Department of Information Technology WEBD122: Introduction to Web Analytics 3 Credit Hours 8 weeks Prerequisite: None

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1 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Department of Information Technology WEBD122: Introduction to Web Analytics 3 Credit Hours 8 weeks Prerequisite: None 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 introductory study of Web analytics technology and how businesses and organizations may to use the technology to measure website traffic, enhance business presence, and conduct market research. The course begins with some basic introductory concepts and lays the foundation for more advanced topics regarding the subject. The course will cover both conceptual and scenario based exercises, thus enabling students to experience the maximum amount of comprehension and retention of material covered in the course. 1

2 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Course Scope This course is an excellent supplement to any course in web site publishing and development. This course assumes a foundational knowledge of the web and site development. Course Objectives 1. Define Web analytics 2. Describe how Web analytic is used to collect, analyze and report website traffic 3. Identify Key tools and diagnostics associated with Web analytics 4. Outline details of data collection options available for strong analytics and the pros and cons of each methodology 5. Summarize how web analytic is used as a tool for e-commerce, business research, and market research 6. Explore effective Web analytics strategies and implementation Course Delivery Method This course, Introduction to 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 WEBD122 Avinash Kaushik Web Analytics: An Hour a Day Wiley Publication ISBN: This course includes an e-text version of this textbook. You will not be receiving a hard copy of the textbook. Software No software used for this course. 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. 2

3 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Graded Assignment Percent of Final Grade Discussion Forums 23 Assignments 30 Quizzes and Exams 17 Week 4 Mid-Term Project/Assignment 15 Week 8 Final Project/Assignment 15 Total 100 Forum Requirements: 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. Your initial post for each week must be at least 250 words of meaningful content regarding the topic. You are also required to post to at least two other classmates posts with at least 150 words or more. Please see Appendix B Forums for Forum Rubric. Final Project (non-proctored, open-notes) 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) Web Analytics Present and Future, What it Should Be and Data Collection - Importance and Options Overview of Qualitative Analysis Components of Successful Web Analytics Strategy Web Analytic Fundamentals Core Analytic Concepts See Appendix A Week 1 See Appendix A Week 2 See Appendix A Week 3 3 Reading(s) Chapters 1-2 Chapters 3-4 Chapters 5-6 Assignment(s) Week 1 Forum/Introduction-Quick Start Scenario; Week 1 Assignment (Research Paper); Week 1 Quiz Week 2 Forum Week 2 Assignment Week 2 Quiz PowerPoint Outline Week 3 Forum Week 3 Assignment

4 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS Appendix A Appendix B Jump Start Web Data Analysis Search Analytics Measuring and Multichannel Marketing Experimentation and Testing Achieving Significant Outcomes Secrets Behind Making Web Analytics Actionable Competitive Intelligence Shattering the Myths of Web Analytics Advance Analytics Concepts Turbo Charging Your Web Analytics Practical Steps and Best Practices Weekly Student Course Guide Forum Rubric 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 7-8 Chapters 9-10 Chapters Chapters Week 3 Quiz Week 4 Forum Week 4 Assignment Mid-Term Project Assignment Week 5 Forum Week 5 Assignment Week 5 Quiz Continue to work on Final PowerPoint Presentation Week 6 Forum Week 6 Assignment Week 6 Quiz Continue to work on Final PowerPoint Presentation. Week 7 Forum Week 7 Assignment Week 7 Quiz Add final touches to your Final Project PowerPoint Presentation. Week 8 Forum Week 8 Assignment Final Project PowerPoint Assignment Final Project: PowerPoint Presentation For your Final Project you will create a PowerPoint Presentation based on the outline supplied to you, it should consist of slides with an opening title slide. You must include notes to each slide in support of that page (this is very important). The notes must be supported with APA style references of 3-5 sources in total. Your PowerPoint Presentation is due at the end of week 7. Your title slide must include the title of your Presentation, the date, the name of this course, your name, and your instructor's name. Policies. Please see the student handbook to reference all University policies. Quick links to frequently asked question about policies are listed below. Drop/Withdrawal Policy 4

