Web analytics is the collection, measurement, analysis and reporting of Internet data (web, mobile, social media, email) for purposes of deep customer and market understanding and for digital service optimization. The course presents web analytics methods, algorithms, strategies and tools with applications to web personalization for improving user experience, to web marketing and advertising for improving visibility, to search engine optimization for improving ranking, and social media analysis for improving reachability and understanding opinions. Students are required to know basic data mining and data warehousing concepts.

Syllabus

- Web analytics, clickstream collection and processing, web metrics.
- The mobile web.
- Tools: Google analytics.
- Web personalization and user segmentation.
- Recommender systems: collaborative filtering, content based, hybrid.
- Controlled experiments on the web.
- Search engine optimization and marketing.
- Social media analysis.
- Social media scoring and marketing.
- Real time analytics.
- Privacy, profiling and regulations.