Course Details

Web Analytics: Integrating Website and E-mail Data for Effective Digital Marketing Programs

 

DMMK1-CE9504 / $815
SPRING 2012
Continuing Education: Marketing, Advertising, and Public Relations

To effectively measure digital marketing programs, it is critical to integrate Web analytics and e-mail profile data. Gain helpful information that maximizes return on investment by tracking and analyzing the behavior of customers, browsers, and nonresponders. Topics include extracting conclusions from data found in abandoned shopping carts; site recency, frequency, and monetary (RFM) analysis; site usage; domains and URLs; keywords and search engine placement; measuring unique visitors; and e-mail campaigns. Learn about analytics software used for Web mining, how data is passed between applications, the importance of real-time updates, and warehousing options.

Prerequisite: Marketing Principles and Practices/MKFD1-CE9247 or at least two years of brand, direct, or online marketing experience.

Enrollment is limited.

This course is also scheduled for:

SUMMER 2012

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Related Subject Areas: Online Courses, Digital Media Marketing, Interactive Marketing, Marketing, Event Marketing, Entertainment Marketing, Online Education, Marketing Research, Data Mining for Marketers

 

 

 

Section 1

 

Monday 6:30pm-8:30pm
February 13 - May 7

No class Feb. 20, Mar. 12, Apr. 9

10 Sessions

Instructor: Perry Drake  
Location: Distance Learning/Synchronous

 

 

Section 2

 

Friday, Saturday, Sunday 9:00am-5:00pm
January 13 - January 15

Class meets on 1/13, 1/14, and 1/15

3 Sessions

Instructor: Perry Drake  
Location: Washington Square

 

 

Section 3

 

Saturday 9:00am-5:00pm
February 11 - February 25

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 4

 

Friday 9:00am-5:00pm
March 23 - March 30

Saturday 9:00am-5:00pm
March 31

No class Mar. 24

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 5

 

Friday, Saturday 9:00am-5:00pm
March 2 - March 3

Sunday 9:00am-5:00pm
March 4

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 6

 

Friday 9:00am-5:00pm
April 20 - April 27

Saturday 9:00am-5:00pm
April 28

No class Apr. 21

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center