Digital Analytics

Objetivos

Today, many businesses are digital or trying to be, turning all the services that are linked to them a source of data of an extreme dimension. With multiple touchpoints in a customer journey, it's vital for organizations to invest in analytics to understand and even predict the behavior of users in digital platforms. This information is a source of knowledge that can be a critical factor for the organization's success.

The main objective of this course is the (A) application of quantitative methodologies to the data generated and its (B) integration with other sources of data by websites, web applications, mobile applications and other digital platforms. Furthermore, to (C) explore how these analyses and knowledge can be incorporated in the decision processes to growth revenue and ROI.

Caracterização geral

Código

400082

Créditos

7.5

Professor responsável

Bruno Filipe Santos Amaral

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

Pré-requisitos

Degree in Business Management, Information Management, Engineering, Economics or Marketing.

Bibliografia

- Hunt, Ben (2011) -Convert!: Designing Web Sites to Increase Traffic and Conversion-. Wiley publishing, inc.

- Brent Dykes (2 011) -Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business-. Peachpit

- Davenport, Thomas H.; Harris, Jeanne G.; Morison, Robert (2010) -Analytics at Work: Smarter Decisions, Better Results-. Harvard Business School Publishing Corporation

- Avinash Kaushik (2010) -Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity-. Wiley publishing, inc.

- Brian Clifton (2 012) -Advanced Web Metrics with Google Analytics, 3nd Edition-. John Wiley & Sons Alistair Croll and Benjamin Yoskovitz (2013) -Lean Analytics: Use Data to Build a Better Startup Faster-. O-Reilly

- Eric Siegel (2016) -Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die-. Wiley publishing, inc.

- Anil Maheshwari (2018) Data Analytics Made Accessible?. Amazon Digital Services LLC

Método de ensino

Theoretical classes for introducing the basic concepts of Digital Analytics.
Presentation and discussion of practical situations.
Practical classes with exercises.
Development of group project.

Método de avaliação

A avaliação será baseada na participação e assiduidade, num trabalho de grupo e também num exame final formal.
O trabalho de grupo deve ser realizado em grupos de 4 ou 5 alunos. Cada projeto deve ter no máximo 20 páginas e 5000 palavras, excluindo apêndice.
O exame final incluirá perguntas sobre todas as matérias abordadas durante a cadeira. Este incluirá questões teóricas que representam cerca de 60% e questões mais práticas que representam 40% dos pontos. Para passar é exigido um mínimo de 9,5 dos 20 pontos.

Cálculo da nota final ( para 1º e 2º período):
- 50% referentes à nota do exame
- 50% referente ao trabalho de gru po
- +5% por assiduidade e participação nas aulas

Conteúdo

1. Overview of Digital Analytics

2. The awesome world of clickstream analytics
- Standard metrics revisited: eight critical metrics
- Main metrics demystified
- Going into an omni-channel world
- Practical applications
- Metrics solutions

3. Google Analytics as a day-to-day tool
- Introduction to Google Analytics
- Audience
- Acquisition
- Content analysis
- Benchmarking
- Account and property configuration

4. Analytics Framework
- Analytics Thinking
- Objectives definition
- Reporting and dashboard tools
- Practical applications

5. Google Analytics as an advanced analysis tool
- Data Enrichment
- Advanced Segments and Filters
- Site objectives
- Funnel analysis
- E-commerce tracking
- Reports Personalization
- Multi-channel Funnels

6. Marketing metrics and Funnel Conversion
- Definition of cost and pricing models (Advertising)
- Measuring other channels
- Practical examples
- Funnels: from attention to conversion
- The role of landing pages
- Anatomy of a landing page and importance for conversion
- Analysis of the client / campaign situation

Cursos

Cursos onde a unidade curricular é leccionada: