Web Intelligence Certificate Program

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1 Information Technologies Programs Web Intelligence Certificate Program Accelerate Your Career extension.uci.edu/wi Offered in partnership with:

2 University of California, Irvine Extension s professional certificate and specialized studies programs help Improve Your Career Options with a Professional Certificate you increase or enhance your current skills or prepare for a new career. Courses are highly practical and instructors are qualified leaders in their field. Convenient online courses make it easy to learn on your own time, in your own way. A certificate bearing the UC seal signifies a well-known, uncompromising standard of excellence. Web Intelligence Certificate Program Web intelligence is a combination of digital analytics, which examines how website visitors view and interact with a site s pages and features, and business intelligence, which allows a corporation s management to use data on customer purchasing patterns, demographics, and demand trends to make effective strategic decisions. As companies expand their reach into the global marketplace, the need to analyze how customers use company websites to learn about products and make buying decisions is becoming increasingly critical to survival and ultimate success.

3 Who Should Enroll This program is designed for individuals who wish to enter the field of digital analytics, including those whose job functions include marketing, website design, corporate branding, product positioning, or other aspects of database-driven marketing. The focus of the program is on using technology to achieve business objectives. People who are well-suited for web influence tend to be comfortable with technology, have good analytical thinking skills, and understand the importance of serving customers more effectively by implementing sound business strategies. Certificate Eligibility and Requirements This certificate program is offered jointly with the University of British Columbia (UBC) Continuing Studies in partnership with the Digital Analytics Association (DAA). In order to receive the certificate, students must complete all the requirements for the DAA/UBC Award of Achievement in Digital Analytics, which consists of successfully completing the 4 required online courses and receiving the DAA/UBC Award, plus completing a minimum of 5 units of coursework from among the electives listed with a grade of C or higher in each course. Students must enroll directly with UBC for the required courses and with UC Irvine Extension for the electives. Complete details of the enrollment process is posted on the UC Irvine Extension website. To become an official candidate in the program, students pursuing the certificate must submit a Declaration of Candidacy. To receive the certificate after completing all program requirements, students must submit a Request for Certificate. All requirements must be completed within 5 years after the student enrolls in his/her first course. Students not pursuing a certificate are welcome to take as many individual courses as they wish. Program Benefits n Apply proven digital analytics methodologies to increase a website s effectiveness in marketing products and services, and increase customer conversion rates n Use data warehouse concepts to identify relevant data and aggregate the data into a single depository for more effective trend analysis and website performance statistics n Improve an organization s bottom line through a more effective web presence and enhanced data analysis for successful decision making n Move ahead with in-demand career knowledge and skills Program Fees Please use the following figures for budgeting purposes, only. Students must pay for courses offered by UBC Continuing Studies in Canadian dollars, and for courses offered by UC Irvine Extension in US dollars. The amounts below were estimated using the exchange rate effective January, The cost of textbooks and other supplementary materials may vary. Course fees (approx.) $4,090 Certificate Processing Fee $125 Textbooks $300 Total Estimated Cost $4,515 USD/ $4,520 CAD Corporate Training Our Corporate Training specialists can deliver this program or a customized one that fits your company s specific needs. Visit extension.uci.edu/corporate or call (949) for information. For more information: Julie Pai julie.pai@uci.edu (949)

4 Curriculum Required Courses Offered by University of British Columbia Introduction to Web Analytics A website can be a core business and communication channel that provides a direct link to current and potential customers. Unique to this medium is the ability to quantifiably measure and define the nature of the client interaction through web analytics. Successful organizations today are leveraging the power of web analytics to realize the full potential of their websites, developing and maintaining deeper client relationships that create measurable value to the business. In this course, you will be introduced to key concepts, tools, techniques and practices of web analytics. Drawing extensively from case studies and rooted in practical application, participants will understand how web analytics can drive higher profits and improve the customer experience. Participants will also be introduced to techniques they can use to successfully advocate and promote the use of web analytics in the organization. This is a fundamentals course that prepares participants for the next three courses of the UBC/DAA Award of Achievement in Digital Analytics program by introducing key terminology and concepts addressed in the later more detailed courses of this program, hence putting everyone on the same footing. Web Analytics for Site Optimization Successful websites require continuous reviewing and maximizing conversion rates for defined success actions to improve the user experience and increase website traffic. This course focuses on optimizing the visitor experience on the website. Site optimization topics include information architecture and navigation, content structure, internal page and link strategy, and the optimization of internal website search engines. This course uses best practice methods and case studies to show you how to define, track, evaluate, and optimize your website to improve visitor conversion goals, providing examples of how to create simple tests to define and evaluate the value of website changes. Measuring Marketing Campaigns Online In today s marketplace, online channels play an increasingly critical role in a company s overall marketing plan. Once your site is optimized for usability and the visitor experience, it s time to bring in more traffic. In this course you will learn how to achieve greater return on investment for online marketing initiatives and evaluate the impact of campaign results. This course also includes coverage of online/offline interactions, enabling participants to learn how to measure offline drive to websites. Discover how to identify the critical metrics and assess and improve campaigns, including methodologies for tracking the impact of online channels such as , paid search (pay-per-click), organic search (higher page ranking in search engines), and display/banner ads. The course will include an overview of technologies such as ad-servers, rich media, bid-management systems, and online research tools with the emphasis on campaign measurement and testing. Participants will leave this course with a solid foundation in online campaign optimization. Creating and Managing the Analytical Business Culture This course goes beyond the tracking and reporting of web site activity, covering both the art and the science of successfully using analytics to drive change within organizations. Getting organizational buy-in for analytics usage and data-driven decision making, choosing and deploying the right solutions to meet business needs, staffing and training the organization properly, and communicating information to diverse constituents within the organization are all key to success for the analytics or marketing manager. The course covers successful digital analytical management strategies and processes within the organization, providing both the knowledge and the practical skills to succeed as a digital/web analytics manager. If you have suddenly found yourself in charge of digital analytics, this course will help you succeed in your new role within the organization. extension.uci.edu/wi