5 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Plagiarism Policy Extension Process and Policy Academic Services 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. Back to Course Outline Appendix A Weekly Student Course Guide Week 1 Forum Introduction and Quick Start Scope: In this Week 1 Forum, you are introduced to a case study scenario where you will apply simple reasoning based on the book chapter readings and lesson materials. The Week 1 Assignment for this week ask you to define Web Analytics; include the following topics in your essay, What is Web Analytics, Page Caching the challenges, Search Robots and Unique Visitors. The week 1 quiz is based on Chapters 1 and 2 of the book and will consist of five multiple-choice questions. Objectives: Successful students will be able to: Define Web Analytics. Understand the Analytic Landscape. What Web Analytics Should Be. Required Readings: 5

6 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Lesson Week 1: PDF Files located in Classroom Lessons for Week 1 Book Chapters 1 and 2: Pages 1 through 49 Supplemental Reading: None. Turn-In: 1. Week 1 Forum Introduction Part 1: - Introduce yourself in the Discussion Board, Respond to at least two of your colleagues. (Back to e-classroom Instructions) 2. Week 1 Forum Part 2: A Quick Start (This is a Two Part Forum) Post your responses to the questions in the Case Study and be sure to respond to the post of at least two classmates. (Follow the guidelines above to post to this forum.) 3. Week 1 Assignment Define Web Analytics; include the following topics in your essay. What is Web Analytics, Page Caching the challenges, Search Robots, Unique Visitors 4. Week 1 Quiz Notes: Please refer to the Announcements posted in the e-classroom. Back to Course Outline Week 2 Overview of Qualitative Analysis Components of Successful Web Analytics Strategy Scope: In the Week 2 Forum, you will be introduced to Qualitative Analysis and how conducting successful site visits rely on active observations. The Week 2 Assignment will introduce you to the 10/90 rule and its importance. The Week 2 quiz will be based on chapters 3 and 4 of the book and consist of ten multiple-choice questions. You will create an outline for the Final PowerPoint Presentation. You are to create a Word Doc outline from the provided topic; this will be your topic for your final presentation as explained in the assignment. Objectives: Successful students will be able to: Understand the importance of data collection preparation, conducting and analyzing the data Introduced to successful Web Analytics strategies. Required Readings: Lesson Week 2: PDF Files located in Classroom Lessons for Week 2 Book Chapters 3 and 4: Pages 51 through 97 Supplemental Reading: None. Turn-In: 1. Week 2 Forum: Qualitative Analysis an Overview - Conducting successful site visits rely on active observations, this is very important because customers perceptions of their experience on the website and the actual reality of the experience may be very different. Discuss the three (3) stages to conducting a successful site visit: Preparing, Conducting the site Visit and Analyzing the data. (Back to e-classroom Instructions) 2. Week 2 Assignment Your book discusses the 10/90 Rule; explain how it is used and why it has sound foundations in actual implementations. 6

