ISKM62 The Web Analytics

Faculty of Arts
Spring 2022
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Mgr. Bc. Adam Šilhan (lecturer)
Mgr. Tomáš Marek (seminar tutor)
Guaranteed by
PhDr. Petr Škyřík, Ph.D.
Department of Information and Library Studies – Faculty of Arts
Contact Person: Mgr. Alice Lukavská
Supplier department: Department of Information and Library Studies – Faculty of Arts
Timetable
Tue 10:00–11:40 B2.33
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 5/40, only registered: 0/40, only registered with preference (fields directly associated with the programme): 0/40
fields of study / plans the course is directly associated with
there are 14 fields of study the course is directly associated with, display
Course objectives
At the end of this course, students should be able to:
- be aware of basic terminology of web analytics
- Implement and configure web analytics using Google Analytics and Google Tag Manager.
- Evaluate success of every single channel usef for digital marketing
- Understand web visitors behaviour.
- operate Google Analytics at official certificate GAIQ level. .
Syllabus
  • 1. Introduction to the course, definition of web analytics
  • 2. Use cases from an owner's / CEO's perspective - metrics that and why I want to track
  • 3. Google Analytics - metrics, technical background, how does it actually work
  • 4. Use cases from a marketer's perspective - metrics that and why I want to track
  • 5. Use cases from a marketer's perspective - extension
  • 6. Use cases from a designer's perspective - metrics that and why I want to track
  • 7. Google Analytics - hands on data analysis
  • 8. Google Tag Manager - basics and settings I.
  • 9. Google Tag Manager - Basics and Settings II.
  • 10. Google Tag Manager - basics and settings III.
  • 11. A / B testing, how to design an experiment, Google Optimize
  • 12. Reporting
  • 13. Depending on pace, or need for further explanation
  • 14. Depending on pace, or need for further explanation
Literature
    required literature
  • KAUSHIK, Avinash. Webová analytika 2.0 : kompletní průvodce analýzami návštěvnosti. Vyd. 1. Brno: Computer Press, 2011, 456 s. ISBN 9788025129647. info
    recommended literature
  • Analytics Academy (e-learning): https://analyticsacademy.withgoogle.com/explorer
  • Centrum nápovědy služby Google Analytics: https://support.google.com/analytics/?hl=cs#topic=3544906
  • Google Analytics Blog: http://analytics.blogspot.cz/
Teaching methods
Classes are every week. Within each lesson we will try to both go through the theoretical concepts and practical tasks done in Google Analytics and the surrounding Google ecosystem (Google Tag Manager, Google Optimize, or Google Data Studio). At the end of each lesson there will be a follow-up self-study with assignments for the next week.
Assessment methods
To be granted the credit student needs to obtain the Google Analytics Individual Qualification (GAIQ) certification and to submit the assigned tasks for self-study.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Teacher's information
Students of combined studies may also complete the course.
The course is also listed under the following terms Spring 2020, Spring 2021, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2022, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2022/ISKM62