Department of Information Technology WEBD222: Advanced Web Analytics 3 Credit Hours 8 weeks Prerequisite: WEBD122 Introduction to Web Analytics

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1 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Department of Information Technology WEBD222: Advanced Web Analytics 3 Credit Hours 8 weeks Prerequisite: WEBD122 Introduction to Web Analytics Instructor Information Course Description Course Scope Course Objectives Course Delivery Method Course Materials All Weekly Assignments Evaluation Procedures Grading Scale Course Outline Policies Academic Services Appendices All Weekly Forums Instructor Information Instructor: Phone: Office Hours: Bio: Course Description This course is an advanced study of Web Analytics technology, and how businesses and organizations may use the technology to measure website traffic, enhance business presence, and conduct market research. The course expands on concepts introduced from the Introduction to Web Analytics course and expands into more advanced topics regarding the subject. The course will cover scenario-based exercises and requires students to use free Web analytic tools as well as an introduction to Google Analytics to experience the maximum amount of application and retention of material covered in the course. 1

2 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Course Scope This course is an excellent supplement to web site publishing and development. This course assumes the prerequisite of WEBD122 Introduction to Web Analytics has been taken prior to this course. It also assumes that you have some understanding of web development and basic Java Scripting (JavaScript) knowledge. Course Objectives 1. Assess Key tools and diagnostics associated with Web analytics 2. Use free open source Web analytics tools to collect, analyze and report website traffic 3. Construct Embedded JavaScript Page Tracking Code 4. Examine Web Server Log Files vs. Java Scripting 5. Read, Build and Understand Web Analytics reports 6. Implement effective Web analytics strategies for e-commerce, business, and marketing solutions Course Delivery Method This course, WEBD222 Advanced Web Analytics, will be delivered via distance learning and will enable students to complete academic work in a flexible manner completely online. Course materials and access to an online learning management system will be made available to each student. Online assignments are due by the last day of each week and include Forum questions (accomplished through a threaded discussion board), examinations and quizzes (graded electronically), and individual assignments (submitted for review by the Faculty Member). Assigned faculty will support the students throughout this eight-week course. Course Materials Book Developers Book Title Publication Info ISBN Number WEBD222 Brian Clifton Advanced Web Metrics with Google Analytics (Second Edition) Wiley Publication This course includes an e-text version of this textbook. You will not be receiving a hard copy of the textbook. EBook - Class, this course has an EBook you must use, you can find the link in the Resources menu in classroom, look for the folder named EBook, and there you will find a Word Doc and a PDF file, which both contain the same information to the EBook. Software This course does not require software, however, the student will be required to login, and use web based Analytics tools as directed by the Instructor. 2

3 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Evaluation Procedures 1. Detailed instructions for weekly assignments are found in Appendix A. 2. Refer to the e-classroom instructions (Appendix B) to find out how to upload assignments, participate in online Discussion Boards, and take exams. 3. Evaluation Criteria. Forum Requirements: Graded Assignment Percentage of Final Grade Discussion Forums 30 Assignments 40 Mid-Term Project Assignment 15 Final Project/Assignment 15 Total 100 Participation in online discussions will count in the final grade. Students are encouraged to participate and be involved; therefore, the grades will largely depend on the number and content of postings in discussion board. Please see Appendix B for Forum Rubric. Midterm Project Assignment (non-proctored, open-notes) You may use open notes and the book on the midterm project. Final Project/Assignment (Turnitin.com submission, non-proctored, open-notes) You may use open notes and the book. Grading Scale Please see the student handbook to reference the University s grading scale. Course Outline 8 Week Course (Click on the Week Number to Hyperlink to Detailed Information) Week Topic(s) Learning Objective(s) 1 Why Understanding Your Web Traffic is Important to Your Business - Available Methodologies and Their Accuracy - Page Tags and Log Files See Appendix A Week 1 3 Reading(s) Chapters 1 2 Pages 3 to 44 Assignment(s) Week 1 Forum/Introduction/Case Study Week 1 Assignment Lesson 1 Review

