MKT6352 - Marketing Web Analytics and Insights

MKT 6352 Marketing Web Analytics and Insights (3 semester credit hours) Covers essential and advanced techniques and best practices in web analytics such as the setup and implementation of funnels and segments, KPI's, conversion, campaign tracking, as well as AI for attribution and modelling. Special emphasis given to actionable business insights and recommendations. Uses different web analytics platforms that leverage AI to provide actionable insights, some with transactional datasets. (3-0) S