E-Commerce Strategies & Analytics – Competencies

Course Description: Explore various metrics and analytics tools for tracking the social and consumer behaviors of online visitors. Students will apply these tools by selecting appropriate key performance indicators (KPIs) for a campaign, identifying and responding to trends in real time, and generating and evaluating reports to determine campaign success. Students will formulate appropriate recommendations and data-driven decisions to optimize online activities.

Course Focus: This course introduces the features of analyzing sales and marketing patterns in online commerce by the use of new-era technology and methods. Students will develop a marketing plan for an online project, site structure and Ux, search marketing, social marketing, and marketing to mobile users. Students will also learn how to use analytics tools including Google and Bing Analytics.

Course Competencies:

Upon successful completion of the course, the student should be able to:

Differentiate between various metrics

  • Define what common metrics are measuring

Select appropriate key performance indicators (KPIs) for campaign success

  • Define KPIs as they relate to campaign goals
  • Define campaign success

Apply various analytics tools to monitor and respond to trends observed within an online community in real time

  • Install and run analytics within various online communities

Track social and consumer behaviors of online visitors

  • Identify patterns of activities

Determine the effectiveness of a campaign

  • Determine return on investment (ROI)
  • Evaluate KPIs
  • Use context to assess whether a metric is positive or negative

Analyze analytics reports and formulate appropriate recommendations and data-driven decisions to improve campaign

  • Apply search engine optimization (SEO) techniques
  • Write and implement plans for strategic changes
  • Make management decisions based on actual results