4 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Appendix A Appendix B Google Analytics Features, Benefits and Limitations Open Source Tool Tracking the Mobile Visitor Reports Explained - Web Analytics Up and Running - Traffic Sources: AdWords Advance Implementation - Best Practices Configuration Guide - The Importance of Defining Goals and Funnels - Capture E- Commerce Transactions Labeling Visitors, Sessions, and Pages - Roll-Up Reporting Focusing on Key Performance Indicators - Using KPI s for Web KPI's Setting Objectives and Key Results Real World Tasks - Identifying and Optimizing Poorly Performing Pages - Search Engine Optimizing Course Wrap-up a Look Inside Web Analytics - Reviews of Analytics Tools Weekly Student Course Guide Forum Rubric See Appendix A Week 2 See Appendix A Week 3 See Appendix A Week 4 See Appendix A Week 5 See Appendix A Week 6 See Appendix A Week 7 See Appendix A Week 8 Chapters 3 4 Pages 45 to 96 Chapters 5 6 Pages 97 to 157 Chapters 7 8 Pages 159 to 256 Chapters 9 Pages 257 to 296 Chapter 10 Pages 299 to 353 Chapter 11 Pages 355 to 436 Course Wrap-up Week 2 Forum; Week 2 Assignment Lesson 2 Review Term Paper Outline Week 3 Forum; Week 3 Assignment Lesson 3 Review Begin working on your Final Paper. Week 4 Forum Week 4 Assignment Lesson 4 Review Continue working on Final Paper Mid-Course Survey Mid-Term Project Assignment Week 5 Forum Week 5 Assignment Lesson 5 Review Continue work on Final Paper. Week 6 Forum Week 6 Assignment Lesson 7 Review Continue work on Final Paper. Week 7 Forum Week 7 Assignment Lesson 7 Review Term Paper Due Week 8 Forum End of Course Survey Final Project Assignment Week 7: Term Paper You will be required to write a term paper this semester. The specifications are as follows: 1. You must write a 4-6 page term paper on a topic of your choice related to Web Analytics. 2. Your term paper outline is due at the end of week Your term paper is due at the end of week In addition to the 4-6 pages of the paper itself, you must include a title page and a references page. 4

5 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material 5. Your title page must include the title of your paper, the date, the name of this course, your name, and your instructor s name. 6. Your references page must be written in APA citation style Arial 11 or 12-point font or Times New Roman styles. 7. You must provide a minimum of three (3) to five (5) sources throughout the paper. 8. Page margins Top, Bottom, Left Side and Right Side = 1 inch, with reasonable accommodation being made for special situations 9. Your paper must be in your own words, representing original work. Paraphrases of others work must include attributions to the authors. Limit quotations to an average of no more than 3-5 lines, and use quotations sparingly! It is always better to paraphrase than to directly quote. 10. Papers must be submitted to for review. PAPERS WITH AN ORIGINALITY REPORT FROM TURNITIN OVER 15% OR OVER 2% FROM A SINGLE SOURCE WILL RESULT IN A SIGNIFICANT POINT REDUCTION. 11. PER THE STUDENT HANDBOOK, YOU CANNOT SUBMIT A PAPER THAT HAS BEEN SUBMITTED IN ANOTHER COURSE. Policies Academic Services Please see the student handbook to reference all University policies. Quick links to frequently asked question about policies are listed below. Drop/Withdrawal Policy Plagiarism Policy Extension Process and Policy Back to Course Outline ONLINE LIBRARY RESEARCH CENTER & LEARNING RESOURCES The Online Library Resource Center is available to enrolled students and faculty from inside the electronic campus. This is your starting point for access to online books, subscription periodicals, and Web resources that are designed to support your classes and generally not available through search engines on the open Web. In addition, the Online Library provides access to special learning resources, which the University has contracted to assist with your studies. Questions can be directed to librarian@apus.edu. Charles Town Library and Inter Library Loan: The University maintains a special library with a limited number of supporting volumes, collection of our professors publication, and services to search and borrow research books and articles from other libraries. Electronic Books: You can use the online library to uncover and download over 50,000 titles, which have been scanned and made available in electronic format. Electronic Journals: The University provides access to over 12,000 journals, which are available in electronic form and only through limited subscription services. Turnitin.com: Turnitin.com is a tool to improve student research skills that also detect plagiarism. Turnitin.com provides resources on developing topics and assignments that encourage and guide students in producing papers that are intellectually honest, original in thought, and clear in expression. This tool helps ensure a culture of adherence to the University's standards for intellectual honesty. Turnitin.com also reviews students' papers for matches with Internet materials and with thousands of student papers in its database, and returns an Originality Report to instructors and/or students. Smarthinking: Students have access to 10 free hours of tutoring service per year through Smarthinking. Tutoring is available in the following subjects: math (basic math through advanced calculus), science (biology, chemistry, and physics), accounting, statistics, economics, Spanish, writing, grammar, and more. Additional information is located in the Online Library. At the Online Library home page, look under Tutorial Center and General Studies and click on the Smarthinking Link. All login information is available. 5

