Students can describe various types of web data. They can name and explain the various purposes of web analytics. They can process data from the case study using a web analysis tool.

None

Businesses gain access to a wide range of web data, e.g. homepages or social media platforms. Processing, analyzing and representing this data are core tasks of businesses.

• Types of web data
• Scope (analytics, monitoring, publishing, engagement)
• Legal basis for web analytics
• Web analysis tools

• Evertz S. (2018): Analysiere das Web!: Wie Sie Marketing und Kommunikation mit Social Media Monitoring verbessern. Haufe Gruppe.
  
• Hassler M. (2017): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Website optimieren. 4th rev. ed. mitp Verlag.
  
• Kertzel S./ Mylluks S. (2018): Google Data Studio: Professionelle Berichte und Dashboards erstellen. Rheinwerk Computing.
  
• Vollmert M./ Lück H. (2018): Google Analytics: Das umfassende Handbuch. 3rd rev. ed. Rheinwerk Computing.

Lecture, supervised group work dealing with the case study

Case study analysis (30%), using web analysis tools (30%), written exam (40%)