880493 :Research Skills: Web Analytics


Voertaal Engels
Werkvorm: Plenary lectures combined with practical sessions (Geen informatie over collegetijden bekend)
Tentamenvorm: Individual Assignments + Final Report (Geen informatie over tentamendata bekend)
Studielast:3 ECTS credits
Inschrijving:Inschrijven via Blackboard voor aanvang colleges
Blackboard informatieniet beschikbaar in Blackboard


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dr. M. Postma-Nilsenova (Block 1+3)

dr. G.A. Chrupala (Block 3)

Doel van de cursus

  • Understand the fundamentals of web analytical measurements in relation to different business processes
  • Understand the fundamentals of Search Engine Optimization (SEO) measurements
  • Identify and evaluate Key Performance Indicators (KPIs)
  • Identify components of a website which can be measured and improved
  • Understand technical issues that may affect the measurements of web metrics
  • Learn how to use predictive analytics on web data

Inhoud van de cursus

In this course, students learn the core concepts, techniques and practices of web analytics. They investigate the effects of AdWords campaigns with available metrics. Using Google Analytics and Webmaster Tools, they improve their ability to design websites that are tailored to the behavior of their visitors (potential customers). They learn to understand technical issues related to the reliability of online measurements. With the help of existing tools and packages, they acquire the skills necessary for web data preprocessing and visualization and learn to perform predictive analyses. 

Verplichte literatuur

  1. Clifton, B., Advanced Web Metrics with Google Analytics, John Wiley Publishers, 2012.
  2. Selected papers

Aanbevolen literatuur

  1. Geddes, B., Advanced Google AdWords, John Wiley Publishers, 2014, ISBN 978-1-118-81964-7.

Verplicht voor

  • Data Science: Business and Governance ( 2015 )

Mogelijk interessant voor

  • Bedrijfscommunicatie en Digitale Media ( 2015 )
  • Communicatie-Design ( 2015 )
  • Human aspects of Information Technology ( 2015 )
  • Data Journalism ( 2015 )
  • Communication and Information Sciences ( 2015 )
  • Master KCW: Art, Media and Society ( 2015 )
  • Master KCW: Global Communication ( 2015 )
  • Language and Communication (research) ( 2014, 2015 )