6 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Back to Course Outline Appendix A Weekly Student Course Guide Week 1 Why Understanding Your Web Traffic is Important to Your Business - Available Methodologies and Their Accuracy - Page Tags and Log Files Scope: In this lesson, you will complete the Forum introduction and case study (this is a two-part forum answered in one post). Complete the Week 1 reading of chapters 1 2. Complete the Week 1 two part Assignment. Review Lesson 1 in the classroom. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) Understanding the kind of information you can obtain from analyzing traffic on your site Understand the kind and types of decisions that web analytics can help you make The ROI of web analytics How web analytics helps you understand your web traffic Where web analytics fits into your organization How web visitor data is collected The relative advantages of page tags and log files The role of cookies in web analytics The accuracy limitations of web traffic information How to think about web analytics in relations to user privacy concerns Required Readings: Book Chapters 1-2 and Lesson 1 in classroom Supplemental Reading: None. Turn-In: 1. Forum Introduction This is a two (2)-part forum- Introduce yourself in the Discussion Board and Respond to at least two of your colleagues. Answer the Case Study Quick Start in the same post. (Back to e-classroom Instructions) 2. Week 1 Assignment Which is a two (2)-part Assignment. Notes: Please refer to the Announcements posted in the e-classroom. Back to Course Outline Week 2 Google Analytics Features, Benefits and Limitations Open Source Tool Tracking the Mobile Visitor Scope: In this lesson, you will complete the forum for Week 2. Complete the Week 2 Assignment. Review Lesson 2 in the classroom. Complete the Term Paper Outline. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) The key features and capabilities of Google Analytics How Google Analytics Works What Google Analytics cannot do Analytics approach to user privacy Understand Open Source Tools How to Track the Mobile Visitor 6

7 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Discoverability and the context of data The difference between dimensions and metrics How to manipulate data tables and charts How to schedule exports of data The value of segmentation and pivot views How to annotate charts to highlight key events Required Readings: Read Chapters 3 and 4, Review Lessons 2 in the classroom Supplemental Reading: None Turn In: 1. Week 2 Forum Post 2. Week 2 Assignment 3. Complete and turn in the Term Paper Outline. Notes: Please refer to the Announcements posted in the e-classroom. Back to Course Outline Week 3 Reports Explained - Web Analytics Up and Running - Traffic Sources: AdWords Scope: In this lesson, you will complete the Week 3 Forum Post. Complete the Week 3 Assignment. Review Lesson 3 in the classroom. Begin working on your Final Term Paper. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) The Dashboard overview The top Reports To understand page values To understand data sampling How to create a Google Analytics Account Tag pages with tracking code How to create a backup How to use profiles in conjunction with accounts How to roll up reporting and collecting data How to setup agency client accounts Understand AdWords Understand AdSence How to answer common implementation questions Required Readings: Review Lessons 3 in the classroom Chapters 5 and 6 Turn In: 1. Week 3 Forum 2. Week 3 Assignment Notes: Please refer to the Announcements posted in the e-classroom. Back to Course Outline Week 4 Advance Implementation - Best Practices Configuration Guide - The Importance of Defining Goals and Funnels - Capture E-Commerce Transactions 7

8 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Scope: In this lesson, you will complete the Week 4 Forum. Complete the Week 4 Assignment. Review Lesson 4 in the classroom. Continue working on your Final Paper. Mid-Term Project Assignment. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) How to use the _trackpageview() function How to capture e-commerce transactions How to track online campaigns How to track events with Flash interactions How to customize the GATC for your needs Best Practices of Google Analytics The importance of defining goals and funnels Importance of visitor segmentation How to use filters and advance segments Required Readings: Review Lessons 4 in the classroom Chapters 7 and 8 Supplemental Reading: None. Turn-In: Notes: 1. Week 4 Forum 2. Week 4 Assignment 3. Mid-Course Survey Extra Credit 4. Mid-Term Project Assignment 1. Review the learning objectives for Weeks 1 through 4 and the Reading Chapters 1 through Please refer to the Announcements posted in the e-classroom. Back to Course Outline Week 5 Labeling Visitors, Sessions, and Pages - Roll-Up Reporting Scope: In this lesson, you are to complete the Week 5 Forum. Complete the Week 5 Assignment. Review the Week 5 Lesson in the classroom. Continue Work on the Final Paper. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) How to customize the list of recognized search engines How to label and sessionize visitors for better segmentation How to track error pages and broken links How to gain a greater insight in your pay-per-click tracking How to improve site overlay, conversion, and e-commerce reports Required Readings: Review Lessons 5 in the classroom Chapter 9 Supplemental Reading: None. Turn-In: 1. Week 5 Forum 2. Week 5 Assignment Notes: Please refer to the Announcements posted in the e-classroom 8

