Digital Skills: Web Analytics (FutureLearn)

Examine the importance of business analytics

As you work your way through the course, you’ll focus on how organisations and individuals can benefit from learning analytics.

Running a successful online business often requires a good working knowledge of web analytics, and here you’ll look at some of the essential processes for measuring objects and outcomes. You’ll also learn how web analytics skills can help you to continually improve your product or business.

Discover the power of web analytics tools

You will discover the powerful ways analytics tools can be used, examining concepts including segmentation and benchmarking, and exploring the five steps to creating a measurement plan. You will also learn the processes involved in creating a successful online business, including measuring objectives, outcomes and continually improving.

Learn the basics of how to use Google Analytics

As you round off the course, you will learn how to apply web analytics in a business setting, looking particularly at Google Analytics for beginners. You’ll learn how to use Google web analytics for a variety of business-related tasks.

What topics will you cover?

Week 1 - Introductory analytics

- Explore different types of analytics and why they are important for business

- Review the processes, including measuring objectives and outcomes, to continually improve your product or business

Week 2 - Techniques

- Define segmentation and benchmarking

- Explore five steps to creating a measurement plan

- Learn to apply analytics by looking at some challenges for businesses

- Practise how to start using Google Analytics

What will you achieve?

By the end of the course, you'll be able to...

- Describe what analytics is

- Explain why analytics is important for business

- Identify the different types of analytics including descriptive, diagnostic and prescriptive

- Describe the various web analytics processes and metrics used to measure online success

- Describe the segmentation process and explain why it is a useful analytical technique

- Identify the challenges faced by businesses in getting the right data

- Describe what Google Analytics is and explain why it is a useful tool

Who is the course for?

This course is for anyone with an interest in web analytics who is looking to develop their entrepreneurial skills, preparing to enter the workplace or looking to change careers. No prior experience or qualifications required.