5 Elective Courses Minimum 5 units Offered by UC Irvine Extension Business Intelligence/Data Warehouse I&C SCI X (3 units) Learn how to make better business decisions, use fewer resources, and improve your company s bottom line by developing and using a data warehouse. This course provides an overview of business intelligence and data warehousing and gives you a look at all the major facets of developing and using a data warehouse to make effective business decisions. You ll work on a single project that allows you to develop a project plan and business case for a data warehouse, develop a dimensional model, develop a data staging process, and develop a data access process. You ll also learn about careers working with business intelligence and data warehousing as well as the educational requirements for this field. Designing Dimensional Models I&C SCI X (3 units) Learn how to build a high performance dimensional data model. A good dimensional model and its physical database form the hub of a business intelligence data warehouse, serving as the target of the data integration and as the source of business intelligence data. This course provides both introductory and advanced concepts and techniques for developing effective dimensional models. Learn how to design dimensional models for extensibility, employ a proven dimensional design process, apply the process to several representative situations, and understand a variety of advanced dimensional modeling techniques. Managing Business Process Improvement Projects MGMT X (2.5 units) Learn how the structured approach of business process improvement (BPI) can be performed at all levels in an organization. Through a series of training activities, you will learn how to select, design, sell, implement, and institutionalize the changes necessary for effective BPI. Determine the process flow of a project, evaluate ineffective use of time, and change the process for improved effectiveness. In addition, collaborate on a class project that will allow for application of techniques to organization s processes and procedures. Problem Solving and Decision Making MGMT X493.9 (2.5 units) Get a conceptual framework to approaching problemsolving and decision-making situations with clarity and confidence. Gain competence in making effective decisions based on accurate assessment of a problem and preparing creative alternative solutions. Learn how to use analysis, synthesis, and positive inquiry to approach individual and organizational problems, develop and evaluate objectives, and assess likely consequences. Using case studies and on-the-job situations encountered by the class, explore successful models and proven methods that are readily transferable on-the-job. Management, Leadership and Team Building in the Project Environment MGMT X474.9 (3 units) The success of projects is dependent upon people and how effectively they work and communicate with one another. You will reflect upon your role as a manager/ leader within a project management framework. Explore concepts of human behavior, motivation, problem solving, decision-making, influence, conflict management, and organization structure. Build skills in recognizing and managing project stakeholders, communications, team development, and working with virtual team members, via presentations, case studies, readings, essays, and discussions. Members of the Digital Analytics Association (DAA) receive a 10% discount. Discount applies only to Professional and Corporate DAA members and requires a coupon code obtained through the membership section of the DAA website at discounts.

6 Raquel Collins, Associate Director, University of British Columbia Continuing Studies Avinash Kaushik, Author, Web Analytics: An Hour a Day Gus Krauss, Health Systems Specialist, Department of Veterans Affairs Peter Moroney, Director, University of British Columbia Continuing Studies Jim Novo, Owner and President, The Drilling Down Project Anne Nuttall, Director, Information Technology Enterprise Strategy, The Irvine Company Advisory Committee Academic Management Eric Peterson, Chief Executive Officer, Web Analytics Demystified, Inc. Michael Roach, Director, Program Management Office, The Irvine Company Natalie Spence, Senior Web Analyst, Web Marketing, Business Objects Jim Sterne, President, Target Marketing; Chairman, Digital Analytics Association; Founder, emetrics Marketing Optimization Summit Stefano M. Stefan, Director, Distance Learning Projects and Research, UC Irvine Extension Dave Dimas, Ph.D., Director, Engineering, Sciences and Information Technologies Web Intelligence Certificate Program Julie Pai n (949) n julie.pai@uci.edu extension.uci.edu/wi

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