Course Objectives
- To introduce the basic concepts of web analytics
- Create, read and interpret basic web reports
- To introduce the concept and scope of web mining
- Ensure that the student completes a real-life project with the term project.
Topics
- Fundamentals of web analytics
- Google analytics – reports, metrics, dimensions
- Google analytics – customer report design with dimension
- Google analytics – customer segmentation and funnel management
- Conversion optimization
- Measuring the effects of design changes in web sites
- A/B testing – design and application
- Association rule mining and web analytics
- Classification techniques and web analytics
- Clustering techniques and web analytics
- Analysis of real world applications
