Course Syllabus
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NOTE: THE SYLLABI IS SUBJECT TO CHANGE BEFORE THE START OF CLASSES
Course Syllabus
Course Information
Course
Course Number/Section MKT 6352.501
Course Title Marketing Web Analytics and Insights
Term Spring 2018
Session Type Regular Academic Session (1)
Starts January 11, 2018
Ends May 3, 2018
Class Location UT Dallas – Main Campus we meet in JSOM 1.302
Days & Times Thursdays, 4:00PM – 6:45PM
Professor Contact Information
Professor Guido Tirone
Office Phone TBD
Email Address gxt170001@utdallas.edu
Office Location SOM 1.302
Office Hours By appointment, usually before or after class from 6-7 pm
Course Pre-requisites, Co-requisites, and/or Other Restrictions
MKT 6301
Course Description
Marketing Web Analytics and Insights (3 semester credit hours) This course covers the essential concepts of
applying web analytics to digital marketing activities. We will discuss many of the best practices in web analytics
such as metrics, events, campaigns, and reports. We will also begin to cover some of the advanced techniques,
such as the setup and implementation of funnels and segments, tag management. Special emphasis are on
business driven insights and developing actionable business recommendations. The course uses different web
analytics platforms, some with transactional data-sets. Coerequisite: MKT 6301. (3-0) Y
Student Learning Objectives/Outcomes
1. Understand the value of web analytics data and how it can be leveraged across all digital marketing
functional teams.
2. Understand basic concepts from web analytics such as KPI’s, funnels and product analysis
3. Know how web analytics tags are deployed & implemented
4. Learn how to pull and interpret all the standard reports from the Adobe & IBM Coremetrics Digital Analytics
platform and use those reports to provide actionable insights and recommendations to a business.
5. Take the Google Analytics Exam
6. Complete to Adobe Projects and an in class exam to demonstrate knowledge and proficiency of the tools.
Required Textbooks and Materials
• ADOBE ANALYTICS: DATA ANALYSIS WITH REPORTS & ANALYTICS WORKBOOK
(CUSTOM) Student Workbook, approx. $32., to be updated before class starts UT Dallas
Bookstore
Suggested Course Materials
Suggested Readings/Texts
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik
Additional readings will be provided in the class or in software portals
Suggested Materials
Students may be encouraged to download the Adobe ReportBuilder plugin for use on machines outside of class
– this is available for PCs only.
Assignments & Academic Calendar
Topics, Reading Assignments, Due Dates, Exam Dates
Course Schedule
Topic Description
Lecture
Date
Introduction to Web Analytics
1
1/11
Adobe Analytics I – Reporting Basics & Building Reports
2
1/18
Adobe Analytics II – Metrics & KPI’s – Quiz 1
3
1/25
Adobe Analytics IV – Behavior and Conversion Events
5
Adobe Analytics V – Custom Reports, Breakdowns, Custom Metrics Builder –
6
2/15
Optional Working Session
2/22
Adobe Analytics VI – Segment Builder, Debugger
7
Adobe ReportBuilder – Quiz 3
8
Final Review & Module Exam –
3/22
Tagging and Excel for Web Analytics
9
3/29
Group Project Presentations
4/05
Google Analytics I: Begin Google Analytics Segment: Google Analytics,
4/12
Google Analytics II: Google Analytics Acquisition and Enhanced Ecommerce
4/19
