1. Introduce students to basic analytical web tools and their role in making business decisions,
2. Equip students for the proper selection and independent application of analytical web tools,
3. Provide students with the skills necessary for the intelligent and critical use of web data and the creation of reports based on that data,
4. Qualify students to give recommendations for making business decisions based on the obtained results of web data analysis.
1. Introduction to web analytics
2. Web user behavior analytics
2.1. Google Analytics
2.2. Creating reports based on Google Analytics data
2.3. Incorporating web analytics into web content
3. E-commerce analytics
3.1. Customer behavior analytics on the web
3.2. Creating reports based on Hotjar data
4. Measuring the success of digital marketing campaigns
5. Social media analytics
5.1. Facebook Analytics
5.2. Twitter Insights
5.3. YouTube Analytics
5.4. Sentiment analysis
5.5. Text analytics
After completing the course, the student will be able to:
1. analyse and interpret data using analytical web tools,
2. create and present reports based on independently analysed web data,
3. recommend business decisions based on independently analysed web data.