7 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. 3. Week 2 Quiz - will be based on chapters 3 and 4 of the book and consist of 10 multiple-choice questions. 4. PowerPoint Outline - In this assignment, you will create an outline for the Final PowerPoint Presentation. You are to create a Word Doc outline from the provided topic; this will be your topic for your final presentation. Back to Course Outline Week 3 Web Analytic Fundamentals Core Analytic Concepts Scope: In the Week 3 Forum, you will explore web logs and JavaScript tags, there usage and the differences between the two. In the Week 3 Assignment, you will understand the basic of URL and its importance, parameters along with understanding cookies and how they are used in analytics. The Week 3 quiz will consist of ten multiple-choice questions covering chapters 5 and 6 of the book. Objectives: Successful students will be able to: Understand capturing of data with web logs and JavaScript tags and define the difference between them Understand core concepts of URLs and there parameters Understand cookies and why they are important to tracking visitors Required Readings: Lesson Week 3: PDF Files located in Classroom Lessons for Week 3 Book Chapters 5and 6: Pages 99 through 160 Supplemental Readings: None Turn In: 1. Week 3 Forum: Web Logs or JavaScript Tags, which is better and why. (Back to e-classroom Instructions) 2. Week 3 Assignment Preparing to Understand the Basics: Define URL and why you as an analyst should care about its importance. Explain the URL Parameters. Explain cookies and why these matter. Word Doc 3. Week 3 Quiz - The Week 3 quiz will consist of ten multiple-choice questions covering chapters 5 and 6 of the book. Week 4 Jump Start Web Data Analysis Search Analytics Back to Course Outline Scope: In the Week 4 Forum, you will analyze Google Analytics Product Tour. From the web link, you will go to the site and watch the tour presentation, be sure to watch all six (6) presentations and answer the proposed questions. In the Week 4 Assignment, your will explore Search Engine Optimization (SEO) one of the hottest topics in marketing, the use of keywords and key phrases that drive quality visitors to your site through search engine hits. You will discuss the importance of SEO and the various ways it can be utilized, in addition include how to measure your success or failure of your efforts. Objectives: Successful students will be able to: 7

8 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Assess the Google Analytics products and report a specific function of that toolset. Understand SEO keyword and key phrases there importance, usage, and measurement. Assess your knowledge of Weeks 1 thru 4 learning objectives by reviewing the reading materials. Mid-Term Project Assignment Required Readings: Lesson Week 4 PDF Files located in the Classroom Lessons for Week 4 Chapters 7 and 8 of the book Pages 161 through 218 Supplemental Reading: None. Turn-In: Notes: 1. Week 4 Forum: Analyze Google Analytics Product Tour (Back to e-classroom Instructions) 2. Week 4, Assignment Search Engine Optimization (SEO) Word Doc 3. 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 Measuring and Multichannel Marketing Experimentation and Testing Achieving Significant Outcomes Scope: In the Week 5 Forum, you will discuss avoiding the Pitfalls of campaigns, one of the biggest pitfalls in web analytics and how to understand and deal with the data from these campaigns. In the Week 5 Assignment, you will explore Experimenting and Testing Discuss how to build a successful testing program and the importance of setting goals before you test, and why a hypothesis is so important. The Week 5 quiz will consist of 10 multiple-choice questions based on chapters 9 and 10 of the book. You are to continue working on your PowerPoint Presentation. Objectives: Successful students will be able to: Understand the value of campaigns and how they are used and measured Understand the importance of testing and settings goals and hypothesis Required Readings: Chapters 9 and 10 from the book Week 5 PDF files located in the Classroom Lesson for Week 5 Supplemental Readings: None Turn-In: 1. Week 5 Forum - Avoiding the Pitfalls of campaigns (Back to e-classroom Instructions) 2. Week 5 Assignment - Experimenting and Testing 3. Week 5 Quiz Notes: You are to continue working on your PowerPoint Presentation 8

9 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Back to Course Outline Week 6 Secrets Behind Making Web Analytics Actionable Competitive Intelligence Scope: In the Week 6 Forum, you will discuss benchmarking and setting goals. In the Week 6 Assignment, you will describe the Executive Dashboard and how you build an effective program. The Week 6 quiz will consist of ten questions multiple-choice based on chapters 11 and 12 of the book. Objectives: Successful students will be able to: Understand leveraging benchmarks and goals for driving actions Understand executive dashboards and creating effective programs Competitive intelligence tips and best practices Required Readings: Chapters 11 and 12 from the book Week 6 PDF files located in the Classroom Lesson for Week 6 Supplemental Readings: None Turn-In: Week 6 Forum Benchmarking and setting goals (Back to e-classroom Instructions) Week 6 Assignment Executive Dashboard Word Doc Week 6 Quiz Notes: You are to continue working on your PowerPoint Presentation Back to Course Outline Week 7 Shattering the Myths of Web Analytics Advance Analytics Concepts Turbo Charging Your Web Analytics Scope: In the Week 7 Forum, your will discuss statistical significance as it is referred to in the book, and formulate your own opinions. In the Week 7 Assignment, you will define KPI and discuss its relevance. The Week 7 quiz will consist of ten multiple-choice questions based on chapters 13 and 14 of the book. Your Final PowerPoint Presentation is due. Objectives: Understand a basic grasp of advanced analytics concepts Understand Statistical Significance Understand Web Analytics Segmentation basics Required Readings: Chapters 13 and 14 from the book Week 7 PDF files located in the Classroom Lesson for Week 7 Supplemental Readings: None Turn-In: 9

