Web Analytics: SEO/SEM, PPC, E Mail, and Clickstream Analysis
Y50.2305
Credit:
Marketing, Advertising, and Public Relations
In this course, students will learn the various online business models, how to optimize use of them to meet business objectives, and how to analyze results. The subject areas to be covered include search-engine marketing, Website optimization, Website submission, link-marketing strategies, pay-per-click advertising campaigns, e-mail marketing tactics, affiliate marketing, customer Web logs, online testing of banner ads, landing pages, and other digital formats, software options for Web mining, analyzing click-stream data, and the key metrics for measuring consumer behavior online, including basket analysis and other techniques of association. When feasible, students in this course participate in the Google Challenge, a worldwide competition sponsored by Google for the application of search metrics to a local business.
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status. Admitted NYU credit or degree students may visit NYUHome to register through ALBERT. To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