9 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Back to Course Outline Week 6 Focusing on Key Performance Indicators - Using KPI s for Web KPI's Setting Objectives and Key Results Scope: In this lesson, you will complete the Week 6 Forum. Complete the Week 6 Assignment. Review Week 6 Lesson in the classroom. Continue working on your Final Paper Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) How to set objectives and key results How to select and prepare KPIs How to present hierarchical KPIs Understand example KPIs segmented by stakeholder job roles Understand KPIs for the web 2.0 environment Required Readings: Review Lessons 6 in the classroom Chapter 10 Supplemental Reading: None. Turn-In: 1. Week 6 Forum 2. Week 6 Assignment Notes: Please refer to the Announcements posted in the e-classroom Back to Course Outline Week 7 Real World Tasks - Identifying and Optimizing Poorly Performing Pages - Search Engine Optimizing - Term Paper Scope: In this lesson, you will complete the Week 7 Forum. Complete the Week 7 Assignment. Your Term Paper is due this week, and must be submitted through Turnitin.com and submitted through the classroom assignment area for grading. Review Lesson 7 in the classroom. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) How to identify and optimize poorly performing pages How to measure the success of internal site search How to optimize your search-engine marketing How to monetize a non-e-commerce website How to track offline spending How to use Website Optimizer Demonstrate your knowledge of course concepts by submitting a 4-6 page research paper. Required Readings: Review Lessons 7 in the classroom Chapter 11 Supplemental Reading: None. Turn-In: 1. Week 7 Forum 2. Week 7 Assignment 9

10 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the updated course syllabus. Please do NOT purchase any books or start any work based on this syllabus; this syllabus may NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material 3. Term Paper Final Submission Submit to Turnitin.com and through the Week 7 Assignment area in the classroom. 4. Submit Term Paper in the Week 7 Assignment area in the classroom. Notes: Please refer to the Announcements posted in the e-classroom Week 8 Final Project Assignment Course Wrap-up a Look inside Web Analytics Back to Course Outline Scope: This week s Forum 8 students will discuss the challenges and impact of the course we have covered in the eight weeks of Web Analytics and its nuances. As we wrap up the course, students are to contemplate which parts of the course they enjoyed the most and which part they enjoyed the least. Share ideas with your instructor and classmates for improving the course. Post your response to the discussion board and respond to the post of at least two classmates. There are no wrong answers in this post, just be honest and informative. Complete the Final Project Assignment. Objectives: Successful students will be able to: (Inclusive of all readings, lessons, forums, and assignments) Offer suggestions for course improvement in the Week 8 Discussion Board. Demonstrate your acquisition of Advanced Web Analytics. Assess your knowledge of all course objectives and book chapters 1-11 by completing the Final Project Assignment. Required Readings: Review Lessons 7 in the classroom - Review all assigned chapters 5 through 11. Supplemental Reading: None. Turn-In: Notes: 1. Week 8 Forum: Suggestions for Improvement 2. End of Course Survey Extra Credit 3. Complete the Final Project Assignment. 1. Please refer to the Announcements posted in the e-classroom. Back to Course Outline 10

11 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material Appendix B Forum Response Rubric Back to Course Outline Synthesis of concepts Applications of personal experience Clear citations Writing standards Timeliness Peer/Instructor Responses The response refers to course materials and shows a clear understanding of main ideas and concepts. There are no irrelevant comments and the information is on point. Ideas are clearly and properly organized. The response provides personal examples that tie in with the course material being discussed. Reflection is evident and clearly ties in with the material presented. Insight was provided to course concepts. The response utilized references and made proper reference to the course text or to other materials that were referenced or referred to in the discussion. Opinions were also included and were valid. The writing is grammatically correct, clear and concise. The response is well formulated and easy to read and understand. Correct terminology was used when needed. The posting was not submitted on time. See rubric below. 50% 10% 10% 10% 10% (deduction) 10% Rubric for Student Forum Post Rubric for Peer to Peer Response Synthesis of concepts Writing standards Timeliness The other learner s ideas, questions, concerns were addressed. The response referenced reading or lecture materials when needed. The response addressed the learner s feelings if needed. There were no irrelevant or off-point comments. The posting reflects a clear understanding of the other learner s ideas. The writing is grammatically correct, clear and concise. The response is well formulated and easy to read and understand. Correct terminology was used when needed. 11 The posting was not submitted on time.

