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RSAN 140

Marketing and Customer Analytics

This course will provide an introduction to advanced analytics and measurement in the areas of social networking and media, web and marketing analytics. The topics covered include the history, tracking, performance, optimization, metrics, analysis, visualization, decision making, reporting and best practices in each of those three areas. E-commerce will also be covered as it relates to web and marketing.

At the end of the course, students will be able to:
• Explain what analytics are in the context of social media, web and marketing
• Describe how analytics are utilized in the areas of social networking and media, web and marketing
• Identify and describe the business issues that social, web and marketing analytics address and resolve
• Demonstrate how Google Analytics is used to measure website data
• Describe what e-commerce is and how it relates to web and marketing analytics
• Identify and describe the ways in which social, web and marketing analytics can have a significant strategic impact within an organization
• Describe the possible career choices in the areas of social, web and marketing analytics

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