FF:ISKM62 The Web Analytics - Course Information

ISKM62 The Web Analytics

Extent and Intensity

1/1/0. 5 credit(s). Type of Completion: k (colloquium).

Teacher(s)

Mgr. Bc. Adam Šilhan (lecturer)
Mgr. Tomáš Marek, Ph.D. (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 30 student(s).
Current registration and enrolment status: enrolled: 14/30, only registered: 0/30, only registered with preference (fields directly associated with the programme): 0/30

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. About the subject, introduction, definition of web analytics.
• 2. Introduction to Google Analytics 4 - basic walkthrough, discussing connections to other tools in the "Google family".
• 3. A look at web analytics through the eyes of the owner - the metrics I want to track and why.
• 4. A look at web analytics through the eyes of a designer - the metrics I want to track and why.
• 5. A look at web analytics through the eyes of a marketer - the metrics I want to track and why.
• 5. Measurement design - how to design web measurement.
• 7. How to put measurement design into practice - basic GA4 configuration.
• 8. GA4 configuration - continued.
• 9. Reporting setup in GA4.
• 10. Reporting settings in GA4 - continued.
• 11. How to analyze data in Google Analytics.
• 12. BigQuery and SQL basics.
• 13.Looking in depth or beyond web analytics - to be specified as needed.
• 14. Looking in depth or beyond web analytics - to be specified as needed.

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

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, or Google Data Studio).
Primarily, the first weeks will be mostly theoretical - to establish a foundation on which we can continue to build.
At the end of each class, there will be a follow-up self-study assignment 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

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.

• Enrolment Statistics (Spring 2023, recent)
  
• Permalink: https://is.muni.cz/course/phil/spring2023/ISKM62