10 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. 1, Week 7 Forum - statistical significance (Back to e-classroom Instructions) 2. Week 7 Assignment - define KPI and discuss its relevance Word Doc 3. Week 7 Quiz Notes: Add final touches to your Final Project PowerPoint Assignment Presentation. Back to Course Outline Week 8 Practical Steps and Best Practices - Course Wrap Up, and Final Project PowerPoint Assignment Scope: In the final Week 8 Forum, you will discuss an actual web analyst job description retrieved form CareerBuilder.com. Read the job description, discuss, and formulate opinions on the skill sets and do they meet the requirements as you leaned in this course. Week 8 Assignment Discuss the importance of removing personal opinions from web analytics. The Final PowerPoint Presentation is based on your role as a Web Analyst trying to convince the executives why web analytics is necessary for business growth. The Final Exam Quiz will be based on all previous chapters and previous multiple-choice questions. Objectives: Successful students will be able to: Demonstrate knowledge of course concepts by submitting a slide presentation. Analyze the requirements for a web analytics professional Required Readings: 1. Chapter 15 from the book 2. Review all assigned chapters. Supplemental Reading: None. Turn-In: Notes: 1. Week 8 Forum: Discuss the role of the Web Analyst, from the actual Job Description below taken from Careerbuilder.com (Back to e-classroom Instructions) 2. Week 8 Final Project PowerPoint Assignment Presentation: based on your role as a Web Analyst 3. Week 8 Assignment Discuss the importance of removing personal opinions from web analytics. 1. Please refer to the Announcements posted in the e-classroom. 2. Final Project PowerPoint based on scenario in classroom assignments Please review the scenario objectives to prepare for the project. Back to Course Outline Intentionally left blank continued below 10

11 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. 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 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. 80% 20% 10% (deduction) 12

13 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Weekly Assignments Week 1 Assignment For this assignment, you will write a 500 Word or more essay. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 1 ASSIGNMENT: Define Web Analytics; include the following topics in your essay. What is Web Analytics Page Caching the challenges Search Robots Unique Visitors Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk1 Week 2 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 2 ASSIGNMENT: Your book discusses the 10/90 Rule; explain how it is used and why it has sound foundations in actual implementations: Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk2 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". 13

14 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Week 2 Final Project PowerPoint Outline - Word Doc In this assignment, you will create an outline for the Final Project PowerPoint Assignment due in week 8. You are to create a Word Doc outline from the provided topic; this will be your topic for your final presentation. Submit a one to two page outline with your proposal outline; it must include the presentation title, topic statement, and an outline of the subtopics you will cover in your PowerPoint. When writing the outline paper, you must have a minimum of 3-5 outside sources cited in your outline, in APA format so that I can see your thought process on where you are going with your topic. NOTE: This is a graded assignment. TOPIC: You are the new Web Analyst for Friends of Disaster Relief (FDR) a non-profit organization. The company executives and the Marketing team cannot figure out why the organization is not receiving the expected targeted donations from the website. The website was created without any web tracking tools or statistics capabilities. You have been called to the main conference room, to deliver your PowerPoint Presentation; you are trying to convince the top tier executives and marketing team that having a website without visitor tracking is not acceptable, you have a solution of what the organization should be tracking and why and the tools they should be using. Your Word Doc outline should include: Presentation Title Topic Statement Slide Topics and Sub Topics Recommendations Summary References Have fun with this presentation and be inventive. Week 3 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: 14

