Internet Marketing - Traffic Analysis And Optimization

Timetable

Module aim (aims)

The aim of this Module is to provide students of any course of study with a solid knowledge and skills related to
Internet intelligence: advanced information search techniques and Data Mining for online activities analysis
planning and configuring online tracking, measuring and analysing online traffic for informed business decisions for site/online campaign optimization
Testing your website pages’ variants with Google Optimize
Building interactive live dashboards with Google Data Studio
Artificial Intelligence utilization for online activities analysis and understanding
Basic or advanced scripting/programming skills for measurement automation and data access
During the course as a class work base students will be introduced to
advanced information search techniques and
online tools for business, education (learning/teaching), individual- and team- work and collaboration

Students participating in the course have an optional opportunity to take part in the Google Ad Grants Online Marketing Challenge or Global Online Marketing Academic Challenge (GOMAC). Please notify dr. Czart at the classes if you would like to take part in the challenges. In the previous years his students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.

Besides in-class teaching methods, dr. Czart has over 10 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).

[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

good base of skills related to general computer and Internet use.

Syllabus

Week 1 Online Research - Information discovery techniques

Week 2 Internet Intelligence - Online Data Mining tools for Business Intelligence

Week 3 Online Competitors Research

Week 4 Introduction to online analytics with Google Analytics

Week 5 Audience Research with Google Analytics

Week 6 Behaviour Analysis with Google Analytics

Week 7 Audience Segmentation vs Google Analytics Segments

Week 8 Advanced tracking and analysis with Google Analytics

Week 9 Introduction to Google Tag Manager for managing complex tracking

Week 10 Advanced tracking with Google Tag Manager

Week 11 Website Testing with Google Optimize

Week 12 Data visualization and analysis with Google Data Studio

Week 13 Interactive Dashboards Building with Google Data Studio

Week 14 Artificial Intelligence for online analytics

Week 15 Scripting and programming for online tracking and analysis

Reading list

Scripts, presentations and webinars delivered by the lecturer:
Including: Avinash Kaushik, Web Analytics 2.0 and loads of online resources
Google Certification online courses
Hubspot Education Partner online courses