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What Is Custom Training in Web Analysis?

Certificate and degree programs in Web analysis can teach you how to gauge factors like advertising efficiency or customer satisfaction by interpreting a website's complex data. These programs are available as credit and non-credit courses.

Web Analysis Overview

Web analysis, also called Web analytics, is the process of collecting data from a company's website to be used for decision making and marketing purposes. If you work in the sales, marketing, communications or advertising fields, Web analytics could help you observe everything from statistical sales metrics and customer product reviews to site traffic patterns and website feedback.

Important Facts about This Area of Study

Common Courses Digital analytics, predictive analytics for marketing, marketing with Google AdWords, Web analytics for site optimization, creating and managing analytical business culture, data warehousing, business intelligence, consumer behavior
Prerequisites In addition to a bachelor's degree, MBA programs may require prior completion of specific courses, like statistics and calculus
Online Availability Some programs available via distance learning
Possible Careers Market research analyst, internet marketing manager, media consultant
Median Salary (2018) $63,120 (for all market research analysts)*
Job Outlook (2016-2026) 23% growth (for all market research analysts)*

Source: *U.S. Bureau of Labor Statistics

Using Custom Reports

With so many metrics involved in Web analysis, custom reports can organize information in ways that allow you to easily track a website's success. For example, you might create tables to emphasize the relationship between marketing strategies and investment returns or map key performance indicators (KPI), such as the number of site visitors who become customers. You could then use this information to help decide the next step in product development or create new methods for drawing visitors to your company's website.

Training Program Information

A handful of college continuing education departments offer courses and certificate programs in Web analytics or a related area, such as Internet marketing. In addition to teaching you how to collect Web data, these programs provide instruction in custom reporting software like Google Analytics. You might discuss how to create and interpret user reports, search engine reports and site overlay reports. Additional program topics could include marketing, uses for social media and Web site design. You could learn about viral promotion, search engine optimization and advertising campaign development as well.

Web analytics training can also be found in some master's degree programs. These might include Web development programs for information systems managers or analytics programs for marketing and business professionals. Depending on the program type, you might learn how Web analytics can be used to help develop Internet applications, engineer an e-commerce Web site, conduct marketing research, mine complex data sets or manage a database.