Web Analytics


Today information flows in different channels, on different devices and is supported and available in different formats and applications. The generation of data is constant and decentralized. The aim of this course is to develop in students a sense of how the analytical area is vital to address the new challenges that the digital society puts, being it the volume of data, its diversity or its complexity. It will be also analyzed the risks and gains that organizations and society will have in facing this new paradigm.

General characterization





Responsible teacher

Rui Alexandre Henriques Gonçalves


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




Kaushik, A., (2007), Web Analytics: An Hour a Day, Sybex.; Clifton, B., (2008), Advanced Web Metrics with Google Analytics, Sybex.; 0; 0; 0

Teaching method

Theoretical presentation of each topic with case studies to support explanation; Presentation and discution of papers presented by students

Evaluation method

One written test (25%); two group presentations (75%)

Subject matter

  • The digital society as a global platform for Information exchange
  • Understand the role of the digital society today
  • See how analytics can bring value to organizations within the digital society
  • Realize what types and sources of data are available
  • Which analyzes can be applied
  • How can we evaluate the success of an analytical strategy applied to the digital society
  • Explore case studies about applying analytical strategies in different industries
  • Advanced topics: IoT and smart cities