Define Your Path

MBA 5593 Web Analytics


Build a solid foundation of advanced analytic strategies to ensure your website’s success.

Format: Online
Duration: 8 weeks

Web analytics are at the very core of successful Internet marketing. In MBA 5593 Web Analytics, you will gain a solid understanding of web metrics. As you review the concepts and techniques used in data collection, you will consider the value of key performance indicators (KPIs). High level thinking can leverage additional tools for added perspectives to data. You will examine ways to apply this process to KPIs.

With a strong understanding of KPIs, you will turn your focus to reporting, SEO analytics and path analysis. You will learn to reduce data into more easily understandable and actionable elements as you examine the steps for creating effective reports. You will appreciate the importance of the Web Analytics Measurement Model (WAMM) and consider how to remedy high abandonment rates in the funnel. Website surveys are one of the best ways to assess users’ wants and needs, and you will compare and contrast in-house and outsourcing of surveys.

What You will Learn in MBA 5593

Testing is key to a website’s short and long term success. You will learn the difference between A/B and multivariate testing and evaluate the advantages and drawbacks of each. Just as analyzing your site’s data is a must, you will understand that using your data collection and analytic skills on your competitors’ websites helps you understand which keywords you can compete for. You will look at the methods used to create dashboards that consolidate data and present it effectively for easy reference by decision makers.


You will do a complete analysis of two different types of websites. Each analysis will include text and graphics and will illustrate a Web Analytics Measurement Model (WAMM), an overview of each business goal, detailed reports showing KPIs and other metrics, a summary of your findings and specific recommendations for site improvement.

Using multi-channel analytics, you will understand how to link and analyze data from different sources, making it possible to connect offline activity to online data. Coupons are an excellent tool for running a multi-channel analytics campaign, and you will learn how this process works. You will also see the benefits of using a vanity URL. The advantages of measuring social media are multifold and you will examine methods to analyze that data. You will also become familiar with Google Analytics, today’s most widely used data analysis tool.

Course Topics

Throughout this course, weekly topics may include but are not limited to:

  • Introduction to Web Analytics
  • Key Performance Indicators, Analytics Techniques, and Segmentation
  • Reports and Metrics
  • Web Data Analytics Guide and Qualitative Research
  • Experimentation, Testing and More!
  • Competitive Intelligence Analysis and Dashboards
  • Multi-Channel Analytics
  • Summary of Web Analytics

Course Learning Outcomes

Upon successful completion of MBA 5593, you will be able to:

  • Identify goals for a website and investigate how they will be recognized in a web analytics implementation.
  • Define three meaningful segments and the manner in which you will identify them in web analytics.
  • Create KPIs applicable for performing web analytics

Request More Information Today

To learn more about the online Master of Business Administration curriculum from Benedictine University, including Web Analytics, call (866) 295-3104 to speak with a program manager or request more information.

Course content and outcomes may vary and are subject to change without notice.