MSDM 5050 - Web Analytics

(3 credits)

Prerequisites: MSDM 5010.

Explores web site optimization, web site submission, link-marketing strategies, pay-per-click advertising campaigns, email marketing tactics, affiliate marketing, traffic patterns, customer web logs, banner ads, and landing pages. Other topics include Google analytics, mining, real time analytics, predictive analysis and text analytics. Other digital formats, software options for web mining, analyzing click-stream data and key metrics for measuring consumer behavior are addressed with current analytical and next generation tools.

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