Web Analytics

Web Analytics
Web Analytics

Every day, all businesses face dozens of questions relating to making decisions about their operation. Questions concerning the allocation of staff, the expected demand, the volume of orders, product storage, product promotion, customer acquisition, customer assessment, the effectiveness of any advertising, transportation of materials, processing of data, finding and collecting data of interest, etc.

The answer to such questions has a significant benefit, since it dramatically reduces the company's operating costs and makes it competitive and viable, especially in a time of crisis, when financing is not easy to find and therefore everything should be organized and exploited to the fullest degree. 

This course elaborates on the basics principles of the web analytics while  providing an introduction to the concept of Business Intelligence (BI), its impact and its basic uses.


Professor, National and Kapodistrian University of Athens, Department of Economics

This course is ideal for higher education graduates, pros with relevant interests and work experience or higher education students who would like to enhance their skills and knowledge on web analytics while get an overall view of the basic tools used in web analytics.

The course has a dual aim. First to introduce the basic principles of Business Intelligence (BI) and to further expand on the in depth understanding of web analytics. Once an introduction to web analytics is made, namely how we collect data and information on the Internet, an introduction follows on the basic quantitative methods of decision making. There we will examine calculation methods for optimizing certain criteria and finally advanced statistical methods that will help us to organize our data and to extract safe scientific results.

Module 1 - Introduction to Business Intelligence

Lesson 1: Introduction

This lesson provides an introduction to the concept of Business Intelligence (BI), its impact and its basic uses. It begins with an overview of BI, including a discussion on what is BI, what are the differences from other technologies and the role BI plays in organizations. Examples borrowed from various organizations are used to illustrate and explain these aspects.

Lesson 2: The architecture of a Business Intelligence System
This lesson describes all key functional components of a Data Warehouse/Business Intelligence Architecture (BI). First, an overview of a typical business intelligence architecture is made. Then, there is a focus on key operational processes of the BI system, describing the flow of data from the primary information systems to the end users and the transformations of corporate data across the spectrum. The lesson also describes the tools, techniques, and platforms that support the stages of this flow.

Lesson 3: Business Intelligence Functions
This lesson summarizes the four main functions of Business Intelligence solutions: creation of organizational memory, integration of information, enhancement of business insight and presentation and dissemination of information. It begins with an overview of these four functions, examining the interactions between them. Then, focuses on each function separately, analyzing the factors that enhance their importance and giving specific examples.

Lesson 4: Business Intelligence Technologies
This lesson refers to the main information technologies that facilitate the use of business intelligence. These technologies are classified into four categories, based on the four basic functions of business intelligence discussed in the previous section. Related technologies, such as ERP systems, data mining, OLAP analysis process, and balanced scorecard tables are described and illustrated.

Lesson 5: Development of Business Intelligence Systems
This lesson focuses on Business Intelligence solutions and the processes associated with their development. The lesson begins by examining the concept of Business Intelligence solutions and their desired characteristics. Alternative approaches to obtain Business Intelligence solutions and applications are discussed. Finally, two alternative development methodologies of Business Intelligence systems are presented, as well as specific steps in this development process.

Lesson 6: Business Intelligence System Management - Administration
This lesson examines the concept of Business Intelligence management, which includes all the actions needed to achieve the maximum value from the various business intelligence efforts of the organization. The BI Competency Center (BICC) is key to this process. The section begins with an overview of the challenges faced during Business Intelligence Management and how they can be addressed with the creation of a BI Competency Center. Then, we focus on the functions, the value and the use a BI Competency Center. Finally, we present a case study that illustrates the use of a BICC in a leading telecommunication company.

Lesson 7: Measuring Success
This lesson provides an introduction on how to measure the business value of Business Intelligence. It begins with an overview of the main reasons for measuring Business Intelligence, including a discussion on the definition of Business Intelligence failure and success. The diverse quantitative and qualitative measuring techniques of a BI system are presented. Finally, the various aspects of measuring the success of Business Intelligence are illustrated in a case study.

