LibGuides: MDS6110 Web Analytics: Home

Course Description

Through a combination of case studies, theoretical concepts, and frameworks used in business applications, this course introduces the theory and practice of Web Analytics and User Experience research. It provides a theoretical perspective on what Web Analytics is and the KPIs used in Web Analytics. The first part of the course focuses on Website Analytics and the tools used by companies and researchers to measure and optimize business KPIs for the Web. The second part of the course focuses on UX Research, an important aspect of Web Analytics, and draws heavily on applied statistics and experimental design. Other topics covered in the course are social media, network security, and user privacy on the Web. During the tutorials, students will use the R programming language. Thus, students will get a solid understanding on how to use R to conduct statistical analysis for Web data.

Recommended Books

Web Analytics 2. 0 by Avinash Kaushik
ISBN: 0470596449
Publication Date: 2009-12-30
It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!
Digital Marketing Analytics by Kevin Hartman
ISBN: 9798638634780
Publication Date: 2020-04-23
Even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you. It's a fundamental, inescapable, and permanent cornerstone of modern business that affects the lives of analytics professionals and consumers in equal measure. This five-part book is an attempt to provide the context, perspective, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more.
Quantifying the User Experience by Jeff Sauro; James R. Lewis
ISBN: 9780128023082
Publication Date: 2016-08-09
This book provides a foundation for statistical theories and the best practices needed to apply them. The authors draw on decades of statistical literature from human factors, industrial engineering, and psychology, as well as their own published research, providing both concrete solutions (Excel formulas and links to their own web calculators), along with an engaging discussion on the statistical reasons why tests work and how to effectively communicate results. Throughout this new edition, users will find updates on standardized usability questionnaires, a new chapter on general linear modeling (correlation, regression, and analysis of variance), with updated examples and case studies throughout.
Research Methods in Human-Computer Interaction by Jonathan Lazar; Jinjuan Heidi Feng; Harry Hochheiser
ISBN: 9780128053904
Publication Date: 2017-04-19
This Research Methods in HCI revision contains updates throughout, including more detail on statistical tests, coding qualitative data, and data collection via mobile devices and sensors. Other new material covers performing research with children, older adults, and people with cognitive impairments.

Recommended Databases

Librarian

Weiwei Yang