12 reference. Please use this syllabus as a reference only until the professor opens the classroom and you have access to the NOT be the one that your individual instructor uses for a course that has not yet started. If you need to verify course textbooks, please refer to the online course description through your student portal. This syllabus is proprietary material 80% 20% 10% (deduction) 12

13 WEBD222 Advanced Web Analytics All Assignments Week 1 Assignment: Two-Part Assignment Part 1: Chapter 1 In the graphic below, you see that Web Analytics is the center of the universe so to speak. When your company or organization uses the Web (Internet) it is both your research tool and feedback tool. The outer ring depicts the various departments or sides of your business that would use a web analytics tool. For this assignment choose any two (2) of the outer ring areas and explain how web analytics would assist the organization/company with its goal of feedback and customer research. Part 2: Chapter 2 Page Tags and Log Files (See the example of a Page Tag and text Logfile) Define Page Tags and how they are used. Define Logfiles and how they are used. Explain the advantages and disadvantages of both. 13

14 Please submit a Word Doc with your answers to both Part 1 and Part 2, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Chapter 1 page Chapter 2 pages Week 2 Assignment For this assignment, you are going to visit the PiWik Web Analytics tool demo site. PiWik is an open source (GPL licensed) real time web analytics software program. It provides you with detailed reports on your website visitors: the search engines and keywords they used, the language they speak, your popular pages and so much more. Piwik aims to be an open source alternative to Google Analytics, and is already used on more than 200,000 websites. 1. For this assignment, you will explore the demo site and its features. 2. Locate the Actions Tab at the top of the demo page and select it. 3. Now locate the date range tool and select date range. 14

15 4. Choose a date range of at least 30 days or more and then apply the date range. 5. Locate the index page, which you should all know by now is the home page or landing page of a website and the first page seen by a visitor. 6. Report on the Bounce Rate, Average Time on page and Exit rate, that you found, what does each of these mean to you as the web analytics expert and to the web site. Link to PiWik Demo Long Link Path to URL y&date=yesterday#module=dashboard&action=embeddedindex&idsite=7&period=day &date=yesterday Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Week 2 Term Paper Outline Term Paper Outline 15

16 For this assignment, you are to submit a one-page outline with your proposed term paper title, thesis statement, and an outline of the subtopics you will cover in your paper. When writing your term paper outline you must have, a minimum of 3-5 outside sources cited and referenced in the outline, this is to show the instructor the direction your paper is moving. You are to select a topic that is related directly to Web Analytics, it can come from a topic in your book, researching the topic in the APU Library or Internet search. Due by Sunday of Week 2 11:55 PM EST Week 3 Assignment Web Analytics Up and Running In this assignment, you are going to setup your own free Google Web Analytics Account. Please follow these steps: 1. Refer to your book page 132 follow the steps to setting up your free Google Analytics account. 2. Go to 3. You will be asked at some point to input a webpage URL address where the tags will be placed, use this address: 4. When you have finalized your account and setup analytics review the many areas and explore. 5. Create a summary Word Document of your experience in the setup, how easy or hard was it to you. Take at least three (3) screenshots of the Google Analytics pages to attach to the summary. 6. Submit your summary to the Week 3 Assignment area in the classroom. Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Week 3 Assignment 16

17 Week 4 Assignment Web Analytics: The Importance of Defining Goals and Funnels In this week s assignment, we are going to understand why defining goals and funnels are important. Please, answer the following questions: 1. What is a Website goal, define how this will assist you in visitor engagement and why would you want negative goals? 2. Describe the five funnel shapes and give examples of what they mean. Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Chapter 8 page 219 Week 5 Assignment Web Analytics Labeling Visitors, Sessions, and Pages For this week s assignment, you are to analyze and define the importance custom variables, your book explains the importance of each variable, and how each is restricted to one particular scope level. Please answer the following: Describe in as much detail as you can the scope of each of these levels; Visitor Level, Session Level and Page Level. Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Chapter 9 page

