WM404 Analytics

About This Course


In the modern customer journey, visits to a website are often the only interaction that customers have with a brand or business. All of the information that customers receive and all of the decisions they make center on that single, critical asset. Unfortunately, too many companies think of websites as black boxes that they push customers toward in the hope that they will do what the company wants them to do (e.g., buy, learn, or share).

This course will show students how to open up the black box, look inside, see how it works, and then take action to make it work better. Students will learn why website analytics is vitally important to modern digital marketing, develop frameworks for collecting and analyzing web data, go under the hood with how analytics platforms work, and more.


Course Snapshot

The course is delivered remotely, with a blend of virtual live sessions and self-paced activities.

Two times per year (Fall & Spring)


One week with a 15-hour workload. Please check the schedule for live session dates and times.


Course Schedule         Register Now

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Digital Marketing Strategies

Interested in the ever-changing, exciting world of digital marketing? This certificate program provides a foundation of the principles and core concepts of digital marketing and teaches the latest in digital marketing trends. Students will gain skills in developing digital content and learn how to...

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Draw a line from overall business objectives to website objectives;
  • Define true key performance indicators (KPIs) for their websites and create world-class analytics strategies;
  • Use Google Analytics and Google Tag Manager to implement web analytics tagging and tracking;
  • Use data to tell a story;
  • Identify opportunities to optimize their websites.

The Learning Environment

The course is delivered remotely, with a blend of synchronous and asynchronous activities. Virtual live sessions provide opportunities to engage with the instructor and other students in real-time and self-paced activities give students the chance to work through content on their own schedule.


Other Courses in this Certificate Track

Enrolling in the full certificate program provides students with a comprehensive overview of digital marketing and the latest marketing strategies across all channels.

Additional Courses in this Program

Courses may be taken individually and in any order unless otherwise noted. Four courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.