15 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 3 ASSIGNMENT: Preparing to Understand the Basics: Define URL and why you as an analyst should care about its importance. Explain the URL Parameters. Explain cookies and why these matter. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk3 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Week 4 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 4 ASSIGNMENT: Search Engine Optimization (SEO) is one of the hottest topics in marketing, the use of keywords and key phrases drive quality visitors to your site through search engine hits. Discuss the importance of SEO and the various ways it can be utilized, in addition include how to measure your success or failure of your efforts. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk4 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Week 5 Assignment 15

16 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 5 ASSIGNMENT: Experimenting and Testing Discuss how to build a successful testing program and the importance of setting goals before you test, include why a hypothesis is so important. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk5 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Week 6 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 6 ASSIGNMENT: Explain Executive Dashboard and how would you build an effective program; include what is meant by the trinity mindset. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk6 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Instructor Notes: found on pages 275 thru 283 of the book. Week 7 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: 16

17 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 7 ASSIGNMENT: Define KPI do you agree with the author about their relevance, explain your position. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk7 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Week 8 Assignment For this assignment, you will create a Word Document. Please, use APA style references in support of your answers. Create a Word Doc with this heading information: EXAMPLE: Name: Last, First (465215) your ID Class: WEBD122 B001 Fall 11 (example) Assignment: 8 ASSIGNMENT: One of the hardest tasks you will experience is removing your personal opinions and those of others and let the data speak for itself. Discuss how you would convince others to view the data for what it stands for. Who s voice matters the most and why. Name your Word Doc as follows for submission: webd122_lastnamefirstnamewk8 Due by Sunday 11:55 PM - Submit your Word Doc through the Assignment "Add Attachment". Instructor Notes: found on pages 416 thru 418 of the book. Week 8 Final Project PowerPoint Assignment Your presentation based on the outline, should consist of slides with an opening title slide. You must include notes to each slide in support of that page (this is very important). The notes must be supported with APA style references of 3-5 sources in total. Your Presentation is due at the end of week 7. Your title slide must include the title of your Presentation, the date, the name of this course, your name, and your instructor's name. Submit your Final Project PowerPoint Assignment. NOTE: This is a graded assignment. 17

18 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Weekly Forums Week 1 - Forum 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 250 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 250 words or more and use references in support of your answers. Second, please respond to this Question-Case Study: You own the "SweetTooth" Candy store and you have been in business for the last three years. Your store location in the strip mall is ideal and business is great. You have had a website up and running now for two years. The website only displays a listing of all the candy treats your store offers with brief descriptions. During this time your webmaster has been keeping web statistics on visitors to your website. You have been receiving numerous requests and s from your customers to start selling your candy over the Internet. You ask your webmaster to forward the Web Statistics to you, the complete history of the visitors and the pages they visited. 18

19 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. As a class, discuss this scenario and answer the following questions in 350 words or more: (have fun with these questions and think like a business owner) Please, use references to support your answers. What information would you look for in the Web Stats to help you make a decision to go forward with the request to offer sales through your website? Would you disregard the web stats and go with the few customers requests to sale your candy through your website? Week 2 Topic Qualitative Analysis an Overview Conducting successful site visits rely on active observations, this is very important because customers perceptions of their experience on the website and the actual reality of the experience may be very different. Discuss the three (3) stages to conducting a successful site visit: Preparing Conducting the site Visit Analyzing the data As a class, discuss the three stages in 250 words or more: Please, use references to support your answers, and post to at two or more other classmates posts. Week 3 Topic - Understanding Web Analytics Fundamental Web Logs or JavaScript Tags, which is better and why. As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at two or more other classmates posts. Week 4 Topic Jump Start Your Web Data Analysis 19

