenue - and profit, interpreting web traffic patterns and extracting strategic insights all from analysis of online metrics. This course combines in-class theory with hands-on field training. Students will be required to build a full conversion optimization plan for a business or non-profit, using Google Analytics as the web analytics tool.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Retired
- This course has been retired and is no longer offered. Find other Flexible Learning courses that may interest you.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Test and track the impact of strategic and tactical online marketing initiatives.
- Measure the efficiency and the effectiveness of strategic and tactical marketing.
- Implement web analytics tracking code on an organization’s website (business or non-profit).
- Construct a conversion optimization plan.
- Analyze web analytics to extract meaningful digital campaign insights.
- Demonstrate how to use A/B testing to increase the effectiveness of a website.
- Describe how to construct robust market experiments and analyzing and interpreting the results.
Effective as of Spring/Summer 2013
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.