Web Analytics (VO)
Niveau
second cycle, Master
Learning outcomes of the courses/module
Within the context of the course, students acquire knowledge relating to the performance measurement of digital marketing campaigns by means of web analysis tools and, based on this, learn to assess the success of a website or campaign or determine existing potential. They are familiar with web analysis tools (e.g. Piwik, Google Analytics) and able to interpret essential reports and key figures and derive suitable measures.
Prerequisites for the course
Module WBW
Course content
The course conveys knowledge for performance measurement via web analysis methods. Various procedures (log files, page tagging, cookies) for data collection and evaluation and thus technical fundamentals for web analysis, testing and targeting are introduced. Furthermore, certain targets and instruments for performance measurement as well as key figures and metrics/KPIs for determining success are discussed. These KPIs include visitor numbers, duration of stay, bounce rate, conversion rate. The methods of benchmarking and cohort formation are used among others.
Recommended specialist literature
- Hassler, M. (2016): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Webseiten optimieren. Mitp business
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press
Assessment methods and criteria
Examination
Language
German
Number of ECTS credits awarded
1
Share of e-learning in %
25
Semester hours per week
1.0
Planned teaching and learning method
lecture, group work, presentation and task discussion
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Wolfgang Reitberger
Academic year
1
Key figure of the course/module
WAW.1V
Type of course/module
lecture
Type of course
Compulsory
Internship(s)
not applicable