20 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. For this forum, you will analyze Google Analytics Product Tour. From the web link below you will go to the site and watch the tour presentation, be sure to watch all six (6) presentations. AS A CLASS: From what you learned in the product tour, how would Google Analytics help a small company utilize their web data to increase and target sales to a specific region. In other words, which Google tools would assist in this task? or Google Product Tour Link As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at least two or more other classmates posts. Week 5 Topic Measuring and Multichannel Marketing AVOIDING THE PITFALLS campaigns, are still vibrant and active parts of company marketing and you as the web analyst may be asked to make sense of this data. One of the biggest pitfalls in web analytics is how to understand and deal with the data from these campaigns. Discuss the three (3) pitfalls described in the book and how you would avoid them with specific examples for each. As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at least two or more other classmates posts. Week 6 Topic Secrets Behind Making Web Analytics Actionable Benchmarking and setting goals are very important in driving action; it encompasses getting inside the mind of the customer you are trying to reach. Dealing with human beings as you know can be difficult there are so many variables to consider. Discuss the importance of Benchmarking and Setting Goals. Include your understanding of Internal and External Benchmarking. As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at least two or more other classmates posts. 20

21 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. Week 7 Topic Turbo Charging Your Web Analytics Class: Define and discuss Statistical Significance as it is referenced in the book, formulate your own opinions of what this means. In addition, discuss Segmentation and the different ways of using its power. As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at least two or more other classmates posts. Week 8 Topic Practical Steps and Best Practices In this week s forum, we are going to discuss the role of the Web Analyst, from the actual Job Description below taken from Careerbuilder.com, review the job description. Formulate some opinions to the skill set required for the job, and discuss these topics in your forum: DISCUSS Job Qualifications, Job Duties, and Educational Requirements do you believe the description portrays the real aspects of the role. Description Web Analyst/Web Analytics role Base Pay: $85,000 /Year Industry: Internet - Ecommerce Computer Software JOB SUMMARY The Web Analyst will lead the web analytics functions and serve as the product leader for the web analytics roadmap and evolution, envisioning and implementing enhancements to existing web analytics capabilities. This position is responsible for identifying, reporting, and analyzing key performance indicators, further integrating web analytics findings into business and design decisions, and will also be managing SEO across the organization*s web presence, but the true emphasis for this position is the web analytics background a candidate has. The successful candidate will be able to analyze website user behavior using quantitative and qualitative methodologies and provide data-supported website and user experience recommendations. The position will be headquartered in Virginia, USA and will report to the Manager, Web Development and Operations. ESSENTIAL FUNCTIONS * Manage all reporting requirements and web analytics functions for the enterprise website. Enrich current implementation. Serve as the product leader for the web analytics roadmap and evolution. 21

22 STUDENT WARNING: This course syllabus is from a previous semester archive and serves only as a preparatory 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 of APUS. * Work closely within the Web Strategy and Services team to identify opportunities for deeper understanding of site utilization and user behavior. Develop detailed interpretations of findings and produce specific recommendations for website and user experience improvements. * Support larger marketing and global advertising efforts through KPI creation and reporting. * Manage SEO across the organization*s web presences. * Produce and maintain regular reporting and dashboards that communicate to a variety of internal audiences based on specific business needs. Present findings and recommendations to varied audiences throughout the business. * Work cross-functionally with IT Development and Market Research teams to improve upon processes to aggregate data from multiple sources. Requirements QUALIFICATIONS * Bachelors* degree in Marketing, Economics, Statistics, or related field preferred * Minimum 3 years of experience in web data analysis is required with a strong knowledge and experience in Adobe Omniture suite of products, including Discover and Site Catalyst * Comprehensive working knowledge of web concepts, including design and information architecture * Must be detail oriented with the ability to work within a cross-functional team on complex and dynamic projects * Excellent communication skills including written, verbal, listening, and presentation * Excellent consulting, problem solving, and analytical skills As a class, discuss the above in 250 words or more: Please, use references to support your answers, and post to at least two or more other classmates posts. Test/Quiz Week 1 Quiz Week 2 Quiz Week 3 Quiz Mid-Term Project Assignment 22