Provided by:
UNIPI
From:
M.Sc. in Data Science and BI
Sede:
Polo Fibonacci, University of Pisa
Lecturers:
Salvatore RUGGIERI
Semester:
2
Hours:
48
Exam:
Y
Educational Goals:
The student who successfully completes the course will have a solid knowledge about information technologies for marketing decisions in the web, on how to adversite effectively, on how to track users and explore web metric summaries, on how to improve/personalize the customer experience on a web site, on how to invest available resources, and on how measure success in using web marketing technologies.
Prerequisites:
Some knowledge of how the Internet as a network, and some Internet programming (HTML, Javascript). Students must be fluent in English (the course is part of a Master degree held in English).
Programme:
Web analytics is the collection, measurement, analysis and reporting of Internet data (web, mobile, social media, email) for purposes of deep customer and market understanding and for digital service optimization. The course presents web analytics methods, algorithms, strategies and tools with applications to web personalization for improving user experience, to web marketing and advertising for improving visibility, to search engine optimization for improving ranking, and social media analysis for improving reachability and understanding opinions.
