Web Analytics: Integrating Website and E-mail Data for Effective Digital Marketing Programs
X50.9504 /
Continuing Education
/ $785
FALL 2008
To effectively measure digital marketing programs, you must integrate Web analytics and e-mail profile data. By tracking and analyzing the behavior of customers, browsers, and nonresponders, you gain useful information that helps maximize ROI. 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; accuracy of cookie-based measurement; and e-mail campaigns. Students learn about analytics software used for Web mining, how data is passed between applications, the importance of real-time updates, and warehousing options.
Enrollment is limited.
This course is applicable toward:
Course Materials
Section 1
Friday, Saturday
9:00am-5:00pm
October 10 - October 18
Class meets, Oct. 10, 17, 18
3 Sessions
Instructor:
Perry Drake
Location: Midtown Center, 11 W 42 St
Section 2
Friday, Saturday
9:00am-5:00pm
November 21 - December 13
Class meets Nov. 21, Dec. 12, 13
3 Sessions
Instructor:
Perry Drake
Location: Midtown Center, 11 W 42 St