18 Week 6 Assignment Web Analytics Using KPI s for Web 2.0 For this assignment, we are going to look at Web 2.0 and KPI s and how the fit into the new world of browser applications. For this assignment, complete the following: Additional Readings: Read Web 2.0 Principles and Best Practices PDF Define Web 2.0 what is and is not What are the differences KPI s for Web 2.0 and Web 1.0? Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Chapter 10 page 349 Week 7 Assignment Web Analytics Identifying and Optimizing Poorly Performing Pages Yu will no doubt be inundated with data coming in from everywhere, one task you will want to accomplish is to optimize pages for the best user experience. In this assignment answer the following: 1. Describe in detail with example some of the improvement you can make to the pages. 2. What can you do to improve your least-valuable pages, and describe the three reasons each page is so valuable from the visitor s perspective. Please submit a Word Doc with your answers, in 500 words or more, and use references in support of your answers. Be sure to place your Name and Class on your submission, for example: Smith, John WEDB222 I001 Fall 12 Chapter 11 pages Week 7 Term Paper Due 18

19 Note: Make sure you submit your paper both through TurnItIn.com (for plagiarism checking) and the APUS classroom (for grading). Detailed instructions for TurnInIn.com can be found in the "Turnitin.com Instructions" folder under "Course Materials" (on the lefthand menu). You will be required to enter a Class Id and Password. For this class, the Class ID is and the Class Enrollment password is apus7415. This means Turnitin first and then if it passes the scoring then submit to the classroom assignment. You can re-submit your papers to turnitin to correct the originality scoring. I WILL NOT ACCEPT A PAPER WITH AN ORIGINALITY REPORT FROM TURNITIN OVER 15% OR OVER 2% FROM A SINGLE SOURCE. THIS WILL RESULT IN A GRADE OF 0. Term paper submission instructions: 1. Go to 2. If new to the site, create a profile 3. After you login, enroll in the course a. Class ID b. Password - apus Click on course name: WEBD222 D001 Spr 12 - Advanced Web Analytics 5. Submit term paper for originality verification 6. Log into APUS online classroom 7. Click the "my profile" link. 8. Click the "Term Paper" assignment in the grade builder summary. 9. Click on the "Optional File Upload" and choose the correct file to upload. Submit the final paper in word document (*.doc) or text document (*.txt) format. 10. Check the box "submit for grading." 11. Click the "submit" button. Your full 4-6 page term paper is due at the end of week 8. In addition to the 4-6 pages of the paper itself, you must include a title page and a references page. Your title page must include the title of your paper, the date, the name of this course, your name, and your instructor's name. Your references page must be written in APA citation style. NOTE: Be sure to post your Term Paper once you receive your Turnitin.com acceptable score to the Week 7 Assignment area in the classroom for grading. I WILL NOT ACCEPT A PAPER WITH AN ORIGINALITY REPORT FROM TURNITIN OVER 15% OR OVER 2% FROM A SINGLE SOURCE. THIS WILL RESULT IN A GRADE OF 0. Turnitin.com Help Files df Week 8 Final Project Assignment PowerPoint Project - Reviews of Analytics Tools - Research In this Final Project assignment, you are going to create three (3) separate PowerPoint Presentations. Within each presentation, you will evaluate three (3) analytic tools (see tool site links below). 19

20 To start your analysis visit these three web links and review these applications as deeply as you can. Review the site; look for demos, videos, faqs, white papers, or anything from the site to help you formulate opinions and comparisons to assist you in your analysis. Your three analytic tool sites: Google Analytics - PiWik - Open Web Analytics - Your analysis of each must have these topic areas identified in your PowerPoint presentation: Analytics Tool Name Best Features Notes 250 words or more (do not copy and paste from the website) your own words Worst Features - Notes 250 words or more (do not copy and paste from the website) your own words Summary - Notes 500 words or more in your own words. Final Summary Word Doc summarizing what you learned from all three, compare. Which do you believe has the most to offer any size organization? Your word doc is to be in APA format double-spaced, New Times Roman 12. There is a PowerPoint template you are welcome to use in the classroom Resources in the folder named Final Project Assignment. You may edit or add to it you wish as long as it contains the requirements. Recap Notes: You will be completing three separate PowerPoint presentations one for each of the analytic tools listed above and one word document summary. Turn In the Following: Three - PowerPoint presentations One - final summary word document Naming the PowerPoint s and Word Doc Summary: Name the PPTs as follows: finalproject_yourname_pptgoogle.ppt, finalproject_yourname_pptpiwik.ppt, finalproject_yourname_pptopenweb.ppt Name the Summary: finalproject_summary_yourname.doc Please submit all PowerPoint s and the Word doc summary in the Final Project area in the Assignment area of the classroom. Important: This is your Final Project for the course and worth 20% of your grade, so please be professional. This Final Project is due by the end of week 8. Projects submitted after the end of the course will not be accepted. Be sure you complete this project before the end of the course. 20

