After completing the course, Students:

• understand the importance of analysing digital media metrics.
• gain an awareness of how to deal with analysis data from campaigns.
• are able to evaluate the key figures of a campaign and draw conclusions from them

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• Basics of the analysis possibilities of digital media
• Optimization of campaigns based on analyses
• Students analyze their campaign and identify optimization needs (group work)
• Presentation and discussion of the results of the analysis

Analysis & Optimization
Alby T. (2019) Introduction to web analytics. Hardback edition. Bonn: Rheinwerk Computing.
Hassler M. (2019) Digital and Web Analytics. 5th, updated edition. Frechen near Cologne: mitp Verlag.
Vollmert M./ Lück H. (2020): Google Analytics: The Comprehensive Handbook. 4th, updated and expanded edition. Bonn: Rheinwerk Computing.

Moderated group work, lecture, discussion

Cumulative module examination
The module grade is calculated weighted by the ECTS credits of the individual courses (ILV - integrated lecture) of the module and results as follows:
ILV "Analysis & Optimization" - 1 ECTS
Assessment type: Continuous assessment
Assessment method/s: Participation in class (20%), written group work (80%): Analysis and optimisation of the campaign created in the sub-module "Campaign Management / SEO & SEA"