WOA100 - Introduction to Web Analytics

Outline info
Last revision date 2017-10-20 13:53:37.352
Last review date 2017-11-13 00:15:01.03

Subject Title
Introduction to Web Analytics

Subject Description
Students learn the importance of a website as a core business function, various website tracking methodologies (past/present/future) and the science and art of online measurement and visitor behavior analysis. They are introduced to Google Analytics, web metric reporting and key performance indicators (KPI's) for tracking online business performance.

Credit Status
Students must attend 70% of classes to receive a certificate of attendance. This subject is part of the Web Optimization Analyst Recognition of Achievement program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Understand the role of websites in modern day business.
2. Communicate the various data collection methodologies.
3. Set up a Google Analytics account with users and profiles.
4. Tag a standard website using Google Analytics JavaScript tags.
5. Understand Key Performance Indicators (KPIs) in relation to business outcomes.
6. Create dashboards and website reporting to track web channel performance.
7. Effectively communicate web metrics, KPIs, and analysis to stakeholders.
8. Understand introductory online marketing concepts.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Good working knowledge of computers/internet, familiarity with internet browsers, some understanding of web design, html and/or java script programming will be an asset but not required.  

Topic Outline

The role of websites in modern day business

  • History of web analytics and future of online measurement
  • Understanding why your website exists
  • Identify measurable business outcomes tied to websites
  • Qualities of a good web analyst and approaches to analysis
  • Data collection methodologies - past / present / future
  • Online resources, associations, blogs of interest

Google Analytics I
  • Setting up a Google Analytics account
  • Tagging a standard website for tracking
  • Navigating the Google Analytics interface
  • Understanding key terminology, reports, and functions
  • Creating and managing users
  • Implementing multiple website profiles

Key Performance Indicators
  • Identifying KPIs for various websites and business outcomes
  • Understanding shifts in KPIs and what they mean to the business
  • Tying in KPIs to Google Analytics reporting
  • Setting up / customizing dashboards (scheduling email delivery)
  • Communicating web reporting to key stakeholders
  • Analyzing for actionable insight and web optimization

Introductory online marketing concepts
  • Pay-per-click and search engine marketing
  • Banner and affiliate marketing
  • Leveraging web analytics for marketing measurement effectiveness
  • Multi-channel marketing (including email)

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts

Required Supplies
USB Flash Drive 

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.

Modes of Evaluation
This subject is part of the Web Optimization Analyst program.  Those students choosing to pursue their Web Optimization Analyst Recognition of Achievement are required to complete assessment(s). The passing grade for each course is 70%. All courses are graded as SAT (Satisfactory) for students who achieve 70% or higher or UNSAT (Unsatisfactory) for students who achieve less than 70%. Students must attend 70% of classes to receive a certificate of attendance.

Approved by: Sharon Estok