21 ALL FORUMS WEBD222 Advanced Web Analytics Week 1 Forum - Introduction & Quick Start Class: (Very Important) This is a two part Forum Post, you will first post your Introduction and bio as mentioned below, and the second part will be your answers to the proposed Case Study. Please, respond in 350 words or more in the same initial post. Continue to follow your classmates' posts for the remainder of the week and post at least two follow-up messages (150 words or more) to your classmates' posts prior to midnight ET on Sunday. (do not post a Word or Text Doc this will not count) Post both parts in one thread. Please, use references to support your answers. THE IMPORTANCE OF REFERENCES: You must use properly formatted APA style references to support your answers in both your initial post and replies to classmates.. First, please post a brief bio. Consider including classes currently taking, and classes taken, year in school, major, your location and time zone, government/military status, your personal interests, and any other information you may want to share with the rest of the class. Due by Wednesday of Week 1, 11:55 PM EST. ************************************************ Please, respond in 350 words or more and use references in support of your answers. Second, please respond to this Question-Case Study: OH NO! OUR FRESH BAKED COOKIES WERE BURNT SHOULD WE RE-BAKE A NEW BATCH In the world of Web analytics there is a debate revolving around cookies that never seems to be resolved or truly understood. Cookies are a very simple and wellestablished way to track visitors to your web site. However, their simplicity and transparency makes it very easy for users to turn off cookies or delete them from their computers. Cookie information is vital for web analytics because it identifies visitors, their referring source, and subsequent page view data. As a class, discuss this scenario and answer the following questions in 350 words or more. Please, use references to support your answers. What are the current best practices regarding vendors? How will owners sharing multiple computers affect the accuracy of the cookies? 21

22 How will the same users with multiple computers affect cookie accuracy? One computer shared by many in the same household, how will this affect cookie accuracy? Chapter 2 page 22 Week 2 Forum - Tracking Mobile Users Due by Wednesday of Week 2, 11:55 PM EST. Week 2 Topic Web Analytics is a valuable tool, it allows you to track mobile users, mobile websites and mobile applications whether or not the mobile device runs JavaScript. This is made possible by using a server-side code snippet on your mobile website. As a class, discuss this scenario and answer the following questions in 350 words or more. Please, use references to support your answers. Question: With the multi-millions of mobile users in the U.S. alone, is it a good business decision to track mobile users who visit your web site and why, please support your answer with examples? Chapter 3 page 53 Week 3 Forum - Traffic Sources: AdWords Due by Wednesday of Week 3, 11:55 PM EST. Week 3 Topic: Traffic Sources: AdWords From your book on pages, review the Google Analytics Figures (graphics) 5.9 through 5.16 regarding AdWords. Formulate your opinions and answer the following questions: Q1: How important is the Overview Report and why? Q2: Why is the AdWords Performance report important to time? Q3: AdWords can only track clicks, why is it still important? Q4: In the Keyword Report, what is meant by Bid Term and Search Term? 22

23 As a class, discuss and answer the above questions in 350 words or more. Please, use references to support your answers. Chapter 5 page Week 4 Forum Capture E-Commerce Transactions Due by Wednesday of Week 4, 11:55 PM EST. Week 4 Topic Capture E-Commerce Transactions Forum 4 Exercise: Class, in this forum exercise which is taken from pages of your book, you will actually write pagetracker record and product information transactions, this will give you a hands on for how Google Analytics allows you to track the item purchased and the transaction. Below, you will find a screenshot of an example GATC as seen in your book pages 166 and 167. On page 167 it describes and lists three pagetrackers, _addtrans(, additem( and tracktrans(). YOUR TASK: You are to complete the JavaScript code for the GATC transaction using the three pagetrackers, _addtrans(, additem( and tracktrans(). You are to add your own transaction item that was purchased (in the example) and explain the process flow. Here is an example of how to do this forum: Jack just purchased a new sweater from Macys Department store online, the pagetracking code to track the transaction and the items would look like this in JavaScript: 23

