Course Details

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

 

DMMK1-CE9504 / $815
SUMMER 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 applicable toward:

• Certificate in Digital Media Marketing

---

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-8:50pm
June 4 - July 30

No class 5/28

10 Sessions

Instructor: Perry Drake  
Location: Distance Learning/Synchronous

 

 

Section 2

 

Friday 9:00am-5:00pm
June 1 - June 15

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 3

 

Saturday 9:00am-5:00pm
June 2 - June 16

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 4

 

Friday, Saturday 9:00am-5:00pm
July 6 - July 13

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center

 

 

Section 5

 

Friday, Saturday 9:00am-5:00pm
July 20 - July 27

3 Sessions

Instructor: Perry Drake  
Location: Midtown Center