MKT6384 - Advanced Marketing Web Analytics and Insights

MKT 6384 Advanced Marketing Web Analytics and Insights (3 semester credit hours) This course provides students the opportunity to gain mastery of advanced elements of web analytics based on data from web platforms (.com, mobile, app), marketing platforms, and the IoT. Students will be taught how to leverage web analytics to basic AI models aimed at optimizing eCommerce platform performance and digital marketing strategy. Students will be taught how to integrate web analytics data with visualization tool such as Tableau to build real-time dashboards on conversion funnels, marketing channels, and segments. In addition, the course covers the fundamentals of A/B testing, including test design, measurement plan, data collection, and analysis and insights. Corequisite: MKT 6352. (3-0) R