24 pagetracker, _addtrans( 6541 // order ID - required Macys Store ID 123, // affiliation or store name 49.99, // total - required 3.49, // tax 6.00, // shipping Charlotte, // city North Carolina, // state or province USA // country ); pagetracker, _additem( 6541, // order ID - required SWT2-ASB, // SKU code (stock keeping unit) Pullover Hoodie, // product name Mens Clothing, // category or variation 19.99, // unit price - required 1, // quantity - required ); pagetracker._tracktrans(); ) catch(err) {}</script> Summary: Jack completed his purchase of one sweater, which was a pullover hoodie, I noticed that the order ID follows the between the tracking transactions, I also noticed that the additem transaction displays the actual cost of the item showing the profit or retail price Jack paid. I also noticed that this type of tracking is very detailed; the store will be able to track demographic locations, for example to track all sales of SWT2-ASB by state and or city. This information would be very valuable to market specific items that may do well by regions. The above was just an example; yours will vary depending on your purchase item. As a class, create your own transaction like the one above by choosing your own item, and enter the information that will be tracked, be sure that your post is 350 words or more: Please, use references to support your answers. (You may copy the example above and entry your own information, be sure to include a Summary) Chapter 7 Pages Week 5 Forum The Importance of Reporting 24

25 Due by Wednesday of Week 5, 11:55 PM EST. Forum Topic Roll-Up Reporting In this forum you are going to discuss Roll-up Reporting, and its importance to enterprise clients. Please answer the following in your post: What is Roll-up Reporting and why is it important? What is Tracking Roll-Up Transactions? What are the Implications of the Roll-Up Techniques? How can Roll-Up pageviews be improved? As a class, discuss this this topic and answer the above questions in 350 words or more. Please, use references to support your answers. Please respond to at least two other classmates posts. Chapter 9 page 293 Week 6 Forum - Focusing on Key Performance Indicators Due by Wednesday of Week 6, 11:55 PM EST. Week 6 Forum - KPI's Setting Objectives and Key Results In this week s forum, we are going to focus on Key performance Indicators or (KPI). It does not matter which Web Analytics tool you use it will not be able to optimize your website for you, this is where educated smart web analytics professionals come into play, and this means YOU. One of the hardest tasks you may face in Web Analytics is to convince persons outside of your team or department of the importance of the reports and KPI s that tell the story of how well or bad you are doing. Communicating your information effectively to Management and the Board of Directors who we will call the stakeholders, can be a daunting task, they just do not have the time to understand the details of the reports you offer. Therefore, to communicate your information, you will have to learn how to summarize and format your reports in abridged versions. Please answer the following: What is a KPI and what are they designed to accomplish? How do you prepare a KPI? In brief, how would you present your KPI to the Stakeholders? As a class, discuss this this topic and answer the above questions in 350 words or more. Please, use references to support your answers. Please respond to at 25

26 least two other classmates posts. Chapter 10 Page 300 Week 7 Forum- Real World Tasks SEO Due by Wednesday of Week 7, 11:55 PM EST. Week 7 Forum - Search Engine Optimizing Scenario: You work for OnlineOfficeSupplies.com, as the Web Analytics Guru your goal is to drive customers to your site to purchase your online goods. You have convinced management that there are several online marketing options available, these include search-engine optimization (non-paid search or organic search) and paid search advertising (pay-per-click) marketing, banner displays and social network participation. You are going to use both the organic and paid search options. Please see your task below: Task: Develop as many keywords and key phrases as you can image that deals with Online Office Supplies, you must come up with at least twenty-five (25). Include a summary of why you selected these Words and or phrases, and do you believe they will hit on search engines. As a class, discuss this this topic and answer the above task in 350 words or more. Please, use references to support your answers. Please respond to at least two other classmates posts. Chapter 11 page 380 Week 8 Forum Due by Wednesday of Week 8, 11:55 PM EST. Week 8 Forum Course Wrap-up a Look inside Web Analytics We have covered eight weeks of Web Analytics and its nuances. As we wrap up the course, think about which part of the course you enjoyed the most and which part you 26

27 enjoyed the least. Share ideas with your instructor and classmates for improving the course. Post your response to the discussion board and respond to the post of at least two classmates. There are no wrong answers in this post, just be honest and informative. As a class, discuss this this topic and answer the above task in 350 words or more. Please, use references to support your answers. Please respond to at least two other classmates posts. 27