Online Marketing

Class materials: Nov 6 – Nov 10

Website analytics and customer behaviour: understanding needs and measuring marketing success

LECTURE NOTES – WEEK 10  (PDF)

READ, WATCH, LISTEN:

Dave Chaffey. Amazon.com Case Study (A culture of metrics)

Improving your sense of site: your web analytics report is filled with clues on how to boost sales(Case study) Inc. Magazine

Dark Social: We have the whole history of the web wrong (Alexis Madrigal. The Atlantic, October 2012)

Forrester: Technology and marketing disconnect hinders customer analytics success (Nadia Cameron. CMO, August 2014)

Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets (Avinash Kaushik)

3 ways to get more out of your web analytics (Filip Matous, Harvard Business Review. October 2015)

Getting started with Google Analytics (Google Small Business)