Successfully business brands today require a well-balanced blend of art and science. This course introduces students to the science of web analytics, while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide marketers with the foundations needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the web analytics tools right for their specific needs, understand valid and reliable ways to collect, analyze, and visualize data from the web, and utilize data in decision making for their agencies, organizations, or clients.
- Faculty: Prof Rakhi Tripathi