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What's the Difference Between Basic and Advanced Web Analysis Training?

If you're interested in knowing more about how to capture and analyze web traffic and how to then use that information, you may be interested in master's degree and certificate programs that offer web analysis training. Continue reading to learn more about web analysis and the difference between basic and advanced education options.

A Breakdown of Web Analytics

Web analytics is sometimes known as web intelligence or digital marketing. You could apply to master's and certificate programs if you want prepare to work in web analytics. This tool makes it possible to examine and optimize a website so that it effectively communicates the website owner's message to the target audience. Related tasks include monitoring site traffic, identifying an audience, creating reports and tailoring content so as to engage visitors. Persons or companies that are hired to perform all these tasks may be considered web analysts. One might carry out primary job duties such as marketing, research and web design to help a website owner meet business or online traffic goals.

Important Facts About This Field of Study

Common Courses Marketing, branding, user interface design, social media strategies
Online Availability Fully online curricula are offered
Possible Careers Web development, computer systems analyst, animation, software development
Continuing Education Those who earn a certificate in web analytics may choose to complete a degree program in marketing to enhance their career prospects.
Median Salary (2018) $69,430 (for all web developers)*
Job Outlook (2016-2026) 15% growth (for all web developers)*

Source: *U.S. Bureau of Labor Statistics

Basic Web Analysis Programs

Master's degree and certificate programs that include basic web analytics training usually focus on introductory theories and concepts as part of larger business concepts. You could earn a Master of Business Administration or a graduate degree that focuses on electronic commerce. Certificate programs may highlight digital marketing, digital media management or a closely related field. These programs are often intended for people who are already working in the marketing field. A master's degree can take about two years to complete while certificate programs usually take less time.

Many master's degree programs introduce data mining which is useful for collecting and analyzing web traffic information, consumer research and business intelligence. They also address the importance of data interpretation, understanding consumers, classifying methods of intelligence and implementing marketing strategies.

Certificate programs may explore basic methods and theories in web analytics, including survey design and case studies, with a focus on marketing strategies. Understanding what pulls a consumer to a website, knowing how your client wants to target specific audiences and being able to bridge the two are outcomes you can expect to obtain with this type of certificate.

Advanced Web Analysis Programs

Advanced web analysis programs may be offered as single courses or seminars designed for advanced practitioners in digital marketing. An expanded repertoire of tools and concepts are introduced. Courses may be dedicated to the use of specific software programs and might include methodologies for preparing reports and drilling down to more granular data concerning traffic patterns, visitor identification and retention, and trends in usage or activity. You may be able to obtain specialized certification on specific software programs after advanced training in web analysis.