ISKM62 The Web Analytics

Faculty of Arts
Spring 2024
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Mgr. Bc. Adam Šilhan (lecturer)
Bc. Dominik Jirotka (seminar tutor)
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, except Tue 16. 4.
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 25 student(s).
Current registration and enrolment status: enrolled: 12/25, only registered: 0/25, only registered with preference (fields directly associated with the programme): 0/25
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 aware of basic terminology of web analytics
- Be able to design web analytics measurement plan and know how to implement it using Google Analytics.
- Know how to approach the ad hoc web analytics analysis.
- Be able to set up basic web analytics reporting.
Syllabus
  • 1. Introduction to web (digital) analytics
  • 2. Google Analytics
  • 3. Looking at web analytics through the eyes of the owner - the metrics I want to track and why
  • 4. Marketer's view
  • 5. Designer's view
  • 6. Basic implementation, cookie consent, Google Tag Manager
  • 7. Basics of working with Google Tag Manager
  • 8. Presentation - implementation
  • 9. Reports in Google Analytics
  • 10. Reporting in Google Analytics - reports, explorations, Looker Studio
  • 11. Presentation - reporting
  • 12. To be specified according to needs
  • 13. To be specified according to needs
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
  • Google Analytics Blog: http://analytics.blogspot.cz/
  • Centrum nápovědy služby Google Analytics: https://support.google.com/analytics/?hl=cs#topic=3544906
  • HUBBARD, Douglas W. How to measure anything : finding the value of "intangibles" in business. Third edition. Hoboken, New Jersey: Wiley, 2014, xxi, 410. ISBN 9781118539279. info
Teaching methods
Students will work in groups. Each group will have to have its own website. Each week students will try to use the theoretical material covered in class to apply to their project.
Assessment methods
There will be 2 presentations during the semester where groups will have to show the application of the material discussed - the first will be the implementation of measurement, the second will be reporting.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Teacher's information
The course can also be taken by students of combined studies. However, the course will not be streamed (only recorded). In terms of practical assignments, remote participation is highly discouraged.
The course is also listed under the following terms Spring 2020, Spring 2021, Spring 2022, Spring 2023, Spring 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/phil/spring2024/ISKM62