Lesson 8: Business Intelligence - Future Trends
This lesson focuses on current trends and future directions in the Business Intelligence sector. Like the entire industry of ​​software development, the sector of Business Intelligence is characterized by a constant focus on development. This development involves the use of the latest advances in database technology and modern trends in the field of business analytics. Among others, this section discusses the role of social media, big data, predictive analytics as well as the development of self-service models and cloud computing models.

Module 2- Web Analytics

Lesson 1. Introduction

The purpose of the lesson is to introduce the concept of web analytics techniques.

Lesson 2. Data Collection
The purpose of the lesson is to introduce the concept of data collection techniques for implementing a successful web analytics strategy.

Lesson 3. Qualitative Methods (User-Centric Research)
The purpose of the lesson is to introduce the concept of quality data collection and relevant collection techniques.

Lesson 4. Quantitative Web Analytics Techniques and Strategies
The purpose of the lesson is to introduce the concept of quantitative web analytics techniques and strategies.

Lesson 5. Web Analytics Key Performance Indicators (KPI)
The purpose of the lesson is to introduce the concept of key performance indicators and their use in web analytics.

Lesson 6. Web Testing and Experimentation
The purpose of the lesson is to introduce the concept of web testing and related test- experiments with special emphasis on A/B test, multivariate tests and controlled experiments.

Lesson 7. Emerging Web Analytics Solutions
The purpose of the lesson is to introduce the new trends in the industry of web analytics. These trends are mainly a result of social media and the revolution of mobile applications

In each module the elearner will have to take and submit electronically the corresponding tests, according to the timetable given by the instructor. The grading scale ranges from 0 to 100%. 
The Training Certificate is awarded when the learner receives an average grade higher than 50%.  

Online and distance training learning at National and Kapodistrian University of Athens offers a new way of combining innovative learning and training techniques with interaction with your tutor and fellow trainees from around the world.

The e-learning course is implemented via a user-friendly educational platform adjusted to the Distance Learning Principles. Courses are structured as weekly online meetings; interaction with the course tutor and other trainees takes place in a digital learning environment. The courses are designed to fit around your schedule; you access the course whenever it is convenient for you, however within the given deadlines.

The whole world becomes your classroom as e-learning can be done on laptops, tablets and phones as a very mobile method. Learning can be done on the train, on a plane or even during your trip to Greece!

The educational platform is a portal that offers access to electronic educational material based on modern distance learning technologies. The computer based nature of training means new technology is being introduced all the time to help trainees engage and learn in a tailored way that will meet their needs. E-learners have access to the educational platform with their personal code number in order to browse all relevant training material and interact with their instructors.

Moreover, an online communication system through own personal e-mail account is available in order to make the process easier and more interactive. Trainees can contact directly their tutors or the administration office of the course and share any concerns or anxieties related to the course in order to make the most of their experience.

Every week e-learners are provided with the relevant material, delivered either in the form of video-lectures, text notes and relevant presentations or as a combination of them. The educational material of the course is uploaded gradually, per educational unit. During the course, important info for the smooth conduct of the educational process, such as timetables for the submission of the exercises are announced on the Announcement section of the platform.

For successful completion of the course the e-learner should have fulfill her/his academic obligations, meaning should have submitted all corresponding assessment exercises and have achieved at least an average of 50% grade in the corresponding tests for each module. The score scale ranges from 0 to 100%. Finally, if the total score on one or more lessons of the course does not exceed 50%, trainees can ask for reassessment.

During the course trainees will be attending a training experience designed by academics and lecturers from the National University of Athens as well as from other Universities, Research Institutes and Cultural organizations around Greece.

Interactivity, flexibility and our long tradition guarantee that learning with us offers a successful and rewarding experience. Finally, access to a large variety of material and online resources available in each unit aims to excite your curiosity and guide you in exploring further your favourite topic. Part of the online material can be downloaded providing the chance to quickly refresh your memory after the completion of the course.

When will I receive the Certificate?

The Certificate will be sent to you electronically 30 working days upon completion, if you have no remaining academic or financial obligations. The Certificate will be also sent to you through traditional post services. Upon request the Certificate can be sent with the use of courier services. In this case, the relative cost should be covered by your side.